Komunikacija i kultura online je besplatan elektronski naučni časopis. Cilj nam je da unapređujemo znanja iz oblasti lingvistike, književnosti, komunikacije, kulture, interkulturalnosti i srodnih disciplina. Informacije o uređivačkoj politici možete naći ovde. Redovni brojevi Komunikacije i kulture online izlaze jednom godišnje, poslednje nedelje decembra. Pre nego što novi broj časopisa izađe kao celina, moguć je i tzv. pre-publishing. Pored redovnih brojeva, Komunikacija i kultura online objavljuje i posebna tematska izdanja, samostalno ili u saradnji sa partnerima. Časopis se indeksira na sledećim međunarodnim listama: Scopus (https://www.scopus.com/sourceid/21100891825#tabs=0) ERIH PLUS (https://dbh.nsd.uib.no/publiseringskanaler/erihplus/periodical/info.action?id=488496); MIAR (http://miar.ub.edu/issn/2217-4257); CIRC (https://clasificacioncirc.es/ficha_revista?id=268508); MLA (https://www.mla.org/Publications/MLA-International-Bibliography). Radovi se šalju na komunikacija.i.kultura@gmail.com.
FOKUS – Forum za interkulturnu komunikaciju i Univerzitet u Beogradu – Fakultet za obrazovanje učitelja i vaspitača
FUNKCIONALNA DIHOTOMIJA U NARATIVU: DISKURSNE ULOGE REČCI -LE I LE U KINESKOM JEZIKU
Ovaj rad polazi od Hoperove teze o strukturi „istaknutosti i pozadine” (foreground-background) narativnog diskursa i ulozi aspekta u njenom oblikovanju. Korpusnom analizom, istražićemo kvantitativnu distribuciju i diskursne funkcije aspektualne rečce -le i njenog homofonog para, modalne rečce le, u narativnom diskursu. Cilj rada je da se otkriju diskursna pravila koja upravljaju njihovim (ne)pojavljivanjem i da se preciznije odrede njihove uloge u izgradnji narativa. Korpusna i empirijska analiza dovela je do nekoliko ključnih nalaza. Prvo, aspektualna rečca -le predstavlja markirano sredstvo čije pojavljivanje u narativu nije kvantitativno dominantno, ali je od presudne važnosti za organizaciju temporalne strukture, budući da pokazuje izrazitu tendenciju ka javljanju u temporalnim (foreground) strukturama. Drugo, modalna rečca le ima manju zastupljenost u odnosu na -le, ali je ključno sredstvo za organizaciju netemporalnih (background) struktura. Ona učestvuje u organizaciji pozadinskih informacija i uspostavljanju zajedničke informacione platforme između pisca i čitaoca, čime aktivno upravlja interpretacijom teksta. Ovi rezultati jasno podržavaju pristup koji ih tretira kao dva gramatička sredstva sa jasno razdvojenim diskursnim domenima.
Sva prava zadržana (c) 2025 Xiaolei Jin https://creativecommons.org/licenses/by-sa/4.0
Sva prava zadržana (c) 2025 https://creativecommons.org/licenses/by-sa/4.0
FROM FEMA TO THE FEED: A COMPARATIVE STUDY OF J. P. STERIJA’S FEMA AND THE INSTAGRAM INFLUENCER PHENOMENON
This paper explores the phenomenon of contemporary Instagram influencers through a comparative analysis with a classic work of Serbian literature, Pokondirena tikva by Jovan Sterija Popović. The starting point is the sociological concept of the “spirit of the small town” (small town mindset) by Radomir Konstantinović (Filosofija palanke, 2020), which enables an understanding of the cultural and social patterns that connect the literary character Fema and today’s digital influencers. The research examines the similarities and differences in habitus, cultural capital, and performative identity between Fema as a paradigm of “empty pretentiousness” and influencers as self-proclaimed authorities in the contemporary media space. The study introduces the author’s original concepts of the “influencers of nothing” and the “culture of nothingness” to critically examine how digital self-presentation and symbolic performance shape contemporary notions of authenticity, visibility, and social legitimacy. The analysis is based on an interdisciplinary framework encompassing literary theory, theatre studies, media sociology, cultural studies, cultural policy, and arts management. Special emphasis is placed on the comparison between the institutional and extra-institutional dimensions of culture, from the national theatre and canonical dramatic tradition to the algorithmic dynamics of social networks. The methodological framework of the paper is grounded in a comparative analysis and a qualitative approach, incorporating in-depth, structured interviews with experts. Interviews with Professors Ivan Pravdić and Ksenija Radulović provide an additional phenomenological dimension, highlighting how theatre and digital networks can be understood as spaces of social representation and identity formation. The results indicate continuity between the pursuit of social legitimacy and aesthetic prestige in Fema’s historical context and today’s influencer practices, opening up space for a deeper understanding of identity construction and cultural authority in the 21st century.
