Publication details [#67292]

Publication type
Article in book
Publication language


The article addresses the issue of musical persuasion in multimedia contexts from the point of view of Conceptual Blending Theory. The analysis focuses on well-known instrumental pieces used in deliberately altered visual contexts to inspire a particular interpretation of the entire multimodal event. An example is the integration of the opening theme from the 1982 film Conan the Barbarian (music by Basil Poledouris) within the context of a Serbian election campaign, with the motive to propagate negative publicity against a political opponent. The central proposal is that the created multimodal composition in such situations is recursive, as the result or the output of the previous integration serves as an input in another meaning construction process. For example, a politician’s resoluteness of character enhanced by the musical qualities of the theme is mocked in a derisive subsequent video to the same music in the background.