Upotreba baštine u medijskoj prezentaciji
The Use of Heritage in Media Presentation

RTS' Commercial Bumper "Welcome Home"

Summary/Abstract: This paper examines the case of the Radio Television of Serbia commercial bumper “Welcome Home”, with the purpose of showing how new media are being used as mechanism of sending strong national message to viewers in front of a television screen.Nowadays, more and more people find themselves witnessing how old-fashioned,traditional way of life is being transformed into a new form of representation. With regard to promoting national identity and affirming collective memory reflected in cultural heritage, the national television has made considerate progress, by using new forms of design and applied art. The new visual identity of the RTS (Radio Televison of Serbia) logo design is an illustrative example, through which traditional Serbian costume is being promoted as a symbol of national identity, thus inspiring future generations to take a more active role in its preservation.Cultural heritage in this brief video is of material nature (tangible culture), but looking further we gain insights into other layers of meaning. Intangible culture is likewise sustained in the process of making these costumes that can be perceived as works of art. Handmade with special technique, material and purpose, these costumes testify about customs and practices,aesthetic and spiritual beliefs, artistic expression and others aspects of human activity. Also,these works of art are objects of collective and personal remembrance, items attesting to one’s national history, but likewise to his/her individual, subjective memory.

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