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  • Croatian literature (55)
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Authors (2172)

  • Author Not Specified (110)
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Search results for: šimić tonin in All Content

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The University Library on the Way to an Integrated University

The University Library on the Way to an Integrated University

Univerzitetska biblioteka na putu ka integriranom univerzitetu

Author(s): Sonja Polimac,Amra Rešidbegović / Language(s): Bosnian / Issue: 03/2009

The article comments the issues of function, position, financial and legal status and development of libraries that are functioning as a part of the higher education. Numerous questions arise and numerous answers and solutions are suggested, all aimed for the libraries to use their full information capacity and equally participate in the university’s teaching, scientific and research process.Principles and aims of development have been determined on the basis of the analysis given. The main condition for realization of the goals determined is development of a unified information system of the universities, in which the central position would belong to the academic library. It is a complex process which means: - optimization of all the available university information sources, - coordination of all the IT procedures that are library-related (starting from purchase, processing and circulation of the material and services, to the formation of collections and protection) and - education of librarians, students and university associates, based on the international program of life-long learning Role of the library in the university integration process is inevitable and will not be successful until both the university and wider social community realize the importance of the library for development of a knowledge-based society and accept the library as an integral segment of the university.

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The Markale Massacre, 5 February 1994

The Markale Massacre, 5 February 1994

Masakr na Markalama, 5. februar 1994.

Author(s): Merisa Karović / Language(s): Bosnian / Issue: 1/2013

Keywords: The Markale; the siege; Sarajevo; the massacre; civilians; investigations; reports on the crime scene investigation; Ministry of Internal Affairs of the RBiH; UNPROFOR; ICTY

In the context of the Sarajevo siege, indiscriminate shelling and sniping from the position of the ''Sarajevo-Romanija Corps'' on all civilian targets in the city, in the inner part of the Centar and the Stari Grad (Old City) Municipalities, including the streets from the Marin Dvor to the Baščaršija, there were several mass killings of civilians, and many cultural, religious, educational and commercial buildings were damaged or completely destroyed. In this paper we will discuss the Markale massacre perpetrated on the 5th of February 1994, using the analysis of the records on the crime scene investigation of the Prosecution Office, as well as the Police stations of the Ministry of Internal Affairs of the RBiH, performed on the spot immediately after the crime, the Study of the Commission of Experts of the RBiH, as well as documents of the UNPROFOR, which are also related to the investigation after the crime. With the aim of interpretation of the political and military context, and the reaction that followed the massacre, the author first analyzes transcripts from the meetings of the Presidency of the Republic of Bosnia and Herzegovina, the selfproclaimed the Republic of Srpska, meetings of the Supreme Council of Defense of the Federal Republic of Yugoslavia, the available documentation of the “Army of the Republic of Srpska”, the Army of the RBiH, as well as periodicals (daily reports of the UN Commission of Experts, the Oslobođenje - Sarajevo, the Glas Srpski - Banja Luka, and the Politika - Belgrade) and available literature, with special emphasis on the memoirs of senior officials of the United Nations, one of which, to a large extent the military-political situation in Bosnia was dependent on. Reasons to which the investigations of the UNPROFOR were vague and incomplete in terms of the position from which the shells were fired, and whether it was knowingly the question of responsibility of ”both sides” left open, and ultimately, the position of the final judgment of the Hague Tribunal on the crime will be discussed in the final sections of this paper.

