The paper titled „Signature Tune As a Communicative Sign: Analysis of Estonian Radio
Signature Tunes” presents an hypothesis that radio signature tunes can reflect society and
culture. I analyzed six radio signature tunes of the following broadcasts: „Päevakaja” (1958),
„Reporteritund” (1957), „Päevakaja” (1960s), „Päevakaja” (1998), „Reporteritund” 2007 and
a news signature tune of Radio 2 (2005).
I used semiotics as a method to describe the elements of the radio signature tunes as meaning
potentials. As a theoretical foundation I used a book “Speech, Music, Sound” by a Dutch
linguist Theo van Leeuweni who has presented an original approach to apply the linguistic
and semiotic concepts to deconstruct and analyze mass media music.
Also, I conducted eight semi-structured interviews with experts (including musicologists,
composers and music editors) to support and complement the semiotic analysis. It was my
aim to find out if the results of the semiotic analysis are compatible with results of the
interviews.
The study shows that the results coincide, which makes it possible to claim that the research
proves my hypothesis. Hence, the radio signature tunes consist of elements that carry meaning
potentials which, in turn, reflect the society and social and cultural changes.
The reflections, as evident in the radio signature tunes, are as follows:
1. The radio signature tunes from 1950s and 1960s reflect the soviet ideology and media’s
role as a propaganda channel.
2. During the past 50 years, the appreciation of time has changed in the media and society.
3. The role of melody and harmony in music has decreased which may represent the
increasing skepticism toward the grand narratives.
4. Mass media have lost some its authority and have become an entertainer.
5. Technology has become a vital part of our everyday life.http://tartu.ester.ee/record=b2116787~S1*es
