A RESEARCH ON BELGRADE’S IDENTITY

Истраживање о идентитету Београда организовано је током пролећа 2006. године и у њему су учествовали становници Београда, туристи из Србије и иностранства и представници организација и институција из домена културе, образовања, представници градске и републичке власти, запослени у медијима, маркетиншким агенцијама и уметници. Питања су била везана за колективно сећање, просторни идентитет града, однос садашњости, прошлости и будућности града, досадашњу промоцију и њене могућности у будућности и социодемографске карактеристике испитаника. Резултати истраживања указују на то да су слике Београда недовољно развијене и да је идентитет Београда био до сада углавном површно представљан, а да постоје различите карактеристике на којима је потребно градити идентитет Београда.

CULTURE AND VIOLENCE: SELF-DESCRIPTION OF THE CORE OF THE SEMIOSPHERE AND SOCIABLE OPPRESSION

The topic of this paper spans different aspects of sociable violence in the bordering prose of Ivo Andrić. Such phenomena have been considered in a semiotic key, from the angle of theory on semiosphere with the dominance of inelastic semiospheric cores of cultures. The emphasis has been place on the investigation of violence as a form of self-security mechanism of cultural systems. Thus the torture over the individual and the collective, and its different psycho-physical forms – modus procedendi i.e. the practice of such cultures is, more or less, manifested in all cultural segments. Violence is a significant ruling mechanism in an inelastic semiospheric core and it is performed up the entire hierarchy of social ladder. By analysis of Andrić’s historical prose, and on the topic of suffering in Bosnia in a hiatus of three kingdoms, significant differences have been noticed in self-describing of cultures of the East and the West, as well as their different attitudes towards the nature of violence, torture, harassment and humiliation of the subjects, or those who break the codes of self-description of semiospheric core. When speaking about violence, some indicators have been noticed that modernized Europe has somewhat changed standards of self-description in relation to cultural tradition of the Porta. Namely, even though Europe from the times of the Middle Ages and later, all the way to crucial reforms of the codes of self-description (originated under the influence of a wide wave of enlightenment and later the French bourgeois revolution) had known the cruelty of violence even during legal execution of a legal norm, its significantly changed standards in favour of humanization of legal norm and war ethics in the 19th century – contributed to the fact that remaining practice of cruel violence of the Turkish system in Europe in recent times sees it as a barbarian act and incivility and strives to eliminate this brutal violence from legitimate standards of self-description of the European culture. Just moral opinion, founded on contemporary understanding of the respect for personality, which assumes avoiding of suffering – was the crucial parameter which contributed to humanization of the then legitimate brutal violence, typical of the inelastic semiospheric cores such as those of the Ottoman empire.

BRANDING OF COUNTRIES AND NATIONS

A growing number of countries are beginning to understand the importance and the necessity for country branding and taking care of their global image and reputation. Having realized that a good name and a positive image affect not only the number of tourist arrivals but also the investments, products, award of various sports and cultural events etc, as of lately countries have started addressing these issues more seriously. Special agencies and institutes have been established which use the latest marketing methods and integrated marketing channels for promotion. Governments which strive to rebrand their countries, remodel the image or build a new positive identity of their nation must have a clear vision of what they want to achieve, where the country stands now, where they want it to stand, and must try to integrate all efforts, policies and communications towards the rest of the world. It is with considerable delay that Serbia has understood the real impact of lobbying and engaging lobbyist firms in preparing and passing decisions of significance to the international political scene, and partially due to the delay, it has suffered great economic and political damage over the last decade and a half of its history.

CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY AS AN OPPORTUNITY FOR IMPROVING THE MODERN MARKETING CONCEPT

Previous marketing practices have caused much criticism of this concept, which is why the necessity for its overcoming is emphasized in academic and professional debates. Therefore, the basic task of the modern marketing concept becomes building good relationships both with the market participants and the wider social public. This paper aims to show that creation of good relations with key participants in the market is one of the possibilities for improving overall business in the global environment. The starting point of this issue is consideration of the marketing criticism from a wider perspective and highlighting its solving potentials in the direction of building good relationships with marketing participants. In this process, it is important to emphasize the potential of marketing relations as the concept that we promote within the contemporary marketing. The concept of marketing relations will be considered through the 4 Os model. Reaching these complex but legitimate demands sets difficult task before the participants in today’s market, but trends show that only by developing good relations it is possible to achieve a long-term sustainable position.

WHY FESTIVAL MUSEUM ATTENDANCE CANNOT PREDICT REGULAR MUSEUM ATTENDANCE: EXAMINING THE ATTITUDE-BEHAVIOR RELATIONSHIP

This study addresses the fact that during the one night festival “Museum Night”, tens of thousands of visitors find themselves in museums, which stands in sharp contrast to the lack of museum visitors during the rest of the year. Taking into account conceptual differences between festivals and regular museum programs, we examined the obstacles that prevent festival visitors from become regular museum visitors. Using the two stage stratified sample (N=1480) of visitors of the “Museum Night” in Serbia 2012, we identified 39% of those who have never visited a museum during previous twelve months. This allowed for comparison between this group of visitors and the regular museum visitors based on their socio-demographic characteristics and their cultural habits. In addition, we assessed their attitudes towards museums, subjective norms about visiting museums, and perceived barriers for more frequent visits (perceived controlability). The choice of constructs was guided by Ajzen and Fishbein’s Theory of planned behavior (1985; 2011). We analyzed if they could predict (a) intentions to visit museums in the future and (b) visits to the museums in the previous year. The attitude towards museums was proven to be a good predictor of both intentions and past behavior, whilst subjective norms and perceived control were better indicators of past behavior. Results demonstrated that museums were perceived as predominantly educational institutions, with their main image-related drawbacks being lack of dynamics and excitement. In spite of that fact, a significant number of festival visitors did express their intentions to visit museums more often in the future. We discussed how these intentions could be addressed in public communication in order to translate them into behavior. We also suggested how both descriptive and prescriptive norms could be employed to widen potential museum audience and which strategies could improve the image of museums as more proactive and appealing.