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Certain Issues of Contemporary Croatian Lyrics
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Certain Issues of Contemporary Croatian Lyrics

Neka pitanja suvremene hrvatske lirike

Author(s): Ivo Fragneš / Language(s): Croatian / Issue: 3-4/1978

Nach eingehender Darstellung der als grundlegend erkannten Hauptzüge der kroatischen lyrischen Dichtung der Gegenwart, der Wahrung des Volkstümlichen und dem Engagement des Geschaffenen, steUt Vf. die Frage nach dem weiteren Schicksal der aufgewiesenen Züge. Die reichste von Zvonimir Mrkonjić in zwei Bänden herausgegebene Sammlung der kroatischen lyrischen Dichtung der Gegenwart betrachtet auf ähnliche Weise die dreifache Erfahrung dieser Dichtung: 1. die räumliche (Land - Geschichte), 2. die existentielle (Individuum - Gegenwart), 3. die sprachliche (Poesie - Gegenständlichkeit). Vf. hält diese Dreiteilung für verwandt der eigenen Auffassung, die ersten beiden Punkte sogar für identisch damit. Und der dritte? Vf. beantwortet die gestelIte Frage mit dem Hinweis darauf, daß die erwähnten drei Punkte vorwiegend nicht als synchronische Lagebestimmung, sondem als diachronische Folge aufzufassen sind. Im ersten Zeitabschnit überwiegt die Problematik der Geschichte, im zweiten diejenige des Individuums, im dritten die der Sprache. Wohl bewußt der Tatsache, daß sich alle Kämpfe der heutigen lyrischen Dichtung gerade auf dem Gebiet des Ausdrucks abspielen, setzt die jängste kroatische lyrische Dichtung hier auch ihre stärksten Kräfte ein. Nichts legt die Befürchtung nahe, diese Bestrebungen könnten ergebnislos verlaufen. Die Frage aber, welche Lösungen hier gefunden werden könnten, fälIt aus dem Bereich der wissenschaftlichen Forschung heraus, da die Geschichte, die literaturgeschichte mit einbegriffen, keine Voraussagen stellt. Sie wirft ihren Blick in die Vergangenheit, um die Gegenwart besser verstehen zu können. So erweisen sich trotz allen Kulissenverschiebungen die Konstanten der kroatischen lyrischen Dichtung auch in der jüngsten Entwicklungsphase dieser Dichtung als beständig: das Bewußtsein davon, daß die Kunst Universalität nur durch Pflege des einheimisch PartielIen zu erreichen imstande ist. Die Übernahme von Erfahrungen großer lyrischer Dichtung der Gegenwart in das einheimische Schaffen erwächst nur aus dem Bestreben, eine Höchststufe an Fülle und Gehalt des eigenen dichterischen Ausdrueks zu erreichen.

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Reviews

Reviews

Ocjene i prikazi

Author(s): Author Not Specified / Language(s): Croatian / Issue: 37/2009

Keywords: --

--

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Diözesanprister namens Tjehodrag und seine Inschrift

Diözesanprister namens Tjehodrag und seine Inschrift

Pop Tjehodrag i njegov natpis

Author(s): Marinka Šimić,Marija Marić,Ante Škegro / Language(s): Croatian / Issue: 33/2007

Keywords: Podvornice; Lištani; Livno; Bosnien und Herzegowina; Katholische Kirche; glagolitische Priester (glagoljaši); Kroatische kyrillische Inschriften; Tjehodrag

Während der archäologischen Forschungen an der Lokalität Podvornice in Lištani (im Südwesten des Livno-Feldes) wurde eine Inschrift in der kirchlich-slawischen Sprache der kroatischen Redaktion gefunden, wo in kroatischer Kyrilliza ein Diözesanprister namens Tjehodrag und seine fünf Söhne erwähnt wurden. Viele archäologische Funde, die von dieser Lokalität stammen, zeugen von einem kontinuierlichen Leben in diesem Raum seit der römischen Antike bis zum Spätmittelalter. Zwei Zeilen dieser Inschrift bestehen aus 15 slawischen Lexeme und einem alten Lehnwort popъ. Ähnliche gemischte glagolitisch-kyrillische Denkmäler entstehen an der Wende des 12. Jahrhunderts. Allem Anschein nach stammt diese Inschrift aus der ersten Hälfte des 12. Jahrhunderts und gehört zu den ältesten Inschriften, die in kroatischer Kyrillize geschrieben wurden. Eine vorzügliche Ausarbeitung weist darauf hin, dass die Steinmetzarbeit auf dem Livno-Gebiet eine hundertjährige Tradition hatte.

