Balkanski narativ na filmu - kulturna diplomatija ili propaganda? Mediološka analiza bosanskohercegovačkog i srbijanskog kandidata za filmsku nagradu Oscar 2021
Balkan Narrative in the Movie – Cultural Diplomacy or Propaganda? Mediological Analysis of the Bosnian and Serbian Oscar Nominees 2021

Summary/Abstract: This article discusses the Balkan narrative in the movies, as a model for cultural diplomacy or propaganda, through the analysis of two Balkan movies nominated for the Best International FeatureFilm Oscar – Bosnian Quo Vadis Aida? and Serbian Dara from Jasenovac. The analysis is based on"film cards“, a methodological template of the author's research for the doctoral thesis, but also on the articles of journalists, film critics, and political analysts published in the period January 4th, 2021 -March 4th, 2021. In the analysis of the movies and the published texts, the author discusses various forms of public diplomacy (foreign and domestic), building/dismantling of the relations between nations in the Balkans, online media impact on social networks and their users in forming public opinion, and achieving effective goals through strategic communication with the targeted public. Conclusions drew point to the importance and the power of online communication through the media and social networks,but also at their importance of strategic planning of the communication with targeted audiences in achieving the planned goals.

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