The article is devoted to the phenomenon of popularity and the phenomenon of modern "reincarnation" of the cultural event of Russian rock of the 1980s - the song of the group "Alliance" "Na zare - At dawn". Having appeared during a critical era for Russia, the song, which contained multiple personal and social meanings, thanks to modern technologies, continues its creative history in the form of publications of previously unknown versions, as well as in the form of cover versions, remakes and performing interpretations. The phenomenon of the song "At dawn" is the absence of an authorized publication and even the author's vision of the meaning of the text. The author of the song, Oleg Parastaev, assures that the language cliches used in the process of creating the song are completely random and stereotypical. However, upon closer study, the text of the song "At dawn", which is characterized by a pronounced nominative character and complex organization of all levels of composition, can be placed alongside a number of similar poetic creations of Russian poetry, starting from the closest associative correlate, the poem by A. Fet "Shepot, robkoe dikhanie - Whisper, timid breath...", all the way to the poetry of the Russian Silver age, in which nominativity as a reflection of the personal essence of the world development became one of the main techniques. New Internet technologies brough the text of the song into a wide field of reception of the readers (listeners), thus making it on the one hand, a kind of "matrix of meaning" unifying the recipients, on the another hand - the basis for building a personalized, much wider text in which the role of the reader is more important than the role of the creator of the work. The poetic world of the song "At dawn" as a syncretic phenomenon includes multi-dimensionality and pulsation of space created by the rhythmic pattern and melody of the musical text, a way of changing the point of view of the perceiving subject in the verbal series (looking around, inside and up), layering the meanings of lexical and semantic groups of nouns that denote movement, visual, auditory, taste, tactile effects, and designating the internal states of the lyrical subject. The song "At dawn, which combines genre elements of synth-poo and -New Age?, at the same time implements one of the most productive models of poetic message: verblessness in grammatical sense and universal in semantic sense
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