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Contemporary Populist Political Culture

Contemporary Populist Political Culture

Savremena populistička politička kultura

Author(s): Tatjana Lazić / Language(s): Bosnian / Issue: 3/2009

Keywords: populism; political culture; political parties; democracy; media

The author analyses the degree of influence populism has on main political trends in Euro-Atlantic societies by examining problems surrounding the terminological conceptualization of populism and its historical manifestations in a specific national context. The interiorization of populism into the liberal-democratic political discourse has been made possible by the ambivalent nature of democratic political culture, which implies not only the autonomy of thought and the participation of citizens in the political system, but also certain loyalistic, subservient elements, cognitive-affective unity and the consent of subjects on fundamental values on which a political order is based. At times of major social crises, which problematize and reevaluate the overall value system, populism, through the programs of the far right and left, skillfully utilizes the indoctrinational potential of democracy offering a simplified explication of the reasons that caused crises and by influencing the retraditionalization of behavior imposes itself as the guardian of a national collective’s values and tradition. Populism, by instrumentalizing mass media, interprets politics into a simple and easily understandable language thus reducing the need for an intellectual and critical potential.

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The Typology of Biblical Invocations on the Examples of the Psalms and the Song of Songs

Tipologija biblijskih invokacija na primjerima psalama i Pjesme nad pjesmama (Prethodno priopćenje)

Author(s): Davor Piskač / Language(s): English / Issue: 1/2008

Keywords: the Bible as literature; biblical invocation types; the Psalms; the Song of Songs; functional relations in the Bible

In the relation between invocations and the texts that contain them there is an obvious functional relationship, in which the part defines the whole, and the whole defines the part. In other words, functions very precisely reflect the semantics of the text underlying them, which is rarely found in other forms that stylise texts. At the same time, as this is a matter of a feedback yoking, the very nature of the text often defines which type of invocation will be realised. This implies that various types of invocation exist depending on the type of text in which they are found, which is shown in several examples taken from the Bible. In other words, individual types of bible invocation are more adapted to religious semantics, while other types are functional in positioning the secular semantics found in the Bible, so as to use it to develop a more pleasing semantic harmony of the text in both the religious and secular sense. It stems from the above that certain pre-conditions for understanding the function and semantics of individual biblical texts can be established by analysis of biblical invocations, thus also facilitating the creation of a coherent image of the Bible as a whole.

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LANGUAGE OF RELIGIOUS PUBLICATIONS IN BiH (KALENDAR DOBRI PASTIR AND KRŠNI ZAVIČAJ)

LANGUAGE OF RELIGIOUS PUBLICATIONS IN BiH (KALENDAR DOBRI PASTIR AND KRŠNI ZAVIČAJ)

JEZIK VJERSKIH PUBLIKACIJA U BiH (KALENDAR DOBRI PASTIR I KRŠNI ZAVIČAJ)

Author(s): Marija Musa / Language(s): Croatian / Issue: 10/2013

Keywords: Croatian language; public communication; language politics; lexis; phonological level; morphosyntactic level; norm; BiH; religious publications

The paper analyzes language of texts in Kalendar Dobri Pastir and Kršni zavičaj, publications of the Catholic Church, in the period from 1950 to 2005. The aim of the research is to define position of Croatian language in BiH in one segment of public communication. Although constitutionally and legally Croatian has been one of official languages in the former state and in post-Dayton BiH, it is gradually displaced from the public use. That is why Catholic Church publications, published in that period, have a special role in preserving Croatian language at the level of both private and public communication.

