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ISSN 1821-0171
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, . 6, . VI (2014)
Yearbook COMMUNICATION, MEDIA, CULTURE

Faculty of Culture and Media
Megatrend University
Belgrade
CONTENTS
JUBILEES
ONE HUNDRED AND FIFTY YEARS SINCE THE DEATH
OF VUK STEFANOVI KARADI
Tatjana Kosti
THE SIGNIFICANCE OF VUK KARADI
AND CONNECTING SERBIAN CULTURE WITH EUROPEAN CIVILIZATION . ....................3
ONE HUNDRED YEARS FROM THE BEGINNING OF THE FIRST WORLD WAR
Maja Radonji
MILUTIN BOJI POET OF THE GREAT WAR .......................................................................29
Saa . Rueskovi
GEGULA (REPONJA) IN WAR . ..................................................................................................47
Ivana Ercegovac, Saa . Rueskovi, Marko Sredojevi
SAMPSON TCHERNOFF: CREATOR OF SYMBOL FOR SERBIAN SOLDIERS
IN THE GREAT WAR PHOTOGRAPHY THE HAWKEYE ..................................................75
THE OCCASION OF THE 450 th ANNIVERSARY OF THE BIRTH

OF THE BIGGEST PLAYWRIGHT
Dragan Nikodijevi
SHAKESPEARES GLOBE THEATRE .......................................................................................101
COMMUNICATION
Mihajlo Minja Djordjevi
SEMIOTICS OF SUBLIMINAL AUDIOVISUAL MEDIA MESSAGES
AND GESTALT TECHNIQUES OF THEIR MANIPULATION ................................................115
Tatjana Milivojevi
KEY FACTORS OF HEALING INTERPERSONAL COMMUNICATION:
THE PSYCHOTHERAPEUTIC MODEL ....................................................................................155
Irina Milutinovi
SPECIALISTS FOR POLITICAL COMMUNICATION THE DEVELOPMENT
OF PROFESSION IN HISTORICAL PERSPECTIVE ................................................................177
, . 6, . VI (2014)
viii
CONTENTS
Marija Aleksi, Ljiljana Mani, Mirjana Tankosi

STRATEGIC ROLE OF INTERNAL COMMUNICATIONS
IN CREATING RGANIZATIONAL CULTURE AND REPUTATION ..................................... 201
Slobodan Vuleti
PUBLIC RELATIONS EDUCATIONAL INSTITUTIONS ACCORDING TO
THE STRATEGY DEVELOPMENT OF EDUCATION IN SERBIA TO 2020 th YEAR ...........215
Leana Vukovi
SIGNIFICANCE OF NON-VERBAL SIGNS
IN PLAYING ROLES IN INTERPERSONAL COMMUNICATION ........................................ 229
Marija Boranijaevi
SPECIFICITIES OF THE COMMUNICATION PROCESS OF SOCIALLY ISOLATED
AND DEAF CHILDREN DUE TO LATE EXPOSURE TO LANGUAGE . ................................ 249
Budimir Potoan
PLANETARY EXCLUSIVE NEWS AT THE EXAMPLE OF A NEWS AGENCY ......................267
MEDIA
Mirko Mileti
MEDIA PUBLIC SERVICES IN SERBIA . ................................................................................ 289
Biljana Ratkovi Njegovan, Senka Bengin
THE MEDIA MONITORING PROCESS
IN AN ENVIRONMENT OF NEW MEDIA TECHNOLOGIES . ...............................................317
Mirjana Tankosi, Dragana Trifunovi
THE DEVELOPMENT OF TELEVISION STATIONS
THROUGH THE IMPLEMENTATION OF INNOVATION AND CREATIVITY
IN MODERN SOCIAL AND MEDIA TERMS ...........................................................................329
Ileana Mili
THE POLIT IC AL USE OF TABLOIDS IN SERBIA ...................................................................347
Vojislav Todorovi
MEDIA, YOUTH AND CULTURAL HERITAGE OF THE REPUBLIC OF SERBIA . ..............363
CULTURE
Miomir Petrovi
NARRATOLOGICAL ANALYSIS OF FILM WIM WENDERS WINGS OF DESIRE ...........377
Radomir V. Ivanovi
LITERARY MYTH ABOUT EPAN MALI IN THE WORKS OF STJEPAN ZANOVI,
PETAR DRUGI PETROVI NJEGO AND STEFAN MITROV LJUBIA ...............................395
Tamara Nikezi
THE INFLUENCE OF CULT UR E IN NINET EENTH CENT URY AT RICH ARD WAGNER . 423
, . 6, . VI (2014)
ix
CONTENTS
Violeta Cvetkovska Ocokolji, Tatjana Cvetkovski, Sran Sremac

GODDES IN THE FROGS APPEARANCE SPIRIT OF THE HEARTH:
NEOLITHIC CODES AND MODERN SERBIAN PAINTERS ..................................................437
Nataa Kosti
TAIJI TEACHING IN THECHANGE OF ZHOU
ORIGINS AND MEANING OF THE ANCIENT YIN-YANG SYMBOL ................................455
Nikolina Vrcelj, Ana Jur i, Andrea Bualina Mati
DOCT RINE OF CHINESE MANAGEM ENT
- LESSONS FOR CONT EMPOR ARY LEADERS . .................................................................... 469
Katarina Zaki, Olivera Milutinovi
CULTURAL CONFLICTS IN A GLOBALIZED WORLD ..........................................................487
Tatjana Cvetkovski, Ana Langovi Milievi, Violeta Cvetkovska Ocokolji, PhD
SERBIA IN THE GLOBAL KNOWLEDGE-BASED ECONOMY .............................................. 509
Slavica Stevanovi
TRANSFER OF IDEOLOGY INTO SCIENCE ...........................................................................529
REVIEWS
Radivoje Petrovi
TIME OF TEMPTATION ...........................................................................................................547
Nada Torlak
JOURNALISTIC GENRES IN THE EPOCH OF POST JOURNALISM ...................................553
Aleksandar Stojanovi
CIRCLED STUDY ON ROMAS IN SERBIAN PRESS ..............................................................557
NOTES ABOUT THE AUTHORS
, . 6, . VI (2014)

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UDC 811.163.41:929 Karadi V. S.

316.72(=163.41)
Tatjana Kosti
Serbian State Publisher of Textbooks
Belgrade
THE SIGNIFIC ANCE OF VUK KARADI

AND CONNECTING SERBIAN CULTUR E
WITH EUROPEAN CIVILIZATION
Summary: Even at the beginning of the 21st cent ury, Serbian people are facing the question of the relat ions between Serbia and Europe, Serbia and the rest
of the world. We are still searching for ident ity. The answer to the question since
when Serbs should be considered as European people is complex. The foundat ions
of modern Serbian statehood are laid during the Uprising. Vuk Stefanov i Kara
di cont ributed most toEuropean integrat ion of Serbian cult ure. There was a
discont inuity in Serbian history, but in spite of that cult ural cont inuity exists. The
Enlightenment was the first cult ural movement that Serbs accepted from Western cult ure and in that way Dositej Obradov i laid the foundat ions of Serbian
modern period New Age. Vuk strengthened the Serbian national being and also
cont ributed to European integrat ion more than anybody else. Vuk was a man of
New Age, who took the terms revolut ionary and national in the spir it of con
temporary European developments connected to the foundat ion of modern nation.
Cult ure is social capital through which count ries of the Third World can reach the
First World, it is formed by personalit ies who connect and go beyond the circum
stances, differences, time
Key words: VUK STEFANOVI KARADI, NEW AGE SERBIA, CULT UR AL
CONT INUI TY, DOSIT EJ OBRADOV I, NATIONAL AND EUROPEAN DEVE
LOPMENTS, CULT UR AL CAPITAL.
, . 6, . VI (2014): . 3-28

821.163.41.09-1 .
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, . 6, . VI (2014): . 29-46
UDC 821.163.41.09-1 Boji M.
ssistant Professor Maja Radonji, PhD

Faculty of Cult ure and Media
Megat rend University
Belgrade
MILUTIN BOJI POET OF THE GREAT WAR

Poet ry of Pain and Pride
Summary: The First World War is the border point of the epochs in the cul
tural and polit ical history of Europe, in which Serbia had one of the key roles.
There are numerous testimonies about the Great War, both fact ual and artistic,
whereas literary works inspired by this pivotal event in world history have still
not been thoroughly researched. One of the most valuable testimonies of the epoch
in artistic but also in histor ical sense is found in poet ry of Milut in Boji, one of
the most talented pre-war poets of modernism and the author of the anthem-like
Blue Grave and a collect ion of poems created during the withdrawal through
Albania and in exile, on the island of Corf u. Poems of Pain and Pride, published
in Thessaloniki shortly before the poets death, represent poet ical transposit ion
and philosophically sublimed sum of the histor ical exper ience of an entire nation,
which found itself, by will of histor ical and fatef ul circumstances, in the middle of
a four-year epic of biblical proport ions.
Key words: THE GREAT WAR, MILUT IN BOJI, POEMS OF PAIN AND
PRIDE, HISTOR IC AL CONSCIOUSNESS, BLUE GRAVE, LITER AT UR E.
, . 6, . VI (2014): . 29-46
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( )
:
[1] Bjelajac, Mile (1997): Izmeu vojske i polit ike; Beog rad: INIS.
[2] , (2014): ,
879: 3. .
[3] (1972): 4; .
[4] (1975): I ; :
.
[5] , (1990): ; :
.
[6] , (1935): ; .
[7] , (1989): ; :
.
[8] , (1914 1915), ,
, 1998.
[9] , (1986): I ;
: Delta presss.
[10] , (1986): II ; :
Delta presss.
[11] , . (1926): ,
; .
[12] . (1924): ( )
, ; .
[13] , (1923): , 1912-1918,
XI-XII; .
[14] , (1996): ; : .
[15] , (2002): 1897-1890; :
.
[16] , (2007): ; .
[17] , : ,
(http://www.politika.rs/, 26. 2010.)
[18] , . (1922): ;
..
[19] , (1995): ;
: .
[20] , (1988): ; : .
[21] , ; , , (1972):
1912-1913; : .
[22] , (1983): 1918; :
.
, . 6, . VI (2014): . 47-74
72
[23] , (1999): , ,
33; .
[24] , . (2014): , ;
, 13. 2014.
[25] , (1963): ; .
[26] Huseinov i, vdo (2013): Naser od Gazimestana do haga i nazad; Sarajevo:
Dobra knjiga.
[27] , (1913): , 3448, 19.
1913.
, . 6, . VI (2014): . 47-74
UDC 94:355.13(497.11)1914
159.922.4(=163.41)
Saa . Rueskov i
The Archive of Serbia
Belgrade
GEGUL A (REPONJA) IN WAR

Summary: For years many tales have been told and many songs have been
sung about bravery and fearlessness of Serbian soldiers. On the other hand, we
have witnessed the devastat ing stat istical data about the large number of killed or
capt ured men - warr iors who fought in wars that Serbia part icipated in. Intert
wining facts and poet ic testimony of artists, we can imagine that a soldier who
fought under the flag of this count ry could have been fearless or reckless, hero or
the staggerer. As always, the truth is just somewhere in the middle.
This paper deals with the ordinary Serbian soldier from the first year of World
War I and its general character istics and propert ies, which were shown back than.
We will try also to determine whether these propert ies belong to only one genera
tion of Serbian warr iors or they maintained in future generat ions as well.
Key words: GEGUL A, BOOR, SOLDIER, FIRST WORLD WAR, WARR IOR,
WINNER.
, . 6, . VI (2014): . 47-74
77.039 .
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, . 6, . VI (2014): . 75-100
76
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http://www.doiserbia.nb.rs/img/
doi/0350-7653/2002/0350-76530233197R.pdf
http://www.politika.rs/rubrike/Kultura/Sta-krije-becki-Rajhsarhiv.lt.html
http://www.novosti.rs/vesti/naslovna/drustvo/aktuelno.290.html:228000-Tri-vekaskrivala-prasina
, . 6, . VI (2014): . 75-100
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http://www.magacin.org/2012/11/29/srpski-vojnik-izvidjac-dragutin-matic/
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df?res=9B04E6DF153AEF33A25754C1A9659C946996D6CF
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www.biarritz.ovh.org/villasdisparues/Marbella.html
, . 6, . VI (2014): . 75-100
: ...
97
:
[1] , (2004): ; :
.
[2] , (1989): ; : .
[3] , (1999): ; : .
.
[4] , (1998): , : .
[5] , (1979):
, , . 15-16;
: (. 75-80).
[6] , (2010): ; : .
[7] , (1991): ;
: .
[8] , (2008):
, . 5; :
(. 24-25).
[9] , (2011): , . 38;
: (. 79-89).
[10] , (2012): ,
. 3; : (. 83-101).
[11] , (1988): LIllustrasion
1914-1918, . 3 . 34; :
(. 355-370).
[12] , (2009): ; : Infinitas.
, . 6, . VI (2014): . 75-100
98
, . ,
:
[1] , (1977): , www.foto

muzej.com/anastas-jovanov ic.html
[2] , (1977): , www.foto
muzej.com/putujuci-fotog raf i.html
[3] : 1904-1941 http://scc.digital.bkp.nb.rs/
collection/polit ika
[4] , (2004): 19.
20. ; http://www.scribd.com/doc/17439551/--
---- --19--20-
[5] , . (2008): ; http://www.novosti.rs/
vesti/naslovna/drustvo/aktuelno.290.html:228000-Tri-veka-skrivala-prasina
[6] New York Times (1918): Serbias Agony Painted by Artist Now Here; Work
of Sampson Tchernoff Gives Vivid Idea of Suffer ings of the Whole Nation,
from King to Humblest Peasant, New York: New York Times, 17.3.1918.
http://query.nytimes.com/mem/archive-free/pdf?res=9B04E6DF153AEF
33A25754C1A9659C946996D6CF
[7] , (2010): ; http://www.
politika.rs/rubrike/Kult ura/Sta-krije-becki-Rajhsarhiv.lt.html
[8] , (2002):
; http://www.doiserbia.nb.rs/img/doi/03507653/2002/0350-76530233197R.pdf
[9] www.biarr itz.ovh.org/villasdispar ues/Marbella.html
[10] www.discogs.com/Ljubivoje-Vidos av ljev i%C4%87-Narodn i-Orkes tarCarevac-Mar%C5%A1-Na-Drinu/release/2176859
[11] w w w.heroe s ofs er b ia.com/2010/04/five-years-war-serbs-in-19121916-by.html
[12] www.kodkicosa.com/samson_cernov.htm
[13] www.magacin.org/2012/11/29/srpski-vojnik-izvidjac-drag utin-matic/
[14] http://srbijuvolimo.rs/moja-srbija/kult ura/item/2325-oko-sokolovo-sam
sona-%C4%8Dernova,-rusa-koji-je-zadu%C5%BEio-srbiju.html
, . 6, . VI (2014): . 75-100
UDC 77.039 ernov S.
Ivana Ercegovac
Belgrade
Saa . Rueskov i
The Archive of Serbia
Belgrade
Marko Sredojev i
Belgrade
SAMPSON TCHERNOFF: CREATOR OF SYMBOL

