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ETHOS PHATOS
........................................ 443
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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
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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
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, . 8, . VIII (2016): . 3-16
621.3:929 . 1856-2016
621.3:659.127.8
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19.6.2016.
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1:
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, . 8, . VIII (2016): . 3-16
400 , -, , 3. , - , . (Thomas Alva Edison) , -. - . - , . 41 , .
645576 . , - . - , . 1898. a . . - 1960-.4
, , - , (Guglielmo Marconi) 1909. .5 , . 645576.6
, -. , , , , , 7:
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.
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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, - , ( ).
2.
, , , -, . - . - , : -, , , - , , , , , , , , , , , , , .
, , -. , - :
-
9
, . 8, . VIII (2016): . 3-16
1. 8 ( , , , ),2. 9 (, ) , 3. 10 ( 2006. , ), 4. 11, (Tesla
motors, Nikola Motor Company)- , 5. 12, 6. 13 ( ).
, , . , , , , , - . - .14
15, - (, ) (, , , ) - ( ). , ( ) , , , - Tesla otors. , Tesla
capital.
(, ) ( , ). , 8 : http://www.osnikolateslans.edu.rs/ :
http://kpv.
rs/?p=2516, : http://unionnikolatesla.edu.rs/, -
http://www.ieent.org/prototip/pocetna.aspx
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
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, , - .
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, 1997. ,
2: Comtrade Group
3: Tesla Motors
4: Comtrade Group
-
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.16
. - -. , - , . - , . , (, 2011: 7). , , . .
- .
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, - (sub-brand).
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http://www.arte.rs/sr/prodaja/slika_skulptura/dragan_malesevic_tapi_tesla-5351/
6:
5: 16
-
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, . 8, . VIII (2016): . 3-16
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19 , - / .
7: Tesla Motors
-
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, . 8, . VIII (2016): . 3-16
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:
http://www.tesla-museum.org/meni_sl/nt.php?link=tesla/[1] t,
19.6.2016.http://nikolatesla.io.ua[2] /
20.6.2016.http://nikolatesla.io.ua/s30595/zivot_naseg_najveceg_naucnika_i_[3]
pronalazaca (
20.6.2016.)http://www.google.com/patents/US645576?hl=sr#v=onepage&q&f=fals[4]
e ( 21.6.2016.): [5]
https://www.nobelprize.org/nobel_prizes/physics/laureates/1909/marconi-facts.html
( 24.6. 2016.)http://www.osnikolateslans.edu.rs[6] / , (
20.6.2016.)http://kpv.rs/?p=251[7] 6, (
20.6.2016.)http://unionnikolatesla.edu.rs[8] /, (
20.6.2016.)http://www.ieent.org/prototip/pocetna.asp[9] x (
20.6.2016.)http://www.tesla-museum.org/meni_sl/nt.php?link=tesla/[10]
t, ( 20.6.2016.)http://www.ubnt.ni.ac.rs[11] /(
20.6.2016.)http://www.beg.aero[12] /, (
20.6.2016.)http://www.tent.rs[13] /(
20.6.2016.)https://www.tesla.com/model[14] s (
20.6.2016.)http://tesla.info/sr[15] /(
20.6.2016.)http://www.tesla-capital.com/sr/managin[16] g (
20.6.2016.) http://martinroll.com/resources/brand-glossary[17] / (
25.6.2016.)http://marketing-pr.fon.bg.ac.rs/webroot/uploads/Brand%20[18]
Management%20-%20Skripta.pdf (
26.6.2016.)http://www.arte.rs/sr/prodaja/slika_skulptura/dragan_malesevic_tapi_[19]
tesla-5351/ (
20.6.2016.)https://www.prophet.com/thinking/topic/aaker-brands[20]
/ ( 27.6.2016.)
-
, . 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
, 1,,*1
: , , , - . , , , - .
: , , , ,
* ; : . ; : [email protected]
-
18
, . 8, . VIII (2016): . 17-36
(1. 1806. 26. 1856.) , , - . , - , , -- XIX , , - XIX , , , , ,
, .