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RELATIONS OF INDEPENDENT STATE OF CROATIA WITH THE BAY OF CATTARO AFTER THE CAPITULATION OF THE KINGDOM OF ITALY IN SEPTEMBER 1943

RELATIONS OF INDEPENDENT STATE OF CROATIA WITH THE BAY OF CATTARO AFTER THE CAPITULATION OF THE KINGDOM OF ITALY IN SEPTEMBER 1943

Nezavisna Država Hrvatska i Boka kotorska nakon kapitulacije Kraljevine Italije u rujnu 1943. godine

Author(s): Nikica Barić / Language(s): Croatian / Issue: 3/2008

Keywords: Bay of Cattaro; Independent State of Croatia (ISC); Montenegro; Ustasha movement; German Reich

The Bay of Cattaro, or Kotor, today in the Republic of Montenegro, on the Adriatic coast, is an area historically inhabited by Croat population. During the time of the Austro-Hungarian Empire, Cattaro was part of its province of Dalmatia. For these ethnic and historical reasons, the Ustasha movement led by Ante Pavelić claimed Cattaro as a territory of the future independent Croatian state. Shortly after the Axis invasion of the Kingdom of Yugoslavia in April 1941, the Ustasha movement, supported by the Germans and Italians, declared the Independent State of Croatia (ISC). During that period there were attempts to establish Croatian authority in the Bay of Cattaro, but they failed because the Italians occupied and annexed that area as well as large parts of Dalmatia. After the capitulation of Italy in September 1943, the ISC had an opportunity to reclaim Dalmatian and other territories lost to Italy in 1941. This article is based mostly on archival documents of the ISC ministries of internal affairs and liberated areas dealing with the Bay of Cattaro. ISC authorities officially proclaimed the Bay of Cattaro to be part of the Great County of Dubrava in Dubrovnik, i.e. territory of the ISC. In fact, the Germans did not allow the establishment of Croatian administration in that area, but during 1944 ISC authorities sent food supplies to the Bay of Cattaro and tried to protect the local ethnic Croat population from the violence of Serb nationalists. The ISC authorities obviously hoped that they would be able to claim the Bay of Cattaro in the future, after the war. Obviously, such plans came to nothing with the final defeat of the Axis powers.

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Reviews

Reviews

Recenze

Author(s): Author Not Specified / Language(s): Czech / Issue: 03/2009

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BUKURIA E NUSES NË KËNGËT E CEREMONIALIT TË DASMËS
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BUKURIA E NUSES NË KËNGËT E CEREMONIALIT TË DASMËS

BUKURIA E NUSES NË KËNGËT E CEREMONIALIT TË DASMËS

Author(s): Miaser Dibra / Language(s): Albanian / Issue: 01+02/2013

Keywords: BUKURIA E NUSES ; KËNGËT E CEREMONIALIT ; DASMËS

Realiteti, marrëdhëniet sociale, shkallët ku lëviz jeta njerëzore, bota e brendshme e individit, në raport me çdo gjë që e rrethon, ka gjetur pasqyrim në këngët popullore, duke krijuar një sistem vlerash për të paraqitur në këto njësi një mënyrë të qartë të përvetësimit artistik të aspekteve të ndryshme të jetës. Ky lloj përvetësimi, i shprehur në veprat e artit popullor, sa ç’është i larmishëm e befasues, aq edhe i nënshtrohet në mënyrë spontane traditës së krijuar, në funksion të një mendimi të qartë artistik, i cili ka të bëjë, përveç të tjerave, me shije të parapëlqyera e të formësuara artistike të brezave të aplikuesve. Ato janë të njohura, të kërkuara, të dëshiruara nga masa e krijuesve dhe e praktikuesve, por nuk mbeten statike, kanë karakter gjenerues, evoluojnë së bashku me shoqërinë.

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Conference From Freedom to non-freedom 1945-1956
Organizer: Military Historical Institute Prague
Place and date: Main Hall of the Ministry of Defense of the Czech Republic, Prague,
18.-19. October 2010

Conference From Freedom to non-freedom 1945-1956 Organizer: Military Historical Institute Prague Place and date: Main Hall of the Ministry of Defense of the Czech Republic, Prague, 18.-19. October 2010

Konference Od svobody k nesvobodě 1945–1956 Pořadatel: Vojenský historický ústav Praha Místo a datum konání: hlavní sál Ministerstva obrany ČR, Praha, 18.–19. října 2010

Author(s): Martin Tichý / Language(s): Czech / Issue: 17/2010

Keywords: conference report

A report from the conference named From Freedom to non-freedom 1945-1956.