FOR SERBIAN SOLDIERS IN THE GREAT WAR
- PHOTOGRAPHY THE HAWK EYE
Summary: Documentary photography, especially the one that dates back to
some distant point in history, is invaluable in preserv ing cult ural and national
ident ity of a count ry and its people. In our count ry it was tought until recently
that Rista Marjanov ic was the most important photographer of the Serbian army
in the period of the wars in Serbia and the Balkans from 1912 to 1918, while about
Sampson Tchernoff, the war photographer who actually indebted Serbian people
by leav ing the biggest photo archives from the wars of the early 20th cent ury, we
knew inexplicable so lttle. Thanks to the famous photography, his name was never
completely forgotten, but only after discover ing the documentat ion which was set
teled in 8,000 boxes in the Archives of Serbia, in 2008, Tchernoff took his place in
Serbian history.
The paper is about known aspects of life of this extraordinary man and his
photographic and filming engagement during the First World War and the emer
gence of photography "The Hawkeye", which has become a symbol of Serbian tro
ops from that era, ever since.
Key words: SAMPSON TCHERNOFF, PHOTOGRAPHY, PHOTOGRAPHER,
DOCUM ENTARY FILM CORR ESPONDENT, WAR CORR ESPONDENT, THE
GREAT WAR, EXHIBIT IONS.
, . 6, . VI (2014): . 75-100
450.
792.2.091(41)
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, . 6, . VI (2014): . 101-112
102
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, . 6, . VI (2014): . 101-112
UDC 792.2.091(41)
Professor Dragan Nikod ijev i, PhD

Belgrade
SHAKESPEARES GLOBE THEATRE

Summary: The following text is dedicated to the 450th birth anniversary of
the worlds greatest playwright, William Shakespeare. On this occasion, the Lon
don Globe Theat res ensemble, of which Shakespeare was a founder, has commen
ced a two-year world tour with the play Hamlet, ending in 2016 the year that
marks four cent ur ies from Shakespeares death. The commemorat ion of this jubi
lee has inspired the author to take us back to the era when this theat re with its
activ it ies marked the new epoch of vigour and vitality of theat rical creat iv ity in
Europe, despite numerous obstacles and, most of all, thanks to Shakespeare.
Key words: THEAT RE, PLAY, JUBIL EE.
, . 6, . VI (2014): . 101-112
316.776.2:159.9
32.019.51:159.9.019.4
1. *1

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, . 6, . VI (2014): . 115-154
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:
- Subliminal Seduct ion: Are You Being Sexually Aroused By This Pic
ture? aka "Ad Media's Manipulat ion of a Not So Innocent Amer ica."
(1974). Introduct ion by Marshall McLuhan. Prentice-Hall, Inc. Library of Cong ress Catalog Card Number: 73-5421.
2
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).
: (1742-1820)
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, . 6, . VI (2014): . 115-154
118

- Media Sexploitat ion (1976). Prent ice-Hall, Inc.
- The Clam-Plate Orgy: And Other Subliminals the Media Use to Mani
pulate Your Behav ior (1980). Signet. Reissued in 1992 as Subliminal
Ad-Vent ures in Erot ic Art by Branden Books.
- The Age of Manipulat ion: The Con in Conf idence, The Sin in Sincere
(1989). H. Holt.
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, . 6, . VI (2014): . 115-154
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, . 6, . VI (2014): . 115-154
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.
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:
[1] Bernais, E. (1928): Propaganda.
[2] Dixon, N. F. (1971): Subliminal Percept ion: The nature of a cont roversy;
London: McGraw-Hill.
[3] Dixon, N. F. (1981): Preconscious processing; New York: John Wiley &
Sons.
[4] , . (1990): ; :
.
[5] , . (1994): ; :
.
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152
[6] Ehrenz weig, A. (1970): The hidden order of art: A study in the psychology of
artistic imaginat ion; London: Paladin.
[7] Ehrenz weig, A. (1970): The Psycho-Analysis of Artistic Vision and Hear ing:
An Introduct ion to a
[8] Theory of Unconscious percept ion.
[9] , . . (2005-2014): ,
, ; :
.
[10] , . . (2009-2014): ?
, ; :
.
[11] , . . (2008): ,
; : .
[12] , . . (2007): ,
; : .
[13] Key. W. B. (1973): Subliminal seduct ion: Ad media's manipulat ion of a not so
innocent Amer ica. New York. Signet.
[14] Key. W. B. (1977): Media sexploitat ion. New York. Signet.
[15] Key. W. B. (1986): The clam-plate orgy and other subliminal techniques for
manipulat ing your behav ior; New York: Signet.
[16] Key. W. B. (1989): The age of manipulat ion: The con in conf idence, the sin in
sincere; New York: Henry Holt.
[17] Key. W. B. (1992): Subliminal ad-vent ures in erot ic art; Boston: Branden.
[18] Lipman, Walter (1922): Public Opinion.
[19] National Public Radio. Retrieved 2010-02- Freud's Nephew and the Ori
gins of Public Relat ions.
[20] Radii, Svetozar (2011): Neokort ikalni rat 4; Beog rad: Pan-Plast.
[21] Sper ry, R. W. (1980): Mind-brain interact ion: Mentalism, yes; dualism,
no. Neuroscience 5 (2): 195206. doi:10.1016/0306-4522(80)90098-6.
PMID7374938.edit
[22] The New York Times. March 10, 1995. Bernays Edward Father of Public
Relat ions And Leader in Opinion Making, Dies at 103.
, . 6, . VI (2014): . 115-154
UDC 316.776.2:159.9
32.019.51:159.9.019.4
Professor Mihajlo Minja Djordjev i, PhD

Belgrade
SEMIOTICS OF SUBLIMINAL AUDIOVISUAL

MEDIA MESSAGES AND GESTALT TECHNIQUES
OF THEIR MANIPUL ATION
(Subliminal audiov isual stimuli:
Gestalt techniques of their creation,
psychophysiology of possible unconscious
perception and effects on media users)
Summary: On the basis of this short study, which was done in terms of semiot ics and
Gestalt theory, namely the modeling techniques of subliminal media messages and their
effect on potent ial subjects media users, it is possible to perform a number of relevant
conclusions that are of unusual importance to further explore of this phenomenon. Thus,
the derived strat if icat ion of the two fundamental types of media messages: a) Supraliminal
type message, which is normally perceived as a conscious message, and b) Subliminal type
message, perceived unconsciously and that, after a certain period of time, taking the realm
of the conscious. Then psychopathology of incriminat ing message was established, which
in verbal terms usually include the words: sex, kill, drugs, kill all, a lunat ic, a liar, and so
on., as well as the psychopathology of authors of such messages, which can be summar ized
in two basic types: Type 1. Authors have expressed personalit iesof strong psychopathology,
and type 2. Authors are paid to create subliminal messages to influence public opinion in
market ing, polit ical, religious and any other propaganda terms, as both types are often in
the domain of the incriminat ing acts that require legal and other forms of sanctions.
Key words: VISUAL, AURAL, COGNIT ION, CONSCIOUSNESS, GESTALT TEC
HNIQUES, NONV ERBAL MENTAL SPHER E(NMS), NEUR AL LINGUISTIC PROGRAM
MING(NLP), PERCEPT ION, PSYCHOPHYSIOL OGY, SENSORY DEPRIVAT ION, SEMI
OT IC, SUBLIM INAL, SUPRAL IM INAL, TACHIS TOSCOPY, COGNIT IV E PRAX IS (CP),
UNCONSCIOUSNESS.
, . 6, . VI (2014): . 115-154
316.472.4:159.964.32
615.851
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38
39
Lobservatoire, revue daction sociale & mdico-sociale, n50, 2006, pp.29-32.

Randin, J-M., (2008) Qu'est-ce que l'coute?,Approche Centre sur la Personne. Pratique
et recherche, n 7, pp.71-78.
, . 6, . VI (2014): . 155-176
...
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Blanchet, A. etal.(1985).
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174
[1] Blanchet, A. tal. (1985):Lent ret ien dans les sciences socials; Paris: Dunod.
[2] , . (2011): ; : .
[3] , . (2011): ; :
.
[4] Rand in,J-M. (2008): Qu'est-ce que l'coute?, Approche Cent re sur la Per
sonne. Prat ique et recherch,1/ 2008 (n 7) , p.71-78.
[5] , .. (1985): ; : .
[6] Roger, C.R. (1942): Counseling and Psychotherapy: Newer Concepts in Pract ice;
Boston: Houghton Miff lin Company.
[7] Rogers, C. R. (1970):La relat ion daide et la psychothrapie; Paris: ESF.
[8] Rogers, C. R. (2001):Lapproche cent re sur la personne, Anthologie de textes
prsent par Howard Kirschenbaum et Valrie Land Henderson; Lausanne: Ran
din, Lausanne.
[9] Schmid, P. F. (1998): Nouvelles perspectives pour lApproche centre sur la
personne, Brennpunkt, Numro spcial, pp.103-112.
[10] , . (2013): ; : .
[11] Thorne B. (1994): Comprendre Carl Rogers; Toulouse: Editions Priva.
[12] Lobservatoire, revue dact ion sociale & mdico-sociale, N50, 2006, pp.29-32.
:
[1] ristotle: On the Heavens, http://classics.mit.edu/Aristotle/heavens.4.iv.
html ( 30.3.2014.)
[2] Ristat, X: La congruence: une dfinit ion de lauthent icit,
[3] http://www.cygnif icat ion.com/definit ion-cong ruence/ ( 25.7.
2013.)
, . 6, . VI (2014): . 155-176
UDC 316.472.4:159.964.32
615.851
ssistant Professor Tatjana Milivojev i, PhD

Belgrade
KEY FACTORS OF HEALING

INTERPERSONAL COMMUNIC ATION:
THE PSYCHOTHER APEUTIC MODEL
Summary: Despite the somet imes big and irreconcilable differences between
different psychotherapeut ic currents, researches on the effect iveness of successful
psychotherapists of different provenances have shownthe presence of some com
mon factors.It turned out that all factors of psychotherapeut ic effect iveness belong
to the sphere of relat ionship. The humanistic and personalisticpsychologist Carl
Rogers subsumed them under three key factors that allow the establishment of
a healing relat ionship: congrue nce, empathy and uncondit ional posit ive atti
tude towards the client.Theposit ive attit ude is based on the humanist/personalist
postulate of the existence ofan inner, driv ing, selfact ualizing (entelechial) force in
each indiv idual, and man as a being in becoming, who is enabled and encouraged
to become who he/she is by this posit ive, support ive attit ude.Many studies have
conf irmed the role and importance of these factors and the quality of the relat ion
ship as a necessary and indispensable condit ion for the success of any psychothe
rapy.This approach proved to be very fruitf ul and successful in other areas of work
and communicat ion, when it is aimed at establishing, building, nurt ur ing and
improv ing interpersonal relat ionships, as the basis for the well-being and health
of indiv iduals and groups
Key words: INTERPERSONAL COMMUNIC AT ION,PSYCHOTHER APY,
KEY FACTORS, RELAT IONSHIP, EFFECT IVENESS.
, . 6, . VI (2014): . 155-176
32.019.5
316.776.3:32
659.4:32
1. *1

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; : .
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[6] , (1990): ,
(. . ); : .
[7] , . (1992): Public relat ions ;
:
[8] , . (2004): PR; : XXI.
[9] LeDuc, L., Niemi, R. G., Noris, P. (1996): Compar ing Democracies; USA: Sage
Publications, Inc.
[10] McNair, Brian (2003): Uvod u polit iku komunikaciju; Zagreb: Fakultet politi
kih znanosti.
[11] Nimmo, Dan (2001): Polit ical Persuaders; NJ: Transaction Publishers.
[12] , . . (1996): ; : .
[13] , (2006): ,
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, . 6, . VI (2014): . 177-200
UDC 32.019.5
316.776.3:32
659.4:32
Assistant Professor Irina Milut inov i, PhD

Belgrade
SPECIALISTS FOR POLITIC AL COMMUNIC ATION

THE DEVELOPMENT OF PROFESSION
IN HISTORIC AL PERSPECTIVE
Summary: This paper presents content and histor ical development of specia
lists for polit ical communicat ion professions. It describes the occurrence and deve
lopment of different professional polit ical communicators. Professions of polit ical
communicators: media professionals, market ing experts, public relat ions consul
tants, spin-doctors and advert isers, are presented in a histor ical and analytical
perspect ive and in a systemat ic way. The paper points to the delicate interpene
trat ions of these professional activ it ies, and warns to the complexity of satisfying
the public sphere interests in a democrat ic polit ical discourse. The paper analyzes
ethics codes in the subject fields, too. Professional public should always have in
the mind the thought: the protagonists of polit ical fight must overcome part icular
interests of indiv iduals or polit ical organizat ions, in a democrat ic order to satisfy
the public interest.
Key words: POLIT IC AL COMMUNIC AT ION, POLIT IC AL MARK ET ING,
POLIT IC AL PR, POLIT IC AL ADVERT ISING.
, . 6, . VI (2014): . 177-200
005.72:659.4
005.32
1. *1

.

.

