Texts

PHENOMENOLOGICAL CONCEPTION OF CULTURE

PR IN CULTURE – CULTURE IN PR

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.

THE EVOLUTION OF A CULTURE

CYBERNETIC EUGENICS: CULTURE IN THE BERMUDA TRIANGLE AND THE DISAPPEARANCE OF MAN

In the work “Cybernetic Eugenics: Culture in the Bermuda Triangle and the Disappearance of Man” we identify strategic concepts and theoretical directions and analysis of culture in the late twentieth and early twenty-first century, authored by Paul Virilio, a cultural theorist and phenomenologist, whose thought is based in physics, philosophy, politics and urban planning. Paul Virilio’s analysis is focused on mutual interweaving and taking human’s ontology that takes place in the triangle of war – speed – the means of representation, such as machines of perception and logistics of perception. Virilio’s project is not, however, aimed only at identification of the impact of internal logic of individual technologies or technological phenomena on culture, but also penetrates into broad implicit impact that this technology has on the collective perception of space and time, where each new technological device has affected the discipline and colonization of the human subject, allowing establishment of the ‘globalitarian’ power which, supported by science without conscience and bio-technological extremism, shatters and breaks down the very foundations of humanity.

TOTALITY AND CULTURAL ACHIEVEMENTS

THE CONCEPTS OF THE CULTURAL MODEL AND THE SEMI-INTELLECTUAL

The culture of a nation as understood by Slobodan Jovanović (1869–1958) encompasses all aspects of intellectual life, science, religion, ethics, literature, art, politics, law, army, economy, customs and leisure. The paper presents the phenomenon of a semi-intellectual as described and understood at the time the term was invented. It points to association with the concepts used in Bogdan Popović’s (1864–1944) “theory of the parvenu”. The semi-intellectual’s evolution ends with his taking over the position of the intellectual. The paper examines if the concept of the semi-intellectual as defined by S. Jovanovic is applicable to the present time.

CULTURE IN THE SELF-MANAGEMENT SOCIETY

CULTURAL ACTION AND SOCIAL MILIEU