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, . 8, . VIII (2016)
Yearbook COMMUNICATION, MEDIA, CULTURE Faculty of Culture and Media
John Naisbitt University Belgrade
CONTENTS
JUBILEES
ONE HUNDRED AND SIXTY YEARS SINCE NIKOLA TESLAS BIRTHSlobodan Vuleti
TESLA GENIUS PERSONALITY AND AUTHENTIC BRAND ................................................3
TWO HUNDRED AND TEN YEARS SINCE JOVAN STERIJAS BIRTHAndrea Mili Despotovi, Zorana Miloakovi Tasi,
Aleksandar ukanovi, eljko Jai, Stefan Jovi
ORIGINAL SERBIAN PLAYWRIGHT ........................................................................................17
HUNDRED YEARS SINCE PETAR KOCIC DIEDMaja Radoni
PETAR KOI, OUR CONTEMPORARY ...................................................................................37
HEROES TALKING ABOUT SERBIA 140 YEARS AGOBudimir Potoan
LEST SERBIA FORGET TOLSTOY, HUGO, GARIBALDI, TCHAIKOVSKY, MERKUS ...........53
COMMUNICATION
Tatjana Milivojevi, Jasna orevi
THE (IM)POSSIBILITY OF BEING AUTHENTIC IN COMMUNICATION .............................77
Tatjana Kosti
ELECTRONIC COMMUNICATION AND MODERN TEXTBOOKS ........................................105
Radoslav Baltezarevi
EMOTIONAL BRANDING AS A WAY OF COMMUNICATION WITH CONSUMERS ..........125
Ana Stojkovi
INTERCULTURAL COMMUNICATION WITH REFERENCE
TO THE CONCEPT OF INTERCULTURALITY DURING TRANSITION...............................137
Marija R. Boranijaevi
FORM IN THE FUNCTION OF CONTENT
SPECIFICITIES OF TRANSLATION OF POETRY
IN THE CASE OF TRANSLATION OF THE RAVEN BY EDGAR ALLAN POE .....................153
Contentsviii
, . 8, . VIII (2016)
MEDIA
Iva Beleslin, Biljana Ratkovi Njegovan
MONITORING OF MEDIA CONTENT THROUGH TRADITIONAL MEDIA
WITH SIMULTANEOUS COMMUNICATION IN VIRTUAL COMMUNITY ........................179
Slavica Iaretovi
EVALUATION OF MEDIA LITERACY OF HIGH SCHOOL STUDENTS
FROM THE REPUBLIC OF SRPSKA BY EUROPEAN METHODOLOGY ...............................193
Nada Torlak
FIGURE OF JUVENILES IN THE MEDIA
CHILDREN AS VICTIMS AND OBSERVERS OF VIOLENCE .............................................213
Jasna orevi
WHEN THE MASKS FALL:
PRESENTATION OF SELF ON SOCIAL NETWORKS ............................................................ 225
Zoran Jovanovi
CHALLENGES OF MEDIA PRIVATIZATION IN SERBIA:
MANAGEMENT BETWEEN THE PUBLIC INTEREST AND OWNERS INTEREST ............247
Aleksandar Urkom
THE MEDIA AS A TOOL IN FOREIGN LANGUAGE ACQUISITION .....................................263
CULTURE
Radomir V. Ivanovi
REPRESENTATIVE MONOGRAPHIC RESEARCH
OF NJEGOSS AND LJUBISAS WORKS IN THE 19th AND 20th CENTURY..........................279
Mario Kalik
SCHELERS PHILOSOPHICAL ANTHROPOLOGY
AND METAPHYSICAL PROJECT OF SALVATION OF MAN
FROM THE CRISIS OF MODERN CIVILIZATION ................................................................ 301
Borivoje Baltezarevi
HE QUEST FOR MEANING AND INDIVIDUAL FREEDOM
BERAJEV VERSUS SPENGLER ..........................................................................................335
Ivan Maleti
CHRISTIAN ANTHROPOLOGY IN THE WORKS
OF SAINT NIKOLAI OF OHRID AND IA............................................................................355
Dragan Tomanovi, Violeta Cvetkovska Tomanovi
RESTAURATION AND CONSERVATION OF BAPTISM OF CHRIST ICON
(18th CENTURY) .........................................................................................................................371
