Прелудијум за антропологију медија
Prelude for Anthropology of Media

Author(s): Ljiljana Gavrilović
Subject(s): Anthropology, Social Sciences, Media studies
Published by: Етнографски институт САНУ
Keywords: media; message; audience; text; context; hypertext
Summary/Abstract: The subject of this paper is the question of anthropological research of media in contemporary Serbian culture. This includes issues like production of media contents, their political and cultural determination, mutual relationship and follow-up of media messages reception within real and existing, but different cultural models. This includes monitoring of media influences, their content-level, context and hypertext influences on patterns of everyday behavior, viewpoint, esthetics, gender relations, that is, all culturally determined viewpoints. A special problem presents an examination of relationship between media and other segments of a popular culture, needed for understanding of the contemporary societies. It is crucial to research media and its possible influences on the contemporary society and also to re-asses its meanings in the last 60 years of Serbian history.

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