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CULTURE OF MEMORY AND IMAGE OF SERBS IN THE PUBLICATIONS BY ARCHIBALD REISS
Perić, Nenad N.
Jevtović, Ana Z.
The main purpose of this paper is to investigate political and communicational dimension of Reiss’s (Rudolph Archibald Reiss) engagement in changing the media image of Serbs in interna- tional context. International and especually Western European countruies had demonised Serbs as barbarians and Russophiles, ignoring the Serbian people’s readiness to cooperate and sacrifice for the preservation of the ideals of freedom and democracy. The aim of our work is to point out the potential of Reiss’s communicological messages, which shaped the field of political sociology, by comparing the image of Serbs in the international environment and domestic public, a topic that is still insufficiently discussed in the academic community. The authors also made a comparative study about the process of demonisation of Serbian people that happened on the very begining and the very end of the 20th century in order to make a qualitative analysis of the Western auditorium manipulation process. Design/Methods/Approach: The methodological framework is based on applying a qualitative con- tent analysis, primarily of Reiss’s crucial work Listen, Serbs! Beware of Yourself! and other scientifically relevant studies, and certain media documents. Additionally, a degree of discourse analysis will also be applied. Furthermore, the authors made a comparative study about the process of demonisation of Serbian people that happened on the very begining and very end of the 20th century in order to make a qualitative analysis of the Western auditorium manipulation process. Originality/Value: The main value of the paper is to present the delicate work of Archibald Reiss when it come to defending Serbian people and their image on international level. Besides, the authors highlight the value of the image creation and auditorium manipulation process analysis that can sup- port certain aspects of foreign policies of Republic of Serbia.
engleski
2026
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Archibald Reiss, culture of memory, media image of Serbs, characterology, propaganda, notion of justice.