Dragan Jakovljevi
PARALLELISM OF FREEDOM AND UNFREEDOM
IN LITERARY WORKS OF PETAR MILOEVI .....................................................................391
ixContents
, . 8, . VIII (2016)
Dragana Pei
THE SNOBBERY AND THE SNOBS OF TODAYS SOCIETY ................................................. 403
Ana Stevanovi
INFLUENCE OF CREATIVE MANAGEMENT
ON ORGANIZATIONAL INOVATIONS INSIDE CULTURAL INSTITUTIONS ................... 425
REVIEWS
Aleksandar Petrovi, Danko Kamevski
IN THE LABYRINTH OF CONTEMPORARY MEDIA ........................................................... 443
Milan R. Simi
THE AGE OF GREAT ART HAS PASSED,
OUR SORROW IS DEVOURED BY THE SENSE OF SHAME ................................................ 449
Leana Vukovi
ETHOS AND PHATOS
REAFFIRMATIONS OF POLITICAL ORATORY IN SERBIA ................................................457
NOTESABOUTTHEAUTHORS
, . 8, . VIII (2016): . 3-16
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Commerford, Martin, Thomas (1984): 1. The Inventions, Researches and Writings of Nikola Tesla; New York ( ). , (1894): 2. , ( - ).
3 : http://nikolatesla.io.ua/s30595/zivot_naseg_najveceg_naucnika_i_pronalazaca 20.6.2016.
4 : http://nikolatesla.io.ua/s30595/zivot_naseg_najveceg_naucnika_i_pronalazaca 21.6.2016.
5 : https://www.nobelprize.org/nobel_prizes/physics/laureates/1909/marconi-facts.html 24.6. 2016.
6 : http://www.google.com/patents/US645576?hl=sr#v=onepage&q&f=false 21.6.2016.
7 : http://www.tesla-museum.org/meni_sl/nt.php?link=tesla/t 23.6.2016.
8
, . 8, . VIII (2016): . 3-16
Behrend, Bernard A. (1921): 3. The Induction Motor and Other Alternating Current Motors; New York. , (1932): 4. Nikola Tesla und Sein Werk; Leipzig ( , - ).Leonard, John William (1910): 5. History of the City of New York 1609-1909. New York ( -).Cheney, Margaret (1981): 6. Tesla Man Out Of Time; New York (- , ).Wise, Tad (1994): 7. Tesla: A Novel; Atlanta ( ).
, , : (My Inventions: The Autobiography of Nikola Tesla; New York). 1919. Electrical Experimenter, - , ( ).
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9 : http://www.tesla-museum.org/meni_sl/nt.php?link=tesla/t, : http://www.ubnt.ni.ac.rs/
10 : http://www.beg.aero/, : http://www.tent.rs/ , 11 : https://www.tesla.com/models 12 , , , : http://tesla.info/sr/ 13 : http://www.tesla-capital.com/sr/managing 14 : http://martinroll.com/resources/brand-glossary/ 25.6.2016.15 : http://marketing-pr.fon.bg.ac.rs/webroot/uploads/Brand%20Management%20
-%20Skripta.pdf 26.6.2016.
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, . 8, . VIII (2016): . 3-16
UDC 621.3:929 Tesla N. 1856-2016
621.3:659.127.8
SlobodanVuleti,PhDTeachers' Association of the Republic of Serbia
Novi Sad
TESLAGENIUSPERSONALITY ANDAUTHENTICBRAND
Summary: The complexity of Tesla's interesting personalitiy lead us to the study of his character, on whose foundations he becomes a brand, which is gain-ing importance in education and science, civil aviation and engineering, energy production, manufacturing information and communication technology, culture, management and other areas. The common motivation for using this brand for a range of different products is the fact that Tesla is synonymous with innovation, quality and authenticity, which are, in terms of marketing, companies compete in different ways to create identity and recognition in the market.
