This is an on-going issue. Music is constantly being used for different purposes and by different groups of people, creating connotations. For example, Martina McBride's "In the arms of an angel" has been used on so many commercials for animal shelters that it is a common connotation for people. In addition, music genres such as screamo or death metal is aimed at a much different audience than pop music. Even looking at the difference between the audiences for 90's boy bands such as N'Sync, and male vocal artists now such as Adam Lambert.
2.) Which kinds of music are battling today?
I think that rock and country at defiantly battling. These two genre's are sometimes even being mixed into one category. Whose to say Lady Antebellum is a country group instead of a rock group? Or that Taylor Swift and The Dixie Chicks are actually rock groups. The music is starting to sound very similar, with similar instrumental accompaniment, and similar lyrical styles. However, peoples connotations with the two genre's remain different, which is why I believe there is separation. While rock is typical aimed toward "hard-core" men, country is aimed towards "the country boy" who spends his days on the farm. I wouldn't expect to walk into the Hard Rock Cafe and hear Carrie Underwood's "Before He Cheats" blasting simply because it is not a "hard-core" male based song. It's considered a country song, despite the angry undertones and guitar accompaniment.
I liked how you used those examples how music can be used to express rhetorical messages, such as in the sad dog commercials vs. other audiences that it would not fit in to. The history and genre of the song can completely change the meaning the audience takes from the video or whatever they are viewing. Music is one of the most important type of expressions.
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