„Каде и да си, за Бадник на Фејсбук да си“ – дигитално-перформативниот аспект на македонскиот верски празник Божиќ
“Wherever you are, on Christmas Eve be on Facebook”: the digital and performative aspects of the Macedonian religious holiday Christmas

Summary/Abstract: The recent transformations brought about by modernity and technology have significantly influenced the way people observe and commemorate one of Macedonia’s most cherished holidays: Christmas. These changes are especially noticeable in the realm of digital culture, notably on popular social media platforms such as Facebook, Instagram, Twitter, and more recently, TikTok. The traditional practice of sharing images depicting the Christmas table and the symbolic “bread with a coin” has evolved into a multitude of statuses, greetings, and comments on these digital platforms. Macedonian believers are actively participating in what is now termed a “virtual celebration” of Christmas. Previously confined to intimate family settings, these customs have expanded into the public sphere, thanks to the pervasive influence of social media. The blurring of boundaries between the personal, private, and sacred aspects of these traditions poses a unique challenge for both the creators and consumers of these digital performances. It also presents a noteworthy challenge for researchers studying Macedonian traditional culture. This paper delves into the digital dimensions of Christmas, with a particular focus on Christmas Eve, exploring how these aspects manifest in Facebook posts, comments, and interactions.

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