Instagram and the phenomenon of influencers
social networks and digital self-presentation
Sva prava zadržana (c) 2025 Josip Zelić https://creativecommons.org/licenses/by-sa/4.0
THE AUTOMATION OF CONTROL: ALGORITHMIC CENSORSHIP AND THE CONSTRUCTION OF SUB-REALITIES
The paper argues that the explosion of communication channels and content volume has created an illusion of informed participation, while simultaneously enabling latent, multidimensional forms of censorship. Rather than approaching censorship as an explicit act of top-down act of suppression, mostly from centralized authorities, this paper explores what contemporary communication theorists define as censorship through noise. Closely tied to the phenomenon of information overload, this form of smokescreening emerges within the current digital information ecosystem, where abundance itself becomes a mechanism of suppression. Often going hand in hand with disinformation and so-called alternative facts, it further amplifies internal contradictions, entropy, and logical inconsistency; it blurs the line between verified reporting and fabricated narratives, producing an epistemic landscape where truth is drowned in a sea of falsehoods, and where multiple fragmented, decontextualized, and affectively charged “truths” proliferate. Ultimately, the paper introduces the concept of dual-level censorship - the coexistence of latent suppression through information saturation and explicit algorithmic content moderation. Through this lens, the study maps how the digital information ecosystem contributes to deepening social polarization, alienation, and a reconfiguration of the digital divide and the very concept of censorship itself.
Sva prava zadržana (c) 2025 Amina Vatreš https://creativecommons.org/licenses/by-sa/4.0
KOLOKACIJSKE VEZE LEKSEME POSLOVICA U PISANJU NEIZVORNIH GOVORNIKA NA ENGLESKOM JEZIKU
U ovom radu analiziramo kolokacijske veze lekseme 'poslovica' (eng. proverb) i njenog najbližeg sinonima 'izreka' (eng. saying). Kroz prizmu njihove upotrebe u dva tipa leksičkih kolokacija; L3 (AdjN) i L4 (NV), cilj je ispitati da li sintagmatski leksički odnosi u kojima su ove lekseme zabilježene u učeničkom korpusu neizvornih govornika ICLEv3 odstupaju od njihove upotrebe na koju upućuju kombinatorni rječnici engleskog jezika, i koja je zapažena u učeničkom korpusu izvornih govornika LOCNESS, te korpusima savremenog engleskog jezika BNC i COCA. Rezultati pokazuju da neizvorni govornici engleskog jezika u pisanoj produkciji češće koriste lekseme proverb i saying od izvornih govornika (5,5 odnosno 1,57 puta češće). Samim time, ove lekseme se u argumentativnim sasatvima neizvornih govornika učestalije javljaju i u dva tipa leksičkih kolokacija koje su predmet naše analize. U upotrebi leksičkih kolokacija L3, u kojima se javljaju lekseme proverb i saying, u pisanoj produkciji neizvornih govornika ne postoji značajno odstupanje od kolokacijskih veza zabilježenih u kombinatornim i kolokacijskim rječnicima engleskog jezika, te referentnim korpusima savremenog engleskog jezika. Zbog malog broja primjera u kojima se spomenute lekseme u ovom tipu kolokacija javljaju u korpusu LOCNESS, adekvatno poređenje nije bilo moguće. S druge strane, u kolokacijama tipa L4, u pisanju neizvornih govornika u velikom broju primjera lekseme proverb i saying bilježimo u kolokaciji sa glagolom say, što nije u skladu sa kolokacijskim vezama na koje upućuju rječnici. Istovremeno, distribuciju ovog tipa kolokacija, sličnu onoj zabilježenoj u korpusu ICLEv3, prepoznajemo u korpusima BNC i COCA, te Ngram-skoj analizi, što ukazuje na nepodudarnost rječničkih odrednica i stvarne upotrebe jezika.
Sva prava zadržana (c) 2025 Srđan Šućur https://creativecommons.org/licenses/by-sa/4.0
SRPSKA NARODNA POEZIJA U PREVODU I TUMAČENJU HUANA OKTAVIJA PRENSA
Huan Oktavio Prens (1932-2019) bio je argentinski pisac, pesnik, prevodilac i profesor. Deo života proveo je u Beogradu, radeći kao lektor za španski jezik na univerzitetu. Tom prilikom je naučio srpski i aktivno učestvovao u kulturnom životu prestonice i cele Jugoslavije. Prens je u Madridu 1983. objavio knjigu Sid i Kraljević Marko: prvo približavanje u kojoj je dao uvid u mogućnosti poređenja dva epska junaka, kao i prevod na španski petnaest pesama iz Ciklusa o Marku. U radu predstavljamo Prensove komparativne uvide i analiziramo njegov prevod.