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Between Abstraction and Description

Between Abstraction and Description

Between Abstraction and Description

Author(s): Pavel Mára,Anna Fárová,Tomáš Prospěch,Antonín Dufek,Radana Ulverová / Language(s): English / Issue: 2/2018

Keywords: Contemporary Czech photography; Pavel Mára; portrait; nude; descriptive and abstract photography; large-format photography; conceptual photography; photographic series; Anna Fárová

This presentation of works by the Czech photographer and teacher Pavel Mára (b. 1951) is based on a selection of four scholarly articles that were written about him (and are published here in their entirety or in part). Together with his biographical information and a brief overview of his exhibitions at home and abroad, the magazine provides information about Mára’s activity as a creative photographer. The articles, by Anna Fárová (1989), Tomáš Pospěch (2012), Antonín Dufek (2015), and Radana Ulverová (2017), are arranged chronologically. They offer interpretations of his key series, which move between description and abstraction, which he began in the 1980s and has occasionally returned to in variations. The articles are accompanied by more than forty photographs, in black-and-white and in colour, most of which were made as triptychs. They provide a cross-section of the individual series, mostly portraits and nudes, indicating the importance of Mára’s work in the contemporary Czech and international contexts.

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Predicting Gender Differences in School Achievement and Social Acceptance: The Role of Delay of Gratification

Predicting Gender Differences in School Achievement and Social Acceptance: The Role of Delay of Gratification

Predicting Gender Differences in School Achievement and Social Acceptance: The Role of Delay of Gratification

Author(s): Tajana LJUBIN GOLUB,Zdenka Brebić,Majda Rijavec / Language(s): English / Issue: 1/2020

Keywords: academic achievement; delay of gratification; elementary school; self-regulation; social acceptance;

The study explored whether delay of gratification measured in 6-year old preschool children, incrementally predicts their subsequent academic achievement and social acceptance in elementary school above cognitive abilities. The role of gender in this relationship was also examined. The sample comprised 99 girls and 120 boys attending fourth, fifth and sixth grades. The study was longitudinal with two measurement points: measures of cognitive abilities and delay of gratification were taken at the age of 6, while measures of academic achievement (GPA, grade in Croatian language and math) and social acceptance, measured with the sociometric technique, were taken between the age of 10 and 12 years. It was confirmed that delay of gratification predicted both subsequent academic achievement and social acceptance in elementary school above cognitive abilities, but more strongly for boys than for girls. Also, delay of gratification mediated the relationship between gender and all four dependent variables. Gender differences in social acceptance, Croatian and math grades were partially explained and gender differences in GPA were fully explained by gender differences in delay of gratification measured at preschool age.

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Transgressions. Penetrations. Synchronicity. Comments on the Imagination in the Croatian and Serbian Literary Avant-garde

Transgressions. Penetrations. Synchronicity. Comments on the Imagination in the Croatian and Serbian Literary Avant-garde

Transgresje. Przenikania. Synchroniczność.Uwagi o wyobraźni chorwackiej i serbskiej awangardy literackiej

Author(s): Barbara Czapik-Lityńska / Language(s): Polish / Issue: 18/2020

Keywords: imagination; literary constructions of imagination between culture and nature; penetration

The article discusses selected problems of the image, imagination and the ideological-aesthetic consciousness of the avant-garde in Croatian and Serbian literatures. Inspired by the ideas of modern Europe and opened to experiment, transgressions and mental function of the artistic language, it created an autonomous world of imagination. Utopian theories of reality evaluated from expressionistic conceptions of penetration of the world if matter and spirit, Earth and universe to surrealistic conceptions of over-reality.

