Influence of globalization on the Serbian language and culture
Master Thesis
To obtain the academic degree of
Master of Science
In the Master`s Program Submitted by:
General Management Maja Tesanovic
Submitted at:
Department of Modern and Contemporary History
Supervisor:
Assoc. Univ.-Prof. Dr. Mag. Veronika Wittmann
November 2019
JOHANNES KEPLER UNIVERSITY LINZ, Altenbergerstraße 69, 4040 Linz, Austria, www.jku.at
To Ema and Kosta.
Never stop dreaming, never stop believing, never give up, never stop trying and never stop learning. (Roy T. Bennett, 2016, The light in the heart)
2 November 2019 Maja Tesanovic
Statutory declaration
I hereby declare under oath that the submitted Master's degree Thesis has been written solely by me without any third-party assistance (except for proofreading). Information or aids other than in the sources indicated in this work have not been used and those used have been fully documented. I realize that the mere presence of a reference does not avoid plagiarism. Sources for literal, paraphrased and cited quotes have been accurately credited. If I have used the exact words, phrases, clauses, or sentences of someone else, I have enclosed that information in quotation marks. If I have paraphrased the opinions of someone else, I have not enclosed the paraphrase in quotation marks, but I have stated those opinions in my own words and put a reference at the end of it. I agree that the university uses the digital version of this work for an electronic plagiarism check using suitable software, and that for technical reasons my work may be stored in a database.
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Acknowledgements
I would like to thank everyone who has been very helpful in developing my master's thesis. In the first place, I would like to thank Prof. Dr. Mag. Veronika Vittmann, who gave me the opportunity to write this master thesis as well as the freedom to express my ideas and views. I would also like to emphasize the importance of interview participants, who took their time, selflessly shared their views with me, and were very important to me in drawing meaningful conclusions.
And last but not least, a big thank to my family without whose huge support I would not have succeeded.
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Abstract
When globalization is mentioned, most people usually associate it with the business world, but we must be aware of the fact that globalization affects all spheres of society. Here, I will give special importance to language and culture, precisely Serbian language and culture. In the era of globalization and European integrations language and culture such as Serbian are pretty much jeopardized. In last few decades there is huge representation of foreign languages in the education system, which is positive. Nevertheless, the main attention at first place should be dedicated to Serbian language. The thesis reviews the literature related to Serbian language and culture, history of Serbian language, changes that affected Serbian language and culture and, what are effects of globalization on language and culture. The main aim is to realize where Serbian language and culture are now, to which extent are they jeopardized and how to protect cultural heritage in time of globalization.
An empirical analysis was conducted for more convincing results, in form of structured interviews. The interviewees are experts in Serbian language and literature, history, religion and fine arts, which gave a huge contribution in achieving the main objective.
Key words: globalization, language, culture, cultural heritage, effects of globalization, preservation of language and culture.
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Table of contents
List of tables ...... 8 List of abbreviations ...... 9 1. Introduction ...... 10 1.1. Problem statement ...... 10 1.2. Objective ...... 11 1.3. Method and procedure ...... 11 1.3.1. Data collection ...... 11 1.3.2. Case selection ...... 12 1.3.3. Data collection instrument ...... 13 1.3.4. Case data analysis ...... 13 1.4. Structure and content ...... 13 2. Conceptual base ...... 15 2.1. Definitions ...... 15 2.1.1. What is globalization? ...... 15 2.1.2. What is language? ...... 15 2.1.3. What is culture? ...... 16 3. Short history of the Serbian language ...... 18 3.1. Bibliographies of four most influential persons for the development and standardization of Serbian language ...... 21 3.1.1 Cyril and Methods Thessaloniki ...... 21 3.1.2. Dositej (Dimitrije) Obradovic ...... 21 3.1.3. Vuk Stefanovic Karadzic ...... 22 4. Globalization and language ...... 23 4.1. How globalization affects the language? ...... 23 4.2. What are positive effects of globalization on the language? ...... 23 4.3. What are negative effects of globalization on the language? ...... 24 5. Globalization and culture ...... 26 5.1. Connection between globalization and culture ...... 26 5.2. Cultural interactions ...... 27 5.2.1. Global cultural exchange ...... 27 6 November 2019 Maja Tesanovic
5.2.1.1. International cultural goods exchange ...... 30
5.2.2. Cultural imperialism versus US - Americanization ...... 32 5.3. Impact of globalization on culture ...... 36 5.3.1. Positive effects of globalization’s influence on culture...... 36 5.3.2. “In - between effects” of globalization’s influence on culture ...... 38 5.3.2.1. Homogenization vs. hybridization ...... 38
5.3.2.2. Education and social living ...... 40
5.3.2.3. Cosmopolitanism (Cultural Melange) ...... 42
5.3.3. Negative effects of globalization’s influence on culture ...... 43 6. Empirical research ...... 46 6.1. The research approach ...... 46 6.1.1. Research question ...... 46 6.1.2. Research context ...... 47 6.2.1. Interview questions ...... 47 6.3. Findings of the empirical research ...... 48 7. Conclusion ...... 57 7.1. Limitations of the study ...... 59 7.2. Recommendations ...... 59 Appendix ...... 61 Reference list ...... 95
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List of tables
Table 1: List of Abbreviations
Table 2: Overview of the Interviewees
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List of abbreviations
Et al and others
Etc. et cetera UNESCO United Nations Educational, Scientific and Cultural Organization IPA The Instrument for Pre-Accession Assistance IT Information Technology CARDS Community Assistance for Reconstruction, Development and Stabilisation
Euro – Regions Cross - border regions BIH Bosnia and Herzegovina Mill. Million WB World Bank WTO World Trade Organisation IMF International Monetary Fund USA United States of America SFRY The Socialist Federal Republic of Yugoslavia i.e. id est (that is to say) Table 1: List of abbreviations
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1. Introduction
This chapter defines the problem statement, the objective of the work as well as the used method and procedure. It is also a guideline and entrance into the topic of globalization and its impact on Serbian language and culture.
1.1. Problem statement
The preservation of language and cultural heritage is of great importance to any society, as such also to the Serbian. This topic is of special importance for Serbian people because of events that followed them through history. Serbs were under the pressure of assimilation from various conquerors, and Serbia always stands like a bond between East and West. It is not simple to protect tradition and culture under years and centuries of assimilation. First five centuries under Turkish regency, after that Austro – Hungarian influence and all the wars that followed afterwards, resulted with the constant struggle for the preservation of Serbian language and culture.
Numerous migrations of Serbs through history have resulted in the fact that today Serbs and their descendants live in over fifty countries in the world, on all continents. (See Stojic-Karanovic, Jankovic 2008: 363-379).