Sva prava zadržana (c) 2025 Jasna Stojanović https://creativecommons.org/licenses/by-sa/4.0
A CRITICAL DISCOURSE ANALYSIS OF THE 2024 AMERICAN PRESIDENTIAL ELECTION
The aim of this research is to analyze media representation of the 2024 U.S. presidential election in two respectable American daily newspapers by implementing the methodological and theoretical framework of Critical Discourse Analysis. This paper contains analysis of articles published in The Washington Post and The New York Times from 1 September 2024 to 4 September 2024 focusing on the topics of the newspaper articles, modes of discourse representation, and news sources. Analysis revealed some differences and similarities between the two newspapers. The total number of articles related to the election in both newspapers is similar, but the difference is in the number of articles that dealt with particular topics. In The New York Times, there were more articles discussing the Republican Party, and in The Post more articles focusing on both parties simultaneously. The results showed that there were small differences between the two newspapers in modes of representing discourse. There were also certain differences between the newspapers in the usage of news sources. However, there was a big difference between them in the number of reported sentences spoken by Trump and Harris. Trump had almost double the number of sentences reported than did Harris in The Post. There were 106 sentences by Trump and 46 by Harris. There was an equal number of sentences spoken by each (24) in The Times. These differences reflect certain ideological differences between the two newspapers.
Sva prava zadržana (c) 2025 Nataša Stojan https://creativecommons.org/licenses/by-sa/4.0
MECANISMOS DISCURSIVOS RELATIVOS A LA CORPORALIDAD EN EL PRESTIGIO DE LA BELLEZA DE PIEDAD BONNETT Y PROHIBIDO SALIR A LA CALLE DE CONSUELO TRIVIÑO
Las novelas de Bildungsroman femenino de las autoras colombianas Piedad Bonnett y Consuelo Triviño constituyen un campo de estudio privilegiado para el análisis de los procesos de construcción identitaria desde una perspectiva literaria y lingüística. En El prestigio de la belleza (2010) y Prohibido salir a la calle (1998), la subjetividad de las protagonistas se configura en estrecha relación con su desarrollo físico, emocional y social, donde la corporalidad emerge como un eje discursivo central. La representación del cuerpo no solo cumple una función temática, sino que se inscribe en la estructura misma del texto a través de mecanismos lingüísticos como descripciones sensoriales, metáforas corporales e introspecciones que tensionan las fronteras entre el yo íntimo y los mandatos sociales. En contextos narrativos marcados por normas culturales que regulan el cuerpo femenino, estas estrategias retóricas permiten explorar las fricciones entre las imposiciones externas y las vivencias subjetivas. Tanto Bonnett como Triviño emplean el lenguaje literario como instrumento de crítica y resignificación, haciendo del cuerpo un espacio simbólico donde se cuestionan y reformulan categorías como feminidad, sexualidad e identidad. Las textualidades que producen se constituyen así en territorios de resistencia y reescritura, donde las protagonistas, mediante la apropiación discursiva de su corporeidad, interpelan los discursos hegemónicos y reivindican su autonomía. En este sentido, las novelas se configuran como dispositivos literarios que visibilizan y complejizan la experiencia de ser mujer en contextos históricos y culturales determinados del ámbito colombiano.
Sva prava zadržana (c) 2025 Sonja Sevo https://creativecommons.org/licenses/by-sa/4.0
EL USO ACTUAL DE LOS ANGLICISMOS DEL ÁMBITO DEPORTIVO EN LOS DIARIOS DIGITALES PERUANOS EL COMERCIO, DEPOR Y TROME
La prensa —impresa y digital— equivale a una pasarela (de la moda) o a un escaparate (de mercancías), pues muestra el estado actual de la lengua en cuanto al uso de las palabras o, en el caso de esta investigación, de «los anglicismos del ámbito deportivo». Por una parte, actualmente, se carece de investigaciones que se ocupen en exclusiva del empleo de los anglicismos del mundo deportivo en la prensa peruana. Por otra, en cuanto a la escritura de los anglicismos crudos, en la mayoría de los casos no se utiliza la cursiva recomendada por la RAE para su escritura cuando el texto va escrito en redonda o en redonda cuando el texto va escrito en cursiva. Por consiguiente, con el desarrollo de esta investigación, se pretende, en primer lugar, contrastar en los diarios digitales peruanos El Comercio, Depor y Trome el empleo actual de los anglicismos crudos del ámbito deportivo. En segundo lugar, demostrar que los tres diarios digitales peruanos seleccionados no aplican, hoy en día, el resalte tipográfico recomendado en los anglicismos crudos del campo deportivo. Metodológicamente, se trata de un estudio descriptivo, en el que para cumplir con los objetivos han sido necesarias las consultas en los diarios digitales peruanos El Comercio, Depor y Trome, el Diccionario de la lengua española (DLE 2014-2024) y la plataforma FundéuRAE. Los resultados confirman que los tres diarios peruanos registran anglicismos deportivos crudos. Asimismo, evidencian que el resalte tipográfico recomendado se aplica de forma reducida.