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-
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, . 8, . VIII (2016): . 17-36
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, . 8, . VIII (2016): . 17-36
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XIX . - - - , . , , [ 2014: 198]. - . - . , . , . - -, , . 1896.
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-
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, . 8, . VIII (2016): . 17-36
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, . 8, . VIII (2016): . 17-36
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, . 8, . VIII (2016): . 17-36
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, . 8, . VIII (2016): . 17-36
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, - : , , - . , , -. (, 2006: 100).
-
26
, . 8, . VIII (2016): . 17-36
. 1848. ? . , 30. 1904. . , , - . , , , .
- : ; - ; , , , , , ... ( 1905).
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, - , , , 1945. , .
, , 50 (, 2007: 14-15). , , -, , -, , - .
-
27
, . 8, . VIII (2016): . 17-36
, 1904. , 31. 1911. 13. 1921. . .
, : , - , 1986. .
1929. - , . , - , , , . (, 1929). , , . - , , , . - (, 1983:
372). , - , 1848. . (, 1930). , . , .
-, : , 23. 1949. 1956. , 1981. 1989., , 1986. 2003. . 30. 2015.
.
-
28
, . 8, . VIII (2016): . 17-36
1956. , - -, , , , - (, 1987: 42-43]. 1949. , - (, 1956).
, , 1986. : - , . . . , . -. , , , - - [ 1986].
. , - , . , , , , . . , , , , (, 1986).
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-
29
, . 8, . VIII (2016): . 17-36
, 2003. - . .
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-
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, . 8, . VIII (2016): . 17-36
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-, XIX XX . - , , , - , , - .
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, . 8, . VIII (2016): . 17-36
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32
, . 8, . VIII (2016): . 17-36
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- .
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33
, . 8, . VIII (2016): . 17-36
) . . , . (, 1996)
, - 1848. , . , . , , , . - , , , .
, , - . . , . - , , .
. . , - . . , - . , , , . , , - - - , -, , .
-
34
, . 8, . VIII (2016): . 17-36
, . - . , - , .
:
(27.2.1929): [1] ; : ., (9.3.1930): [2] ; ; ., (1987): [3] , ;
-: . 56/57/58., (2007): [4] , ; : ., (18.3.1956): [5] ; : .,
(2006): [6] ; : . 134/135., (2014): [7] () : ; : ., (1950): [8] ; :
-., (2014): [9] ; : ., (1954): [10] ; : ., (1988): [11] ; : .,
(1996): [12] , ; : .
:
https://www.npsterija.rs[1] / ( 20. 5.
2016.)http://www.pozorje.org.rs[2] / ( 28. 6. 2016.)
-
, . 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
1.*1
,
: , , - . , , -, -, () (), -, , -, , . , -, - , , , - , .
: , , , , , , , , .
* : [email protected]
-
38
, . 8, . VIII (2016): . 37-52
1.
. . . . . - -. , . 1935. , , (, 1959: 55).
1877. , , , . , 1878. . , 25. : - -. (, 1953: 28)
, . - , , , . , -, , , - , 1916. , , .1
, , - . , .
1 , - : , , - . , . , , - , , , . - , 1915. .
-
39 ,
, . 8, . VIII (2016): . 37-52
, , , , - , .
1891. - . - , , . - , , -, . . . , , , , .
, . - , . , , 1895, IV , - . - , .
, , , . - , -. (, 1965:8)
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-
40
, . 8, . VIII (2016): . 37-52
. , . 1904. , . , , , , .
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66)
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-
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, . 8, . VIII (2016): . 37-52
, , , . , - , . 1, - . , - , . , , , , , 1911. .
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-
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, . 8, . VIII (2016): . 37-52
. 1912. , , 1913. , 1916. , . , , -, , , .