Keywords: NIKOLA TESLA, BRAND, MARKETING.
, . 8, . VIII (2016): . 17-36
821.163.41:929 . . 1806-2016
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, . 8, . VIII (2016): . 17-36
UDC 821.163.41:929 Popovi J.S. 1806-2016
AndreaMiliDespotovi,ZoranaMiloakoviTasi, Aleksandarukanovi,eljkoJai,StefanJovi
Faculty of Culture and MediaJohn Naisbitt University
Belgrade
ORIGINALSERBIANPLAYWRIGHT
Summary: On the occasion of the anniversary of the birth of Jovan Sterija Popovi, the authors of this paper describe the important events of his life, repre-setnting the great drama achievements of the famous writer and emphasizing the importance of Sterija's work for the theater in Serbia and Europe thruout nine-teenth century. The paper points to the social context of Sterija's work, as well as the universality of individual achievements, and rather than a conclusion the authors set a parallel between the great Serbian drama writer and Aristophanes in the field of political comedy, which indicates the strength of contributions of Jovan Sterija Popovi on Serbian cultural scene - from his time until today.
Keywords: JOVAN STERIJA POPOVI, LIFE AND WORK, DRAMA, THE-ATRE, LITERATURE.
, . 8, . VIII (2016): . 37-52
821.163.4:929 . 1916-2016
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, . 8, . VIII (2016): . 37-52
:
Andri, Ivo(1986): [1] Zemlja, ljudi i jezik kod Petra Koia, Sabrana djela I. Andria; Sarajevo: Svjetlost. , (2016): [2] XX ; : ., . (1991): [3] I: ; : . , (1989): [4] ; : -. , (2008): [5] , , , , ; ; ., (1965): [6] :, , , : ; : ,.urikovi, Dejan (2015): [7] Knjievnost i njeno tumaenje; Sarajevo: Prosvjeta. , (2016): [8] ; : / - . , (2005): [9] ; : ., (2010): [10] (XI XX ); : . , (1965): [11] ; : -., (1986): [12] , . (1892-1918); : ., (2016): [13] , : ; : - / ., (1959): [14] , ; /: / . , (2003): [15] ; : , 27. 8. 2003. , (1955): [16] III; : ., (1953): [17] ; /: / ., (1953): [18] ; : .
, . 8, . VIII (2016): . 37-52
UDC 821.163.4:929 Koi P. 1916-2016
AssistantProfessorMajaRadoni,PhDFaculty of Culture and Media
John Naisbitt UniversityBelgrade
PETARKOI,OURCONTEMPORARY
Summary: In the presentation of Petar Koi s life and literary path, this paper pictures a portrait of one of the most talented narrators of modern Serbian literature and a great fighter for national and social justice, also a tireless rep-resentative of the oppressed and disenfranchised. With an overview of the most important interpretations of Koi s work, this paper points to the polarised view of the world, which finds its accurate reflection in his literary work, where consist-ently implemented symbolic dichotomies are found in pairs such as modern -patri-archal, mountain (freedom) and the city (slavery), or old-new, where the scale of values is always on the side of the past, old-fashioned, honest, that is, before the colonisation and the arrival of foreign rule. However, the spiritual space has always been the freest space of human activity, so resourceful Koi s highland-ers gain their victories over Mr. Big Shots right there in the free play of spirit , which finds its reflection times in a bright, times in a bitter humour, but primarily in ecstatic and rich Koi s language, full of creative and vital force.
Keywords: PETAR KOI, SHORT STORY, LANGUAGE, HUMOUR, SAT-IRE, POLARISATION, REBELLION, FREEDOM.