:

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: maleksic@megatrend.edu.rs
, . 6, . VI (2014): . 201-214
202
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, . 6, . VI (2014): . 201-214
212
; ;

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:
[1] Broom, G. M. (2010): Uinkov it i odnosi s javno u; Zagreb: Mate.
[2] Dessler, G. (2007): Osnov i menadmenta ljudskih resursa; Beog rad: Data
stat us.
[3] (2012, 2013):
.
[4] , . (2012):
, , 3/2012; :
, . 283-300.
[5] , ./ , ./ , . (2008):
; : .
[6] , ./ , ./ , . (2007):
; : .
[7] , . (2010): , , . 62, 3/ 2010,
, . 258-277.
[8] , . (2011):
, , , ,
3/2011; , . 13-32.
[9] , . , . (2011): ; :
.
[10] Tench, R. i Yeomans, L. (2010): Otkrivanje odnosa s javno u; Zagreb:
HUOJ.
, . 6, . VI (2014): . 201-214
UDC 005.72:659.4
005.32
Assistant Professor Marija Aleksi, PhD

Faculty of Business Studies
Assistant Professor Ljiljana Mani, PhD
Assistant Professor Mirjana Tankosi, PhD
Belgrade
STRATEGIC ROLE
OF INTERNAL COMMUNIC ATIONS
IN CREATING ORGANIZATIONAL CULTUR E
AND REPUTATION
Summary: Public relat ions is a management function which deals with the
communicat ion between the organizat ions and their public, which influences their
success or failure in the market and in society. For each organizat ion the employees are the most important segment of the public whose attit ude towards other
stakeholders colleagues, customers, compet itors, the media and other audience,
depends on the reputat ion and achie vement of the business goals. This paper seeks
to highlight the importance of internal communicat ion as a strategic process which
aims to build mutually benef icial relat ionships between organizat ions and their
internal public. The applicat ion of two-way symmet rical communicat ion creates
satisf ied and motivated employees and respectable organizat ional cult ure which
improves the efficiency of the organizat ion.
Key words: PUBLIC RELAT IONS, HUMAN RESOURCES MANAGEMENT,
INTERNAL COMMUNIC AT ION, ORGANIZ AT IONAL CULT UR E, REPUTAT ION,
COMMUNIC AT ION STRAT EGY.
, . 6, . VI (2014): . 201-214
37.014.5
37:659.4
, *1

1

2020.
:
2020.
.
,
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2020. .
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: , ,
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: slovu79@gmail.com
, . 6, . VI (2014): . 215-228
216
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212 .
: http://www.srbija.gov.rs/vesti/dokumenti_sekcija.php?id=45678,
3.6. 2014.
, . 6, . VI (2014): . 215-228
...
217
1.

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OF EDUCATION SYSTEMS. : http://aei.pitt.edu/42877/1/com2001_0059.pdf,
25.05.2014.
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[3] Davis, A. (2005): Public relat ions, Asee books, Od A do Z, sve to treba da
znate o odnosima s javnou; Novi Sad: Adizes.
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[1] (".
", . 72/2009, 52/2011 55/2013) , http://
w w w.osv ukk ar adz ics oc an ic a.edu.rs/index.php?option=com _con
tent&view=article&id=526:2013-06-20-20-03-39&catid=51:2010-11-1317-28-50&Itemid=72 ( 20.6.2014)
[2] 2020. ,
http://www.srbija.gov.rs/vesti/dokumenti_sek
cija.php?id=45678 ( 22.6.2014.)
[3] REPORT FROM THE COMMISSION THE CONCRETE FUTUR E OBJEC
TIV ES OF EDUC AT ION SYSTEMS. http://aei.pitt.edu/42877/1/
com2001_0059.pdf ( 25.05.2014. )
, . 6, . VI (2014): . 215-228
UDC 37.014.5
37:659.4
Slobodan Vulet i, MA
Primary school Kosta Trifkov ic
Novi Sad
PUBLIC RELATIONS
EDUC ATIONAL INSTITUTIONS ACCORDING TO
THE STRATEGY DEVELOPMENT OF EDUC ATION
IN SERBIA TO 2020th YEAR
Summary: This paper analyzes the key segments of the document Educat ion
Development Strategy in Serbia until the 2020th year with a special view of the
place and the role relat ionships with target audiences of educat ional instit ut ions.
The educat ion policy that is prov ided by this document, we examine the impor
tance of mission, vision, and stakeholders that the action of the process of public
relat ions should be affected by the changes in the educat ion system to the 2020th
year. We analyzed the relevant parts of the strategy which show the importance
of interact ion with the school environment as well as the reasons and the vision
of improv ing relat ionships with target audiences. This paper presents a crit ical
revie w of the relevant sect ions of this document, which cont ributed to the vision of
the educat ion system in the Republic of Serbia.
Key words: RELAT IONSHIP WITH TARGET AUDIENCES, STRAT EGIES,
THE EDUC AT ION SYSTEM, SCHOOL.
, . 6, . VI (2014): . 215-228
316.772.2/.4
316.472.4:159.925.8
81221.22
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[1] , . (2000): ; :
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:
[1] Dayer, R. (1999): ; http://web.fmk.edu.rs/
files/blogs/2009-10/MI/Medijska_kul/Ricard_Dajer.pdf
[2] McLeod, S. A. (2008):Cognit ive Dissonance Theory; http://
www.simplypsychology.org/cognit ive-dissonance.html
, . 6, . VI (2014): . 229-248
UDC 316.772.2/.4
316.472.4:159.925.8
81221.22
Leana Vukov i, MA
Magat rend University
Belgrade
SIGNIFIC ANCE OF NON-VERBAL SIGNS

IN PLAYING ROLES IN INTERPERSONAL
COMMUNIC ATION
Summary: This work analytically examines the importance of nonverbal com
municat ion and symbolic action of the indiv idual, and the possibility of placing
under conscious cont rol of messages indicates that the non-verbal interpersonal
communicat ion, with self-introducing and playing some of the social roles.
In the first part of the work, special attent ion is paid to interpersonal com
municat ion. After that, the the paper discusses and analyzes the basic aspects of
communicat ion nonverbal interpersonal, using extralinguistic symbolic systems,
especially kinesics and proksemic symbols. In this work, taking into account the
stereotypes, prejudices, cult ural patterns and stat us protocol, which his conside
red today caused by playing social roles in interpersonal communicat ion.
Key words: INTERPERSONAL COMMUNIC AT ION, NONVERBAL COM
MUNIC AT ION, SOCIA L IZ AT ION, PREJUDICE, SOCIAL ROLE.
, . 6, . VI (2014): . 229-248
159.923.5-053.2-056.263
159.946.3-053.2-056.263
316.6-058.68
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the Crit ical Period . Posno 6.2.2012. URL: http://ayjw.org/articles.
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[2] Feral Child ren. Poseeno 6.2.2012. URL: http://hrsbstaff.ednet.ns.ca/
mskinner/Sociology/Socializat ion/feral_children.htm
[3] Fitzpatrick, C. (2001.). EN 720: Psycholinguistics, Book Overv ie w. Poseeno
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[5] Mason, T. Lect ure 3: The Evidence from Acquisit ion in Extreme Condit ions.
Poseeno 6.2.2012. URL: http://www.timothyjpmason.com/WebPages/
LangTeach/Licence/CM/OldLect ures/L3_ExtremeCircs.htm.
[6] Pines, M. (1997). The Civilizing of Genie. Poseeno 8.2.2012. URL: http://
kccesl.tripod.com/genie.html.
[7] Sand ler,W, Lillo-Mart in, D. (2001). Natural Sign Lang ua g es. Pose
eno 14.2.2012. URL: http://sand lersignlab.haifa.ac.il/pdf/Natural%20
Sign%20Lang uages.pdf%20.pdf.
[8] Sand ler, W. (2009). Symbiot ic symbolizat ion by hand and mouth in sign
language. Poseeno 14.2.2012. URL: http://www.ncbi.nlm.nih.gov/pmc/
articles/PMC2863338/.
[9] Stokoe, W. (2005.). Sign language Struct ure: An Outline of the Visual Com
municat ion Systems of the Amer ican Deaf. Poseeno 10.2.2012. URL: http://
jdsde.oxfordjournals.org/.
[10] The Right to Read, Chapter 7: Creat ing an Alternat ive Possibility. Poseeno
8.2.2012. URL: http://www.audiblox2000.com/book7.htm.
, . 6, . VI (2014): . 249-266
UDC 159.923.5-053.2-056.263
159.946.3-053.2-056.263
316.6-058.68
Marija Boranijaev i, MA
Business School of Applied Studies
Blace
SPECIFICITIES
OF THE COMMUNIC ATION PROCESS
OF SOCIALLY ISOL ATED AND DEAF CHILDREN
DUE TO LATE EXPOSUR E TO LANGUAGE
Summary: The topic of this paper, as well as the very subject of the authors
interest, is the way socially isolated and deaf-mute children communicate, with
special attent ion devoted to specif icit ies of this process. Through the time span,
using different examples from life, the author illustrates the conseque ncs that
years of social isolat ion could cause to the process of language acquisit ion and
use, and consequently to the very process of communicat ion of these children. Spe
cial attent ion has been devoted to the discussion of the crit ical period hypothesis
relat ing to language acquisit ion. The author points out the necessity of childrens
being exposed to language during this crit ical period in order to acquire a lan
guage with the full complexity of its syntax and lexicon. Besides that the author
researches for specif icit ies of language acquisit ion and the way of communicat ing
of deaf-mute children, compar ing the process of language acquisit ion by children
with impaired hear ing with the natural process of language acquisit ion and usage
of speech by children with no obstacles. The special accent is put on the late expo
sure of children to language and the consequences it causes to the very process
of language acquisit ion, regardless the fact whether they acquire spoken or sign
language. Addit ionally, the author pays special attent ion to research of other non
verbal signs that accompany language, speech or sign language in the communi
cat ion process, analyzing their mutual connect ion as well as the role these signs
play in the communicat ive act and communicat ion process as a whole.
Key words: COMMUNIC AT ION, SOCIAL ISOL AT ION, LANGUAGE ACQU
ISIT ION, SIGN LANGUAGE, GESTUR ES.
, . 6, . VI (2014): . 249-266
070.431
070.431.2(497.1)
. *1

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[1] (1993): ; ; .
[2] (2001); :
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[3] (1992); :
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[4] , (2003): ; : Yu market ing
press/ .
[5] (2005); : /
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, . 6, . VI (2014): . 267-286
UDC 070.431
070.431.2(497.1)
Associate Professor Budimir Potoan, PhD

Belgrade
PLANETARY EXCLUSIVE NEWS

AT THE EXAMPLE OF A NEWS AGENCY
Summary: Although planetary exclusive news conveyed by a news agency is
associated to the highest points of journalistic creat ion, this signif icant segment of
journalist pract ice has been scarcely written about, and if so, in a casual way. This
paper presents authent ic testimonies by journalists, authors of exclusive news, as
an analysis of such news and condit ions of their occurrence. Consequently, prin
ciples and methods have been empir ically established to cause the journalist to
write and agency to send out the exclusive news to the world. The paper tries to
theoret ically outline the offered, although in negligible amount, examples from the
pract ice of news agency Tanjug.
Key words: NEWS AGENCY, TANJUG, NEWS, EXCLUSIV E, SENS AT IO
NAL, PLANETARY.
, . 6, . VI (2014): . 267-286
316.774/.775:654.17/.19(497.11)
340.134:654.17/.19(497.11)
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[1] , (2000): ; : .
[2] Wiev iorka, Michel (1992): Case studies: History or sociology?; in Ragin,
C. C. & Becker, H. S. What is a case? Explor ing the foundat ions of social
inquiry; New York: Cambridge University Press (pp. 159-172).
[3] Ebu Guides, Volume 1: EBU Members Serv ices, July 2009.
[4] De Fleu r, Melv in (1966): Theor ies of Mass Communicat ion; New York:
David McKay Company, Inc.
[5] :
: , (
2005); : (. 54-64).
[6] Lazarsfeld, Paul F. and Robert K. Merton (1960): Mass Communication,
Popular Taste, and Organized Social Action, in Bryson, L. (ed.)The Com
municat ion of Ideas; New York: Harper ( 95-118).
[7] , . (1998): ; : .
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[10] , , (2011):
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[11] , , (2012):
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[12] Seymur-Ure, Colin (1974): The Impact of Mass Media; London: Constable.
[13] , , (2000): ; : .
, . 6, . VI (2014): . 289-316
315
:
[1] - 2013.
( 9. -, 17.1. 2014.);
http://static.rtv.rs/pdf/2014/03/28/zapisnik-sa-ix-sednice-po-pdf.pdf
[2] ;
http:// www.antikor upcija-savet.gov.rs/Storage/Global/Documents/
mediji/IZVESTAJ%20O%20MEDIJIM A,%20PRECISCENA %20VER
ZIJA.pdf, (. 36-37).
[3]
2016. ;
http://www.rts.rs/upload/storyBoxFileData/2012/04/04/2140658/
strateg ija_razvoja_sistema_javnog_informisanja_u_republici_srbiji_
do_2016._godine.pdf
[4] http://www.bbc.co.uk/aboutthebbc/insidethebbc/whatwedo/
, . 6, . VI (2014): . 289-316
UDC 316.774/.775:654.17/.19(497.11)
340.134:654.17/.19(497.11)
Professor Mirko Milet i, PhD

Belgrade
MEDIA PUBLIC SERVICES IN SERBIA

Byways and Roads
Summary: In this paper the main issue is functioning of the Serbian RadioTelev ision and Radio Telev ision of Vojvodina as a public serv ice media in the period
from 2002 to 2014. Based on the theoret ical aspects of the media organizat ions
that function in a model of public serv ice, crit ically analyzes the role, especially
RTS in the media system. By analyzing a number of examples it is shown that the
national broadcaster has failed to become a serv ice to the citizens of Serbia and
that is essent ially functioned as an instrument for achie v ing the interests of the
ruling polit ical organizat ions. Also the author put forward the hypothesis that
nothing signif icant in the operat ion of RTS and RTV not change after the adopt ion
of the new media laws in mid-2014. Therefore, in the final part of the paper outli
ned a possible solut ion on the number and functioning of public serv ice media in
Serbia, taking into account the real mater ial possibilit ies of the society, the general
and specif ic needs of the citizens and the importance of media organizat ions as
subjects of cult ural polit ics in the present and the future.
Key words: MEDIA PUBLIC SERV ICE, SERBIAN RADIO-TELEV ISION,
RADIO-TELEVISION OF VOJVODINA, MEDIA LAWS, CULT UR AL POLIT ICS.
, . 6, . VI (2014): . 289-316
316.774
070.431
.
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:
[1] Boutet, Chris (2013): How Brands Benef it From a Truly Integrated Media
Monitor ing Platform; Infomart: Infomart Primer Series.
[2] Gossieau x, Francois and Moran, Ed (2010): The Hyper-Social Organizat ion:
Eclipse Your Compet it ion by Leveraging Social Media; New York: McGrawHill.
[3] Frsgrd, Christina and Frey, Juha (2010): Suhde. Sosiaalinen media muut
taa johtamista, markkinoint ia ja viestint; Helsinki: Infor Oy.
[4] Frankel, Nina and Anastasia, Gage (2007): M&E Fundamentals: A Self Gui
ded Minicourse; Washington DC: U.S. Agency for International Develop
ment, MEASUR E Evaluat ion, Interagency Gender Working Group.
[5] Kaplan, Andreas M. andHaenlein, Michael (2010): Users of the world,
unite! The challenges and opport unities of Social Media, Business Hori
zons, No. 53 (pp. 5968).
[6] Merloe, Pich (1995): Monitor ing Media Fairness in Elect ion Campaigns: An
Introduct ion to Basic Issues; Washington DC: NDI.
[7] Palmer, Adrian and Koenig-Lewis, Nicole (2009): An exper iential,social
network-based approach to direct marketing,Direct Market ing: An Inter
nat ional Journal, Vol. 3, Iss. 3 (pp. 162176)
[8] :
[9] Dawson, Ros (2010): Newspaper extinction timeline. http://rossdawson
blog.com/weblog/archives/2010/11/the_role_of_bri.html (29. maj 2014).
[10] Comcow ich, William (2010): Media Monitor ing, What it is, What it does,
How to use it. By, Ezine Articles http://ezinearticles.com/?Media-Moni
tor ing---What-it-Is,-What-it-Does,-How-to-Use-It&id=4614763 (14. jun
2012).
[11] Gage, Anastasia and Dunn, Melissa (2009). Monitor ing and Evaulat ing
Gender Based Violence Prevent ion and Mitigat ion Programs. http://www.
igwg.org/igwg_media/gbv-monitor-eval/gbv-me-facilitators-guide.pdf(7.
septembar 2012).
, . 6, . VI (2014): . 317-328
UDC 316.774
070.431
Associate Professor Biljana Ratkov i Njegovan, PhD