The responsibility of Serbia is to be united on the plan of the ethnic politics at first place, and then to protect the language and cultural heritage. (See Golubovic 2014: 355)
Until today there is nothing much done on this plan, but one step was made in January 2018 - “The declaration for preservation of the Serbian national identity and Cyrillic script” was finished by national council, but has not been signed yet. (http://www.politika.rs/sr/clanak/396008/Zavrsena- Deklaracija-o-zastiti-srpskog-jezika-i-kulture, January 2018)
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1.2. Objective
The main goal of the work is to highlight in which position the Serbian language and culture are in the era of globalization, what are the most important effects of this influence and what is necessary to do in order to protect the language and culture.
1.3. Method and procedure
To reach the main objective of the work it is necessary to have a detailed overview of the appropriate literature. This chapter gives an insight about the research methodology. This research has two approaches: the theoretical and the empirical approach. The theoretical part is a reflection of the corresponding literature, and it is ordered in the methodological basis and results. The empirical part is conducted through interviews with experts in different fields, more precisely experts in Serbian language and literacy, history, theology, journalism and arts.
1.3.1. Data collection
Data collection contains of written documents from books, scientific articles, research papers and journals.
Data analysis is made using inductive approach. Thomas states that:
“[…] inductive coding begins with close readings of text and consideration of the multiple meanings that are inherent in the text. The evaluator then identifies text segments that contain meaningful units and creates a label for a new category to which the text segment is assigned. Additional text segments are added to the categories to which they are relevant. At some stage, the evaluator may develop an initial description of the meaning of a category and write a memo about the category (e.g., associations, links, and implications). The category may also be linked to other categories in various relationships, such as a network, a hierarchy of categories, or a causal sequence.” (See Thomas 2006: 241)
The data is analyzed to name the main effects of globalization on Serbian language and culture, and what are possible suggestions for its protection. 11 November 2019 Maja Tesanovic
1.3.2. Case selection
Empirical research was conducted through semi-structured interviews. According to Harrell & Bradley (2009: 27)
“[…] semi-structured interviews are used often in policy research. In semi-structured interviewing, a guide is used, with questions and topics that must be covered. The interviewer has some discretion about the order in which questions are asked, but the questions are standardized, and probes may be provided to ensure that the researcher covers the correct material. This kind of interview collects detailed information in a style that is somewhat conversational. Semi-structured interviews are often used when the researcher wants to delve deeply into a topic and to understand thoroughly the answers provided.”
As the topic of the work relates to the Serbian language and culture the target group for conducting the interviews were experts in the field of Serbian language and literature, theology, fine arts and journalism. The interviewees are employed as professors in educational institutions, including high schools and universities. The interviewees were chosen because they have a great work experience, they are very successful in their occupations and they could greatly contribute to the research.
Information related to the interviewee can be reviewed in Table 2.
No. Gender Profession Age
1 Female Professor of Serbian 34 language and literacy 2 Female A graduate economist 25 Prof. Dr. of Serbian Male language and literacy, 3 lexicologist, 57
lexicographer, dialectologist 4 Male Professor of History 35
5 Female Master of Serbian 31 language and literacy 6 Female Professor of History 38 7 Female Professor of Fine Arts 37 8 Male Master of Theology 28 9 Female Sociologist 40 10 Male Graduated Theologist 33 Table 2: Overview of the interviewees 12 November 2019 Maja Tesanovic
1.3.3. Data collection instrument
Questions from the interview were formed on the basis of literature in the theoretical part of the work. The questions were structured as follows:
. Context questions related to their personal experience about Serbian language and culture; . Research field questions related to globalization, globalization influence on Serbian language and culture, cultural heritage, steps that had been made on topic of protection of the language and cultural heritage; . Personal opinion and recommendations of interviewees for protection of cultural heritage and the Serbian language.
Detailed questions and explanations can be seen in the appendix. The average interviewing time was about 45 minutes.
1.3.4. Case data analysis
Case analysis was conducted in the following way:
. Transcript: Each interview is written down in an office word document; . Data analysis; . Chronological analysis of data by methods of generalization of induction notification.
The analysis was carried out by analyzing research questions in chronological order, with all the questions being analyzed separately. The generalization method summarized the individual attitudes of each respondent and general conclusions were drawn.
1.4. Structure and content
The master thesis consists of two main parts: the theoretical framework and the empirical research. Those two parts are structured into seven chapters. The first chapter gives a review as an introduction to the topic by explaining the problem that the language and culture have to deal with, explaining the main aim of the research as well as the methodology used and the content. The next
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chapter deals with the conceptual base, which consists of all important definitions. In the third chapter a short history of Serbian language is described. Chapter four explains the relationship between globalization and the language and it also describes the positive and negative effects of globalization on the language. Continuing there is the relation between the globalization and the culture, describing global cultural exchange, flow of culture, cultural imperialism versus US - Americanization, as well as positive, in between and negative effects of globalization on the culture. In the sixth chapter the empirical part of the work and the results of the interviews are presented. The seventh chapter is reserved for conclusions where the most important insights, impressions and comments of the results of empirical research are presented.
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2. Conceptual base
The conceptual base presents a basis of the master thesis. It will explain the main terms which will be used in the paper, as well as to show the connection between globalization, language and culture. More precisely, these are the explanations of the basic concepts that arise through work, in order to gain a better understanding of the overall paper.
2.1. Definitions
2.1.1. What is globalization?
When we think about globalization there are various definitions of globalization in the literature. Authors and scientists have different attitudes and observe the topic from many perspectives. To show these varieties, a few definitions will be provided below.
Globalization has different aspects and affects economy, politics, as well as culture. It is an active process of integration and affects all already mentioned aspects of all human lives. The fact is that people communicate, share knowledge and experiences, so this means that globalization never stops and never ends. (See Usman 2014: 607)
Globalization is seen as one of most influential forces, which is forming our world. We can say that it is process which makes contribution to the promptness of mutual connection in every aspect of social life. (See Sifianou 2013: 86)
Das D.K. et al (2010: 66) states that
“[…] globalization brings down national boundaries and integrates world economies, financial markets and societies.”
2.1.2. What is language?
“Language is of crucial importance for the transmission and preservation of symbols, values, beliefs, and all those elements that make one culture, ethnic group or nation feels like 'our'.
