KITCH AS A PHENOMENON OF CONTEMPORARY NATIONAL POP VOCAL ART

Abstract

The purpose of the article is to determine the peculiarities of kitch in the space of contemporary national pop vocal art. The methodology of the article is based on comparative guidelines, principles of the cultural approach, methods of analysis and synthesis, semantic, interpretative and stylistic analysis. The scientific novelty of the article lies in the identification of the characteristic features of kitch in pop music at the conceptual, expressive and communicative levels. Conclusions. It is shown that in the space of pop art, designed for the mass consumer, appears as a reflection of modern trends in the actualization of the national principle and multiculturalism, the mutual influence of academic and popular art. It is revealed that the conceptual horizons of kitch are determines by the reduced embodiment of the national principle at the level of its external markers, represented, in particular, through the prism of both humor and exaggerated sensuality, frankness, sincerity, as well as multicultural intentions reflected in linguistic eclecticism. It is emphasized that the functional circle of kitch is marked by the priority if entertainment and relaxation functions. The peculiarities of musical vocabulary are substantiated – declarative simplification of harmonic and rhythmic organization, repeated intonation clichés in a limited range and with minimalization of intonation movement, predictability of melody, rhythm and harmony development, significance of post-declaration of rhythm. Thesignificance of such features as a factors of emotional manipulation, programming of audience reflection and formation of artistic communication on the basis of emotional and sensual unity of the performer and audience, predictability of perceptual perception, and recipient`s reaction is proved.The author emphasizes the suggestive potential of kitch, which in the communicative dimension if realized by the inviting the audience to perform together and activating the audience`s reaction, and the importance of the visual, performative component, which creates an atmosphere of artificial beauty and makes it possible for the audience to avoid intellectual effort. The author emphasizes the suggestive potential of kitsch, which in the communicative dimension is realized by inviting the audience to perform together and activating the audience’s reaction, and the importance of the visual, performative component, which creates an atmosphere of artificial beauty and makes it possible for the audience to avoid intellectual effort.