Senka Beng in, MSc
Faculty of Technical Sciences
University of Novi Sad
THE MEDIA MONITORING PROCESS

IN AN ENVIRONMENT
OF NEW MEDIA TECHNOLOGIES
Summary: The development, function and importance of media monitor ing
as an effect ive tool for public relat ions have been analyzed in this paper. A current
media monitor ing serv ice concept is mainly based on news monitor ing in the print
and elect ronic media, on the basis of defining monitor ing prof ile and with a client
agreed scope of quant itat ive and qualitat ive analyses of media reports.However,
the future media monitor ing concept and serv ices, to a large extent, depend on the
development trend of digital technology .In fact, the level of digitalizat ion of prin
ted media is directly related to the struct ure of the media monitor ing process.In
addit ion, the revolut ionary expansion of social media impacts the responsibility
of companies, different organizat ions or indiv iduals to more intense listening to
the react ions of customers, compet itors and the general public, that is . to use the
serv ices of monitor ing social media.The choice of social media, as well as the tools
for their monitor ing, have become very complicated technically and in terms of the
volume of data that should be analyzed which represents a new business challenge
for media monitor ing companies.
Key words: MEDIA MONITOR ING, NEWS MONITOR ING, SOCIAL MEDIA
MONITOR ING, PRINT ED MEDIA DIGITAL IZ AT ION, PUBLIC RELAT IONS.
, . 6, . VI (2014): . 317-328
316.774:654.197(497.11)2002/2014
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[2] Damanpour, F. (2010): An Integ ration of Research Findings of Effects of
Firm Size and Market Compet it ion on Product and Process Innovations,
Brit ish Journal of Management, (21)4, 996-1010.
[3] Educators; Wallace, . & Taylor, . . (2007): Contemporary Qualitat ive Rese
arch, Exemplars for Science and Mathemat ic; The Netherlands: Springer.
[4] , . - , . (2007):
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[8] , . , . (2013): Progressive enhancement in impro
ving and modernizat ion of the cult ural and media organizat ions through the
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and Law Science, Proceedings of the 2nd International Conference on Eco
, . 6, . VI (2014): . 329-346
...
345
nomics, Polit ical and Law Science (EPLS 13), Brasov, Romania, June 1-3,
2013, ISBN: 978-1-61804-191-3, pp. 200-204.
[9] , . , . (2013): Investment in Intellect ual Capi
tal as a Way of Strengthening the Companys Image, WSEAS, Advances in
Fiscal, Polit ical and Law Science, Proceedings of the 2nd Internat ional
Conference on Economics, Polit ical and Law Science (EPLS 13), Brasov,
Romania, June 1-3, 2013, ISBN: 978-1-61804-191-3, pp. 227-231
[10] , . (2012): ,
, . 135, . 205-216.
[11] Fangqi Xu, Tudor Rick ards (2007): Creat ive Management: A Predicted
Development from Research into Creat iv ity and Management, CREAT IVITY
AND INNOVAT ION MANAGEMENT, Volume 16, Number 3.
[12] Hamel, G. and C.K. Prahalad (1996), Compet ing for the Future; Boston:
Harvard Business School Press.
[13] , . (2011): ; : .
[14] Wilson, I. (1994): Market ing Interface; London: Pitman.
[15] Wesley M. Cohen, Daniel A. Levinthal, Innovat ion and Learn ing: The
Two Faces of R & D, The Economic Journal, Vol. 99, No. 397. (Sep., 1989),
pp. 569-596.
:
[1] http://www.rts.rs/page/rts/sr/javniserv is/RTS+50/story/251/I+danas/27294/
Medijski+javni+serv is+gra%C4%91ana.html
[2] , (2013), http://webrzs.
stat.gov.rs
, . 6, . VI (2014): . 329-346
UDC 316.774:654.197(497.11)2002/2014
ssistant Professor Mirjana Tankosi, PhD

ssistant Professor Dragana Trif unov i, PhD
Belgrade
THE DEVELOPMENT OF TELEVISION STATIONS

THROUGH THE IMPLEMENTATION
OF INNOVATION AND CREATIVITY
IN MODERN SOCIAL AND MEDIA TERMS
Summary: Telev ision stat ions are indispensable creators thought, but also they
are conductors and various informat ion mater ial to the segment of the public that
are important for any serious organizat ion. The development of media and commu
nicat ion technologies leads to new methods and innovate. They lead to innovat ions
and creat ing new ways and solut ions that will simplify and improve their reality and
take them to the desired step.
This paper shows the importance of innovat ion in the TV stat ions and through
the results of the research conducted on the terr itory of Serbia shows how and in
what time period it comes to innovat ion. Author of this paper will show how ino
vat ion works to encourage and motivate employees to exhibit their creat ive skills.
Also, it will be seen how much companies invests in the development, personnel and
resources, what they are commonly used and is there cooperat ion between telev ision
companies and instit ut ions of higher educat ion. This paper will show how it achi
eves, and all with implementat ions of innovat ion that leads to the development of
telev ision companies.
Key words: television, television stations, media, media deve
lopment, innovation.
, . 6, . VI (2014): . 329-346
070.15/.16(497.11)2013
32.019.51:070(497.11)2013
, *1

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[1] Atkinson, Joe (2003): Tabloid Journalism in Johnston D. H. (ed.) Encyclo
pedia of Internat ional Media and Communicat ion; USA: Academ ic Press
Inc; pp. 317-329.
[2] , (2004): ; :
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, . 6, . VI (2014): . 347-362
UDC 070.15/.16(497.11)2013
32.019.51:070(497.11)2013
Ileana Mili, MA
Faculty of Polit ical Sciences
Belgrade
THE POLITIC AL USE OF TABLOIDS IN SERBIA

Summary: This paper discusses the negat ive effects arising from the lack
of basic demands of quality journalism, journalism ethics, impart iality, objec
tiv ity and fair report ing in Serbia that passes through the painf ul social and
economic changes in the democrat isat ion process. This text seeks to show how
the tabloids, superiorly seeking to impose judgments about media personalit ies,
shape the media space exert ing abuse. Samples for the research, based on quan
titat ive and qualitat ive content analysis and analysis of the form, are texts in
two daily newspaper-tabloids from 01 November2013 to 28 February2014. 59
articles were published, that were explicitly referred to current polit icians in Ser
bia, and they can also be found on 49 front pages during this period. We studied
the authors of the articles as well as topics (contents) which were written about.
The conclusion follows that the tabloids in Serbia, by their unprofessional, arbi
trary report ing and gross violat ion of the Law on Public Informat ion, reflect the
gloomy present and the overall struct ure of the current Serbian society.
Key words: TABLOID, TABLOID JOURNAL ISM, POLIT ICIZ AT ION OF
TABLOID, RHETOR IC AL SENSIT IVITY.
, . 6, . VI (2014): . 347-362
316.644-053.6:316.774/.775(497.11)2014
930.85:316.774/.775(497.11)2014
, *1

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: vojatodorovic@gmail.com
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, . 6, . VI (2014): . 363-374
UDC 316.644-053.6:316.774/.775(497.11)2014
930.85:316.774/.775(497.11)2014
Vojislav Todorov i, MA
PS National Hero Duan Dugali
Belgrade
MEDIA, YOUTH AND CULTUR AL HERITAGE

OF THE REPUBLIC OF SERBIA
Summary: The cult ural polit ics postmodern era and the cult ural industries
have a major impact on the interpretat ion of the cult ural heritage of the Republic
of Serbia in the media. Geo cult ural determinants that are associated with each
indiv idual as well as understanding the cult ural framework gives us the oppor
tunity to better analyze the impact of the media on the attit udes of young people
under 30 years of age. Events in the last 25 years in the Balkan Peninsula and
the development of mass media have given new meaning to the understanding of
cult ure and views on the preservat ion of the cult ural heritage of our count ry. In
this paper are those of the Serbian youth on certain issues relat ing to the cult ural
heritage of our count ry.
Key words: MEDIA, YOUTH, CULT UR AL HERITAGE.
, . 6, . VI (2014): . 363-374
791.232
. *1

: ,

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, , , ,
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. , ,

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: , , , , ,
, .
: mpetrovic@megatrend.edu.rs
, . 6, . VI (2014): . 377-394
378

1 2 ( ) 3

Der Himmel ber Berlin (Wings of Desire), 1987, : , :

, , : A A, :
, : , : , , , , , : , A , :
Road Movies Filmproduktion/Berlin & Argos Films/Paris, : 128 , :
35, B&W and Colour.
6. 12. 1942. , A.
(1961-1962) Manuskripte.
(Publikumsbeschimpfung,
1966). (1968), - (Das Mundel will Vormuind
sein, 1969), (Der Ritt ueber Bodensee, 1971).
: (1970), (1976), (1972),
(1979) ( , . 1990) (1981) ( , . 1988).
.
14. 1945. .
, ,
(1963-1964) , , (1964-1965) , . .
1966.
. ,
. . 1967.

. Hochschule fr Fernsehen and Film, A . 1967. 1973.
FilmKritik, Siedeutschezeitung, ven Spiegel.
. Summer in the City ( , 1970).
1971. Die Angst des Tormanns beim
Elfmeter (The Goalkeepers Fear of the Penalty Kick, , 1971), ,
. , Filmverlag der Autoren, New German
Cinema. 1974. Wim Wenders Produktion. Filmverlag Der Scharlachrote Buchstabe (Scarlet Letter,
, 1972), Alice in der Stadten(Alice in the Cities, A , 1973)
Falsche Bewegung (Wrong Move, , 1975). 1976.
Road Movies Filmproduktion Inc ,
2003. . Der Amerikanische Freund (The American Friend, A , 1977), , .
A Hammet (, 1978/1982).
, Lightning over Water: Nicks film ( : , 1980) Der Stand der Dinge (The
, . 6, . VI (2014): . 377-394
379
( ).
. ,
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.
(1875-1926) /

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.

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.

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:
... ,
State of Things, , 1982)
. A, 1978.
Motels Chronicles ( ).
,
Paris, Texas (1983). , 1984. . A
. Der Himmel ber Berlin (Wings of Desire,
, 1987),
. 1989.
. .
Until the End of the World ( , 1991).
In weiter Ferne, so nah! (Far Away, So Close, ,
, 1993) .
The Lisbon Story ( , 1994), Beyond The Clouds (
, 1995, A), Buena Vista Social
Club (1998), The Million Dollar Hotel ( , 2000), The Land
of Plenty ( , 2003) Dont Come Knocking (2004).
, . 6, . VI (2014): . 377-394
380
. :
. ...
.
.
.
,
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, ,

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off-
( ).
:
Song of Childhood
By Peter Handke
When the child was a child
It walked with its arms swing ing,
wanted the brook to be a river,
the river to be a torrent,
and this puddle to be the sea.
When the child was a child,
it didnt know that it was a child,
everything was soulf ul,
and all souls were one.
it had no opinion about anything,
had no habits,
it often sat cross-legged,
took off running,
had a cowlick in its hair,
and made no faces when photog raphed.
It was the time for these questions:
Why am I me, and why not you?

, , , , . 259260, 1988, , . 26.
, . 6, . VI (2014): . 377-394
381
Why am I here, and why not there?

When did time begin, and where does space end?
Is life under the sun not just a dream?
Is what I see and hear and smell
not just an illusion of a world before the world?
Given the facts of evil and people.
does evil really exist?
How can it be that I, who I am,
didnt exist before I came to be,
and that, someday, I, who I am,
will no longer be who I am?
It choked on spinach, on peas, on rice pudding,
and on steamed caulif lower,
and eats all of those now, and not just because it has to.
it awoke once in a strange bed,
and now does so again and again.
Many people, then, seemed beautif ul,
and now only a few do, by sheer luck.
It had visualized a clear image of Paradise,
and now can at most guess,
could not conceive of nothingness,
and shudders today at the thought.
It played with enthusiasm,
and, now, has just as much excitement as then,
but only when it concerns its work.
It was enough for it to eat an apple, bread,
And so it is even now.
Berr ies filled its hand as only berr ies do,
and do even now,
Fresh walnuts made its tong ue raw,
, . 6, . VI (2014): . 377-394
382

and do even now,
it had, on every mountaintop,
the long ing for a higher mountain yet,
and in every city,
the long ing for an even greater city,
and that is still so,
It reached for cherr ies in topmost branches of trees
with an elat ion it still has today,
has a shyness in front of strangers,
and has that even now.
It awaited the first snow,
And waits that way even now.
It threw a stick like a lance against a tree,
And it quivers there still today.

: , ,
,

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, . 6, . VI (2014): . 377-394
383
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, . 6, . VI (2014): . 377-394
384
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Nick Cave and the Bad Seeds.
, . 6, . VI (2014): . 377-394
385
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8
Wenders, Wim, Emotion pictures, Faber and Faber, London 1989, . ., 49.
, .
, . 6, . VI (2014): . 377-394
386
18. A : .10

,
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.

200. ... 100. ..
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(Fall from Heaven/Fall from
Grace). .
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, . 6, . VI (2014): . 377-394
387

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, (1757-1827),
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,

13. , ,

12
13
, 3.18 4.11, .
The Return of Eden Five Essays on Miltons Epics,
Routledge&Kegan Paul, London 1966 The Grat Code The Bible and literature,
University of Toronto Press, Toronto 2006.
, . 6, . VI (2014): . 377-394
388
. , ,
, 14.
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Nick Cave and the Bad Seeds. ,
,
From Her To Eternity. , .
, .
( )

14
The Angel: I
dreamt a dream! What can it mean?/And that I was a maiden Queen/Guarded by an Angel
mild:/ Witless woe was ne'er beguiled!/ And I wept both night and day,/ And he wiped my tears
away;/ And I wept both day and night,/ And hid from him my heart's delight./ So he took his
wings, and fled;/ Then the morn blushed rosy red./ I dried my tears, and armed my fears/ With
ten-thousand shields and spears./ Soon my Angel came again;/ I was armed, he came in vain;/
For the time of youth was fled,/ And grey hairs were on my head. Songs of Innocence and of
Experience, Princeton University Press, Princeton 1991.
, . 6, . VI (2014): . 377-394
389
,
.
.
. ,
-, A A
. , .
A : , .

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.
, ,
, .
.
.
,
. ,
, . A ,
. ,

.
, ,
.

(Farawey, So Close! , 1993),
. (The
City of Angels)
1998.
. ,
.
Northern Stage Theat re
Company 2003. . 2005. Bette Nansen Theat re . Amer ican
Repertoary Theater Toneelgroep A

2006. .
dramat is persone

: 1) ( , ) 2)
, 3) , .
: 4) ,
A, , 5) ,
, . 6, . VI (2014): . 377-394
390

, 6) (
), 7) (Nick Cave & the Bad Seeds) .
I . II
.
,
()
,

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(
) .
1:
, . 6, . VI (2014): . 377-394
391

, ,
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Deus ex machine .

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.

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() . ,
,
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, . 6, . VI (2014): . 377-394
392
[1] Blake, William (1991): Songs of Innocence and of Exper ie nce; Princeton:
University Press.
[2] , (1988): ,
, . 259-260; .
[3] Wenders, Wim (1989): Emot ion pict ures; London: Faber and Faber.
[4] , ,
(1874); : .
[5] Fry, Northrop (1966): The Return of Eden Five Essays on Miltons Epics;
London: Routledge & Kegan Paul.
[6] Fry, Northrop (2006): The Grat Code The Bible and literat ure; Toronto:
University of Toronto Press.
, . 6, . VI (2014): . 377-394
UDC 791.232
Associate Professor Miomir Petrov i, PhD

Belgrade
NARR ATOLOGIC AL ANALYSIS

OF FILM WIM WENDERS WINGS OF DESIR E
Summary: In the film Wings of Desire, the director Wim Venders and scre
enwriter Peter Handke do not use the mythical story of angels as the basis of the
whole narrat ive struct ure of their work but use myth allegor ically in one segment
of the narrat ive form.The myth, in the intertext ual sense, is just a part of the
struct ure, story within a story, a part of a diegethic process. Wings of Desire is
not a story about angels but about Berlin, human suffer ing, love and longing, and
at last of angels in the ment ioned context. That is why the mythical story is just
a part of the narrat ive struct ure for the authors and not the goal of the narra
tive.Above all, the authors speak of people using the motive of the fallen angel,
not gods or natural forces but human as the center of the narrat ive.
Key words: ANGELS, MYTH, CHRISTIA NITY, FALL EN ANGEL, RITUAL,
MOVIE, NEW GERM AN FILM.
, . 6, . VI (2014): . 377-394
821.163.41.0917/18
1
. *1

,

( )
.
: ,
,

.

(1728-1773)
, ,
.
, ,
: M
(, 1784),
(, 1851),
(, 1868, 1870) .
()
() .
: , ,
, , , ,
, , .
: radakal@sbb.rs
, . 6, . VI (2014): . 395-422
396
.
, , ,
.
.

()
,
,
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:
[1] Jeremi-Molnar, Dragana (2007): Rihard Wagner: konstruktor istinske
realnosti; Beog rad: Edicija RE.
[2] Jeremi-Molnar, Dragana i Molnar, Aleksandar (2004): Mit, ideologija i
mister ija u tetralogiji Riharda Wagnera; Beog rad: Zavod za udbenike.
[3] , (1980): ; : .
[4] Reg. D. Holingdejl, (2004): Nie ivot i filozof ija; Beog rad: Dereta.
[5] Turkalj, Nenad, (1980): Histor ija muzike; Zagreb: Naprijed Zagreb.
[6] Nie, Fridrih (2001): Ecce Homo; Beog rad: Slubeni glasnik.
, . 6, . VI (2014): . 423-436
UDC 78.071.1:929 Wagner R.
Tamara Nikezi, MA
Opera of the National Theat re
Belgrade
THE INFLUENCE OF CULTUR E

IN NINETEENTH CENTURY
AT RICHARD WAGNER
Summary: Wagners creat iv ity can not be seen outside the framework of phi
losophical and cult ural currents of time in which it was created. The nineteenth
cent ury was in many ways a revolut ionary and specif ic. The currents in philo
sophy and polit ics influenced at this great composer. In the first part of the paper
examines the influence of myth in Wagners works; cent ral part of the paper is
devoted to the influence of the philosophy of the nineteenth cent ury on artist; and
finally, points out the presence of anti-semit ism in his works.
Key words: WAGNER, MYTH, LEITMOT IF, BAYREUTH CELEBRAT IONS,
OPER A AND DRAM A, NIETZSCHE, SCHOPENH AUER, ANCIENT THEAT RE,
ANTI-SEMIT ISM.
, . 6, . VI (2014): . 423-436
75.041
730.041
. *1

Vrije Universitet it
Amsterdam

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. 179032.
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:
[1] , . (2002):
; :
.
[2] , . , . (2010):
:
, , XXXIV(2); 639-656.
[3] , . (2011): ; : Euro-Giunti.
[4] Gimbutas, M. (2001): The Living Goddesses; BerkeleyLos Angeles, CA:
University of California Press.
[5] , . (1973): ; :
.
[6] ausidis, N. (2005): Poganska relig ija Slavena u svjetlu ranosrednjov jekov
nih mater ijalnih nalaza s podr uja Balkana, Histria Antiqua, 13; 437-456.
[7] , . (2009):
, - :
XIII, . ,
; : - ; 53-72.
[8] , . (2010): : ,
,
, : , . , ; :
; 131-167.
[9] , . (2010): .
, - :
XIV, .
, ; : - ; 89-112.
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452
; ;
[10] Mastrocinque, A. (2005): From Jews magic to Gnosticism; Tubingen: Mohr

Siebeck.
[11] Monaghan, P. (2010): Encyclopedia of Goddesses and Heroines III; Santa
Barbara, CA: Grenwood Press.
[12] Nodilo, N. (1981): Stara vjera Srba i Hrvata; Split: Logos.
[13] , . (2012):
, , . , ;
: .
[14] Radoji, S. (1982): Srpska umetnost u srednjem veku; Beog rad: Izdavaki
zavod Jugoslav ija.
[15] , ; , . , . (2005):
; : .
[16] Slijepev i, Lj. /ur./ (1981): Mladen Srbinov i: retrospekt ivna izloba 19501980; Beog rad: Muzej savremene umetnosti u Beog radu.
[17] Spear, J. (2008): Medieval Byzant ine Magical Amulets and Their Tradi
tion, Journal of the Warburg ND Courtauld Instit utes 56; 25-62.
[18] Todorova Georg ieva, R. (2011): The migrating symbol: Vesica Piscis from
the Pythagoreans to the Christianity, in Harmony of Nature and Spir it u
ality in Stone (ed. Cvetkovska Ocokolji, V); Belg rade: Stone Studio Asso
ciation; 217-229.
[19] , . (2008): -
, - :
XII, . , ; : -
; 97-107.
[20] Varner, G. (2007): Creat ures in the Mist: Little People, Wild Men and Spir it
Beings around the World: A Study in Comparat ive Mythology; New York:
Algora Publishing.
[21] Vikan, G. (1984): Art, Medicine and Magic in Early Byzantium, in Dum
barton Oaks Papers 38, ed. Talbot, .; Washington: Harvard University
Press; 65-86.
, . 6, . VI (2014): . 437-454
UDC 75.041
730.041
Associate Professor Violeta Cvetkovska Ocokolji, PhD

Belgrade
Professor Tatjana Cvetkovski, PhD
Belgrade
Sran Sremac, PhD
Vrije Universitet it
Amsterdam
GODDES IN THE FROGS APPEAR ANCE

SPIRIT OF THE HEARTH:
NEOLITHIC CODES
AND MODERN SERBIAN PAINTERS
Summary: This paper deals with archetypal female principle and its repre
sentat ions in sculpt ure and paint ing from the Neolithic period to modern times.
By the intertwining and equat ing the great mother goddess-mother, model houses
and furnaces (which is closely examined by Chausidis) the authors have followed
up on existing research and the later periods and indiv idual cult ures, including
the Christian Middle Ages, and contemporary art. The authors sought to examine
through a comparat ive analysis of the relat ionship between basic and archetypal
motifs and women shape who have appeared over the cent ur ies in the same or
part ially altered shapes in visual cult ure, and connect ion in visual cult ure with
examples from contemporary art in Serbia. Given the complexity of the subject,
the authors have chosen some examples throughout history for the purposes of this
paper, as well as two contemporary Serbian artists: Mladen Srbinov ic and Jugo
slav Ocokoljic. The authors ident ify existing and unchanged relat ionship between
ancie nt depict ions of women as mother with contemporary visual arts, which
indicates that the archetypal images of male and female principles have remained
unchanged and that the need for their display still present.
Key words: NEOL ITHIC, THE MOTHER GODDESS, CONT EMPOR ARY
ART, ARCHETYPES.
, . 6, . VI (2014): . 437-454
1(510)
221.3
1 *1

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, . 6, . VI (2014): . 455-468
...
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UDC 1(510)
221.3
Nataa Kosti, PhD

Belgrade
TAIJI TEACHING IN THE CHANGE OF ZHOU

ORIGINS AND MEANING OF THE ANCIENT
YIN-YANG SYMBOL
Summary: This paper aims to bring together all the mater ials that reveal the
origins and meanings of ancient Chinese Taiji diagram, in Serbia known as yin
and yang, as well as to explain the rich symbolism of this diagram. The author of
these lines, tries to describe and clar ify the Taiji diagram through several aspects
like: excavated archaeological relics, ancient writ ings in which this diagram appe
ared for the first time, by the interpretat ion of the Book of Change hexagrams
and by displaying of astronomical and cosmological knowledge related to Taiji.
Adding of philosophical comments written by Conf ucius and his disciples, made
the Book of Change become philosophical work called the Change of Zhou. The
Change of Zhou is the first work of ancient China in which Taiji was ment io
ned, and it gives very exiguous explanat ion what the Taiji actually is. Afterwards,
many philosophers of many cent ur ies were trying to figure out the true meaning
of aijis mystery, while the famous lines from the Change of Zhou which say
Book of Changes has Taiji in it, which gave birth to two principles; two princi
ples bore four quadrants which bore eight trigrams became inexhaustible source
of inspirat ion for the development of ontology and philosophical cosmology in Chi
nese thought during the last 2300 years.
Key words: TAIJI, YIN-YANG, COSMOS, CHANGE OF ZHOU, BOOK
OF CHANGE, HEAVENLY DAO.
, . 6, . VI (2014): . 455-468
316.723(510)
005(510)
174:005(510)
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:
[1] Alford, P. William (1995): To Steal a Book Is an Elegant Ofense: Intel
lect ual Property Law in Chinese Civilization, Studies in East Asian Law;
Stanford CA: Stanford University Press.
[2] Bjerke, Bjorn (2000): Business Leadership and Cult ure: national manage
ment styles in the Global Economy, UK: Cheltenham.
[3] Drucker, Peter & Nakauchi, Isao (1997): Drucker on Asia; London: Butter
worth-Heinemann.
[4] Hofstede, Geret & Bond, Michael Harr is (1988): The Conf ucius connec
tion: from cult ural roots to economic growth, Organizat ion Dynamics,
Spring (pp.5-21).
[5] Hofstede, Geret (1984): Cult ures Conseque nces; Beverly Hills CA: Sage
Publications.
[6] Morr ison, Terr i & Conaway, Wayne A. (2006): Kiss, bow or shake hands,
2nd edition; Massachusetts: Avon.
[7] Naisbitt, John (1995): Megat rends Asia; London: Nicholas Brealey Publis
hing.
[8] Trompenaars, Fons (1995): Riding the Waves of Cult ure; London: Nicholas
Brealey Publishing.
[9] , ; , & , (2008):

, :
; , 28. 2008. ,
(. 37-44).
, . 6, . VI (2014): . 469-486
- -
485
[10] , (2010): ,
:
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[11] , (2011):
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: (. 111-124).
[12] , & , (2012):
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(. 123-142).
[13] , & , (2013):
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(. 679-694).
[14] , (2008): -
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[15] , (2013):
:
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, . 6, . VI (2014): . 469-486
UDC 316.723(510)
005(510)
174:005(510)
Nikolina Vrcelj
Ana Juri, PhD
Faculty for Internat ional Economics
Andrea Bualina Mati, PhD
Belgrade
DOCTRINE OF CHINESE MANAGEMENT

- LESSONS FOR CONTEMPOR ARY LEADERS Summary: Return to Asian markets would have a benef icial effect on the deve
lopment of the Serbian economy. An important condit ion for this is the rediscovery
of Asian markets and ways of doing business between business units from different
cult ural backgrounds. Intercult ural management means that companies and indi
viduals have to learn how to cope and manage jobs across national borders and wit
hin the framework of foreign cult ures. It is a known fact that in pract ice, business
and national cult ure are so interrelated that they can not be separated. Therefore,
the role of intercult ural management in modern economic relat ions is gaining an
importance. From the knowledge and apprec iat ion of cult ures and management
styles depend greatly the success of managing the entire business process. For these
reasons, the paper aims to present the doct rine of Chinese management, i.e. a set of
ordered, science-based thoughts, attit udes and actions of the abovement ioned; and
prov ides valuable lessons for contemporary Serbian leaders.
Key words: LEADERSHIP, MANAGEM ENT, CHINA, CULT UR E, DOC
TRINE.
, . 6, . VI (2014): . 469-486
316.72/.73:316.32
316.42:316.7
1. *1