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Language is the 'power field' that keeps the social group together, the medium through which ties strengthen, establishes relations and maintains relationships within the group, primarily the sense of belonging and solidarity.” (See Paunovic & Lopicic 2008: 370)
The standard language is the language of all layers of society. (See Stedje 2001: 222) The conventional language has wider spread than dialect and sociolect – which is language of specific group. The need for a standard language is that it is a universal means of communication between languages of different regions or languages of different societies, because it happens that they are not fully understood. (See Kordic 2010: 69 – 70)
Today Serbian is the official language in Serbia, and one of the three official languages in Bosnia and Herzegovina (BIH), and one of the official languages in Montenegro. In Serbia it is based on the Stokavian dialect and Ekavian pronunciation, while in BIH and Montenegro Iekavian pronunciation is used. The basic letter is Azbuka (Cyrillic script) reformed by Vuk Karadzic and the alphabet (Latin script) of Ljudevit Gaj is also in use. One specificity of all variants of the language, which have names according to political boundaries - Serbian, Croatian, Bosnian, Montenegrin, is that the speakers of one variant almost fully understand the oral production (media), or the written press (newspapers, books) of another variant. (See Kordic 2010: 152)
2.1.3. What is culture?
There are many definitions of culture in literature, and here some of them will be mentioned. All definitions, whether briefly explained or not, have a similar meaning and common ground. The essence would be that culture is a scope of knowledge, traditions, customs, language, values, and beliefs of one group.
According to Tylor (1871: 1):
“Culture is that complex whole which includes knowledge, beliefs, arts, morals, laws, customs, and any other capabilities and habits acquired by [a human] as a member of society."
Kroeber & Kluckhohn (1952: 181) state that:
“Culture consists of patterns, explicit and implicit, of and for behavior acquired and transmitted by symbols, constituting the distinctive achievements of human groups, including
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their embodiment in artifacts; the essential core of culture consists of traditional (i.e. historically derived and selected) ideas and especially their attached values; culture systems may, on the one hand, be considered as products of action, on the other, as conditional elements of future action.”
Culture as one mix of customs, beliefs, practices, and values is reflected in the representations and accomplishments of a particular cultural society. What is particularly important when it comes to culture are traditions and values, which can be carried on from generation to generation, furthermore can also be developed in the upcoming time by remarkable new movements.
“Culture is the collective programming of the mind which distinguishes the members of one group or category of people from another.” (See Hofstede 1994: 5)
Hence a plentiful variety of behaviors, beliefs and cultural values among adherents of different cultures can be recognized. Whatever, reasonably common practice of one culture may be insulting to members of another culture. Moreover, during creating patterns, habits, and values of a distinct cultural group, a great role acts religion.
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3. Short history of the Serbian language
In this chapter the most important details of the Serbian language history will be described, events which were of great importance for the creation of the Serbian language, as well as the biographies of four most important persons for the development and standardization of the Serbian language will be stated.
Serbian is one of the South Slavic languages, whose antecedent is Old Slavic with its editorials, and a hypothetically established Praslavic language. In the 9th century, the Serbs as a Slavic nation were literate by the Thessaloniki brothers Cyril and Methods. At the invitation of Moravian prince Rastislav, the Byzantine Emperor Mihailo III approves the mission of the Thessaloniki brothers. Their mission was the literacy of the Slavs which the ultimate goal was to spread the Christianity among the Slavs and to suppress the influence of the German bishops on the Slovenian soil. On the basis of the former Slavic language, the Thessalonians created the first letter of the Slavs called Glagolitic. (See Deretic 1983: 40- 52)
During their mission among the Slavs, the brothers came upon the coup of German priests, due to which they were forced to go to Rome in about 867, seeking permission for their work from the Pope. On this way they stopped in the principality of Prince Kocelj and started their mission there too. During his stay in Rome, Pope Hadrian II granted them permission to work, he approved the worship of the Old Slavic language, and thus abolished the tongue rule of theology (Hebrew, Greek and Latin). (See Deretic 1983: 40-52)
The first official worship in the Old Slavic language was carried out in the basilica of St. Peter in Rome. At the same basilica, Cyril is mingled, and soon afterwards he died, Methods was appointed for the first Moravian – Pannonian archbishop. (See Deretic 1983: 40-52)
In 870 Methods returned to Pannonia and continued his work: the spread of Christianity and the literacy of the Slavs. However, in Pannonia, he found a change of government, and the ruling Cvetopulk did not support the mission of Thessalonians, because with the help of Ludwig of Germany he threw out the power of Rastislav. On the other hand, Rastislav asked for support in Byzantium. At the convocation, German church leaders accused Method for spreading heresy and threw him in prison for three years, when Pope John VIII intervened for his freedom. Afterwards the liberation, the Methods managed to get permission from Rome for further work, but soon he died. (See Deretic 1983: 40-52)
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In 881 or 885 (various sources) Cyril and Methodius work continues their pupils, who are expelled from Pannonia, but establish their centers / schools in the South (The Ohrid-school). Clement Ohridian, as one of the leaders of the followers of Thessaloniki brothers, compiled another Slovene letter - Cyrillic, named after the teacher. (See Deretic 1983: 40-52)
The broad masses of people remain illiterate, even throughout the Middle Age, the period of domination of the Nemanjic dynasty and the formation of the Serbian county, then the kingdom and the empire.
Literacy was the privilege of the nobility and priests, and the decline of the Serbian empire under the Turkish rule (14th century) literacy falls into the background. Namely, until the 18th century, the Old Slavic language preserves its own form in the church books. The inevitable changes in the language over the centuries testify only to the mistakes of the copyists of the church books on the foundation, which can be set for a certain timeframe. (See Deretic 1983: 187)
In 1690 Patriarch Arsenije III Carnojevic organized the Great Feast of the Serbs who settled in the Turks from the Austro-Hungarian Empire, when the center of Serbian literacy became St. Andrej, which created the conditions for the reduction of the Old Slavic language. (See Deretic 1983: 164)
In the 1930s, the Russians, Maksim Suvorov and Emanuel Kazacinski opened schools by bringing Russian influences among the Serbs in the Austro-Hungarian Empire, thus creating the first editions of the old language: the Russian language. Soon the already strong Serbs will introduce the Serbian editorial office and create a Serbian language, preserving the national identity, and entering the culture scene of Dositej Obradovic, Slavic-Serbian language is created. Obradovic realized that there was a huge gap between the written language and the speech of the people, and he stood for the introduction of elements of national speech and the opening of the first schools for the people. In Obradovic's era, the Slavic-Serbian language is created as an admixture of the folk and Serbian Slavic language. He exhibited his program in "Letter to Haralampi" in 1783. His work was supported by Sava Mrkalj, creating a letter that corresponds to the speech of the people, but then the authorities forced him to take off his work and send him to psychiatric treatment. (See Deretic 1983: 184-185)
Only in the 19th century, during the era of romanticism that brought with it, first of all, the liberation of the people and of all people, Vuk Karadzic tried to introduce the folk language as literary, with the help of Jernej Kopitar and the intellectual elite of Wien. The rule was introduced:
"Write like you say, read as it is written." (See Karadzic, 1814: n. p.)