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, . 8, . VIII (2016): . 37-52
, - , - , . , , , (, . 193), , , , - , , , , , , . - 1912, 1914,
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-
44
, . 8, . VIII (2016): . 37-52
(, 2016: 12). , , , : , , -, . (, 1986: 156) , , , : , . : . (:
, 2016: 88)
, - , , . - , - 20. , - - (, 1989: 131). - , , : - . (:
1986:260).
, - , , , . - , : , - , , - , , -- - , - : - , .
-
45 ,
, . 8, . VIII (2016): . 37-52
- , , , - , .
3.
, , - . , -, , -, , -, , , , : - -. , , , , . (, 2016: 226). ()
() ( ), - ( ) -, , : , , . -, ; , , .(...) , , , , , , , , !.. (,
93). , , , , - , , .
-, - , , , ,
-
46
, . 8, . VIII (2016): . 37-52
, , - . , , , , :
- , ! . , ...
- , ... ! (: 237)
, , - , - , , , , , - . , - , , , , , . , , , , - , - : , , ! ,
, , , ... (: 104).
, , - , - , -, , . , , -, (:127), , , -
-
47 ,
, . 8, . VIII (2016): . 37-52
, - . , , , (, 2010: 74), , . - , , , , - , , ( , , , . ).
, - , , , , - - , , . - , , , , , , , , : , , ! , , , , , , , ,
, -. , . . (, 2016: 241) , , , , - , , , : , ! (, 2015: 58)
, , , , - , , - .
-
48
, . 8, . VIII (2016): . 37-52
, , - , , . , - , - , , , , - , -- . , , , , , - - . , , , - , ,
, , . , - : -, , , , . , , , , , , , . , , , - , . , .
, - . , , , , . -
-
49 ,
, . 8, . VIII (2016): . 37-52
, , , , . - , - , - , , , , , , - . .
-
50
, . 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
1.*1
, , ,
,
: - 1876. . 15 . 140. : , , , , . , . 140. , - .
: - , 1876, , , , .
* : [email protected]
140
-
54
, . 8, . VIII (2016): . 53-74
140 , -, - , , XXI. , . , , , - ? XIX XXI ?
140 - : , , , -, . ?
1.-1
- ? , , - - , . 99 , 2525 200 .2 ,3 (Thomas Man) , . - , , . -
XIX XX . , XX , , , , , , , - , , ,
1 , . (2011): ; : .
2 , . (1985): ; : ; . 14.3 , . (1952): ; : ; . 138.
-
55 , , , ,
, . 8, . VIII (2016): . 53-74
, , , - .
, , , - , , , - . - , . - . , , XIX : : , . XIX , , .4 , , , -
.
? (Andre Malraux) , , .5 , , , .6 -, , , , 7.
- XIX , , (Daniel Gilles) : . 1887, , , . : ,
4 , . (1973): ; : ; . 265.
5 , . (1979): ; : ; . 78.6 , , . 79.7 , , . 239/240.
-
56
, . 8, . VIII (2016): . 53-74
, ; . , , : , , , , .8
, , -. , , , . (Romains Rolandes), 1908. . : . . , .9 , , 1993.
, , - .10
, , 19. .11 ? - - . -. , , ; , ; - . , , . - , ; . . , . -. ; ,
, , , , 8 , . (1964): ; : ; . 240.9 , . , -
. . 1908. .10 , . (1993): , : -
; : .11 , , . 247.
-
57 , , , ,
, . 8, . VIII (2016): . 53-74
. , , , . , ; . ( ) . D-duru, , . - , . : -, , . , , , . - , ,
...
, , - (Virginia Woolf). - . - .
, , , , -. ? , , . ? . a . , , . , , , , , , . , , - - , , -
.
- , - , . , - - . , -, ,
-
58
, . 8, . VIII (2016): . 53-74
, , . . . . - 2004. , , . . .?12 , , XIX XXI , .
2.13
- 29. 1876. . . , , :
, ! , : . ? . ? : . , ? .
, : . , : -, . ? , . , . , ; , .
, : , - , , , , -, ; , , , , , , ; , -; , ,
12 Anna Karenina : Wikipedia.13 , . (2002): ; : .
-
59 , , , ,
, . 8, . VIII (2016): . 53-74
; ; , ( ) , ; , -, , , ; -, ; , ; ; -, , , , , , , .