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oej o a
(Convent ion on the Protect ion and
Promot ion of the Diversity of Cult ural Expressions),
.
2009. .
,
, a
.
: , , , ,
.
: kzakic@megatrend.edu.rs
, . 6, . VI (2014): . 487-508
488
oaaja e ao e oea eje o ooo je eao oo, a oj oe oo oea e

ao ae oo. aa e a oja oaaje, a o (ao, eaa ee ajo) aoe ae
eoe oja je aoe oe oaaje. o jea, oj
e oaaje o e eoa e o XII ea Mooe eje (e e), eea aa je oo ojo a
o e, jo aje aa oa aa oea Eo,
Aj A.1 Too o eoa, oaaja je oaaaa oajae
o eoa oeaa aa oeea ooaoa - oajaa.
ao aaj a e o aoj oaaj oe oo e
o aja 70- oa XX ea, aa oa o ao oea aaa,
oe a, e aee oaja ao aa eooje2.
e oa a o oj ee eo eo e ao aea oea
oaaje, a oaaje je a oaa oe a e oe
ae oo, aa, ao e oaa o ea o.
ooje ae eje oea oaaje, oe ooo , oo ooj a aoa oj a a o e. e
e (Zbigniew Brzezinski), oj e aa je o ej oaa
oea oaaje oj je eoao jea o ajaj aoa
a e oaaje, ojoj Ae o oaa oaja
oao oo, ao ee ej oaaje oj je ao
a oa (Charles Doran), a oja ae a je oaaja eaja
oae eooje oae eooje. Oa e oe ea o ee, oe, oe jeo eao aaja oa, aj, oo, o
a eaa e jea. Oa a oe oa aaja
a oeo eeea, a e oe ae, ajeja je aeaja oea oaaje.3 o, a e aa a aj oja
aa a oao oo aee, oa ooj ej ea.4
Joe (Joseph Stiglitz), oae oeoa, jea o e
oa ee ae jea o aje aa oaaje
ae: aeao o (oaaja-.e.) je a aaa
eaa e oja e ea e eoo aea ooa

2
3
Riggs. F.W; Teune, . Milardovi, (2001): Mali leksikon globalizacije; Osijek-ZagrebSplit: Pan liber, str. 3.
Op. cit, str. 3
Brzezinski, Z. (2004): Ameriki izbor globalna dominacija ili globalno vodstvo; Podgorica:
CID, str. 98
Op. cit. str. 98
, . 6, . VI (2014): . 487-508
489
aoa oaja, aa ea ajea a oo oa,

a, aaa, aa ( aoj e) eo aa jee ee5
Moa ej, ao o a oaaja a a ea
a: aee oe oaaje aaee e ee aee
eje. o, oa oaaa ojee aeae oee: a) eoo
o eooae eo o: oeja eea ooa, aae ae eea oeo a e aaaje oaje.
aa a ao je o 100 a eo o a ooa a
jea, o a a e ae o a ae, aea e aa,
aje. o, e je ea oeao eao aa, e je
eao oje oaj aaoae, oja e e oe
aa o a ojea aa. Ooo eooja,
aj oo ea, e aeja aaa, o e oj e
oeao eao. e je aja ao aaoa eoo a: oo ajo aaa ooaja a
oa eoojaa aaa. ee aj o oae
eoje a jea a ea oaa eoe oo oa a
ea. oje ooa a e e aj aa a ae, aja oaaja jeo oae a o a ajea
a oj a aee. aja, oaaja oaaa aoae
oe o (jaa, a oo ojaa, e eooje eajo oo ea) a ooo eo oja oo ea. aoae o aaje
ao o aje (je), ajaa eoj o o
oe oeaje, a oaje, ao aeaa6
E (Anthony Giddens), ,
:

.7
(Held, McGrew)
, , .
: oaaja oaea ajae a aa eoea: aa
o, eoo e ao oj oaje oaa
o o, eaj oa eaje eoeao a
e aa aa. Maa oae ee o eoe, oo
o je oo oeo oao e je ee oaaje o
oe eje (eooa, oaaoa, aaa, oa

7

5
6
Stiglitz, J. (2002): Globalization and its Discontents; Penguin Books, str. 9

www.bos.org.yu/cepit/idrustvo/pecujlic/globalizacija.PDF, 2006.
Giddens, A. (1990): The Consequences of Modernity; Stanford: Stanford University
Press,str. 64
, . 6, . VI (2014): . 487-508
490
a) eaja oaaa eao eaa oo

oa eooja. oaaja ja e o aae
eea ooa.8
,
,
, , ,
.
1.
jeo aoa a aaa oje je aj ao ao a ee
oa oojaa aao oe eooj . ao aa, a je oo o ao ao oaoo oaje a a eea, o a
a oe oe eoe.
, ,
: (lat. cul
tura: , ; cult us: , ; colere ,
), ,
, ,
,
. , ,

. ,

, ,
, , , , , ,
, , , .9
a je oaa oaaa oj e eo a aoe e o
ae eoe eeaje e e e, ooo ja o
(Stuart Hall).10
ooo Ea Tajo (Edward Tylor) ao eee: a aja... je aa oea ea oja oaa ae,
eoae, eo, ao, oa, oaje e e ooo ae oje je oe eao ao a a.11

10
11
Held, D. & cGrew, A. : http://www.polity.co.uk/global/globalization-oxford.

asp ( 09.06.2014.)
, . , . (2012): ; :
, .154-155.
El Kahal, S. (2001): Business in Asia Pacific; Oxford: Oxford University Press, . 125.
Moj, . (2007): Oaaje aoaa a, oooja, o. XLIX,
4, . 356.
, . 6, . VI (2014): . 487-508
491
(Hofstede),
, a eeo
ae o oje oe aoj o eo oaaa
je a oe o oaae a oje aoe
jee e aje o .12
Mo , , o ojaa
oea oje je oe oeo ojo aejao oo ao, a j e oo ao aoj oe a e oaa oaae,
oee aea o a.13
a EO oeej oeeoj oj o a oaoj 1982. oe ojaeo je a: a aje oe ooo a
aa o e. o e oe aaa, oaje ea ee,
eoaje oje eoae, je oja oa, eoo a
oa aea aa ea oja eaa oja oaea.14
a je oo o a eoj e oaa a jeo,
a je oa jao ao e a oo o o eaa o eo aja
oaaje, aa joj e ooj e aj ea oa eja.
O oj aaj a a o oe, ao aee oe eee ee:
-- ee aaa o aa oae a a e oe
oao a ojo o oe ao eo
aeo ao oje, ao a;
-- a oeaa e eo a aaae ao;
-- ee o aa oajeo ej a ao
e ee, a ooea, eoaaa .;
-- ,
,
;
-- e aoja eooje ao eaa, ajaj e
(a e) oja aa aea eja
ea a oo eoa o e eoo oa, oe
o.
12
13
14
Hofstede G. (2011): Dimensionalizing Cultures: The Hofstede Model in Context; The Berkley
Electronic Press, preuzeto 20.05.2013
Ljubia Mitrovi, KULTURNA POLITIKA KAO FAKTOR RAZVOJA I
EVROINTEGRACIONIH PROCESA NA BALKANU,
http://www.komunikacija.org.rs/komunikacija/knjige/index_html/knjiga13/
knjiga13_03.pdf, 20.06.2014.
http://www.zaprokul.org.rs/Media/Document/186b2cf15071490aaa01614f42b7d59b.
pdf, 20.06.2014.
, . 6, . VI (2014): . 487-508
492
;
Aoa e, ao oje (o)aee, ae eee:
-- oe oaaje je aa a a ae ejae e,
oaje, a a ae, a e oaa ae ao ao
oe oa oea e oea;
-- aeaaja, ao o a oaaj, e ee
e oeaa ao e oj oaaa ee oaae aee e aa oa ao jeo ao
oe;
-- o oj ee a oaj aoa aj oae
oaa e aoa a;
-- o oj oae aaa jeo o o o
ae aa eaa a ae a, o a oej
ao ojea a aj a ooe ae oo oa.
a a o eooo oo aea oaaje, e

e ae oae aoo eaaa oee ojaa, oea,
aa ooea oa, e a je ae jea o
e aeaa oaaje, oj oe a e o a ea
aoao oae o aa oj e ae.
eoa aa e aoa, oe jee oaje, ao e o oe ae je o
. aa je a oaa e ao eo oaa, e
oa a a e oo aa o a a a oeee
ee: oe o oaje aa a eje e ojee o oje
ao, oe oaje a a aoa aea, oa aaaa, - a o oa, aa.
o ajoaj ajoaaj a e
o aj oe (Harry Potter) aoe oae o (Joanne Rowling),
a oo o oe oo je a, j. e oee oja o, oaa ao ee e oo aeeoae a e
oaaja o a o oa e eao.
ae, oaa o je e ejaa a o aj oe ea
a oae a jae, je e eo oa o oeje a oo
1 ja $, o je e eoj oj oj je
eo a aa oo oa. Te je oa o oje 13 ajoaje
ee eoj aj, a ao o j je 2006. ao
a 100 ajajj oa o ae, a ojoj
aa 48 eo. aao, a aaa je oa ao o oaje a
o ea, e o aa oa oaje ajaj o ea a o aja oea. Me, a oaa o
a ao oaa a e ao ee oaaje aa
, . 6, . VI (2014): . 487-508
493
oa oa? o, e jae eje aae a ae

oaa, aa eja a ee, o aa
a o aj oe oea o e aa, a a je
aaa aoj ajo a e eaa oeeea ao e
e aaa ea aa. a a je a oa, a a e
a ajea aaa oa o ao aa a oee a aja
oea. ae, a oe je o oae e, eoa a
e. oaaja je ooa ao oo a oo o eo je
o oe eaa eee eo e aj eea
e e.
Ma je aa aoe jea o oa oaoao ea. o oje aj aae e a, a oe ee oaje
oja o aa o je o oeeee, oee a e ae e - o oja (Sony) eoa (Virg in records).
ooa oje aj ajee ee oa o e o 5 o
20 oa $ o jeo . Ao j e a
oo oa ae ao jeo , e aaj oae ooe,
a e o jo a, oa oeo oo o oaa oa
$ aae a jeo . a oa e eo oj
e oa oaa, eao a eo oeo o oj e a aoj ae.
Taoe, a ae e oea a aa oe oe ae aaa eoaa a a-o, oo a e ooj a a e
oj ea eoae a ajao, eo jo ao.
ae, ae e oao a o eaj. ao ee oa
ao e e e e oaj eaj, oa o oea
ao aj oo aea oaaje, a o aja (j.
oaaja) a jee ae e e aoaa a e ae
( aeo eo aa eo e ao jee
oje aje). oj e o oa a oaea oea eoaa,
ajoe e oaa ee.
2.
ea je ae eae aa aa a ajea o ea.15 aj o o
oj o oa eja e jao e oaa a e e
oaaa a a oje e eoo eaj o15
Joao, M. (2004): e eae; : Meae ee,

. 5.
, . 6, . VI (2014): . 487-508
494
aj, aaj a aj a oe ee eo, oe oe

oaja oe ee eo.
aaa ea ea je oeo ea ao a oe
oaaje, je e e ea jeo o oja eo
eaa oaa aa aa , oj aae
a oe oaaje. ea eeo ooo oja
ooj jeo eaao oo oa a ea o e
e, e oo je aoj ea eoj e ae
e e o ooa aa e oe .
oa o a e a ooaaj a a e ae
oaeaj a oe aej je e. eoao e ooj oe
a ooj ae oj je o a Coca-Colu, Mc Donalds Mercedes, o
o oj aoj e o ae. oae oaje oa
aaj aoe o, aj e ooo aa oa, o ee eaa. Tao a e, ee ooaa e
oo oaja a e a aae a oje ae e e
o, a oae e oae a a a ajea
aee, a o eeo a ooaa a ee o a, a
o jee eo jae a eoj a. aoa eeja
eo a oe aaa a eaa, a je ao eoe aoae aa aao oo e ee e oo ea, CNN je oao ajoaja eja a a e, a a o
aee aj oja e eje a oa MTV.
oj e oj aj a o a e e oaaje o e oe oj oe a o, aeo aj, a a
o oeaa a oje ajea. Tao je, a e,
ojaa Mc Donalds eoaa j oa aaa oae aa
e ae o ao oje o oj oaje oe oj a
e oaj eo eo ae a.16 e ae, Mc Donalds
eoaa e e oe oo ea a o eaa
o e aoa o oe oe eo ooja, jeaeo aea ae, ao e e ao ooa oje
a a a ea.
oo a o a oaaja oo eoo o e
oa, jao e jaa oea a oaae aeae
ao oje, ao a. aae e, oeaja je eo oea, oa e eo aa. ee oja e oj
aja, o A E, oaae a je aeae ao

16
Breidenbach, J. & Zukrigl, I. The Dynamics of Cultural Globalization The Myths of

Cultural Globalization, Cultural Collaboratory; str. 2; www. inst.at/studies/collab/
breidenb.htm
, . 6, . VI (2014): . 487-508
495
ea a oe a, ooo aje. a Aea a a

oaa ea a aa oajeo, a oj e o oj aa a aoa, aa eja oj e eoj e aj o
oa aoaoaa o ajaa, Jeeja, aoaeaaa, Aoaeaaa, Jaaaa ea? ao ajeo
o a oja je aa jea oaa ea oaa a e
oe oa oj eoo ooje a ae aoae ae, oe o oeaja aae aj.
oja oa e a aaa ajaa ooj a je o a je ao ea eo, e je aaea ae
e ae oee ae oja ooj. A, jea o oo aaaa
ae ae oao a e a o ae ae oe oe,
oj e oaa oee aoaaa aa aaa
aoao o ee o a e ae. o oo eoa a je o ao ooeo a o ae aoe a aa, a je aao aja a eo aja. oa
e jaaj a o , oj a oe aj jaae ae
aoae eeo. eoao eao e aa e e
ooja o ao oja a a jea o aoa
a aoaee o. ao e e o oee a e
ae oo aa, a oo a ea aj e,
oa e o e o aao e aej.
3.
e o a ao oeo (conf lict us) oaaa o, a,
o, a, o. o (Boulding),
ae ooo eooa - ao Oe eoje oaa,
: o e oe oe ao ae aeaa oe ae
ee eojo oejaa oja oje aa aa
e a ae oj oja je eoja a eaa e ae.17
The Resolut ion of Conlict 1973. , ao
a o : ,
, ,
.18

17
18
Boulding, K. (1965): Conflict and Defence, A General Theory; New York: Harper Torchbooks,
. 5
Fisher-Yoshida, B. (2005): Reframing Conflict: Intercultural Conflict as Potential
Transformation, Journal of Intercultural Communication, No.8, . 2
, . 6, . VI (2014): . 487-508
496
aa ooo o oe ao aaj o , oja je oa aa ao oeo e, oa ooo o a aaa oa.