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Vuk created a perfect phonetic letter: one voice - one letter. More precisely, Vuk set up Obradovic's and Mrkalj's work and managed to relay it with the help of the West, despite the persecution of the then Serbian authorities, Oberenovic, established after the 2nd Serbian uprising, and the church authorities, who guarded the language and the letter they had written, although it differed greatly from the words of the Serbian people, because of the fear of a new translation of church books and misinterpretation. (See Deretic 1983: 251-253)
Mesa Selimovic best defined the advantages and disadvantages of the Vuk's reform in the essay "For and Against Vuk". According to him, the disadvantage is the interruption of a century-old tradition, the continuous development of language, and the advantage is the ability to literate the broad masses. (See Selimovic 1972: 27)
Vuk standardized the Serbian language by publishing standards of standardization through following literary works:
1) "Literature of the Serbian language after the speech of a simple nation written" (Wien, 1814); 2) "Small simple folk Slavic - Serbian poetry" (1814); 3) "Serbian Dictionary" (1818); 4) "Serbian Dictionary" in 1852 with the preface of Djura Danicic. (See Deretic 1983: 254 – 255).
Vuk's reform won the opponents in 1847, unofficially, by publishing the first parts in the folk language:
1) “Translation of the New Testament”, Vuk Karadzic; 2) “War for the Serbian Language and Spelling”, Djura Danicic; 3) "Songs", Branko Radicevic; 4) "Mountain Wreath", P. P. Njegos. (See Deretic1983: 317-323).
Officially, the Vuk’s Reform was adopted by the Serbian government four years after his death in 1868.
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3.1. Bibliographies of four most influential persons for the development and standardization of Serbian language
3.1.1 Cyril and Methods Thessaloniki
According to Deretic (1983) the stories that are known about Cyril and Methods, about their life and creating are in some way like fairytales and legends. Nevertheless, there is no doubt that they gave huge contribution in literacy of Slavic people. Constantine-Cyril and Methods were brothers, they were erudite Greeks, who learned the Slavic language from Slavic people from the surrounding of Thessaloniki. They started their missionary work at Moravia in the year 863, and spread it to Pannonia. The brothers acted together, until Cyril’s death (869.). However, the main role had Cyril, as he was the creator of the Slavic script and the literary language. That moment of creating the Slavic script and the Slavic literacy was somehow unbelievable and mythical, but still real, documented and supported by two main world centers, Rome and Tsarigrad (Constantinopolis). After Cyril’s death, Methods continued the missionary, and afterwards their students. As it is known there were five students, and the most important were Naum and Climnet. The work of Thessaloniki brothers and their students was not just important for literacy of illiterates, the script and the literacy were powerful weapon for the Moravian ruler prince Rastislav in struggle against cultural, political and religious dominancy of foreigners.
3.1.2. Dositej (Dimitrije) Obradovic
Dositej Obradovic (1739. or 1942. – 1811.), was born as Dimitrije Obradovic in Cakovo (Romanian Banat). He was writer, linguist, polyglot, philosopher, traveler, and the first minister of education of Serbia. Since he became orphan, he was taken to a foster family. In his early childhood he expressed love to books and travel. As the only available literature to Dositej was hagiographies, he wanted to become a saint. Soon after his foster parents sent him to Timisoara to learn for a rug maker (kapamadzija1), he runs away to the Monastery of Hopovo in Fruska Gora, and stays there for three years, from 1757 to 1760. Dimitrije became the monk at Hopovo and changed his name to Dositej. He left the monastery and started his travels. (See Deretic 1983: 189-193) He finished his
1 One of old crafts which Serbs were developed under the Turkish occupation 21 November 2019 Maja Tesanovic
education in Greece, the highest possible in orthodox world at that time. Dositej worked as a teacher, traveled a lot, around Balkans and Europe. His writings with their basics from Russian- Slavic epoch, but with Helen adulterant and folk language were specificity of Serbian literacy in XVIII century. His educational work on national grounds began by issuing his manifesto Pismo Haralampiju 1783, where he explained his attention to write in folk language that is understandable to all people. At the same year he published his most important work Život i priključenija (1883), and many other afterwards. Dositej was protagonist of folk language in the literature, and he advocated a language reform where books should be written in a folk language, not in the official language of the church. Obradovic was not just a writer, he was cultural reformer, who criticized tradition, and advocated the attitude that through literacy is possible to put intellectual culture on a higher level. (See Corovic 2014: 500-501)
3.1.3. Vuk Stefanovic Karadzic
Vuk Stefanovic Karadzic (1787. – 1864.), was a Serbian linguist and philologist who was the major reformer of the Serbian language. Vuk was born in Trsic near Loznica, but his roots were from Herzegovina, from the tribe Drobnjaci. When he was 26 years old, he travels to Wien where he met Slovenian scientist Jovan Kopitar, who was crucial person for his future occupation. Kopitar teached him basics of philology, and 1814 he publishes his collection of folk poems “Pjesnarica”, and first grammar of Serbian language “Pismenica”. Vuk’s main contribution was work on Serbian language, he was the founder of Serbian philology, and made some crucial philological works, which is of great importance for any cultural language. Cooperating with Kopitar Vuk collected and made first Serbian Vocabulary (1818), which contained more than 26000 words. Second edition of the Serbian Vocabulary he made in cooperation with Djura Danicic (1852), which contained more than 47000 words. The Vocabulary is not the ordinary grammar handbook there are also described customs, traditions, Serbian national costumes and folklore. (See Deretic 1983: 254)
Deretic (1983: 255) stated that:
“Vuk responded to two questions posed by Dositej and his followers: the issues of establishing a literary language in the folk tales and adapting the Slavic alphabet to the phonological properties of the Serbian language. Dositej emphasized that it is necessary and why it should be written in the folk language, and Vuk showed how to write in the folk language.”
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4. Globalization and language
When it comes to globalization, language is often mentioned in this context. Thus, there are various opinions about the impact of globalization on languages, both positive and negative. Although, it may be said that the opinions of various authors and experts are often more negative when it comes to the impact of globalization and its properties on the language.
4.1. How globalization affects the language?
One of the basic characteristics of a nation is language. Nowadays, globalization is much talked about as a factor that affects national languages, especially languages of smaller nations, by changing them, threatening it and in some way dampening them.
Language is the most important resource “[…] of human communication, identity building, it is the factor of socialization and the cultural integration of social groups. […] The language has several faces and various functions: cognitive, communicative, identity, artistic, integrative, and also disintegrative.” (See Mitrovic 2006, n. p.)
When it comes to the Serbian language and the languages of neighbor countries formed by the breakup of the Socialist Federal Republic of Yugoslavia (SFRY), there are many specificities and interesting features. Although it is one language, which during the SFRY was called Serbian- Croatian, after the war, new languages were created: Croatian, Bosnian, and Montenegrin. According to Kordic (2010: 101), there are three variants of one language, with a common linguistic basis. It is quite certain that Serbs, Croats, Bosniaks and Montenegrins will in any case be fully understood in the mutual communication, while each of them will use his own variant of the same language.
