Dijalekti i jezični varijeteti u hrvatskom medijskom prostoru
Dialects and Language Varieties in the Croatian Media

Author(s): Ivančica Banković-Mandić
Subject(s): Media studies, Theoretical Linguistics, Applied Linguistics, Lexis, South Slavic Languages
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: media; Croatian standard; dialects; idioms
Summary/Abstract: The Croatian media (television, radio, film, theater, etc.) in the last twenty years has seen an increase in a number of dialects and various language varieties which were considered in the former Yugoslavia peripheral, although the most popular television series in former Yugoslavia were those in dialect such as: Gruntovčani, Naše malo misto, Velo misto, Prosjaci i sinovi, etc. There are many professional and scientific papers that deal with the question – what is the Croatian standard language and who are the spoken models of the Croatian standard language? Television announcers and speakers of public television and announcers of central information broadcasts of commercial television are the closest to the standard speech described by the normative manuals of Croatian language. According to audience perception, standard speech in films and theater performances are rated as artificial. Today, in television shows of different topics (music, culinary, travel and so on) authors and guests use their local idioms. In films and theaters, we can hear spoken language (nonstandard). Modern Croatian music texts also could be in dialects and idioms of certain cities and regions. Foreign cartoons are regularly synchronized in Croatian using dialects according to stereotypes ‒ seagulls speak Chakavian dialect; good, naive, and traditional characters speak Shtokavian, also stubborn characters speak Shtokavian dialect (ikavica) – often similar to the one spoken in the Dalmatian Hinterland; unintelligent characters use Kajkavian variants; urban characters speak Zagrebian Kajkavian, etc. Participants on different portals mostly write in their local idioms. The paper focuses on the current promotion of local idioms in the Croatian media space in comparison to globalization in the European media space (why the Polish Lolek and Bolek became Jim and Jam?).

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