Sva prava zadržana (c) 2025 Jessica Patricia Ramírez García https://creativecommons.org/licenses/by-sa/4.0
ODJECI SOVJETSKE REVOLUCIJE U PUTOPISIMA MIROSLAVA KRLEŽE I CÉSARA VALLEJA
Ovaj rad ima za cilj komparativno analizirati dva putopisa u Sovjetski Savez iz njegovih ranih, utopijskih dana, kada je Oktobarska revolucija probudila velika očekivanja u pogledu ostvarenja ideala društvene pravde i pravednijeg društvenog poretka. Posebno su bili znatiželjni intelektualci s političke ljevice koji su požurili otkriti novi vrli svijet, odnosno - kako će to André Gide nazvati: „domovinu po izboru”. Među njima nalazimo i jednog od najznačajnijih hrvatskih (i jugoslavenskih) književnika, Miroslava Krležu, koji 1925. godine putuje u Rusiju i potom objavljuje Izlet u Rusiju 1925 (1926.), kao i jednog od najistaknutijih peruanskih pisaca, Césara Valleja, koji je tri puta boravio u SSSR-u. U ovom radu fokusirat ćemo se na djelo Rusija 1931.: Razmišljanja podno Kremlja (1931.). Polazeći od teorije Jacquesa Derridae o sovjetskim putopisima, smatramo važnim istražiti kako su Krleža i Vallejo kao pisci različitih kulturnih provenijencija doživjeli netom stvorenu državu, prema kojoj su mnogi gajili utopijska očekivanja. Oba teksta obilježena su mesijanskim i eshatološkim dimenzijama, a u njima se pojavljuje avangardni, modernistički subjekt – emancipirani flâneur – koji ispisuje radiografiju sovjetskog društva.
Rusia en 1931: reflexiones al pie del Kremlin
Sva prava zadržana (c) 2025 Vedrana Lovrinović https://creativecommons.org/licenses/by-sa/4.0
THE NAMES OF THE LOW COMEDIANS AND PRISONERS RENDERED IN THE RUSSIAN TRANSLATIONS OF SHAKESPEARE’S MEASURE FOR MEASURE
The article studies 18 characteristic comic names from Shakespeare’s comedy Measure for Measure (MM) and their interpretations given in the Russian translations. It argues that the charactonyms in MM are mostly rendered into Russian consistently with the principal interpretations, i.e. accepted in the majority of the annotated editions, which may show that in Russia the comedy has a similar pragmatic effect as on English readers and audiences. The material of the research is 15 English annotated editions of the play, added by reference books, and 8 Russian translations. The research shows that the principal interpretations of at least half of the equivalents are expressed only in 3 translations of the 20th century: by Soroka 12 names, Schepkina-Kupernik 11 names, and Zenkevich 9 names. However, all 8 translations studied present no less than 9 adequate equivalents each, i.e. 50 % on aggregate.
Sva prava zadržana (c) 2025 Alexander Vladimirovich Kalashnikov https://creativecommons.org/licenses/by-sa/4.0
NARRATING RITUAL, PERFORMING IDENTITY: READING OKA RUSMINI’S EARTH DANCE AND JASMIN HAKES’ HULA
This paper examines how Oka Rusmini's Earth Dance and Jasmin 'Iolani Hakes' Hula explore women's identities within island societies shaped by caste, kinship, and colonial legacies. Drawing on Mary Douglas’ theory of pollution, the analysis shows how Earth Dance uses sebel and purification rites (menakwangi, patiwangi) to discipline women's bodies while policing caste boundaries. Gayatri Spivak’s concept of the subaltern illuminates how female protagonists navigate silence and constraint as sites of limited resistance. In parallel, the paper uses J. Kēhaulani Kauanui’s critique of blood quantum and Amy Stillman’s reading of hula as a living archive to interpret Hula’s portrayal of dance as embodied resistance to colonial definitions of Hawaiian identity. Both novels position women’s cultural roles as paradoxical sites of control and survival, where kinship and custom can marginalize and empower. While Earth Dance exposes how caste hierarchy persists through ceremonial discipline, Hula highlights performance as a counter-narrative that restores genealogy and belonging beyond colonial categories. These texts reveal how cultural practices are powerful sites for negotiating identity within postcolonial island contexts.
Sva prava zadržana (c) 2025 Kristiawan Indriyanto, Teguh Trianton https://creativecommons.org/licenses/by-sa/4.0
KONCEPT MASE U DELU POBUNA MASA HOSEA ORTEGE I GASETA
Cilj ovog rada jeste definisanje i analiza koncepta mase koji Hose Ortega i Gaset predlaže u delu Pobuna masa (1930). Polazimo od hipoteze da je za španskog mislioca kategorija mase prvenstveno kvalitativna, duhovna, a ne kvantitativna, materijalna, te je stoga akcenat na čoveku-masi kao tipu ličnosti. Tumačićemo njegov pojam odabranih manjina, kao i pojmove izuzetnosti, uzornosti i poslušnosti i istorijske svesti. Sagledaćemo šta prema Ortegi i Gasetu predstavlja pobuna masa, kakve su se to promene dogodile u masi da je poželela da zauzme pozicije elite i kako je do pobune došlo. Uporedićemo ključne stavove Ortege i Gaseta iznete u Pobuni masa sa ključnim stavovima Gistava Le Bona iz Psihologije gomile (1895), Sigmunda Frojda iz Masovne psihologije i analize ega (1921) i Elijasa Kanetija iz Mase i moći (1960). Služićemo se komparativnom, kao i induktivnom i deduktivnom metodom i metodom analize i sinteze.
Sva prava zadržana (c) 2025 Ana Huber https://creativecommons.org/licenses/by-sa/4.0
CULTURAL NARRATIVES IN ANIMATION: EXPLORING EMIRATI LIFE THROUGH FREEJ
This paper presents a content analysis of the Emirati animated series Freej, with a special focus on the episode Global Village. The study examines how the series portrays Emirati cultural practices, particularly through the lens of visual storytelling and humor. By analyzing key scenes such as bargaining at the Rajasthan Art booth, visiting various cultural pavilions, and participating in globalized cultural practices, the paper highlights the tension between tradition and modernity. Freej serves as both a preserver of cultural heritage and a critique of modernization, using humor to make culturally specific practices accessible to a broad audience. The findings reveal that Freej effectively navigates the complexities of cultural representation, using visual exaggeration and humorous storytelling to depict Emirati identity in a rapidly globalizing world. The study also draws parallels between this analysis and broader media portrayals of culture, emphasizing the role of animation as a medium for both preserving and adapting cultural narratives.
Sva prava zadržana (c) 2025 Ivana Ercegovac, Romana Srncova, Fatima Hassan Alraeesi https://creativecommons.org/licenses/by-sa/4.0
EMOTION TERMS IN ARABIC: A STUDY OF ARABIC-ENGLISH CONTACT
This study investigates the change of emotion words in Classical Arabic as a result of contact with English. 213 English words were selected for this purpose the equivalents of which were checked up in two bilingual English-Arabic dictionaries from two different periods. As is the case in other domains of contact, the processes found to operate in the semantic change of emotions were calquing, loan translation, loan rendition and extension, in addition to what is termed here “descriptive translations”. Descriptive translations are phrases intended to introduce the meaning of an item to users of bilingual dictionaries. What was noted is that some of these phrases ended up being lexicalizations of unfamiliar emotion categories. Loan words, however, were found to be very rare. It was argued that these kinds of change stand behind the development of Modern Standard Arabic.
Sva prava zadržana (c) 2025 Ahmed Ech-Charfi, Khalid Elasri https://creativecommons.org/licenses/by-sa/4.0
GOD IN THE DIGITAL CLOUD: SOCIAL MEDIA BEHAVIORS AND RELIGIOUS AFFILIATION IN INDIVIDUALS WITH THE HERMIT ARCHETYPE
This paper investigates patterns of digital behavior on social media among individuals exhibiting a pronounced Hermit archetypal profile, with emphasis on distinctions between religious and non-religious participants. The research was conducted on a convenience sample of 188 participants, 40.4% of whom were identified as digital hermits based on the 60th percentile of the archetypal profile. Four behavioral dimensions were analyzed: thematic focus of posts, posting frequency, time spent on social media, and online reach. Findings showed that religious participants more often posted spiritual, reflective, and symbolic content, while non-religious individuals tended to avoid posting or shared mundane, personal topics. Although none of the observed differences reached statistical significance, effect sizes suggested only small or modest variations. Nevertheless, descriptive patterns indicate stylistic divergences between the groups, supporting the theoretical assumption of a more restrained and selective online presence among religious digital hermits.
Sva prava zadržana (c) 2025 Tihana Đumić, Božidar Veljković, Dinko Bilić https://creativecommons.org/licenses/by-sa/4.0
THE DETRIMENTAL INFLUENCE OF PATRIARCHY ON ESTHER’S DEPRESSION AND RECOVERY IN THE BELL JAR BY SYLVIA PLATH
This paper examines the detrimental impact of patriarchal societal norms on the mental health of Esther Greenwood, the protagonist of Sylvia Plath’s The Bell Jar. Using a feminist theoretical framework combined with psychoanalytic feminist concepts, the study analyzes how patriarchal structures constrain female autonomy and contribute to Esther’s psychological decline. Through qualitative literary analysis and close reading of the male characters and their interactions with Esther, the research reveals how the metaphor of the bell jar symbolizes an oppressive system that isolates and suffocates women–particularly those asserting independence. The paper explores how societal expectations surrounding marriage, motherhood, and career shape Esther’s identity and exacerbate her feelings of entrapment, leading to her breakdown. It also highlights moments of Esther’s resistance and recovery, arguing that overcoming patriarchal control requires a redefinition of self and rejection of restrictive norms. Ultimately, this analysis positions The Bell Jar as a seminal feminist work that critiques mid-20th-century gender roles and portrays Esther’s journey as both a personal and societal act of liberation.