. . .14 (...)
. , , . , , , Lillustration-a - ,15 , .
. 1886, , , .16 , , , , .
14 , ; , . , . (1997): , , , ; : ; . 314.
15 1806 - 1876 (1997) , ; : - ; . 88.
16 , . (1978): ; : ; . 328.
-
60
, . 8, . VIII (2016): . 53-74
3.- 17
, - , . ,18 - . . , , - . , ! - , .
? - .19 - . - , (1840 1893) .20 - , .
, - -, , . , , .
, , - . . , , . -, , : .21
. - 1863. . -17 , . (2011):
- ; , XLIII 2011. 143/144, . 383-394.
18 , . (1935): . . , ; ; . 252-253.19 : , . (2001): ; : .20 , .
(1987): , I; /: -
/Verlag Otto Sagner; . 29.21 , . (1967): ; : ; . 137.
-
61 , , , ,
, . 8, . VIII (2016): . 53-74
. - , -. , . - (Franz Liszt), . , , , , , , - . 22 (Johannes
Brahms) - , .
- . - .
, - . , : . (Alberto Fortis), , .23 , - (Johann Wolfgang
Goethe), , , , . , , .
- ? -
22 , , . 23-24, (1833 1897) - , .
23 XV XVIII (1964): : ; -, , . 7 14. . 197 201. - 1774. Viaggio
in Dalmazia.
-
62
, . 8, . VIII (2016): . 53-74
, , , ,24 : . -, , , . , , , - . .25
, -, . , , , , , .
, - , . (Jacob Grimm), , - -, , , - (Leopold Ranke).
. -, . , , - , - , , , - (Charles Nodier) (Prosper Merimee),
.
, , - . , , , , , - , . : , ,
24 (1967) ; /: / .
25 , , . 17.
-
63 , , , ,
, . 8, . VIII (2016): . 53-74
.26
- XIX , , , - , . - : . , . - : (Antonin Dvorak), (Leo Janaek),
(Ferdinand Thieriot), (Johannes Brahms), (Isidor Georg Henschel), -
(Wilhelm Czerwinski). : , . (Heinrich von Herzogenberg), (Ida
Huber-Perzold) ; - , : (Tor Aulin), (Eduard Behm), (August
Bungert), (Hans Hermann), (Max Reger), (Josef Suk) (Alexander
Winterberger).27
- , , . , . : . , , , . - -. , , , .
1867. . . , . , 26 , , . 20.27 , . 21.
-
64
, . 8, . VIII (2016): . 53-74
. , , - : , , 12. 1867. , ...28 . , , . - . 1867/1868. .
- , , . -, .29
- . - . . . . , , - -, . , .30
, . . - , -. , , , , ?
- , , , . : , , .31 -
28 -, . (1983): ; : ; . 12.
29 -, . 16.30 , . 17 18.31 -, . 20.
-
65 , , , ,
, . 8, . VIII (2016): . 53-74
.32 1862. -. , , . - - , . . , , . . ? , , - .
. , , . - 25. 1876. : - 5. 1876. . . , - -. ...33
, , - : . . . , , . - , .34 . . . , .35 . , -, , - .
32 (1975) 40 80 XIX , , , . 136.
33 -, . 22.34 , . (1987): ; /: ; .
149.35 Garden, E. (1976): Tshaikovsky, London: J. M. Dent &
sons ltd; . 160.
-
66
, . 8, . VIII (2016): . 53-74
, , - : , . , , - .36
, - - . . , , , - . .
4.37
, - 1876. , 1876. , - , - . , , (1807 1882). - ( ) , , , . , , ,
, :
, 21. V 76. ,
, ; , , .
36 -, . 17.37 , . (2002): ; : .
-
67 , , , ,
, . 8, . VIII (2016): . 53-74
, - . .38 , , -
, , . :
, 25. V 76. , , , ,
. , , -
, - .