ea e e (Gnther Gugel)19, ao ooe ae a
a oa: a je oea aa, oo e aa eaaje, a
aj aa aeea.
oj a ooje ae ae o , oj
, e oaj a a o e eao ejo,
.
,
.
, ,
,
.
a eaaje ,
, ,
.
a aoj
e oo, eo o e oo eaee oa.
oje ao o aa a aaj e oe
o eja ooa (David Rothkopa), oj o a ojaeo
1997. oe ao Foreign Policy, ae a ooje aeoje
a oaa: eo, e o e
aa (oj e ooe a e oje oo oje e o
e, a e ae ooje aaje ae oje e
ao oaae a oojae oa).20 o aa a a oa
eja e jaaj e aa aa, aa jeeja,
a aa, oeaaa aoa ao ae.
o e e aa o e ea jeaaa, ea Jaaaa, oea Taa, Taa a... o
e oaa o eoja ea ooja
e aaa aa, aa eaa, je Ea
o .21
ea oo ao aoe e oa e jo jea aeoja
oaa oja e aaa a o a. Oaa
oa je oea eooje, ea e aoa
oa, je e oaa aae eje e, a a e
ooe oaa. ao e a oaa oa
19
20
21
Gugel, G. Institut za pedagogiju mira Tbingen, www.dadalos.org

Rothkop, D. (1997): In Praise of Cultural Imperialism? Effects of Globalization on
Culture, Foreign Policy, www.globalpolicy.org
Ibidem.
, . 6, . VI (2014): . 487-508
497
oeo e a a, oe e oa oa e eo
oa oa aaa.22
o oa e e e o a jeoaa a e, e oa a o a a aj oje ee
o a a oe oaaje.
ooje a oa eaja o oja e oao oja oe
e oaaje. ea o eaj, o e o e
ooeaje, a ea o o e aeaje e
oaa.23 oe, oo oe o e ooeaje, a oja e aj e eaea o ae
oao o ooa, eja, eja ja.
eao je e o a e a oa a ooa e Joaje o je ao eo oa aja o oja oo
ao.24 aao, e je o aj eea e oeo e
o ao a a oa, je e a jeo oo o e o
ee oe oe aje.
oaa e ae a je ao oe o o
eeoj o oa ? e oj aoa je ea
a e ooj ee oj a a, oo oe, e ooj
oao oo jeaaaa a a aa aaa. e jee Ae aa, Eoe je
je a ooe o e a e e a aa eoo oaj oee eaj, a ae aaaj oje ooeo.
a aj a oe aaj a, oja je ojea eaa
a, a oeje eeee oj je aj o oaoo.
To ao e ea e a Aea ae oaje oaa
a aoa, ao je e aa Ae o oaa oaja oao oo, oja oo aaa
ae a eo e oj aea aa oa. Toe eo e o ea a o eo o e
je, ae o ej a 80% e e 30-40%
oa a oje eaa. Taoe, ae oj
je oeo Business Week jee 2002. oe, aeo je o aa a eoaj ae oe ae. Oa o ee ajeoaj je o Aee.25

22
23
24
25
Ibidem.
Breidenbach, J. & Zukrigl, I. The Dynamics of Cultural Globalization The Myths of
Cultural Globalization, Cultural Collaboratory; www. inst.at/studies/collab/breidenb.
htm
Ibidem.
Brzezinski, Z. (2004): Ameriki izbor globalna dominacija ili globalno vodstvo; Podgorica:
CID, str. 124-125.
, . 6, . VI (2014): . 487-508
498
Me, e oeoj o jeo ao aoe a o aoj oaj oa e, aea a eoj jao je eoaa, a oeo e a je
oea, ooo e a eo. a a o e, aea oa oa aa ooee oee o ea.
3.1.
e oa a o a ooo o o, oja
o a, ooje oa ea e a aa eaaa
oaa oj e o oj e aje oaa ao
e. e je, ae, o eoaa, oeaj, aea oea
e ae j. eaj, eo a aoo jao. aa aoj
aj a o ea aeeo e ooe, oo oe o ao ao
aaa oa o oea.
a a eaaee oaa ae-e
ao a a eaaee o oj oa oaa, a e
oo o oje ao e o o aa.
,

. (Edward T. Hall) The Silent Lanua
ge (1959.) Beyond Cult ure (1976.).
: .
, .26

, ,

.
,
.
, .
.
,
,
.
, , .
,
.
,
26
Schermerhorn, . (2008): Management; John Wileys

and Sons, Inc, . 118-119.
, . 6, . VI (2014): . 487-508
499
. ,
, ,
. .

, .
,
.

, .
.
,
. ,
(
), .
ea Ae ja (Andrea Williams) ooje oa aa
eea oaa27: eeoae a
ej oea, ee o aa,
ooae oaaoe e a oaje ojoj
ooje o .
e , .
, ,
.28
3.2. EO

oe o oaje aa eaaa oea aoeo
o, ooje , oe eeo a a eaaa oea,
ooo oaaaa oaa a je oee a e. e
oaaje oeo je aaea oea a eaae o oea
ao o e o o ee aee eo o o eo. Me, e ao aaaa oea oaaje, oea e
oea a aae oeee eaoe je oja e aa
ao oea oj e ao e, ao a e oo
aa, oo aea, aa, oaoaa.
27
28
Williams, A. (1994) Resolving Conflict in a Multicultural Environment, MCS Conciliation

Quarterly, www.crinfo.org, 2006.
. a, Mo, O. (2013): oo eo eaea aja oeao eaoo ooa,
Aa ooe eooje, oa V, ea 2, ee M, aa a, .
174-175.
, . 6, . VI (2014): . 487-508
500
e oa je 1945. oe oaa Oaaja a oaoae, a jee aja (UNESCO).29 Oa je o aa o aaa,

eoj aoj e eo, a e a oeja a aaa
oa e a , a aoe e ee, o
aaa oaoaaaa, j. a je ao a aoa a
a ooe. To aao je o e je aaa, a je aao
jea o ajaj.
EO je o ae ae oa oojaa, ao eoa oaaja, o aaa a oa oj ee a oeo ee, o
joj o je o ao oooo oo eoa ao aa. ae, 1984.
oe ee oa ea oo o o a A EO,
ao je oa aa a a jea o e a eeaa, a
e oeo eoa a oaa oe oaaje. ao
a oaee je a eaaja oa Aaa, o e eaa
oo a EO ooj aoj aj, eaoao
oo EO ea Ae ooj aj. Te je EO oao
ae a aaj aj oo, a o je eo o oaaj a ajaa oj oo aea ea, a o je e
ea a a oo o aea oeaa. Aea e ao
11.09.2001.oe, a aa ao oe je,
.
a o ao Con
vent ion on the Protect ion and Promot ion of the Diversity of Cult ural Expressions
(oeja o a ),

, . 30
oeja je aaa ao o aj a e a e a oa oa oe o oa a aaj aeeo e, e oa a
o o e aa ee oe oaaje e jaaj ee oee e oe oe. oe aoaaa oaa oaa ao aa o ae oa ojeaa aa, a
oa a ooee oao oea. oeja je a a a
ooa 2005. oe oa je oaa ojea eeaa o
ae 30 eaa e eo o e eo e oe e.
o eea 2006. e je 30 eaa aoao o oej, ao
a e a eo oe oeje eo 18.03.2007. oe,31 a
ooe oe oeje e aa oaoj aoja oaaja,
ao a je oa a oeja oaa oeja oj je ajae

31

29
30
www.unesco.org, 20.05.2014.
www.unesco.org, 20.05.2014.
.
, . 6, . VI (2014): . 487-508
501
oe o oao e oj eaa, ea ea e
oa EO oo Mae (Kochiro Matsuura).32 aa e a
eaa oje aoae oej aa 133 e ().33 18.12.2006. oe34 a oe ajaa oe oeje. Oa je jea eooa oa
eja oja je oaa o o oaja oeje, e oao aa
e oo aaa oea e ao aa e.
a e o o aa oe oeje o je eooo a oe e
o e oe a e oe aaa a ea oa, ao
e oo o oae eje e a. aa a ea ooo oo o oe
oo je o eo o o oaa aa a oj ooaao
e.
Me, oa a ojo oe ae e aoa
oe oeje, eo o oe a je o oa jea o oe o
a e o aja a e aoae e a e o aja oaaje. ea oaa aaa EO oo e
o aa a je eo 50% e jea oao a eae, a 90%
e ooj oe ao je a ee.35 Taoe, ea
oaa aa a je e eaa a e a ooooao e
j, a ao a e oa e je 88
eaa e aa je o jea oj oa .36 Te, e
e o ooja jaaje, e ao eoooj,
e oj oa. Taoe, aj ae eooje A ojoj je
a ja jea o e aa je oja oo ao
e o, je o o A e ee a o o oej,
aaj ee e oea.
Oo oe oj e oo aao oe oeje
o je a e a eee a o ee
ee : ooae aa; ojeao ooae
a; eaoaa oao ooeaja; oeeao eoo aeaa aoja; aaja aea; aoea, ooeo oooao.37
o ajaa oe oeje oo je o oee ea
e aaa EO. a jeoj a e aa ea eaa,

34

35

36

37

32
33
.
www.portal.unesco.org, 22.05.2014.
.
www.un.org, 2006.
.
Mattelart, A. (2005): Manifold Ways That Societies Express Themselves, Le Monde
Diplomatique, www.globalpolicy.org, 2006.
, . 6, . VI (2014): . 487-508
502
j E, a a oj e ae A, Aaja Jaa.38 a
a eaa e aa a aa aooaa oe e e
oa aa a ejaa a ao oeaa
eea, eo ea.39 o oe oeje, ao
a ao a eaaae oea ao a e oo
aj aooao e e eo o je oeo eaa o.
O ea a o oa aa e
ea oaaa, e oj ea oo a e oja o a ooe oe.
aa eaaja aje a o a e o oa oa ea a a oaa oje e eoo oae ee ee ae, a e oe oa e o oa
eaaja.40
Taoe, ae EO o aa oe oeje ae
a e ee a o ee aoja o aae oea oa a ee aoj, aj oa e e aa ao ja ao a ooa.
Me, aa aa oe oeje je o e a oooe a aa ao o : ao e e oee eo eae ao e
ae o oj e ooa oej.41 oe o aa,
oja ooa, jaa e jo jeo oje a oe e oa a ea
aajo, a a je eao o. a e, ae o oe a EO
je aao a je oeo ea oa eja oaja.
Taj oe , oe a ao eo e
oe, a a o aja oe. ao o e ao a oajaa, e aao jao a je .
Te je oeja o a
ao a a aaj, je ej ea oaa aa a oaao oae e oe. Taoe,
oaae oao ao aa o a, e a aeo
aoeeo. Mej a e je ao a oj e oaaa
o e e oee eeje ae, e je a oao aea o oe aa ae a eo o oaj oj ao e eja.
o, ojee ae o ae aae aee a
a e oa oeja oa e aa, ao e oeeoj

38

41

39
40
: ,
.
Ibidem.
Ibidem.
Ibidem.
, . 6, . VI (2014): . 487-508
503
e a a a oaa eaa aja. o

je aa ee 2005. oe oa aaa a oe
eoa a 60 eaa, a o aa e
oe aae a e eee oeje. ao oa, aaa je
oaa a ea oja je oja aoaa oej o a
,
aao, e je e oa oa o eeea eea aoa a ooj ae a o aea oeo je oo ea a oaj a a o aj. Te e
aje a aaj aa oaaje e e oa eea
o oea.
3.3.

.

.42
aoa a ee je je a e o 29. aja 2009.
oja ao o oa oeje o a aee
aoo aa. oeja jee aja ojea je a 20. ooa 2005. oe, ao e ao eo o a e o aea a aoo oe
a ea aeea ao oo aaaoaa a aa
ooe ooe, ao o ooa aaaa, oaa aee oaja, ao oo a oje aj ooaaje
e ae. o e e oe oa a oee oe oeje
a o oaaao a aa ooe ooe oeee
eaoj eaaj o aa aaaoae
eao ao.
Oaa aea oeje eea:
aeo eeea. a a oeo jee aja a eaoo aa, ae aj eeo ao a ajaj ee
o a a aeee aoo aa a
ojoj eoj.
aeo jeao oojaa ooaa a. a a
aeee aoo aa eoaaj aae
42
: http://www.academica.rs/academica/sr/2009-06-11/Zakon-oKonvenciji-o-raznolikosti-kulturnih-izraza ( 01.06.2014.)
, . 6, . VI (2014): . 487-508
504
jeao oojaa ooaa a, j oe oje

aaj aaa aoo aoa.
aeo eaoe oao aae. Meaoa aaa
oao ea a eee a ae oo
eaa, a oeo eaa aoj, a aaj jaaj oja ea
o aa, j oe e je, o a
ae e eeee, a oao, aoao eaoo o.
aeo oeeao eoo aeaa aoja. a je a jea o oo oeaa aoja,
aeaoja jeao a oo eoo, oja oje
ao aj ooo ao a ej aj.
aeo oo aoja. a aoo je eo oa o a
ojee a. a a, ooja oaae e ao o oo aoja o aa
eeaja.
aeo aoao a. aoea oao aoo aa eo ea a ea aaaa j, e ae eeee eoa e aoo oa a eoo aeae.
aeo ooeo aoee. aa ae ajaj ee a
ooe aoo aa, ea a aoje a, a ooaaj
a, aee ooeo ea aa ea a oaj
a oe ee eee a ee oaee oo oejo.
ajae oo aoa, ooo oae oeje ea ja e oaeaa a ooe ao aaa aaa e
oe ae o je aea oeje ooo a aja
oo ee a a aeee aoo aa.
a ee oo aoa aeo je Mao e.
,
,
.
XX , ,
.
,
, ,
, . 6, . VI (2014): . 487-508
505

, ,
.
,
, ,

. ,

,
.