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Development in Context: The Most Significant Predictors of School Success of Pupils of the Early Adolescent Age

Development in Context: The Most Significant Predictors of School Success of Pupils of the Early Adolescent Age

Razvoj u kontekstu: Najznačajniji prediktori školskog uspjeha učenika rane adolescentske dobi

Author(s): Džejla Idrizović / Language(s): Bosnian / Issue: 12/2020

Keywords: family; school; adolescents; school success; learning motivation; development in context;

For the deeper and more complete understanding of the results of a pupil's success is very important to studying and deeper understanding of the context in which pupils learns or of the various conditions that form an integral part of these contexts in school and family. If we want to understand an individual's development, we must understand the interactions between the individual and his or her present and past environment. In his theory of ecological systems, Bronfenbrenner (1994) calls this transactional relationship as “development in context”. In order to understand the context in which our pupils are developing, an empirical study was conducted and the sample consisted of 196 seventh and eighth grade pupils from four elementary schools in Canton Sarajevo, 121 parents of the surveyed pupils and 64 subject teachers. The aim of the research is to identify the most significant predictors of adolescents' academic achievements by theoretical analysis of the relevant pedagogical literature, also by results of a survey conducted on a sample of respondents and to try to assess their importance in enabling young people to cope with societal challenges. The results of the research show that high quality teacher-pupil relationships,family-school partnerships, and a high level of learning motivation are very important predictors for learning and progress of pupils.

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THE PLACES OF PERISH AND BURIAL OF SOLDIERS AND CIVILIANS DURING AND AFTER THE SECOND WORLD WAR (1941 TO 1946) ON THE TERRITORY OF OLD COMMUNITIES VRATNIK, KRASNO AND ST. JURAJ. (SECOND PART)

THE PLACES OF PERISH AND BURIAL OF SOLDIERS AND CIVILIANS DURING AND AFTER THE SECOND WORLD WAR (1941 TO 1946) ON THE TERRITORY OF OLD COMMUNITIES VRATNIK, KRASNO AND ST. JURAJ. (SECOND PART)

MJESTA POGIBIJE I POKAPANJA VOJNIKA I CIVILA TIJEKOM DRUGOGA SVJETSKOG RATA I PORAĆA NA PODRUČJU STARIH OPĆINA VRATNIKA, KRASNA I SVETOG JURJA (II. DIO)

Author(s): Ante Glavičić / Language(s): Croatian / Issue: 1/2000

Keywords: the second world war and after; the places of perish and burial; soldiers and civilians; old communities Vratnik; Krasno and St. Juraj;

The author here deals with military and political circumstances on the territory of Senj during WWII and some time after. Based on poor archival materials and literature and for the part on memory of the participants of those war events, the author speaks about sixty five places where mainly the soldiers of the Independent State of Croatia armed forces perished or killed and buried. So, according to the respective pieces of information, more than 112 Croatian soldiers, mainly from Lika, lost their lives on the territory of Vratnik, Krasno and mountainous part of St. Juraj. The total number according to different locations amounts to one hundred sixty eight. Among them were also the soldiers of partisan formations and civilians from territory. They were killed for the most part between 7-15 April 1945. Among them was a number of prisoners of war, but they were executed as well. These, however, are not the and definitive figures.

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“Epidemic as a driving force of history (?)” Disease as seen by Petr Zelenka

“Epidemic as a driving force of history (?)” Disease as seen by Petr Zelenka

Epidemia jako siła napędowa historii (?) Choroba w ujęciu Petra Zelenki

Author(s): Aleksandra Pająk / Language(s): Polish / Issue: 2/2022

Keywords: disease; epidemic; AIDS; maladic discourse; Petr Zelenka; Antonin Holy;