4.2. What are positive effects of globalization on the language?
Numerous scholars confirm that there are not many positive influences of globalization on the national languages and especially on languages of the small countries. So when it comes to Serbian experts, the majority will admit that the impressions of globalization on the Serbian language are principally destructive. However, some experts still agree that globalization brings 23 November 2019 Maja Tesanovic
something positive to language. Prekajac & Josifidis (2004: 195) consider that, along with the spread of globalization and US - American influence, it stimulates the preservation of one's own culture and identity, and thus the preservation of language. Also, the positive side of the mentioned impact of globalization is mutual enrichment and upgrading of the language, specifically enriching other languages with English expressions. In this respect Jovanovic (2009: 50) claims:
“Lexical lending or lexical import is a phenomenon that is probably from the first contacts of some two language communities and is an important source of enrichment of vocabulary to those units that have not previously existed or labeled newspapers in a given culture. About this they speak of dozens of English words in Serbian, but also many other languages from the Indo- European language group and beyond […].”
Moreover, Mitrovic (2012: 41) explains that […] modernization processes lead to modernization […] and technical standardization of languages, […] as well as to new IT literacy.
4.3. What are negative effects of globalization on the language?
The underlying concern about globalization and its impact on national languages is the loss of identity. There is a fear, especially of the small nations, that because of the enormous sentiment in English as the necessary language of communication in the world, the national languages go to another plan. While this is not literally possible, it is certain that national languages are being suppressed in many situations or simply cannot be overstated. The reason for this is, for example, that when using the Internet, users in many situations are forced to use English for a simple reason, because English language covers over 80% of websites, and 90% of the world's languages are not represented at all on the Internet. (See Prekajac & Josifidis 2004: 194)
Also, various innovations, such as smartphones, smart TVs and social network expansion, and all the activities related to these innovations, mostly come from the English speaking field. Their original titles are in English, so in other cultures, these are the original names and are introduced into the national languages, because there are no adequate words that would indicate the terms mentioned. In this way, language is enriched in one hand, but in the other hand - the global (English) language takes over the national languages. Especially noticable is the use of English expressions among the young population, who, even when it is not necessary, still use Anglicism, to feel that they are a part of the global community and establish communication with peers from the world. (See Jovanovic 2009: 51) 24 November 2019 Maja Tesanovic
Hjarvard (2004: 74) claims that the media plays an important role in use of the language today. As he says:
“The media represent a material and social infrastructure for communication among people, and as a consequence, their characteristics quite naturally have an imprint on language. […] As human communication becomes mediatized, mediabound varieties of language will arise.”
As Gvelesiani (2011: n. p.) expires, members of different nations “[…] build, understand and express their emotions, intentions and values, confirm social relationships and transmit cultural expressions and practices” using the language as an instrument. If some of the world languages disappear, it also can lead to the disappearance of cultures, because the language is one of the basic features of national groups.
In fact, all authors agree that there is a treat that some languages disappear even some cultures. Various scholars agree that there is an entertainment that some languages could disappear in the infinity, also some cultures. The most significant problem is the way of communication, especially conversation among the younger population. Youthful use jargon, shortcuts, and borrowed terms in everyday communication, they read classical literature less and less but use popular communication instruments such as smartphones, tablets, and notebooks more and more. The English language has become a need in the modern world.
Gvelesiani (2011: n. p.) states that:
“[…] persons of different nationalities learn a dominant language for functioning on a global scale.
About 35% of the world’s mail, telexes and cables are in English. Approximately 40% of the world’s radio programs are in English. English is the dominant language on the Internet” [globalization]. English becomes the language of science – scientific publications, international conferences, joint academic/research projects, students’/researchers’ mobility or exchange programs.”
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5. Globalization and culture
5.1. Connection between globalization and culture
This section of the work will discuss the connection between globalization and culture, as well as global cultural interactions. The part about global cultural interactions consists of two parts:
- Global cultural exchange; - Relation of cultural imperialism versus US - Americanization, with examples of Serbia.
There are various opinions about the impact of globalization on culture. Thus, there are attitudes that globalization promotes integration and removes borders in the field of culture and some of its negative sides, and on the other hand there are opinions that:
"[…] the globalization of culture is an evil source of influence and duplicity of international institutions and multinational companies." (See Prekajac & Josifidis 2004: 193)
The correlation between culture and globalization has been devalued in comparison with the impact of globalization on technological, economic, political and military processes. The reason for this is that culture is good that contains the most universal values, which raises questions and searching for answers about human destiny. (See Vidojevic 2004: 241)
Even in some instance devaluated, globalization of culture and its products play an important role in the global world. This role could in the future strengthen and get a lot of significance. Vidojevic (2004: 241) states that:
“Science has a special effect as a productive spiritual well, but also as a productive power of universal significance. Such spiritual products become commodities when they find themselves in the domestic or world market and submit to their demands.”
Even then, although limited, their function is to close people, nations and countries in world proportions. Culture then becomes the first-class productive force, provided that there is no globalization of barbarism, for what conditions, and what is already spiced up as a world tendency with different presage and actors. (See Vidojevic 2004: 243) Combining all these facts with improvements in new technology, cultures become more and more connected by global flows which outspread ideas, products and images in the whole world at unbelievable speed. (See Craig & Douglas 2005: 330) 26 November 2019 Maja Tesanovic
5.2. Cultural interactions
5.2.1. Global cultural exchange
In the academic discourse there are bright definitions of globalization and culture, as well as definition of their connection. Here the term “cultural appropriation” and cultural exchange as one type of cultural appropriation will be explained. I will also try to explain these terms through appropriate examples.
As it is already mentioned, culture is a complicated phenomenon and it has various definitions and takes many forms. Thus, the essential thing is that culture connects a nation and places, even though in today’s globalized world the importance of “place” is not any more certain, or better to say is less and less decisive. (See Escobar 2001: 141)
Rogers (2006: 474) states that cultural appropriation, defined precisely as utilization of culture’s symbols, artifacts, genres, ritual, or technologies by members of another culture, is unavoidable when cultures come into contact, inclusive virtual or representational contact.
“[…] it is involved in assimilation and exploitation of marginalized and colonized cultures and in the survival of subordinated cultures and their resistance to dominant cultures.” (See Rogers 2006: 474)
When we observe some cultures, even it looks that they are isolated or hermetic, can be displayed to have had contacts with other cultures in the kind of political or economic exchanges. (See Huntington 1996)
“Civilizations, societies and cultures like individuals exist in relation to one another.” (UNESCO 2009: 39)
One historian stated that:
“[…] consciously or otherwise […] civilizations observe one another, seek each other out, influence one another, mutually define one another.[…]” (See Baubèrot 2003)
Rogers (2006: 477) divides and explains cultural interactions or cultural appropriation in the following way:
- “Cultural exchange: the reciprocal exchange of symbols, artifacts, rituals, genres, and/or technologies between cultures with roughly equal level of power.”