STEFAN NEMANJA AND THE NATIONAL SERBIAN AWAKENING

During the creation of the first Serbian kingdom, the role of Stefan Nemanja as a great prefect was reflected in the balance between the two great powers, i.e. the East and the West, where Serbia was trying to develop and maintain a national identity. Preserved hagiographic works, although schematized and written to celebrate Nemanja and his descendants, however, express a historical and cultural context of the early Serbia, especially that preceding the time of the kingdom. In the earliest surviving works related to the life and the cult of Stefan Nemanja, we can most clearly see the role of preserving Serbian identity and tradition. The main features of the Serbian culture, among others, related to the concepts of language and image.

CONSTANTINE THE GREAT AS A HOLY RIDER – WARRIOR

In the early Christianity there were many amulets, known as a group of Gnostic amulets, depicting a holy rider-warrior holding a cross-tipped spear piercing the enemy. This motif was usually attributed to Solomon who killed a female demon, but was later associated with Christ, St. George, St. Theodore and other saints. There is also the amulet that shows Emperor Constantine the Great in his victory at Milvian Bridge (Parisinus gr. 510, fol. 440). It can be assumed that the image of Constantine as a holy warrior of the imperial cavalry, before the period of iconoclasm, was even more widespread. However, some variations can be observed in the usual iconography. Also, although Constantine’s role in the spread of Christianity and the celebration of the Holy Cross is huge, this symbol is much older and related to the influence of other, older religions and beliefs.

ATTITUDES OF BELGRADE CITIZENS TOWARDS DIFFERENT TYPES OF GRAFFITI

Graffiti can be seen as a specific means of communication used by young people in urban environments. Graffiti are a very heterogeneous phenomenon, certain aspects of which border on art, while others remain in the domain of vandalism. Considering the absence of graffiti related research in our country, this study is exploratory and has two main goals – to assess the perception of Belgrade citizens on the prevalence of diverse types of stylized and non-stylized graffiti in different urban locations and to determine the participants’ relationship towards graffiti, and their subtypes, as well as the appropriateness of a number of locations for creating graffiti. A convenient sample of 100 citizens of Belgrade has completed an on-line extensive questionnaire. The results indicate that non-stylized graffiti are perceived as more prevalent than stylized graffiti, while the relationship towards stylized graffiti is significantly more favourable. This finding could be explained by the greater amount of effort invested in stylized graffiti which leads to their higher aesthetic value. Certain public spaces – such as surrounding walls / fences, underpasses, overpasses and bridges – which are perceived as most covered in graffiti are at the same time seen as most appropriate for this type of activity.

OTHERNESS OF THE ROMA ON THE MARGINS OF BARBARIANS – STEREOTYPES, PREJUDICES AND (ANTI)ZIGANISM IN SERBIA

This paper contemplates the topic of otherness and various forms of intolerance towards the other (xenophobia, racism, nationalism etc.), by referencing it to the postcolonial theoretical discourse. In doing so, the position of the Roma minority − the most vulnerable and marginalized other in Serbia, is envisaged from the position of knowledge and power of the first (the majority population). Tsvetan Todorov’s theoretical platform and his definition of the term barbarian were the starting point for the case study analysis – the reality show Šatra which was broadcasted in spring 2012 on the First Serbian Television. Although the initial objective of the Šatra show was to promote tolerance and criticize racism, this paper identifies the reality show as a mirror of the society (a reflection of society) and the paradigm of Romophobia in Serbia, as the show draws on hidden racism to reveal the stereotypes and prejudices of the mono-cultural majority. By referencing the concepts of Orientalism, Balkanism and Antiziganism, this paper defines the term Ziganism as the theoretical discourse based on the binary oppositions with regard to the Roma as others. The main thesis of this paper is that the members of the Roma population are not the ones who are barbarians (those incomprehensible foreigners at a lower civilizational level), but rather that we are − the majority population which treats the Roma as non-humans.

EXPERTISE – THE ISSUE OF OCCUPATIONAL FOLKLORE IN SERBIAN CULTURAL INSTITUTIONS

Understanding folklore in the light of Dundes’ definition and Jones’ observations regarding occupational folklore gave an impetus for analysing professional folklore in the domain of culture in Serbia. According to a leading paradigm in cultural policy theory, development of culture in its widest sense (as suggested in Tylor’s definition) depends on the development of culture in its narrow sense (institutions, organizations, differently connected individuals). This case study was based upon researches conducted in 2009 and 2013 in Serbian institutes for protection of cultural heritage. These researches provided data on human resources of these institutes. Expertise exams, as obligation for new employees, are analysed as a step in up-building of occupational folklore and idioculture. From the corpus of professional folklore two „myths“ are extracted and analysed as mirrors of the past and present situation in the field of protection of tangible cultural heritage: the „myth“ of (old) experts and the „myth“ of „bad“ institutes. These myths are seen as reflection of current position of the domain of culture in contemporary Serbia.