OPOZICIONI AKTIVIZAM POZNATIH LIČNOSTI U SRBIJI 2017–2021
OPPOSITIONAL CELEBRITY ACTIVISM IN SERBIA 2017-2021

Summary/Abstract: In postindustrial societies, attention has become a more valuable currency than the one we store in our bank accounts. In this article I wonder how this phenomenon affects social and political activism, which has to compete for attention with commercial actors on the one hand, and big, financially more powerful political organizations, on the other. Having this in mind, activist collectives use celebrities in order to be more competitive in terms of attracting attention, since celebrities carry visibility and attract attention on the basis of the vocation of their job. I am dealing with the phenomenon of “celebrity activism” in the context of Serbia as a case study. Firstly, I wonder about the extent to which the “attention economy” affected activism in Serbia, as well as about the role of celebrities in activist endeavors against the “laws” of the attention economy. In this study, I will focus on three activist collectives, namely “Protiv diktature”, “Jedan od 5 miliona” and ekološki pokret, in a wider sense of meaning.

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