Sva prava zadržana (c) 2025 Marija Đorđević https://creativecommons.org/licenses/by-sa/4.0
FROM FAME TO FIT: HOW SOCIAL ORIGINS OF CELEBRITY SHAPE AUDIENCE PERCEPTIONS OF BRAND CONGRUENCE
This study explores how the social origins of celebrity fame shape audience perceptions of brand - celebrity congruence, addressing the broader question of how fame translates "from fame to fit" in mediated endorsement contexts. It investigates whether audiences differentiate between inherited, achieved, or media-constructed fame and how these distinctions affect perceptions of credibility and symbolic alignment with brands. A quantitative survey was conducted among 902 participants in Croatia, combining recognition tasks, open-ended associations, and items assessing perceived endorsement suitability. Data analysis employed frequency distributions and chi-square tests to examine links between fame perception and evaluations of brand fit. Findings show that while overall recognition of brands and celebrities is high, spontaneous associations between them remain weak. Respondents tend to anchor brand - celebrity fit in domain relevance, with celebrities identified as having achieved fame generally seen as more credible endorsers. However, celebrities with complex or media - driven visibility were also evaluated positively when their personas aligned with brand values, particularly through authenticity or narrative coherence. The scientific contribution of this research lies in empirically operationalising the perceived origin of fame as a measurable factor in endorsement evaluation - bridging conceptual celebrity typologies with audience-based measures of brand fit. This communication-oriented approach extends existing models of congruence and credibility by demonstrating that legitimacy of fame origin interacts with domain relevance and narrative framing in shaping endorsement effectiveness. Limitations include cultural specificity and the focus on a limited set of celebrities. Future studies should adopt cross - cultural and qualitative approaches to capture deeper audience reasoning.
Sva prava zadržana (c) 2025 Marina Đukić, Iva Buljubašić, Dora Brzović https://creativecommons.org/licenses/by-sa/4.0
IS POSTMODERNISM IN NEED OF ENLIGHTENMENT? REVISITING ROUSSEAU’S IDEAS ON LANGUAGE, EDUCATION, AND ART
This discussion highlights the enduring relevance of Rousseau’s discourses on language, education, and art by contrasting their ideals with the destabilizing effects of Postmodernism, such as simulacra and hyperreality. Namely, Postmodernism has attempted to discard its predecessors, leading to profound shifts in how we conceptualize communication, education, and artistic expression. Language, whose origin and history reveal its potential for genuine understanding, is now often instrumentalized for manipulation and misrepresentation. Education, once aligned with virtue and self-actualization, is increasingly viewed through the lens of power dynamics and commodification, prioritizing utilitarian training over intellectual and moral growth. Art, which Rousseau envisioned as a pursuit of spiritual and aesthetic perfection, is frequently reduced to market-driven sensationalism. The paper, therefore, argues that revisiting Rousseau’s ideals holds the potential to restore integrity and stability to these essential domains through the proper conceptualization of the notion “enlightenment” that transcends nominalism, embracing genuine intellectual and spiritual llumination. Such a revitalization is crucial for fostering individual and collective self-realization in an era marked by epistemic uncertainty and cultural fragmentation.
Sva prava zadržana (c) 2025 Mirka Ćirović, Mersad Dervić, Verica Savić https://creativecommons.org/licenses/by-sa/4.0
RED ONIONS ARE CLEARLY PURPLE: COGNITIVE CONVENIENCE IN COLOR NAMING
The purpose of this paper is to describe the use of cognitive convenience in color naming and to find possible cognitive, physical, pragmatic, and logical reasons for such a phenomenon. By the term cognitive convenience, we mean the naming of or referring to objects of a certain color, for which their hue is not as important as their brightness, in which case, they might fall under another focal color. For example, in various languages, grapes are “white” and “black”, even though their real hue is usually a certain shade of green or purple. Along with a brief typological comparison of examples of cognitive convenience in unrelated languages, we report the results of a survey demonstrating that vagueness and brightness context influenced color naming, thus confirming our main hypotheses. We concluded that in conversation, the main criterion for choosing and identifying a referent of an NP with a color adjective—when the choice is based on color—is the proximity of its shade to the prototypical shade of the named color. In this process, contextual factors may affect the speaker’s and hearer’s preciseness. We claim that this phenomenon can be explained not only from a philosophical and pragmatic standpoint, but from an information-entropy standpoint as well. For an overall unifying theory, we will connect the informational entropy to the pragmatic notion of semantic vagueness and then inspect the overall choice of a fuzzy predicate logic that is able to incorporate such references.