. 39
, , , , -, , - , . : - 1876. 15 . . je - .
, , , - 1876. , , .
38 -, . (1958): 1876; : - ; . 206.
39 , . 207.
-
68
, . 8, . VIII (2016): . 53-74
5. 40
( ) 1875. - 1876. . : '' , , , , . , . ( - ) .
. , , - . - , , , ...
(11.10.1839) , - , , , . 1844, 1848. . . , , , , . 1865. , , - ,
.
1875. . . , . - . . . - , .
-, , 40 , 439, 30. 2016.
-
69 , , , ,
, . 8, . VIII (2016): . 53-74
.41 , -
41 ... . . -. ? , . . , , , . , ? -, . , , , , , , . , , . . , ,
, . , - , , , , , , , , , , , , - . . , , , , , . . , . - , , - : .
, , . , - . , ., , . , . ! . , , . , . , ., : , , - . , , . -, . .
, , . , , -. , , ,
-
70
, . 8, . VIII (2016): . 53-74
. - , .
- 1876. . , , , : ... - .
: ... - , . ... , , - , , , , , , , . , !
, : - ... ... , , ... - .
. , , , , , , , - , . , . , , ! , : ! , , , , . . , - . , -. . ,
. , , ...
-
71 , , , ,
, . 8, . VIII (2016): . 53-74
. ; .
- .
- - . , , , . .
...
- 1876 1878. - . 15 - , , . , , - , , , , . , 140 .
. , , . , . -, . , , .
-
72
, . 8, . VIII (2016): . 53-74
:
[1] -, . (1958): 1876; : .
[2] , . (2001). ; : .[3] , . (1987): , I; /
: /Verlag Otto Sagner.[4] , . (1935): . . ; :
.[5] Garden, E. (1976) Tshaikovsky, J. M. Dent & sons ltd,
London;[6] , ; , . , . (1997): , ,
, ; : . [7] , . (1964 ) ; : .[8] (1975), 40 80
XIX ; : .[9] -, . (1983): -
; : .[10] , . (1979): ; : .[11] , . (1952): ; : .[12] , .
(1978): ; : .[13] , . (1973): ; :
.[14] 1806 - 1876 (1997); ,
; : .
[15] , 439, 30. 2016.[16] , . (2011): -
; : .[17] , . (2002): ; : .[18] , . (2011):
- ; , XLIII 2011. 143/144;
[19] , . (1985): ; : .
[20] , . (1987): ; /: .
[21] , . (1993); , ; : - .
[22] , . (1967) ; : .
-
, . 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
1.*1
,
()
: , , . , , , - . , , . - : , : !. , , -. , = . -? , - - . , , -
, - , , : , , . , , - : -?
: , , , , .
* : [email protected]
-
, 78
, . 8, . VIII (2016): . 77-104
authentikos, authentes, , , autos () hentes, , , . , , . -, , ,
, . - . , , . , , , - , - . , , , -. - , , , , , , , -?
, , , . , , - , . , ; . - ; , , . , - . . , , .
, () , , -. , - , , -
-
79()
, . 8, . VIII (2016): . 77-104
. , , , -, , , , - , .
, -, , , . , , . , , . - , , -, , , , . -- , -, , .
. , ,
. -, , , . , , . (Buffon) , , , - . -, .
: , : - !. , - , . , = . , , ?
, . , , -
-
, 80
, . 8, . VIII (2016): . 77-104
, , , . : -, , , . ?
, , ? , - ? , - , , .
1.?
, , . , - , [...]. , - , - . , (, 1986:184).
, - . , - , . , , . - , : tabula rasa, . , . , , , - . , - . ,
[...], , , , , , , . (, 2001:19).
, - , , ,
-
81()
, . 8, . VIII (2016): . 77-104
, . - - . - , . - , , . , . . , , . . . - . : ? . -. , .
(actualizing oneself). (, 2001:19).
, , . . O . - , , (, 2011). - . , -- .
