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  1. 2 Przegląd Wschodnioeuropejski

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  1. 2 Lis-Wielgosz I.

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  1. 1 2020

  2. 1 2018

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Od ludu wybranego do narodu cierpiącego, wygnanego, tułaczego. Komplementarność motywów w literaturze staroserbskiej

100%
Lis-Wielgosz I.
Przegląd Wschodnioeuropejski
|
2018
|
vol. 2
241-252
EN
The paper regards a problem of realization and function of the motifs of emigration and wandering that occur in a complementary arrangement in Old Serbian literature. They consist of a specific scheme of presentation and exegesis concerning the historical, religious and cultural reality. The motifs are a characteristic strategy of the expression of collective fate – the tragic experience of the Great Exodus in 1690. They find an extraordinary realization in brief literary form – the notations wherein the motifs establish a definite semantic collection, combined with many already consolidated ideas and ideological constructions. That collection is to met with a favourable response of the subsequent cultural phenomena and conceptions, creating a unique image of the Serbian community. Those phenomena constitute a sort of topic structure, based on the already established imaginative conceptions, especially the messianic image of the “chosen nation” and “nation-martyr” that create a new character of the Serbian community, or make the previous one concrete, henceforth described not only in the categories of election and martyrdom, but also of “emigration from the Turkish land”, wandering and homelessness in the land of Hungary.
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Imagistyka społeczno-kulturowa w średniowiecznej Serbii, czyli o strategii budowania wizerunku serbskich panujących

100%
Lis-Wielgosz I.
Przegląd Wschodnioeuropejski
|
2020
|
vol. 2
31-46
EN
In the article, a phenomenon of promotion and marketing in the medieval Serbia was discussed, as well as the strategies of creating a specific, desired and functional image of the ruling dynasties. Due to this, the basic communication practices were recalled that is, a management of impression, building the so-called brand (social, political, cultural property of the dynasty, its family pattern), and also specifically conceived branding itself (that is, a management of consciousness and value of the dynastic brand), what ultimately proved that the lineage of social-cultural usage of images, along with the models and devices serving the politics of public relations is deeply rooted in the middle ages. The phenomenon of promotion and marketing in the medieval Serbia was presented on the basis of the medieval Serbian literature, hagiography, hymnography, historiography, and iconographic implementations were also included. The article presents images of rulers and dynasties prevailing in the historical, religious and ideological context, the phenomenon of promotion and marketing in the context of characteristic ideological structures, such as state and church tradition, imperial-monastic tradition, charismatic dynasty, sanctity of the ruling family, land and the Serbian nation e.t.c. The timeless phenomenon of promotion and marketing has been presented as a lasting component of shaping the culture model of the medieval Serbia.
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