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- “Cultural dominance: the use of elements of a dominant culture by members of a subordinated culture in a context in which the dominant culture has been imposed onto the subordinated culture, including appropriations that enact resistance.” - “Cultural exploitation: the appropriation of elements of a subordinated culture by a dominant culture without substantive reciprocity, permission, and/or compensation.” - “Cultural transculturation: cultural elements created from and/or by multiple cultures, such that identification of single originating culture is problematic, for example, multiple cultural appropriations structured in the dynamics of globalization and transnational capitalism creating hybrid forms.”
On the other side, in the UNESCO’s report (2009: 39) the cultural interaction is divided into three models.
- Cultural borrowing; - Cultural exchange; - Cultural impositions.
Cultural borrowing appears when one culture is assimilated by another in order to get some advantages compering to one already used. (See UNESCO 2009: 39)
Cultural exchange can be general among interdependent and connected, contiguous cultures. (UNESCO 2009: 39) Cultural exchange is very important and represents the base for all other kinds of cooperation and coherence. If there is no strong cultural interconnection, it is impossible to develop significant cooperation between contiguous. (See Stojkov and Nikolov 2008: 14)
Cultural cross – border exchange has a huge importance in a national and international progress, tolerance and coherence between cultures. (See www.bmvbs.de)
An example of cultural cross-border exchange is between Serbia and Bulgaria.
Even those two countries have similar customs, traditions, believes, etc. they have no close cooperation until last two decades. The reason for this distance was turbulent political events during the 20th century. In last ten years these two states improved their relations, made a step forward and the results of these progress are established Euro – regions (Stara Planina /Middle Danube Iron Gates, Morava – Pcinja – Struma, Eurobalkan, Nisava) and implemented cross – border projects between these two countries through CARDS and IPA programs. (See Stojkov, Nikolov 2008: 16) (Picture 1, pp. 24)
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Picture 1: Bulgaria – Serbia IPA Cross – border Program
Source: www.socijalnoukljucivanje.gov.rs, October 2015
The population in the border area between Serbia and Bulgaria are similar and connected. This connection comes from similar and rich traditional and cultural heritage, that includes customs, behaviors, folklore, mentality, architecture, religious elements (both nations are Orthodox Christians, just Bulgarians accepted some elements of Catholic customs), beautiful Orthodox churches and monasteries (Picture 2, pp. 25), etc. Bulgarians and Serbs have similar languages - both languages belong to the group of Slavic languages. This similarity brings people even more close and connected, and that could be reason why these two nations have similar point of view in general. (See Stojkov, Nikolov 2008:18) There are many limitations for successful cultural cross border cooperation, and the main limitations are historical facts, stereotypes and psychological barriers, a small number of border crossings, bad road connection, etc. (See Stojkov & Nikolov 2008: 17) To overcome these limitations is possible step by step, it is necessary to inform and include local people to cultural cross border projects, also to establish and harmonize policies, laws, regulations in the field of more successful cooperation. (See Stojkov & Nikolov 2008: 18 - 19)
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Picture 2: Monastery of Rila in Bulgaria
Source: www.rilskimanastir.org, 2016
We can say that cultural impositions through war and conquest became the main form of cultural interaction down through the ages. For example, forms of cultural impositions were colonization by Western cultures, and slavery. (See UNESCO 2009: 41)
5.2.1.1. International cultural goods exchange
UNESCO (2005: 12) defines cultural good’s trade as:
“[…] the exports and the imports of tangibles and intangibles, conveying cultural content that might take either the form of a good or a service”.
Cultural good’s exchange according to UNESCO (2005: 12) also covers:
“[…] the goods and services which are required to produce and disseminate such content […] as well as ancillary services even if they are only partly cultural in their content”.
In a last few decades, the exchange of cultural goods has achieved a great growth. The reason for this rapid growth can be explained by huge developments in communication and technologies at the end of 20th century. New technologies as television, radio, telephone, and internet supported these developments, but also the growth in ownership. According to UNESCO reports the total number of television receivers owned worldwide raised up from 192 million in 1965 to 1936 million in 1997.
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(Table 1, p. 26) The distribution of information varies from country to country, depending on their economic development, as well as demographic situation.
World television receivers from 1965 – 1997
Total number of receivers (million) 1965 1975 1985 1997 192 414 748 1396
Table 1. Sources: 1965 and 1997 data: UNESCO 1989, Table 5.7.; 1985 data: UNESCO, 1998, Table 6.5.; 1997 data: UNESCO 1999. Table IV.5.3
Thus we can see in Table 2 (p. 26) ownership of television receivers in 1997 in Africa and Oceania is the lowest, while in Asia is the highest.
Television receivers by region in 1997
Total number of receivers (million) Africa 44 America 342
Asia 672
Europe 325 Oceania 12 World total 1396
Table 2. Source: UNESCO 1999, Table IV.5.3.
The growth of ownership of television receivers shows the growing need for international cultural goods over observed period, and that need is still growing. The most important role in international good’s exchange plays internet. Internet is a connection of networks and people, it makes easy to share as digital version of any core cultural product. Internet appeared at middle of 20th century, but spread use started in 1990s. (See Peter 2004) Internet helps at workplaces, education and human resources. For example, it is possible to communicate through the video - call, to make a business
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appointment online, and to save time and costs of travel, as well as to work from house. Also, it is possible to study online or to make online courses, to learn foreign languages, to share and to exchange materials.
5.2.2. Cultural imperialism versus US - Americanization
Nowadays we can so often hear the term US - Americanization when it comes to music, movies, TV shows (especially reality programs, which are more than popular today), fashion trends, social media, popular technologies, although some behaviors.
Pells (2011: 1) defines US - Americanization as:
“[…] the worldwide invasion of Hollywood movies, television programs, jazz, rock and roll, advertising, theme parks, shopping malls, fast food, and now the internet”
The people worldwide think that the United States exports its cultural goods, and rest of the world just receives it, without exporting anything. (See Pells 2011: 1) However, the UNESCO data shows a completely different situation when it comes to the export and import of cultural goods. Events in a modern age would be concentrated more on the East. The political power and culture of Pacific countries, especially China, and with strong influence of Japan would more and more grow. On the other side, influence and power of the West would be weaker in the incoming decades. (See Vidojevic 2005: 42) Nevertheless, the UNESCO data clearly show that China and Asian countries are taking a leadership in world exporting of cultural goods, than we can ask a question: Are we justifiably concerned because of US - Americanization? We cannot conclude with certainty the extent to which some countries are US - Americanized, but we can see the attempt of some countries to imitate the cultural elements of the United States, probably because of their appeal and the way they are presented to the public.