2.-
, , : , , , , , , . (Rogers, Maslow, Allport, May, Frankl,
Biswanger, Golstein). -, , . - , . , ,
-
, 82
, . 8, . VIII (2016): . 77-104
, , , -. , , , , , .
, -, . - -. . -, , , . -, .
, , [...]. , -, -, , . - ; , , , . - . , (, 2009: 18). , , , . ,
, . [...] , [...] , , , , , , , . (, 2009:19-20).
- , ( , , , ), . , , , . . . [...] , , , . (ounier,
1949:10).
-
83()
, . 8, . VIII (2016): . 77-104
-, , ? , , . . . , -, . , . . , . - , , , - , . : ( ) - .
. , . . , , . - , , - - , , , , , , . , -, , . , , . (, 2001:
45-46).
, - , . , . ' ' ' ', , , , (, 2001:58). , , - : . - , . , , , ,
. ,
-
, 84
, . 8, . VIII (2016): . 77-104
(, 2006: 54). : (- ) (, 2006:56). , , , : [...] () -. (, 2009:
78).
2.1.
, , , , . , . . - , , , ( ) . (Rivire, 2001). - , , , , , , , ,
, -. , , , . , , - , , , .
2.2. , , -, -
, , - . - . -. - , -, . - , , -, . -. , -, - , . (Greenberg, L.,
Rice, L.M.. et Elliot, R. 1992).
-
85()
, . 8, . VIII (2016): . 77-104
, , - , . - ( -), , - . - - , . - . , .
- , . , : - . - , . -, . (Rivire, 2001). . -, , - . - . , - (, ,
) - , --, . , - , , , , , . (, 1966).
, () . . , . , - ( ) ( ) . (, 1985). . , -. . , ,
-
, 86
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, , . , , , . . -, ( ) , , , -, , . , - (, 2001: 35).
- -, . . , , , . , , , -, , , . , , . - , , . , .
, , : - - . - . , . , - , - . , [...] , ; , (, 2009:40). , , , ,
-, , , - . , ,
-
87()
, . 8, . VIII (2016): . 77-104
. , - ! (, 2009: 41). , ( ), - ( ).
, , , - , . , , . , , , , -, , , , , , , , , : , .
(Berger, 1973), , . (Steiner, Reisinger, 2006: 301). , (Handler,
1986) (role-playing). (Steiner, Reisinger, 2006: 301-302). - , , ,
. , , -. , , , . , .1 - , ( ), , , , . .
1 , , : , -, , . (Winnicott, 1970: 121) . - . -/, .
-
, 88
, . 8, . VIII (2016): . 77-104
, , . , - - . , , . . - . : , , , (, - ) . , , .
. , . -, , , . ' ' , , , . . , : ' , ?' - . ' ', . , . , , . , ,
, - , . . (, 2015:139-140).
, , - . - , , , , , . (experiencing). (Gendlin, 1997)
experiencing , , - , , - .
-
89()
, . 8, . VIII (2016): . 77-104
3.
? , , -, , ? -. , , -, . . , . , , . , . . .
, . , , , , , , -, . 2, . , , , , , , , - - - . - , (), , . , ,
, . , .
. , , . . K , , , - , . -
2 , . , , .
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, 90
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, , . -. , , . , , , , . , , .
, . -, . - . - , , , . . , , , ( ) , (, 2015: 17). , , , , . , :
, -, . - (, 2015: 221). , , - , , , , - .
4.
, , ( ) . - . - - . : -
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91()
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, , . , , (Bonner, H, The Proactive Personality, u: Humanistic
Psychology, ured. Nevill, Gardner Press, New York, 1967) ; . , . -
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, , - , . , , . - (1996: 118-122). , . - . . (Steiner,
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-, . , , , , . 200 . . 1937. : , , , . (, , - .) , , , -
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2001:55).
- , , . : - , (, 1986: 93). -, . . - . - . . - . (,
1989:12).
, , , , , , . -, .
, , , - , ( ) , - , . , -, , , . , , . -
-
93()
, . 8, . VIII (2016): . 77-104
, , - .