Sva prava zadržana (c) 2024 Komunikacija i kultura online http://creativecommons.org/licenses/by-nc-nd/4.0
NORMALNE NETEČNOSTI U DJEČJEM PRIPOVIJEDANJU: POVEZANOST PONAVLJANJA I SAMOISPRAVLJANJA S DOBI
U središtu su ovog rada netečnosti u pripovijedanju djece urednoga govornog i jezičnog razvoja. Netečnosti, kao dominantna pojava u spontanoj komunikaciji, uključuju prekide unutar riječi ili fraze, stanke, ponavljanje, ponovno započinjanje prekinutih rečenica ili riječi, produžavanje vokala i poštapalice. Različiti autori zamijetili su promjene u učestalosti netečnosti općenito te učestalosti određenih vrsta netečnosti kroz dob. Smatraju da se s dobi ne mijenja učestalost netečnosti koje pripadaju odugovlačenjima (primjerice, ponavljanja), dok se mijenja učestalost netečnosti koje pripadaju revizijama (primjerice, samoispravljanja). Cilj je ovog istraživanja ustanoviti postoji li u pripovijedanju djece predškolske i rane školske dobi povezanost dobi te a. ukupnog udjela netečnosti i b. zasebnih vrsta netečnosti. Unutar dviju nadređenih kategorija netečnosti proučit će se ponavljanja te samoispravljanja. Rezultati istraživanja pokazuju da ukupan broj praćenih netečnosti u govoru nije povezan s dobi, ali je prosječan broj praćenih netečnosti po komunikacijskoj jedinici s njom pozitivno povezan. Odnos se dobi i različitih vrsta praćenih netečnosti razlikuje. Dok prosječan broj ponavljanja po komunikacijskoj jedinici ne pokazuje povezanost s dobi, prosječan je broj samoispravljanja s njom nisko pozitivno povezan. Ovo je istraživanje pokazalo da i u praćenju kasnijeg jezičnog razvoja (djece školske dobi), posebice na zahtjevnim jezičnim zadatcima kao što je pripovijedanje, možemo uočiti kako se učestalost netečnosti povećava s dobi, ali tako da učestalost netečnosti koja pripada odugovlačenjima ne raste, za razliku od netečnosti koje pripadaju revizijama.
O ŽIVOTU U JAPANSKOM I SRPSKOM JEZIKU – PRILOG ISPITIVANJU KULTURNIH KONCEPATA I SINONIMA U NASTAVI STRANOG JEZIKA
Japanske reči kao što su 生活 seikatsu, 人生 jinsei, 命 inochi, s jedne strane, i 生きる ikiru, 住む sumu, 暮らす kurasu, s druge strane, učenicima deluju sinonimne, jer se prevode istim srpskim rečima – život, tj. živeti, dok na osnovu primera upotrebe vidimo da se njima sasvim drugačije parceliše semantički prostor rezervisan za koncept ŽIVOT u odnosu na srpski, kao i da tu razliku nije lako uočiti iz dostupnih rečnika. Stoga je cilj rada da ukaže na važnost preciziranja semantičke organizacije bliskoznačnica u jednom jeziku, kao i na mogućnost transfera kulturnih vrednosti iz maternjeg u ciljni jezik u procesu učenja. Metodologija uključuje rečničku analizu semantičkih opsega i konotacija ključnih termina vezanih za život u japanskom i srpskom, i delom engleskom jeziku, i njihovo kvantitativno poređenje uz pomoć jezičkog korpusa japanskog jezika BCCWJ. Sledi kvalitativna analiza učeničkih eseja nastalih u okviru projekta pod nazivom „Zemlja u kojoj se lako živi“, koja je otkrila da učenici iz Srbije preslikavaju srpske kulturne vrednosti u ciljnom, japanskom jeziku, ponekad na neadekvatan način, kao i da ne uočavaju specifične vrednosti u japanskom. U zaključku se ističe da je temeljno razumevanje kulturnih koncepata i semantičkog opsega pojedinačnih leksema kojima se oni reprezentuju ključno za efikasnu nastavu stranih jezika.
