<b>Decoding the '<i>Bad Guy</i>': Implementing <i>the V.O.I.C.E.</i> Framework in Analyzing Contemporary English Song Lyrics</b>

The rapid evolution of contemporary popular music has transformed songs into complex multimodal texts that often pose challenges for traditional linguistic and literary analysis. This study introduces the V.O.I.C.E framework a simplified, analytical tool to decode the multi-layered meanings of Billie Eilish’s global hit, ‘Bad Guy’. Utilizing a qualitative descriptive method grounded in Multimodal Discourse Analysis (MDA), the research examines the song through five interconnected pillars: Vocal performance, production Originality, Identity construction, Cultural circulation, and Emotional resonance. The findings reveal that ‘Bad Guy’ achieves its subversive impact by deconstructing traditional pop tropes through ASMR-like whispered vocals, minimalist ‘bedroom’ production aesthetics, and the construction of an ‘anti-hero’ persona that challenges conventional gender roles. Furthermore, the study demonstrates that the V.O.I.C.E strategy effectively bridges the gap between complex semiotic theories and practical interpretation, providing a structured yet flexible roadmap for researchers and educators. Ultimately, this research highlights a shift toward ‘New Authenticity’ in English discourse, where sonic textures and digital cultural circulation are as significant as textual content in shaping contemporary identity and global resonance.