"When constant repetition of a song combines with a strongly repetitive element in its structure — as in an ad jingle — compositions such as Kolaveri Di become a subconscious tattoo in the head, almost an involuntary sensation. That is, until the next sensation emerges on the horizon.
The best thing about this entertainment universe is that it is a phonetic paradise. There is no undue pressure on the listener to understand the lyrics of a catchy Kolaveri; you can mouth the sounds and feel connected to a happening global grid. This is possible because the concept of the popular itself has become the basic language of communication in our times; in its domain particularities like Tamil or Punjabi are not very integral to the sensation of enjoyment." http://www.thehindu.com/arts/magazine/article2882338.ece
The best thing about this entertainment universe is that it is a phonetic paradise. There is no undue pressure on the listener to understand the lyrics of a catchy Kolaveri; you can mouth the sounds and feel connected to a happening global grid. This is possible because the concept of the popular itself has become the basic language of communication in our times; in its domain particularities like Tamil or Punjabi are not very integral to the sensation of enjoyment."
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