, . 8, . VIII (2016): . 53-74
355.216+355.48(497.11) 1876
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, . 8, . VIII (2016): . 53-74
UDC 355.216+355.48(497.11) 1876
AssociateProfessorBudimirPotoan,PhDFaculty of Culture and Media
John Naisbitt UniversityBelgrade
LESTSERBIAFORGET TOLSTOY,HUGO,GARIBALDI,
TCHAIKOVSKY,MERKUS
Summary: Liberation Serbian-turkish war in 1876. raised entire Europe on their feet. Almost 15 thousand military volunteers came to Serbia from nearly every European conutry. Serbian liberation from 140 years ago was strongly supported by some of the most important people of that age: Lev Tolstoy, Victor Hugo, Giuseppe Garibaldi, Pyotr Ilyich Tchaikovsky, Jeanne Merkus and others. In that war, as a military volunteer, died Colonel Nikolay Nikolayevich Raevsky, individual who served Tolstoy as a prototype for the character of Vronsky in the cult novel Anna Karenina. Today, hardly anyone in Serbia remembers the jubilee 140th anniversary of these historical events, except few honorable exceptions in the media.
Keywords: SERBIAN-TURKISH WAR, 1876, SERBIA, MILITARY VOL-UNTEERS, RECEPTION, COMMUNICATION.
, . 8, . VIII (2016): . 77-104
316.612:316.772
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6 7 Sincrit, Spontanit, Auhtenticit, http://leclocherduhibou.over-blog.com/article-sin-
cerite-spontaneite-authenticite-85405965.html. 18.05.2016.
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, . 8, . VIII (2016): . 77-104
UDC 316.612:316.772
ssociateProfessorTatjanaMilivojevic,PhDJasnaorevi,MA
Faculty of Culture and MediaJohn Naisbitt University
Belgrade
THE(IM)POSSIBILITYOFBEINGAUTHENTIC INCOMMUNICATION
Summary: The term authentic is translated as genuine, original, true or credible, and it has always a positive connotation. Speaking of a person, we men-tion her /his distinctiveness, individuality, uniqueness or originality. Concerning behavior and communication, authenticity is often identified with sincerity, hon-esty and spontaneity. The most concise and comprehensive definition of authen-ticity would be "to be consistent with oneself", and in the imperative form: "Be yourself!". However, the first attempt to analyze this apparently self-explanatory statement confronts us with a series of problems and dilemmas, starting with the fact that it can be perceived as a tautology. When we express it as a logic formula, we get "I = I". But who is this "I" whith whom I should be in harmony, or the "I" charged to perform this harmonization? The nature of the second problem is not logical, but philosophical-axiological and sociopsychological. If we set authenticity, i.e. self-consistency, as a desirable goal worthy to be pursued, we risk to fall into value contradictions, such as in expressions, for example: an authentic manipu-lator, or liar, or crook etc. Therefore, it is first necessary to carefully define the concept of "authenticity" and analyze the similarities and diffferences in relation to kindred notions in order to be able to answer the question implied in the title : can we be authentic in communication?
Keywords: AUTHENTICITY, COMMUNICATION, REAL AND FALSE SELF, ORGANISM, BODY AWARENESS.
, . 8, . VIII (2016): . 105-124
316.772(075)
1*1
: , , , , . - . , -. , , . . , - , , . . - . , . - ; , ( ) .
