/ 1968
CULTURE AND VIOLENCE: SELF-DESCRIPTION OF THE CORE OF THE SEMIOSPHERE AND SOCIABLE OPPRESSION
/in Studies /by Kcs21blAAThe 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.
/ 1968
BRANDING OF COUNTRIES AND NATIONS
/in Studies /by Kcs21blAAA 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.
/ 1968
CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY AS AN OPPORTUNITY FOR IMPROVING THE MODERN MARKETING CONCEPT
/in Studies /by Kcs21blAAPrevious 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.
/ 1968
PUBLIC RELATIONS IN CULTURAL CENTRES FOR CHILDREN AND YOUTH
/in Modern Media and PR /by Kcs21blAAThis paper has been written to systematize theoretical and practical knowledge in the analysis, planning, defining and implementing the development strategies of public relations in cultural institutions, namely in the cultural centers for children and youth. The first part of the paper examines the phenomenon of the need to build successful public relations in the field of culture as well as designing special communication strategies in cultural institutions for children and youth. Definitions of public relations in culture and the importance of communication skills with different target groups in children’s cultural centers are emphasized in terms of internal and external public relations. For successful positioning in the public and creation of a long-term reputation, cultural institutions must have communications strategies in order to create wider (national and international) support for their programmes. Strategic planning of public relations in the nonprofit sector and culture leads to the development of specific communication strategies for each target group, whose significance is discussed in the second part of the paper. For cultural institutions for children, the important target segment are the children themselves as a target group with very specific characteristics, and therefore it is necessary to develop specific communication strategies for them, which, in addition to entertainment and attractiveness, should also have a pedagogical dimension. A public relations manager in a cultural and/or educational area differs from a PR manager in other areas because animation activities are aimed at children and youth. Educational public relations and animation activities aim to create a new audience and arouse interest in a specific work of art and activities of an institution, but also fulfill a higher purpose: they encourage development of cultural needs and gaining of cultural habits.
/ 1968
PR AND THE MEDIA: THE PERSONAL IMAGE AND MEDIA MODELS
/in Modern Media and PR /by Kcs21blAANew multi-media are efficient tools for those who want to create an image print in the public. Quantitative dimension of one’s presence in the media is the main popularity indicator. The media image is a model to imitate and to look up to. Contemporary identity has almost been reduced to image and image itself is only the “wannabe” picture sent to the public through the media. The media which address most of our senses are those that catch more of our attention and affect our attitudes and behavior more intensively. Contemporary society is using the media to create personality brands. The media space is expending every day with new internet platforms. Our society is developing new media technologies and investing significant amounts of money into creating new media faces. Possible danger of socializing negative images and phenomena is obvious. While a member of an ancient tribe was drowned into the group identity of the community, a modern man fails to notice his resemblance to his ancestors who were trying to please the Nature. On the other hand, the New Millennium men are trying to draw all the attention to themselves so as to become noticed and successful in overcoming their loneliness and anonymity. The models, idols and stars are all fitting into the new category of media heroes meant for public as objects of identification and projection. These are just new cultural icons promoting identification with the media-created images in spite of degrading personal and cultural identity. Still, the zone suitable for launching these fictional identities is limited by individual will and capacity of media consumers for selective choices and preferences.
/ 1968
NEW MEDIA IN PUBLIC RELATIONS
/in Modern Media and PR /by Kcs21blAAIn the era of the Internet, time is a new measure: in contrast to what is new in the real world, when seen through the prism of the Interenet, new media can be part of history. The term “new media” even now has a different meaning in relation to the time when it appeared and when it related mainly to the Internet. Public relations have also taken on the new media seeing in them a potential for easier, faster, and more efficient achievement of their goals. An increasing number of organizations have recognized the new media as a breeding ground for achieving their goals, so that there was an overload on the market of new media, and it has become very difficult to be recognized for your value and quality. The advantages of using new media in PR are overcoming the physical limits, in multicursality, speed and price. Communicating through new media involves a significantly higher number of message recipients as there are no space and time restrictions. In these circumstances, in addition to standard public relations activities in conferences, reports, letters, fliers, dinners and socializing events, online public relations fulfill the function of public relations in general if they fulfill the company goals. Otherwise, they create a negative impression and the company has no prospects of having successful relations with clients.
/ 1968
INFLUENCE OF THE PR SERVICES OF LOCAL GOVERNMENTS ON THE EDITORIAL POLICY OF ONLINE EDITIONS OF LOCAL PUBLIC BROADCASTERS
/in Modern Media and PR /by Kcs21blAAThe paper explores the extent of influence of the services for public relations of local governments on the editorial policy of the online editions of local public broadcasters, namely the two radio stations of Radio Bijelo Polje and Radio Tivat. For this paper we set up a special code sheet with categories whose analysis will show how public relations affect the editorial policy of the mentioned media. The analysis refers to the period from the May 1st to May 31st, 2013. We have used a quantitative and qualitative method, the content analysis method and the comparative method. We have also explored how these media handle the press or media releases distributed by the local government. Also, we have explored the sources of information of these media, if the local governments had just placed a formal content, and whether any concealed impact of local governments on the local media was detected. The local governments of Bijelo Polje and Tivat are identically structured so the paper explains how they work and how they use the local media. Knowing that both local authorities have services for public relations, we have explored the scope of their activities and responsibilities accorded to them by the municipal regulations.
/ 1968
PUBLIC RELATIONS OF THE PUBLIC SERVICE MEDIA
/in Modern Media and PR /by Kcs21blAAFunds available to public service broadcasters have shrunk all across Europe and the world economic crisis is not the single reason behind this. PSM (Public Service Media) have lost a good portion of public support and there lies the second most important reason. There are fewer opportunities to preserve this sort of the media in contemporary societies, caught in the middle of clashes and impoverished. And this is not a problem solely for the employees of such usually widely staffed systems of the national television and radio companies. The stakes are much higher, affecting cohesion of the European society. This article presents an analysis of the major trends in the funding of public services and their positioning, asking why they are not allowed to be viewed in a better light? Why do they seem to restrain themselves from PR activities?
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