, , , . , - , . . , , - . - , .3 , , , -. , , , , , . , , (), (
) ( ). , -, , , , , , , , , .
. ( - ) , . [...] - , . , , . (, 2009: 89-90).
3 idios , synkrasis , .
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, 94
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, , - , , , , . , . , - , , : - . - . (, 2005: 117). , - (- , ,
...) . , - . : , , , . . - . (, 2015:155). , , -, - . , ; . [...]:
, . , . [...] , . [...] , , . . , . (, 2015: 158).
, - - . . [...] , , , , . [...] , . - , , - . [...] , [...], . ,
, . (, 2015: 160-161).
-
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, , - . , (Steiner, Reisinger, 2006: 301). , , , , -. , , , , .
. , , , , . , , , , / - . / , , , , . , , . [...] . , , -, . / , -,
/. - , , (, 2006: 47-48). , - - , . - .
, , [...] [...], [...], -, -, , , [...] , (, 2001:50). , - , (,
2006: 185). , , -, , . , , . (, 1986: 305).
, , , ,
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, - , . - . , ' ' - . . - , , . , . [...] : ' ' (, 2015: 118). .
? ? ' ' . ' ', . . ' '. [...] - (, 2015: 119). , , , : . , , , , :
, , ... , , : .
. , , , . (,
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97()
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, () , , - .
( -) , - , , . . - , , -- . , - -, - . , . , ( ), - . , , -, , ,
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Editions universitaires., . (2009). [15] . : ., . (1986). [16] . :
., . (1986). [17] . : ., . (2015). [18] . : - .
:
21. : [1] .
http://superzena.b92.net/poslovni-saveti.php?yyyy=2016&mm=07&nav_id=1149242.
3.07.2016 17.15.Rivire, B. (2001). Existe-t-il un inconscient dans
lapproche [2] humaniste ?
http://www.carrierologie.uqam.ca/volume09_3-4/11_riviere/index.html.
2.07.2016.Sincrit, Spontanit, Authenticit. [3]
http://leclocherduhibou.over-blog.com/article-sincerite-spontaneite-authenticite-85405965.html.
18.05.2016.
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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.
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, . 8, . VIII (2016): . 105-124
316.772(075)
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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.
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, . 8, . VIII (2016): . 125-136
659.127.8:366.02
1.*1
: , . , , , . - - .
- , . , , -, - . .
: , , , , .
* : [email protected]
-
126
, . 8, . VIII (2016): . 125-136
, .Walter Landor Landor Associates (Wheeler, 2003)
. : , , . .
, - . . , , , , - . , , . . , , . , , , - . MC Donalds,
Coca-Colu Nike u (Morgan, 1999:15).
Kapfereru - - (Kepferer, 1997: 47). Seth Godin: , , , , ( ) (,
2009).
. - ( ) .
-, , , . -/ . , . , . - .
-
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, . 8, . VIII (2016): . 125-136
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Apple, , . - - . , - , , , , -, ... , . , -. , (-) (), . , , , ,
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, Pepsi . , - , . , - -. . , . Levi Strauss Jeans , (Kotler,
1999).
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, . 8, . VIII (2016): . 125-136
2.
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Audi, Diesel, Prada, Apple iPod, Starbucks Frappuccinos... - ,
(Roberts, 2005).
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, . 8, . VIII (2016): . 125-136
- . . , , .
, , , - . (Lindstorm, 2004).
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.2
2 , : www.link-elearning.com/lekcija-Vrednost-brenda_4564
04.06.2016.
-
133
, . 8, . VIII (2016): . 125-136
-, . .
(Verrinder, 2009).
. , - . -. Hauard ulc Put your hart in it ( ) - (Howard, 1999:
17).
Starbaks, . , - . . . Starbaks -, .
- Evian . .
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134
, . 8, . VIII (2016): . 125-136
, .
. , (Gobe, 2006).
. , . , , , , . - , . - , . , - . - ; , : - -, , . . - (cosumer
insight) .
-
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).
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, . 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
