MBI KULTURËN E POPULLARIZUAR, GLOBALIZIMIN DHE GLOKALIZIMIN PËRMES POP-MUZIKËS DHE VIDEOKLIPEVE
ON POPULAR CULTURE, GLOBALIZATION AND ETHNO-ELEMENTS IN VIDEO-CLIPS AND ALBANIAN POP-MUSIC PRESENTED IN OUR MEDIA

Summary/Abstract: In this paper with a purpose of analyzing ethno-elements in video-clips and pop-music presented in our media, preliminarily is made an effort to bring up some definitions on popular culture as peculiar cultural category. There are also given data regarding the phenomena of cultural globalization, which as a process leads to the possibility for popular culture to have an impact of global dimension into different local cultures. As an aftermath comes out phenomena of glocalization as a process of intertwining the global and local cultural values, to finally start with analyzes of such phenomena in present time Albanian popmusic. Process of glocalization is tightly connected with redefinition of national identity in the frame of the globalization flows and we can see it happening in different ways and in different domains.. More effete analyzes is made to two particular songs and their video clips, the “Proud to be Albanian” by the band “Etnoengjujt” and “Ku ka më mirë se me qenë Shqiptar/ Is there anything better than being an Albanian” by band “Asgjë sikur dielli/Nothing like the sun”, where apropos can be noticed reflection of popular culture, impact of the process of globalization and relevance of traditional culture. All three of them intertwined testify also that musical composition continues to be important in expressing common collective emotions and belonging regardless the mode and manner of the interpretation chosen as manifestation.

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