Текстови објављени у часопису Култура на српском накнадно преведени на стране језике Архиве - Page 43 of 270

Today, 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.

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INTERTEXTUALITY AND NARRATIVE TECHNIQUES IN MACINTOSH ADVERTISING 1984

3. December 2018./in Studies /by Kcs21blAA

This 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.

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