ULOGA NOVCA U PROMIDŽBI KULTURNOG IDENTITETA
THE ROLE OF MONEY IN PROMOTING CULTURAL IDENTITY

Summary/Abstract: In this paper the author has made an attempt at describing and explaining an important dimension of money - contemporary money and money in general - of which there have been but few written works and not much serious theoretical consideration. Based on a historical and problematic approach, we concluded that in addition to numerous motifs seen on money since ancient times, we could also observe a kind of re-presentation which had in contemporary money gained certain promotional features (e.g. in wartime the Romans would often put the god Mars on their money, whereas in times of peace they would present themselves as a naval power and use a picture of a ship on the reverse side). When concerned with the features of contemporary money in the age of transition from a civilization of letters to a civilization of images, the information conveyed by the visual sign on money has far greater importance.

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