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106
, . 8, . VIII (2016): . 105-124
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, . 8, . VIII (2016): . 105-124
UDC 316.772(075)
TatjanaKostiTextbook Institute
Belgrade
ELECTRONICCOMMUNICATION ANDMODERNTEXTBOOKS
Summary:Electronic media have changed the socio-cultural environment, growing conditions, the formation of personality, ways of learning and brought electronic communicating as a novelty. Inclusion in the modern trends of electronic culture requires some learning in the field of media literacy. Young people can have many problems with trappings of electronic communicating, because of their fre-quent exposure to it and lack of social experience. Electronic media are present in education and in modern textbooks in Serbia, but their options are not available in sufficient measure. They are generally treated as an aid in teaching. Media literacy is necessary for students, but even more necessary for teachers, editors, compilers of school programs. The e-book may include both electronic and hard copy form, or electronic form only. The obstacles to the implementation of electronic textbooks are in the field of economic constraints the difficulties of equipping school classrooms with modern technologies. Contemporary culture is the culture of the network which implicates us in the global information knitwear, with new opportunities and new dangers. Modern textbooks with their contents and form show how they have been influenced by electronic media. also taking into account the electronic culture, by bringing the necessary knowledge (media literacy) for the understand-ing of modern world and engaging in that world.
Keywords: ELECTRONIC COMMUNICATING, MODERN TEXTBOOKS, MEDIA LITERACY, ELECTRONIC TEXTBOOK, THE CULTURE OF NETWORK.
, . 8, . VIII (2016): . 125-136
659.127.8:366.02
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2 , : www.link-elearning.com/lekcija-Vrednost-brenda_4564 04.06.2016.
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135
, . 8, . VIII (2016): . 125-136
:
Aker, D.A.(1196): [1] Building strong brands; New York: The Free Press.Gobe, M. (2006): [2] Emocionalno brendiranje: nova paradigma povezivanja prendova sa ljudima; Beograd: Mass Media International.Gobe, M. (2001): [3] Emotional Branding: the new paradigm for connecting brands to people; New York: Allworth Press.Howard, S. (1999): [4] Put your hart in it; New York: Hiperion.Kepferer, J.N. (1997): [5] The new strategic brand management: Creating and sustaining brand equity long term; Paris: Editions of Organization.Kotler P. (2000): [6] Howto create, win and dominate market; New York: The Free Press.Kotler, P. (1999): [7] Social Marketing: Improving the quality of life; California: Sage Publications Inc.Linda, R. (2006): [8] Designing brand expirience: Creating powerfulintegrated brandsolutions; Stanford:Thomson Delmar Learning.[9] Lindstorm, M. (2004): [10] Brand sense: Build through Touch, Taste, Smell, Sight and Soun; New York: Free Press.Morgan, C.L. (1999): [11] Logos: Logo, Identity, Brand; Rotovision, Switzerland: Coulture.Muschamp, H. (1999): [12] Seducative Objects with a Slz Sting; New York Times, 02. Jul 1999, . 12.Roberts. K. (2005): [13] Lovemarks: The future bezond brands; Canada: Power ouse ooks.Wheeler, A. (2003): [14] Designing brand identity; New Jersey: John Wiley and Sons Inc.
:
[1] Verrinder J. (2009): GfKs EMO Sensor to gauge emotional response to adverts; www.research-live.com/news/new-business/gfks-emo-sensor-to-gauge-emotional-response-to-adverts/4000843.article (04.07.2016).
[2] ; : www.link-elearning.com/lekcija-Vrednost-brenda_4564 (04.06.2016.)
[3] . (2009): ? http://pedyamilicevic.wordpress.com/2009/12/28/sta-je-brend/ (5.10.2016).
, . 8, . VIII (2016): . 125-136
UDC 659.127.8:366.02
AssistantprofessorRadoslavBaltezarevi,PhDFaculty of Business Administration
American University of the Middle EastKuwait
EMOTIONALBRANDING ASAWAYOFCOMMUNICATION
WITHCONSUMERS
Summary: The term emotional represents the way in which the brand comes to life and establishes a deeper, lasting relationship with consumers. For companies to achieve the feat as emotional connection, they have to establish more humane and imaginative environment, both in terms of its business and in terms of people management, which offer the imagination and the hope of the new worlds. This strategy works since we all react emotionally to what we experience and naturally we project emotional value to objects around us.
Experience which the brand offers to consumers should be particularly and stay remembered, because the brand with its innovation fuels the imagination of consumers. Of course, a basic prerequisite is that the product is of high quality, functionally designed, available
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