The article “Epidemic as a driving force of history (?)” Disease as seen by Petr Zelenka explores the play Elegance molekuly (2018). The Czech playwright reconstructs the story of a chemist Antonín Holý, whose research contributed to the invention of, among other things, antiretroviral drugs that inhibit the development of the AIDS syndrome. Thanks to Zelenka’s use of all three layers of the AIDS myth distinguished by the Polish anthropologist Monika Sznajder man, the true story of the Gilead Sciences company is a contribution to the presentation of the cultural image of the disease and the epidemic it caused in the 1980s and 1990s. While interpreting the drama, Susan Sontag’s reflections (Illness as Metaphor and AIDS and Its Metaphors) were also used as a commentary. The play and its continuously popular stage production at Prague’s Dejvické divadlo theatre (from 2018, also directed by Petr Zelenka) constitute an important voice in the Czech maladic discourse of the last decade.

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THE HAGUE TRIBUNAL SOURCES ON THE ATTACK AGAINST THE JNA IN SARAJEVO ON MAY 2 AND 3, 1992

THE HAGUE TRIBUNAL SOURCES ON THE ATTACK AGAINST THE JNA IN SARAJEVO ON MAY 2 AND 3, 1992

Извори Хашког трибунала о нападу на ЈНА у Сарајеву 2. и 3. маја 1992. године

Author(s): Kosta Nikolić / Language(s): Serbian / Issue: 1/2022

Keywords: Yugoslav People’s Army; Sarajevo; Dobrovoljačka Street; paramilitary units; civil war

The paper discusses the withdrawal of the Yugoslav People’s Army (JNA) from Bosnia and Herzegovina in the spring of 1992 and the crime committed against its servicemen on May 2 and 3, 1992 in Sarajevo’s city center, especially in Dobrovoljačka Street. The emphasis is placed on the original material that became publicly available after it was included in the files of the International Tribunal for the Prosecution of Persons Responsible for Serious Violations of International Humanitarian Law Committed in the Territory of the Former Yugoslavia since 1991. The documents are available at the public court records database of the Hague Tribunal.

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THE THEORY OF GENERATIONAL STRATIFICATION IN THE CONTEXT OF BRAND MARKETING COMMUNICATION STRATEGY

THE THEORY OF GENERATIONAL STRATIFICATION IN THE CONTEXT OF BRAND MARKETING COMMUNICATION STRATEGY

THE THEORY OF GENERATIONAL STRATIFICATION IN THE CONTEXT OF BRAND MARKETING COMMUNICATION STRATEGY

Author(s): Jana Majerova,Andrea Cizku / Language(s): English / Issue: 2/2022

Keywords: generational stratification; marketing communication; brand management; branding; baby boomers; generation X; generation Y; generation Z;

The generational approach is becoming widely used to revise patterns in brand value building and management. The need for such revision is a logical consequence of the current situation, where traditional branding principles fail. As turbulent changes are occurring in the macro environment due to the (post)pandemic situation and global socio-economic development, more and more voices are beginning to point out the different natures of the problem. One solution is the application of the generational approach to the practice of brand managers. Thus, strategies would become more personalized and fit crucial market segments focusing on the increase of subjectively perceived brand value. On the other hand, some concepts and theories which have not been checked functionally in the long term perspective, and which have started to be prematurely applied in specific managerial tasks, are being critically discussed. One of such concepts involves the usage of generational stratification in the practice of marketing managers. Thus, the aim of this paper is to analyze the concept of fitting brand marketing communication strategy to the specifics of a targeted generational cohort. Subsequently, this study aims to critically discuss the concept of generational stratification from the point of view of brand management. To fulfill this aim, the method of contingency table evaluation and hypotheses testing via chi-squared tests is used. Data were collected via a consumer questionnaire survey among Slovak inhabitants aged 15 years and above, involving 1,978 respondents in total. Based on this research, it is concluded that generational stratification is not relevant for the purposes of brand marketing communication strategy. On the one hand, its general applicability is proved, but on the other – in selected product categories (personal cars, banks, cola beverages and sportswear) – the link between generation and perception of brand value is not proved.

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