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"IF YOU WANT TO BE CLASSY, HAVE YUGOCLASS." POSTMODERN CULTURAL IMAGES OF JOSIP BROZ TITO

100%
Harasimowicz M.
Slovenský národopis (Slovak Ethnology)
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2021
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vol. 69
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issue 2
274 - 293
EN
The article deals with internet memes related to the person of the socialist leader of Yugoslavia, Josip Broz Tito. For purposes of our research, we define internet meme as conventionalized text-iconic composition, built on a basis of a specific scheme. In intentions of contemporary narratology we also consider it as a text of its kind and its creating, reproduction, transformation and reading process – as a special discursive activity. Based on analysing the primary material occurring and spreading on internet, we provide a typology of the representations of Tito from a narratological and semiotic point of view, and regarding its function in current discourse on socialist Yugoslavia. We focus mainly on cultural meanings generated by this meme culture, its relation to the narratives formed in the context of official and unofficial representations of the leader during the socialist era and to a wider context of contemporary popular culture. Pursuant to the analysis, we try to follow the features of postmodern cultural images of the socialist Yugoslavia and its leader, and relation of these narratives to nostalgic and social-critical attitudes in the contemporary world.
2

#COVIDEASTER – HUMOUR IN THE DIGITAL SHARING OF EASTER FESTIVE MATERIAL DURING THE COVID-19 PANDEMIC

100%
Predojević Ž.
Slovenský národopis (Slovak Ethnology)
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2023
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vol. 71
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issue 4
365 – 383
EN
During the COVID-19 pandemic, social media usage increased due to limitations on physical gatherings. As a result, social media platforms also became important outlets for celebrating holidays. This study therefore analyses the role of humour in the digital sharing of Easter festive material during the COVID-19 pandemic in the context of digital folklore. The research was conducted on the social media platform Instagram using Easter-related hashtags (#covideaster) to collect a digital corpus consisting of various visual-verbal internet genres, mainly internet memes and their subgenres. The corpus was divided into six thematic-motif groups and analysed in relation to topical cycle jokes, newslore, political humour, and disaster humour. Two group present typical Easter symbols incorporated into pandemic-related memes, reflecting a modified typical image of Easter before and after the pandemic. They deliver humorous messages through incongruity resolution using familiar Easter-related imagery and news-inspired pandemic verbal messages. The remaining four groups present Easter in atypical ways, incorporating elements from popular culture, politics, classic jokes, and a parody of Leonardo da Vinci’s Last Supper. It was concluded that the role of humour in the digital sharing of Easter festive material during the pandemic served various purposes. It provided a means of coping with the situation, acted as a communication tool for conveying important safety messages, and fostered a sense of community and connection among Instagram users.
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