GENERATING CAPABILITIES AND CULTURAL DOMINANTS OF TEXTS – “CULTURAL CAPITAL” IN THE SEMIOSPHERE
The study is based on the idea of Bassnett and Lefevere about texts as “a cultural capital.” They have reproducibility, prevalence, frequency and recognition in the cultural semiosphere and ensure the sustainability of culture for a long time. For us, an important property of these texts is their reproducibility in culture. The historical fact about the death of Zhoshy Khan belongs to the most important texts of Turkic and Kazakh culture, which over the course of seven centuries regularly generates texts of various semiotic natures – verbal (legends, poems) and non-verbal, multimodal (ballet, animated film, symphony). The correlation between the signified of the original text and secondary texts can be complete or partial. Cultural dominants play an important role in the correlation of signified, i.e., elements of the signified – characters, storyline, artifacts, etc. In the text we are studying, the most recognizable cultural dominant is the character of Aksak kulan (‘lame kulan’), the intertextual nature of which is most clearly represented in the poem by Olzhas Suleymenov. The lame kulan is a hypersign containing symbols, allusions, cultural codes and thereby supporting the viability of the text-cultural capital.
IS THERE AGEISM IN CROATIAN PRINT MEDIA? CRITICAL DISCOURSE ANALYSIS OF MEDIA DISCOURSE
In societies where inter- and transgenerational transfer of family stories and histories, knowledge and customs, as well as intergenerational bonding have been reduced due to a nuclear family lifestyle and where various age groups do not share their everyday life experiences, media, both traditional and modern, are often an important source of information about all age groups. However, they often, deliberately or not, create an unfavorable public perception of a natural process of growing old, while youth is usually enthroned. Ageism is a term denoting discrimination of a person whose capabilities, mental capacities, knowledge, skills and social position are assessed and judged solely against their age, regardless of their individual traits. Drawing on critical discourse analysis framework, in this paper we dealt with age-related examples collected from Croatian print media issued in the course of one month to establish how people past age of 65 were referred to and discursively represented and in which roles they appeared in texts. In order to provide a multi-axis perspective, a special focus was given to the examples at the intersection of age and other determinants of discrimination. Having collected and analyzed all the articles we can conclude that overt ageism transmitted via language is rather rare; however, there is latent ageism in representing older people in a limited number of contexts where they are not active participants in their lives, but passive recipients of aid, frail, sick, poor and often exposed to violence.
The paper discusses the pragmatical aspects of memes related to classical music. In the introductory section, it deals with the key concepts of memes, internet memes, multimodality, pragmatics, internet pragmatics and speech acts, and gives an overview of previous and current research in the field. The central section of the paper starts with the description of the corpus used for the research. After that, the concept of classical music memes is defined and the memes are classified into types, on the basis of their structure and content. In the subsection that follows, each of the types is presented through examples and pragmatically analysed. The final section of the paper contains conclusions based on the research results.
EPISTOLARY GENRE IN KAZAKH AND TURKISH LITERATURE
The relevance of the study lies in the fact that in modern literary studies, the genesis and the process of development of epistolary literature are rather neglected. The purpose of this study is to investigate the epistolary genre in Kazakh and Turkish literature and why it attracts modern readers. Methods such as synthesis, analogy, deduction, and comparative, system, logical, and content analyses were employed in the study. The paper considers the definition of the epistolary genre, discusses the main features of letters, theoretical specifics, and approaches to its application in modern literary studies. The study examines the development of the genre of epistolary prose in Kazakh and Turkish literature; by comparison, the works of world literature are considered. An overview is provided of research papers in global literary studies that explore the questions of the epistolary genre and its application in works of fiction. It is shown that in both Kazakh and Turkish literature, letters are used to discuss feelings and reflections, human psychology, and social problems. The study of the development of the epistolary genre in both countries shows that it developed in parallel. In the works considered, the thoughts and communication of the main characters expressed in letters are sincere and open and reflect the identity, culture, and flavour of the people. The purpose was achieved: the concept of the epistolary genre was defined, its features in the modern context were revealed, its use in Kazakh and Turkish literature was analysed, and a review of world literature was conducted. The study's practical significance lies in its ability to use the main provisions and conclusions of the analysed material to conduct classes in literary studies, linguistics, and literary history related to the epistolary genre.
RENDERING MISSPELLING OF THE CLASSICAL NAMES IN THE RUSSIAN TRANSLATIONS OF A MIDSUMMER NIGHT’S DREAM
The article studies misspelled names from the interlude Pyramus and Thisbe which is part of A Midsummer Night’s Dream (hereafter MND). 10 translations, presenting all the names under examination, incorporated 48 equivalents. The research will argue that the translators of MND into Russian prioritized rendering the allusions to the misspelled forms of the names of the classical characters. The names from every translation were studied in terms of expressing the allusions, shown as received interpretation in the annotated editions followed by examining the rendered misspelled forms. The hypothesis is confirmed: the allusions were rendered in the majority of the translations. This component was provided in 41 Russian equivalents, while the misspelled forms were found in 28 Russian equivalents. The translation done by Lozinsky was acknowledged as the only one containing adequate equivalents for the complete set of the names under research.