Preservation and Branding of Traditional Culture
Instructor: , ,
The goal of this subject is to familiarize students with the basic concepts and values of traditional culture, its social and economic potential and ways of transforming the elements of traditional culture into a tourist product.
||9th or 10th
|Number of classes per week:
|Learning Outcomes (gained knowledge):
||Students will develop a critical attitude towards the contents and manifestations of traditional culture in contemporary festival practice and media discourse. The development of critical sensibility is necessary in the processes and projects of branding traditional culture and its design in the form of a tourist and commercial product.
||The course content provides an insight into the possibilities of defining and classifying traditional culture, conceptual and ideological approaches as well as the methodology of scientific research. Motivation on the reflection in the national-local and urban-rural context is offered.
The current conception of cultural interpretation, as well as the strategy of reconstruction and revitalization is drawn out in the foreground. Special attention is paid to the culture of the festival and branding in the context of the tourist offer. The analytical approach to selected examples offers the possibility of critically considering contemporary concepts of the use of tradition. The tradition on the scene and in media discourse through the consideration of possibilities and controversy is being addressed. The content of the course is highly interdisciplinary, and various aspects of the approach to the problem of traditional culture will emphasize the participation of visiting lecturers (max. 25% of participation in the realization of the content).
Students become familiar with notions of cultural and creative industries and participation of traditional cultural content in Arts&Crafts concepts, which addresses the issues of commercialization and transformation of traditional culture into a commercial product.
|Teaching Methods and Learning Activities:
||The course consists of lectures and seminars. Lectures include "ex cathedra" presentations and compulsory debates. Seminars are organized as analyzes of case studies, critical reviews of professional literature, presentation of independent and group papers that include a project proposal for branding a cultural product whose outcome is recognized in traditional culture.
||Kovačević I. (2015). History of Serbian Anthropology. Belgrade: Department of Ethnology and Anthropology, Faculty of Philosophy, University of Belgrade.
Popadić M. (2015). Time passed in the time of the present. Introduction to Heritage Studies. Belgrade: Center for Museology and Heritology, Faculty of Philosophy, University of Belgrade.
Pavlović S. (2011). Ethnological Basics of Tourism, Belgrade: University of Belgrade, Faculty of Geography.
Potkonjak S. (2014). Terrain for beginner ethnologists, Zagreb: Library Hed and FF press.
Ivanović-Barišić M. (ed.) (2012). Field research: the poetics of the encounter. Proceedings (27), Belgrade: Ethnographic Institute SANU.
References related to specific topics will be supplemented in agreement with the subject professor.
|Types of Assessment for the subject:
||Attendance (2 points); Final exam (0-50 points); Pre-exam activities (pre-exam paper) (0 - 48 points)
|Special Remarks for the subject: