/ 1968
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ESTHETICS AS PHILOSOPHY

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/ 1968
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МЕЂУПЛАНЕТАРНО КОМУНИЦИРАЊЕ

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/ 1968
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FILMSKE SVESKE

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/ 1968
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PHENOMENOLOGICAL CONCEPTION OF CULTURE

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/ 1968
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PR IN CULTURE – CULTURE IN PR

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National cultural institutions (especialy those in the public domain) still lack a systematic approach to PR planning. There are several reasons to this situation: Passive and closed organizational structures remaining from the comunistic period (particulary in public institutions of local communities); Financial instability causing uncertainty of current positions as well as absense of initiative for organizational reform and new employment plans; General judgement that stratified PR is not needed in the cultural field and could be simply integrated into marketing functions. PR is still treated as a synonim for marketing, promotion or media relations and it is usualy related to temporary projects and programs. For better positioning of cultural institutions in their communities a strategic aproach to PR is obligatory. It offers a way to improve their reputation and attract more potential sponsors and donors. On the other hand, private companies must recognize cultural projects as reliable for future sponsorships and donations. Investing in culture brings a particular kind of reputation in public and improves the position of the companies among major stakeholders and finally, it contributes to the long-term business success. Representatives of research institutions are also stakeholders that should get involved in creating a platform for further improvement of PR planing as well as investing in culture. By carrying out researches related to these important topics, they could put important data to use for cultural planners in cultural institutions as well as on higher levels.

/ 1968
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EXPERTISE AND POTENTIAL OF WOMEN’S ACTIVISM

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The authors of the paper address women’s activism, which has opened many doors for women around the world – since the Victorian era, as well as the needs of women for better opportunities to gain proper education. Education has always been the stumbling rock for women whose goal is to gain equal status in society, and is one of the main factors that separated men and women. Without education to empower them, many women felt they should not have the right to influence policy or to make decisions about their own property. Education system in every society has a great responsibility to communicate the values ​​of gender equality, especially among younger generations. State institutions are trying to carry out their actions to achieve gender equality, which are based on consensus on the need for its establishment. The road to relatively high employment rate for women was not easy and is under theinfluence of many demographic factors, with emphasis on the European regional differences. In order to maintain protection and equal social rights, the tolerance in relations between employers and employees, it is necessary to achieve high level of cultural and social compromise of collective interests.

/ 1968
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NEW MEDIA AND CREATIVE INDUSTRIES – NEW OPPORTUNITIES FOR THE AUDIENCE

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Traditional media landscape is going through the substantial transformation of the way viewers and listeners access and consume media content. The switch from analogue to digital broadcasting, the growth of broadband access to the internet, and the development of new platforms are all giving consumers a far greater choice over what, when and where they listen, watch or read. New markets are opening up not just for broadcasters, but for empowered consumers as well, for they are no longer forced to accept the limited range of media content, offered by a limited number of broadcasters at a particular time.

At the same time, these changes create new challenges for the creative industries, encouraging consumers and broadcasters to further spread creativity and knowledge. New challenges are being posed by technological developments that are entering the market. It could be said that the reproduction and dissemination of creative content has come to a new life thanks to recent technological developments. New technologies also made possible the establishment of personal media – deinstitutionalized, decentralized and completely tailored for one user’s needs, expectations and lifestyle. All these changes will irreversibly change media industry, production and distribution of media content, but also the way we think, study and try to reach audience of the new millennium.

/ 1968
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PROPAGANDA CAMPAIGN OF THE VIENNESE COURT IN TURKISH WAR 1716-1718 ON MAPS AND ENGRAVINGS

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At the beginning of the 18th century the public sphere in Europe was a broader communication model different from the old representational public. It implied a more active audience participation. Tendencies such as “image building” of a ruler in public and “improving reputation” demanded well thought out propaganda campaign with clear goals, targeting specific audience and accomplished through specific media. The Habsburgs insisted on the universal dimension of combat between Christianity and Islam during Turkish wars. The Emperor Charles VI considered himself the protector of the Christian world and counted on general approval in that battle. To ensure support of European powers and states within the Empire for the new war against Turkey (1716-1718), the Viennese court employed all its propaganda capacities that included the use of printed visual media. Considerable production of maps, siege views, panoramas and engravings with battle scenes were part of the propaganda campaign. War events significant for the Emperor and the state politics were commemorated by various visual products meant to influence public through “media strategy”. The intention of the highest court officials was to “win” wider European public and public within the Empire for the Emperor’s crusade mission with prolific printed production and its distribution. Mass production of graphic sheets was relatively fast and cheap, its distribution was easy and that made it suitable for informing and propaganda. The media campaign targeted the public in the Empire, especially German principalities that had not provided Habsburgs’ military forces with arms. The campaign appealed to the German solidarity and dynastic patriotism. Propaganda that targeted wider European public was aimed to win universal approval and support. The Viennese court campaign was well received and became a practice of many European courts to commemorate their participation in “glorious victory of Christianity”, and independent publishers saw profit in their publishing.