-,
.
:
[1] Brzezinski, Z. (2004): Amer iki izbor globalna dominacija ili globalno vodstvo;
Podgorica: CID.
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Torchbooks.
[3] Giddens, A. (1990): The Consequences of Modernity; Stanford: Stanford Uni
versity Press.
[4] a, . Mo, O. (2013), oo eo ea
ea aja oeao eaoo ooa, Aa
ooe eooje, oa V ea 2, ee M, aa a.
[5] Joao, M. (2004): e eae; : Meae
ee.
[6] , . , . (2012): ; :
.
[7] Moj, . (2007): Oaaje aoaa a, oooja,
o. XLIX, 4.
[8] Riggs, F.W./Teune, H./Milardov i, A. (2001): Mali leksikon globalizacije; Osi
jek- Zagreb-Split: Pan liber
[9] Fisher-Yoshida, B. (2005): Refram ing Conf lict: Interc ult ural Conf lict as
Potential Transformation, Journal of Intercult ural Communicat ion, No. 8.
[10] Schermerhorn, . (2008): Management; John Wileys and Sons, Inc.
[11] Stiglitz, J. (2002): Globalizat ion and its Discontents; Peng uin Books.
[12] :
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506
[13] Breidenbach J.& Zukrigl, I. The Dynamics of Cult ural Globalizat ion The
Myths of Cult ural Globalization, Cult ural Collaboratory, . 2; www. inst.at/
studies/collab/breidenb.htm
[14] Williams, A. (1994): Resolv ing Conf lict in a Mult icult ural Environment,
MCS Conciliat ion Quarterly, www.crinfo.org
[15] Gugel, G. Instit ut za pedagog iju mira Tbingen, www.dadalos.org
[16] Mattelart, A. (November, 2005), Manifold Ways That Societ ies Express
Themselves, Le Monde Diplomat ique, www.globalpolicy.org
[17] Mo, . TA OTA AO ATO AOJA
EOTEAO OEA A AA (http://www.komuni
kacija.org.rs/komunikacija/knjige/index_html/knjiga13/knjiga13_03.pdf)
[18] Rothkop, D. (June 22,1997): In Praise of Cult ural Imper ialism? Effects of
Globalization on Cult ure, Foreign Policy; www.globalpolicy.org
[19] Held, D. & cGrew, A. : http://www.polity.co.uk/global/globaliza
tion-oxford.asp
[20] http://www.zaprokul.org.rs/Media/Document/186b2cf15071490aaa01614f42
b7d59b.pdf, 20.06.2014
[21] www.academica.rs/academica/sr/2009-06-11/Zakon-o-Konvenciji-o-raznoli
kosti-kult urnih-izraza
[22] www.bos.org.yu/cepit/idrustvo/pecujlic/globalizacija.PDF
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, . 6, . VI (2014): . 487-508
UDC 316.72/.73:316.32
316.42:316.7
ssistant Professor Katar ina Zaki, PhD

Belgrade
ssistant Professor Olivera Milut inov i, PhD
Faculty of Law, Public Administrat ion and Secur ity
Belgrade
CULTUR AL CONFLICTS IN A GLOBALIZED

WORLD
Summary: Globalizat ion as a process has many aspects such as economical,
polit ical, social and cult ural one. All of these aspects in their own way are cont ri
but ing to the development of the modern society, in which we do have posit ive and
negat ive processes. Conf licts are one of those negat ive processes that needs to be
managed, in order to achie ve relat ively stable level of them. Cult ural conf licts are
no except ion from that.
Besides the definit ion of the terms such as globalizat ion, cult ure and cult ural
conf licts, in this paper there are explanat ions of types of cult ural conf licts and the
ways of their resolv ing
One of the key parts of this paper is dedicated to the Convent ion on the Pro
tect ion and Promot ion of the Diversity of Cult ural Expressions, which was defined
and promoted by UNESCO. That Convent ion was approved by our Government in
2009. and Ministry for Cult ure is responsible for its implementat ion. One of the
key purposes of this Convent ion is to protect national cult ures, with the respect of
other cult ures, and by doing that we can instit ut ionally decrease the level of cult u
ral conf licts.
ey words: CULT UR E, GLOB AL IZ AT ION, CONFLICTS, SOLUT IONS,
UNESCO.
, . 6, . VI (2014): . 487-508
339:001.1
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,
.
:
[1] 2020 (2011); :
.
[2] Dryden, Gordon; Vos, Jeannett (2004): Revolucija u uenju; Timg raf.
[3] -, ; , ; ,
(2007): ; : .
[4] Key figures on Europe, eurostat Pocketbooks, 2011 edition, European Com
mission.
[5] 2009 (2009): :
.
[6] 2014 (2014); :
.
[7] , ; , (2010):
, , 2010,
. 15, . 2; ; . 327-336.
[8] Cvetkovski, Tatjana; Langov i Miliev i, Ana; Cvetkovska Ocokolji, Vio
leta. (2011): Knowledge Menagement in Global Environment, 9th Inter
nat ional Scient if ic Conference: Serbia Facing the Challenges of Globaliza
tion and Sustainable Development, 25 December 2011; Belg rade: Mega
trend University; pp. 227-235.
[9] ,
, ,
2011. (2013); :
.
, . 6, . VI (2014): . 509-528
525
:
[1] Glossary of stat istical terms, 2005. http://stats.oecd.org/glossary/detail.
asp?ID=6864, (23.07.2014.).
[2] Defining the Knowledge-Based Economy: Final Synthesis Report 2008.
http://www.uni-trier.de/fileadmin/fb4/projekte/SurveyStatisticsNet/
KEI-WP1-D1.5.pdf (10.07.2014.).
[3] Ekonomija bazirana na znanju, May 12th, 2011 Zoran Tomi; http://www.
svetnauke.org/9118-ekonomija-bazirana-na-znanju (13.07.2014.).
[4] http://www.hualong-info.com/Blog/JohnVu/2010/Novem
ber/20101107-06.en.html, John Vu (21.07.2014.).
[5] NEW SKILLS FOR NEW JOBS: ACTION NOW, A report by the Expert
Group on New Skills for New Jobsprepared for the European Commis
sion, February 2010, http://ec.europa.eu/education/focus/focus2043_
en.htm (23.07.2014.).
[6] Bertelsmann Foundat ion, The economic costs of inadequate educat ion: a
macroeconomic calculat ion of the dynamic growth effects of lacking educa
tion competence, 2009. http://www.cesifog roup.de/ifoHome/research/
Projects/Archive/Projects_HI/2009/rest_10244578.html (24.07.2014.).
[7] European Day of Languages highlights benef its ofmult ilingualism for small
businesses, Brussels, 23 September 2010, europa.eu/rapid/press-rele
ase_IP-10-1164_en.pdf (23.07.2014.).
[8] Desk research of main evidence based advantages of managing SMEs in
knowledge intensive way and report ing (10) advantages, KNOW-IN: Know
ledge-Intensive Freight Transport SMEs. For a new generation of smart,
sustainable and inclusive oriented PROJECTNUMBER-517589-LLP-12011-1-ES-LEONARDO-LMP; http://www.know-in.eu/10%20Advanta
ges.pdf (10.08.2014.).
[9] Research and innovat ion stat istics at regional level, Eurostat, March 2014.
http://epp.eurostat.ec.europa.eu/stat istics_explained/index.php/Rese
arch_and_innovat ion_stat istics_at_regional_level#Research_and_
development_intensity (13.07.2014.).
[10] Global R&D Funding Forecast, december 2013, R&DMagazine; www.
rdmag.com (15.08.2014.)
[11] Visoko obrazovanje u srbiji strategija reforme, Republika Srbija, MINI
STARSTVO PROSVETE I SPORTA, Sektor za visoko i vie obrazovanje,
Beog rad; www.see-educoop.net/educat ion_in/pdf/ heser_reform-ser_
srb_t02.pdf (10.07.2014.).
[12] , ,
; http://www.svos.
org.rs/pdfs/za-panel-6-mart-2011.pdf, (10.07.2014.).
, . 6, . VI (2014): . 509-528
526
. ; . ; .
[13] 2020: 2020. ; http://

www.srbija.gov.rs/extfile/sr/145381/koncept_razvoja_srbije_do_2020.
pdf (23.04.3013.)
[14] The World Economic Forum, The Global Compet it iveness Report; http://
www.wefor um.org (21.03.2014.).
[15] Science, technology and innovat ion in Europe, eurostat Pocketbooks, Euro
pean Union, 2013. ISSN 1830-754X; http://epp.eurostat.ec.europa.
eu/cache/ITY_OFFPUB/KS-GN-13-001/EN/KS-GN-13-001-EN.PDF
(10.08.2014.).
[16] The Key Role of Educat ionin the Europe 2020 Strategy, CEPS Working
Document No. 338/October 2010, Felix Roth and Anna-Elisabeth
Thum, Centre for European Policy Studies, 2010, http://www.ceps.eu
(10.08.2014.).
, . 6, . VI (2014): . 509-528
UDC 339:001.1
Professor Tatjana Cvetkovski, PhD

Belgrade
Professor Ana Langov i Miliev i, PhD
Faculty of Hotel Management and Tour ism in Vrnjacka Banja
University of Kragujevac
Associate Professor Violeta Cvetkovska Ocokolji, PhD
Belgrade
SERBIA IN THE GLOBAL

KNOWLEDGE-BASED ECONOMY
Summary: Knowledge-based economy relies on ideas, creat iv ity, communi
cat ion, research and development, applicat ion of technology, mainly informat ion
and communicat ion technologies. It is an economy in which knowledge is created,
acquired, transmitted and used and it is happening at the level of indiv iduals,
companies and society. The aim of the knowledge-based economy is to promote eco
nomic and social development. In order to achie ve this, it is necessary in addit ion
to the expert knowledge, have developed so-called soft skills that are primar ily
related to oral and written communicat ion. In that case the creat iv ity, the ability
to work in teams and emot ional intelligence are important. Development towards
the knowledge industry has led to a greater demand for human resources in science
and technology, but also for knowledge workers across all sectors of the economy,
in general. In Serbia, the percentage of highly educated is quite below the EU tar
get, while according to the brain drain Serbia was among the first count ries in
the world. The question that arises is given the above requirements and circum
stances, to what extent Serbia is ready for an economy based on knowledge?
Key words: GLOBAL IZ AT ION, KNOWL EDGE-BASED ECONOMY, LEAR
NING, EDUC AT ION, HUMAN RESOURCES.
, . 6, . VI (2014): . 509-528
316.75:001
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, . 6, . VI (2014): . 529-544
UDC 316.75:001
Slav ica Stevanov i

Belgrade
TRANSFER OF IDEOLOGY INTO SCIENCE

Summary: The subject of reflect ion in this paper will be the transfer of ideology
into science inspired by Milan Brdars book A call in vain. The aim of the paper is to
show, through a detailed analysis of the conf lict and the shift of the ruling discourses
in pre-modern society and the modern epoch, the separat ion of science from religion,
but also the ideological conquest of philosophy and social sciences.
Although modern era strives to humanity, reasonableness, equality and free
dom, it is not exempt from totalitar ianism which is actually a tradit ion as old as
civilizat ion itself. Totalitar ian propert ies of certain philosophies have elements of
creat ing myths, foster ing bias, distort ion of history and histor ical facts, and, on top
of all, the reject ion of different ideas and opinions. Milan Brdar describes modernism
as a self-disput ing project which, due to the chronic conf lict of ruling discourses led
to a shift of histor ical scenery, with respect to ideologies that imposed false dilemmas,
took the souls and instrumentalized the mind. Therefore, in this paper, special atten
tion will be paid to the term ideology, which will be explained in detail on the basis of
Manheims work Ideology and Utopia, which is considered a turning point in the
development of sociology and represents the embarcat ion and theoret ical articula
tion of the sociology of knowledge as a new discipline that prov ides methodical and
instit ut ional complet ion of social sciences.
Key words: Ideology, Utopia, Historical Development, Science.
, . 6, . VI (2014): . 529-544
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, . 6, . VI (2014): . 547-552
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, . 6, . VI (2014): . 547-552
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Yearbook COMMUNICATION, MEDIA, CULTURE

THE OCCASION OF THE 450 th ANNIVERSARY OF THE BIRTH

Marija Aleksi, Ljiljana Mani, Mirjana Tankosi

Violeta Cvetkovska Ocokolji, Tatjana Cvetkovski, Sran Sremac

NOTES ABOUT THE AUTHORS

UDC 811.163.41:929 Karadi V. S.

THE SIGNIFIC ANCE OF VUK KARADI

1919; La Patrie Serbe, 19161918; (),

UDC 821.163.41.09-1 Boji M.

ssistant Professor Maja Radonji, PhD

MILUTIN BOJI POET OF THE GREAT WAR

. , II , Delta presss, , 1986, 9.

GEGUL A (REPONJA) IN WAR

The Philadelphia record 1918.

. . , 1912 V 570, 372.

Tudor Camera, Houghton Ltd, London.

[1] , (1977): , www.foto

UDC 77.039 ernov S.

SAMPSON TCHERNOFF: CREATOR OF SYMBOL

Professor Dragan Nikod ijev i, PhD

SHAKESPEARES GLOBE THEATRE

, . . (2005-2014): . . . Script pending. .

: . . . , . , . . Clio, , 2003, . 97.

Father of Propaganda Edvard Bernais ( ).

Edward L. Bernais (1928): Propaganda. Chapter IV The Psychology of Public Relations.

(Kill), (Pain) (Fear),

Modern Art, 1968 ( ).

Sperry, R. W. (1980): Mind-brain interaction: Mentalism, yes; dualism, no. Neuroscience 5

(Beauty and the Beast) ,

Professor Mihajlo Minja Djordjev i, PhD

SEMIOTICS OF SUBLIMINAL AUDIOVISUAL

, (Client oriented therapy, 1954).

Thorne B.(1994), Comprendre Carl Rogers, Editions Priva, Toulouse.

ristotle, On the Heavens, http://classics.mit.edu/Aristotle/heavens.4.iv.html, 30.03.2014.

Rogers, C. R.(1970),La relation daide et la psychothrapie,ESF, Paris

Blanchet, A. etal. (1985),Lentretien dans les sciences sociales, Dunod, Paris.

Lobservatoire, revue daction sociale & mdico-sociale, n50, 2006, pp.29-32.

ssistant Professor Tatjana Milivojev i, PhD

KEY FACTORS OF HEALING

, . (Nimmo, 1970: 39)

(IPRA) , 1961. . (IPR), 1963. ,

Assistant Professor Irina Milut inov i, PhD

SPECIALISTS FOR POLITIC AL COMMUNIC ATION

Assistant Professor Marija Aleksi, PhD

45. 1. ( , . 55/05, 71/05

REPORT FROM THE COMMISSION THE CONCRETE FUTURE OBJECTIVES

SIGNIFIC ANCE OF NON-VERBAL SIGNS

[1] Barnby, E. The Linguistic Development of Feral Children in Reference to

Associate Professor Budimir Potoan, PhD

PLANETARY EXCLUSIVE NEWS

, . 42/02, 19. 2002. .

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104 48 Emot ion- 12.948

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