According to UNESCO report (2004 – 2013: 32 -33) the top ten exporters of cultural goods consists of seven high - income countries (United States, United Kingdom, Germany, Switzerland, Italy, France, Singapore), two upper – middle income countries (China and Turkey), and one lower – middle income country (India). Asian countries had significant growth of cultural goods exporting, especially China.
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“China’s exponential growth started in 2009, and after one year it overtook United Sates in exporting cultural goods. By 2013 total export of cultural good of China was more than double that of the United States.” (See UNESCO 2004 – 2013: 32 – 33)
When we take a look at cultural import, the leading countries are also high - income economies. The eight from ten leading countries are from North America and Europe, taking 60 percent of total imports of cultural goods. (See UNESCO 2004 -2013: 33 – 34)
If we talk about the cultural imperialism, a good example could be long and strong British dominance over colonial countries. Their main advantage was:
“[…] cultural power – the set of ideas, beliefs, rules and conventions concerning social behaviour that was carried throughout the empire by such British servants as administrators, military offices, agriculturalists […]” (See Stoddart 1988: 650)
The term cultural imperialism would mean inequality among two cultures, where one culture has dominance over another. According to Dunch (2002: 302) cultural imperialism is defined as follows:
“Certain cultural products (for example, socially-accepted beliefs, ideologies, entertainment commodities) have attained a position of dominance in a foreign culture through a process of coercive imposition, usually through their ties to political or economic power. The effect on another culture and the coercive nature of the process are thus the key issues.”
Besides English language, which “[…] was a medium to exchange a moral code and social attitudes” between imperial power and colony, the great role played sport. (See Stoddart 1988: 650 – 651)
Stoddart (1988: 651) states that:
“Through sports were transferred dominant British beliefs as to social behaviour, standards, relations, and conformity […]. This wide ranging influence of sport was consolidated through such avenues as organization and ceremony, patterns of participation and exclusion, competition against both the imperial power and other colonial states, and a strong centralization of authority in England, and especially in London, the capital of the empire.”
Vidojevic (2005: 41 – 42) concludes following:
“If the whole world should look like the most progressive country that would not be its progressive evolution in any case. Rather it would be a terrifying scenario, if whole world would be a copy of just one country, not just the United States of America.”
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The fact is that cultures of the rest of the world are affected by US - American cultural products in everyday life. For example, Hollywood movies are one of the most influential elements of US - American popular culture. Still, that does not mean that US - American culture is not impacted by other countires and cultures either. Pells (2011: 402) states that:
“[…] there is no unified and distinctively “American” set of values promoted by Hollywood […].” He further points out that under the changeable demand of audience “America’s cultural producers have prospered by being electric, offering a multiplicity of symbols and viewpoints that have different meanings for different groups at different times at different countries.”
For instance, Walt Disney’s Donald Duck, was one of the most famous US - American icons. In the USA he was a curmudgeonly character with incomprehensible quack voice, while in Germany he was adorable speaking correctly and more like a philosopher, “quoting Schiller and Goethe”. (See Pells 2011: 402)
Case of Serbia
Balkan countries were in last decade going through process of transition. Some of them were occupied with ethnic and political conflict (Ex - Yugoslavian countries), with war or international sanctions (Ex – Yugoslavian countries) and their neighbors were affected with some consequences of those events. (See Mitrovic 2002: 22) Besides economic and political transition, Balkan countries are going through transformation of the media, though. According to Kronja (2007: 97) those transformations
“[…] bring cultural and psychological changes: television becomes crucial factor of the family and social life; consumption, fashion and the body cult, together with the contents popular and populist local culture over mass media, come to mass of new consumers; while huge political and social injustices, inequities and conflicts neutralizes and are displayed as differences in a life style.
In last two decades, the media in Ex – Yugoslavian countries under influence of globalization experienced great transformation, which implies on uniformity, domination of imported and licensed television programs” from the center of the media industry, and from the most successful world countries. (See Kronja 2007: 99)
McQuail (1994: 10) states that:
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“The mass media (a plural form) refer to the organized means of communicating openly, at a distance, and to many in a short space of time. […] The early mass media (newspapers, magazines, phonogram, cinema and radio) developed rapidly to reach formats that are still largely recognizable today. […] The main features of mass communication are: their capacity to reach the entire population rapidly and with much the same information, opinions and entertainment; the universal fascination they hold; their stimulation of hopes and fears in equal measure; the presumed relation to sources of power in society; the assumption of great impact and influence.”
Nowadays there is a huge offer of products of mass media, which have a great popularity around the world, for instance, there is enormous interest for reality programs, especially those where some celebrity screens his life out. Growing popularity of such a “kitsch” programs and contents, imported mostly from the United States and United Kingdom, are consequence of lack of economic development, lack of development of educational system, unemployment, etc. Kronja (2007: 99) emphasizes that:
“US - Americanization and popularity of the American cultural values, and especially icons are significant segment of transformation of the Ex –Yugoslavian societies.”
Avramovic (2002: 238) describes the process of US - Americanization of Serbia, and asserts that money takes a significant position in this manner. He indicates the magnitude of foreign influences on the Serbian media and claims that, for example, TV – station “B92” is completely dependent on external investors. So, its performance is entirely based on US - American shows, movies, sports, and that reporting of the TV - station “B92” is politically tinted and pro-Western. It could be added that vast the majority of the media channels in Serbia and the region are politically colored, or under some kind of influence. Avramovic (2002: 238) further notes:
“The famous "Voice of America" station broadcasts its program in the Serbian language via local radio stations and television every day, four times a day. On May 3, 2002, the Politika daily published a list of 47 radio and TV stations in Serbia with frequencies where the Voice of America program can be followed.”
The so-called popular pop-folk scene featuring shows, appearances, magazines, tabloids, is associated with pop-folk music that is very widespread in Serbia, Bulgaria, Bosnia, Romania, Macedonia, Turkey and Greece, as well as Slovenia and Croatia (they import these contents are mainly from Serbia). All of these contents, mostly of very low quality, can be tracked on TV stations that function according to the concept of Western MTV. Thus, in Croatia, TV Balkanika, Serbia TV
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Pink, and other TV stations in the countries of the region, aim to "[…] assimilate all social stages and social patterns into the same consumer culture." (See Kronja 2007: 103 – 104)
5.3. Impact of globalization on culture
In this part of the Master Thesis I concentrate on the impact of globalization on culture. My findings are divided into three parts: positive effects, effects that can be positive and also can be negative (“In – between effects”) and, negative effects of globalization on culture. Positive effects would be global exchange of cultural goods, easy access to cultural products worldwide, open way to artists from small areas or countries to offer their works, primarily thanks to the Internet.
