MEDIJ RADIJA U FUNKCIJI AFIRMACIJE MUZIČKE UMETNOSTI

Abstract

The aim of this research is to review the popularization of music art in the field of the radio medium. In this sense, the analysis method and historical method were used. The text considers, on the one hand, an analytical insight into the complex structure presumed by the relation between the radio and music (art), and on the other hand, the historical framework of music art affirmation in the context of the radio, as well as the comparison of music policies in national and local radio stations (with the emphasis on Serbian media space). This paper also implies the possible strategies of music presentation via this medium, such as re-actualization of the music editor position, the role of verbal presentation of music, strengthening music literacy, and activation of the Internet potentials. This issue is gaining significance in the moment when screen culture is dominant, i.e. when visual media are occupied by informative or entertainment/commercial structures, whereas artistic content remains in the background. The results of this research point to the changes in understanding and reception of the medium of the radio (and music in the radio). The times when radio programs used to be leading brands (and when the radio receiver had an honorary position in the house) are long gone. However, having in mind its new medium for the art of music, and activate valuable cultural-educational models.