Beograd festival u funkciji oblikovanja imidža Beograda
The Beograd Festival As An Element In Shaping Image Of Beograd

Summary/Abstract: This paper analyses the influence of the first BeogrAD Festival, held in September 2004 in Belgrade (Serbia), on (re)designing of Belgrade cultural identity. The cultural identity of Belgrade is recognised as a system of heterogeneous components in interaction (cultural program, cultural heritage, cultural institutions, way of living, inhabitants etc.) and it is analysed through three following topics: The Cultural Program (Breathing) of Belgrade, The City of Moment and The Language, Letter and Orthography as Parts of Cultural Identity of Belgrade. Concerning special and particular features of Belgrade, as well as the characteristics of BeogrAD Festival (theme, program, duration, geopolitical character, participants, marketing, organizer etc.), it has been concluded that this Festival has influenced the image of Belgrade in the following manner: it enriched the Belgrade cultural program, presented and popularized the theme of Festival among auditory, gave rise to development of international and local cooperation (it promoted Serbian creative scene in the world, presented world creative scene in Belgrade and inspired interaction between the participants - lecturers and the audience), contributed to the marketing of Belgrade and encouraged personal initiative in creation of the Belgrade cultural program.

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