Uloga i značaj suvremene tehnologije u promociji kulturnoga identiteta i jezika Hrvata u Bosni i Hercegovini
The Role and Significance of Modern Technology in Promoting the Cultural Identity and Language of Croats in Bosnia and Herzegovina

Summary/Abstract: With growing use of the internet and digital platforms, the concept of communication has acquired a completely new dimension. Nowadays, communication is interactive, affordable and instant, and it involves a large number of participants. The use of modern technologies today is seen as one of the imperatives for the transmission of content and the implementation of various forms of activities within organizations, especially the use of social media. Globalization provides a significant contribution to the transformation of presentation of activities carried out by business entities, as well as cultural, educational, tourism and other entities. Precisely because of its advantages, but also its adaptability to new generations, financially more favourable and faster modern technology is successfully used for global promotion of culture, language and national identity. Modern technology plays an important role in preserving the cultural identity of Croats in Bosnia and Herzegovina as a constituent nation. The aim of this paper is to examine, through a survey and secondary resources, to what extent Croatian cultural societies in Bosnia and Herzegovina use new digitised media in order to globally disseminate and promote their work and the traditions they nurture through various manifestations and ceremonies, including traditional garment, dance, songs, language, and literature. The survey covers usage issues of the use of modern technology in promoting activities of Croatian cultural society Napredak BiH and Matica Hrvatska – BiH, as well as its subsidiaries and branches in Bosnia and Herzegovina. Research questions in this paper are: Determining the form, types and frequency of use of modern digital tools in presenting and promoting the activities of organizations which promote the cultural identity and language of Croats in Bosnia and Herzegovina; Determining whether social media as means of promotional tools have an advantage over traditional media. The research will assess the current situation and identify the necessary direction of development in the use of tools and models of modern technologies with the aim of an adjusted digital presentation of cultural values, language and identity of the Croatian community in Bosnia and Herzegovina through the work of organizations which are dedicated to this mission and operate in the territory of Bosnia and Herzegovina.

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