VILLAGE CULTURE TODAY
/in Studies /by Kcs21blAAToday, in Serbia, the village and rural areas culture, except in rare cases, does not have a significant or even visible role in the program representation or in the creation of urban or regional cultural policies. Neglected for decades, mainly left as an intuitive drive for the maintenance of tradition and a partial adoption of modern practices, the Serbian village is a depiction of the present discontinuity of (non) concern for the strategic organization of a country’s culture. Administratively still in the inherited system from the time of the democratization of culture, it has never recovered from the consequences of a badly derived model of cultural diffusionism based on the essential lack of connection with the core urban centers and/or other similar communities. The analysis offers an insight into the situation in the villages and settlements in Pančevo, Leskovac, Novi Sad and Kraljevo, towns that have been systematized to have rural cultural centers as cultural institutions founded by their local governments. Identified as the central cumulating sites of local heritage, the new cultural production and population gatherings, cultural halls, even in a devastating state of infrastructure and value, but as bearers of strong symbolic capital, establish new forms of socio-cultural centers that in the future should be nurtured and developed with the purpose of functional decentralization.
INTERTEXTUALITY AND NARRATIVE TECHNIQUES IN MACINTOSH ADVERTISING 1984
/in Studies /by Kcs21blAAThis paper presents the intertextual structure of an advertisement narrative, which, with the appearance of the Macintosh, is considered as a cultural phenomenon and an aesthetic determinant of the twentieth century that still defines modern culture. The Apple advertisement for the Macintosh “1984”, directed by Ridley Scott and prompted by the rigid discourse of the PC market of the time, refers to the Orwell’s fiction classic of the same title. In addition to verbal intertextuality, the advertisement also includes visual references that will be considered in this paper. The narrative technique of this one-minute video clip activates the paradigms of spatial coherence and subversions that are associated with utopian and dystopian constructs, thus successfully managing the space and the moment when the Macintosh emerged on the market. A system of uniqueness that is fully oriented to the production of customized consumers in order to gain profit implies creation of a commercial space in which social relationship between the individual and the perceived is established through use and consumption of electronic products and services. This new form of comfort reveals itself as a form of commodity fetishism, which, as a reference to Marx, would be another level of verbal intertextuality. From a collection of technological parts and raw materials, the Macintosh has changed into a “fantastic form” where physical properties express social behaviour. In this way, the commodity expresses something other than the mere sum of its raw materials or labour required for its production. With this innovative marketing approach, through the idea of liberation, information discourse is transformed. The world of numerous and diverse information is opposed to totalitarian regimes – consumer experiences and the power of information will be the force that rules the world. By presenting such an innovative marketing strategy with an emphasis on narrative practices, a new paradigm of commodification was established through the concept of individuality and rebellion against a totalitarian regime.
JUDEO-CHRISTIAN AND APOCRYPHAL TRADITIONS IN THE QURAN
/in Studies /by Kcs21blAAAs scripts for Muhammad’s religious notions of Judaism and Christianity, we can use relevant Christological teachings of the Judeo-Christian Arabs whose segments of religious and cultural syncretism we find textually conceived in the Quran. Islamic exegesis describes a number of biblical events and personalities in the spirit of Semitic and Syrian-Palestinian teachings, with all of their heterodox beliefs, which have continued to live in the Islam. Presence of the apocryphal and non-biblical texts in the Quran, points to an explicit deviation from the canonical teachings presented in the Four Gospels, and from the apostolic-patristic heritage that the Church has preserved in the Sacred Tradition.
CONTRIBUTION OF THE SERBIAN COLONISTS TO THE SOCIO-CULTURAL DEVELOPMENT OF THE LUGANSK REGION IN THE 18TH AND 19TH CENTURY
/in Studies /by Kcs21blAAThe article is devoted to the problem of colonization of the Lugansk region by the Serbs. The author shows reasons for the resettlement of the Serb Frontier Troops to the territory of the Russian Empire in the middle of the 18th century. On the basis of historical sources, the problems in adaptation of these military colonists in the territory of Slavyanoserbia are analysed. Contribution of the Serbs to the economic and cultural development of the Lugansk region in the 19th century is characterized.
WEB 2.0, SOCIAL MEDIA AND THE NEW PARADIGM OF INFORMATION MEDIA
/in Studies /by Kcs21blAAThrough an analysis of relevant literature, this paper examines important aspects of the new paradigm of information media, originating from the changes of social communication in general, prompted by information-communication revolution. The Web 2.0 environment, with social media at its front, brought forth a higher level of interactivity in the information exchange – information media i.e. journalistic reporting. This interactivity facilitates thorough changes which must be taken into account so as to enable production and distribution of optimal media content. The paper discusses in detail the Web 2.0 environment and its specific features, against the more traditional media environment. The paper further reports on important observations pertaining to social media and their social and communicational specificities, as well as the means by which their interactive nature influences exchange of information. The new role of public in media communication is also discussed in detail, as well as the rise of citizen journalism as a consequence of previously mentioned interactivity of the digital environment. Hereafter follows a discussion on the new habits in the media consumption, with an emphasis on incidental consumption as a product of the social media culture. Finally, the paper examines the biggest ethical issues of the modern information media in the Web 2.0 conditions. Namely, it discusses information segregation (echo chambers) and fake news, and what media organizations and social media platforms can do to contain this, socially unfavorable, behavior and minimize, if not completely eliminate, their detrimental influence.
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