Medijske predstave roda u kulturi socijalizma
Media representation of gender in socialist culture

Summary/Abstract: The time of single-party system that ocurred after World War II has set up the public frames which, especially in Montenegro –the most conservative former Yugoslavian state– have kept up their far-reaching and dominant influences till the Modern epoch and the emergence of popular culture. Basic characteristics of postwar Yugoslavia media practices are recognized in a more intensive media focus on social prosperity and its idealization, along with a more important role of photography in terms of promoting positive effects of Yugoslav Front, building a new society, its easthetization of ideology and the ideologization of aesthetics. The chosen examples suggest that press from that era is implicative of gender identities being created on the imaginary world of community, which acts as a manipulating connection between ideology and ordinary man. Dominant power via media images constructs ideals of mass society, their aesthetics, sensual experience of a world, consumer habits and the relation to the body of an individual. The purpose of this manuscript is also to hint at the very suggestive role of the public photography, as well as at the role of that kind of photography which through the front page of the newspapers carried the image of printed media and was the voice of new representations and understanding of social freedom. This paper is grounded on the motive of discussion inspired by a Slavoj Žižek’s statement that reality is never direct, never alone, but only mediated through symbols and apparatus.

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