Медийна музика, хибридност и автентизъм
Media music, hybridism, and authenticity

Summary/Abstract: Media music is hybrid, which is especially true of the musical remix culture of digital media. The paper, part of a more extensive study on folk and folklorised music in Bulgarian media, seeks the discourses of hybridism and authenticity in TV commercials, containing Bulgarian and Balkan ethno music (folk, ethno pop, world music). Imbued with substantial symbolic values, the audiovisual images of the local tradition join in the construction of an imagined group identity, where music components play an important role. This study could shed light on the processes of stereotyping and autostereotyping of the Bulgarian and the Balkan as part of an enabled marketing of ethnicities and identities. It is argued that the nationalisms and Balkanisms in/via music are not results just of a sought for ideological constructing and political influencing, in terms of their content, but are preset by the nature of the media culture as a medium. The new media with their inherent to their technological, media industrial and marketing nature traits of synthesis, eclectics, hybridism, commodification and subliminal influence are able to change both their consumers and their own products. The music of the commercials is much more than just a soundtrack and a building element of the TV, entertaining and advertising industries. Media music provides a substantial link between the product, the producers (of the product and of the media as a product and communicator) and the consumers through the psychological, cultural, and social resources it has.

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