On Thursday, April 25, 2024, at 12 PM in the SASA Building (Knez Mihailova 36, 1st floor, room 102), Marija Koprivica Lelićanin, PhD, (Academy of Arts, SAE Institute, Milan) will deliver a lecture titled "Popular Culture as Text: Methodological Challenges".

Koprivica Lelićanin, PhD, will aim to present the methodological potential of linguistic tools in analyzing texts of contemporary culture and media. In semiotic analyses, "text" refers to even the smallest parts of reality that may have formal text-like characteristics, such as beginning, end, cohesion, coherence, and levels of meaning. If they combine words, moving images, music, or sound, they are also referred to as multimodal texts. These texts achieve their meaning both on the vertical-paradigmatic and horizontal-syntagmatic planes. Therefore, examples from popular culture, such as films and series, pop music, or video games, are multilayered and multimodal texts of the creative industries and essential signifying practices of contemporary culture. The presentation will initially draw from the structural-semantic approach of Algirdas Julien Greimas, which will then be expanded upon with new analytical instruments taken from the repertoire of linguistics, particularly applicable to the last discursive textual level. Various tools and techniques will be proposed depending on the textual genre, modality, and research objectives.