The “in - between effects” of globalization on culture are homogenization vs. hybridization, education and social living, management education and development, creativity and innovation, and ethnocentrism. As for the negative effects, the two most important are cultural clashes and evanescence of the traditional values.
5.3.1. Positive effects of globalization’s influence on culture
When it comes to positive aspects of globalization, the first would be the Internet. It will be agreed upon by all authors of the modern era, either from the East, the West, or even Serbian.
If the rank list of the positive trends of globalization would once be made, then the internet would be on the top of the list. (See Vidojevic 2005: 65) Power of the internet and modern technologies is huge. Their advantage is that they enable connection and interaction between people around the world, easy access and fast flow of information, access to literature, music, movies, and art works. Education and learning is easier, it is possible to study online, to learn a foreign language online and much more. With the progress of modern technologies, there is a significant growth of the global flow of cultural goods - in terms of distance and volume. Thus, if we compare the data from 1970 to 1980, we can conclude that the value of cultural import and export increased by almost six times, from about $6,800 Mill to $38,500 Mill. Of course, differences among countries and categories of cultural goods are present but, all of those categories – print works, visual arts, music, cinema, photography, radio and television – have recorded growth. (See Held 2004: 49) It is important to mention influence of globalization in spreading and strengthening of democracy, which 36 November 2019 Maja Tesanovic
made millions of people to think differently, to change their opinion about other people and made them more open to new and unknown, and also globalization helped millions of people to rise their life standard to higher level. (See Vidojevic 2004: 201)
Sadykova et.al (2013: 9) states that:
“Globalization of culture allows people to communicate more with each other and learn about each other. Expansion of cultural contacts in the modern world, communication and knowledge to bridge gaps between nations. Globalization describes acceleration of the integration of nations into the global system with the development of modern means of transport and economic links, thanks to the people of the media. It contributes to the expansion of cultural ties between the people and human migrations.”
In the era of globalization it is important to protect cultural heritage and cultural diversity. Of great importance is that all nations promote and protect their cultures, but also give an opportunity and to respect other cultures. If there is a good communication, cooperation and mutual understanding about different ethnic, national, religious, linguistic entities, than we can talk about advantages of globalization. (See United Nations 2004: 31) Some authors state that some cultures also have made a progress in the process of globalization. That means that globalization does not always have a go at assimilation of local cultures. These authors indicate that the key is to know how to use the tools of globalization. Domestic or subcultures should use modern communication tools to promote their cultural heritage and to share their culture. It is important to produce as much as possible positive outputs, to turn changes to their advantage and not to avoid them. (See Sadykova et al. 2013: 9 – 10) In the last few years that is a common praxis, especially in music and movie arts. The massive availability and use of modern technologies, social networks and smartphones makes it possible for fast and cost-effective promotion, artists from all over the world, and, on the other hand, as well as quick and easy access to these products by the users. In addition to exchanging music, films, artwork, it is also important to note the exchange of knowledge, experiences, inventions, distance learning, being in touch with family and friends around the world, etc. Simply, with this kind of communication and accessibility, it is possible to “see” all parts of the world, to learn about cultures and cultural diversity, even if it was just "over the screen."
Thus, culture encourages development through the realization of the growth of creative economy, in general, both creative and cultural industries, individually, than producing new creative ideas or technology, and a significant number of social benefits come to light. On the other hand, culture allows development as it encourages members of diverse nations to promote their knowledge and skills, and emphasis is on people and places, on education, health, gender equality, encouragement 37 November 2019 Maja Tesanovic
and engagement of young people, as well values, conditions, resources and limitations of local areas. (See United Nations 2013: 9) Social and economic development, supported by knowledge, innovations, flexibility, and development of information technologies, gives the task to the creators of Serbia's economic and development policy to examine its creative potential. Thus, after numerous studies, it has been concluded that creative industries have a positive impact on the development of gross domestic product. (See Radovic & Radovic 2016: 132 – 133) They further point out:
“The ratio of creativity to the economy and economic development is characterized by a high the degree of correlation, and the creativity of the economy, because of its many positive ones the effects on the overall economic activity and the well-being of the nation can be exploited as a factor of faster and more quality economic growth and development.”
Creative industries in Serbia are in the stage of emergence, initial growth and development. There are still no concrete strategic national measures and programs encouraging the development of this sector, which greatly complicates the development of creative work. (See Radovic & Radovic 2016: 133) National measures for development and support of creative industries would lead to an increase in employment and, consequently, a reduction in the outflow of young people from Serbia, which has been a major problem in recent times.
5.3.2. “In - between effects” of globalization’s influence on culture
In this part the “in - between effects” of globalization on culture will be explained. Those effects could be positive and negative, as well: homogenization vs. hybridization, how globalization impacts education and social living, management education and development, as well as cosmopolitanism and ethnocentrism. Also, I will try to show what the situation in Serbia is, when it comes to these issues.
5.3.2.1. Homogenization vs. hybridization
The era of globalization leads to homogenization of local cultures with its unexpected rapid flow of information, capital, and labor. Although the globalization promotes integration of cultures and societies and allows millions of people a new chance, it still endangers: 38 November 2019 Maja Tesanovic
“[…] the uniqueness of local cultures, leads to the loss of the identity of that culture, even to conflict.” (UNESCO 2017)
It means that with the process of homogenization, globalization destroys cultural diversity. The world would be created by modeling only one culture – US - American or Western. (See Machida 2012: 439) The good example would be McDonaldization theory, where the leaders of US - American fast food restaurants increasingly dominate US - American social life, and spread their domination all over the world, over their mass available products. (See Ritzer 2004: 56) Other societies adopt US - American “consumption culture”, and these practices become common. Some channels of US - American consumption culture are home shopping television, shopping malls, fast food restaurants, theme parks, and cruise ships. (See Ritzer 1999: 2) It could be said that globalization destructs cultural identity by homogenization of culture, and on the other hand we can say that globalization makes cultural identity stronger and growing. (See Tomlinson 2003: 269) According to Prekajac and Josifidis (2004: 194) cultural homogenization which dominates on global market “[…] is disturbing, because it goes just in one direction: from the rich to the poor.”
They further point out that it is hard to measure cultural influence, but the fact is that the US - American domination is obvious when it comes to mass culture – popular music, movies, fast food, fashion, sport, etc. Jenkins and Deuze (2008: 5) state that the main initiator of increased homogenization of culture is media. They further explain:
“[…] the media mediate through their channels between people, communities, companies, organizations, industry, and associations.”
The great influence of US - American culture is present in Serbia, as well as in other societies. The popular music is spread in Serbia and the region, US - American movies, and especially US - American lifestyle. The rich are mostly based in big cities, Belgrade and Novi Sad, so the most expressive elements of the popular culture are there. Large market centers are taking over the market, so small local shops close up. Local brands, whether it is food or fashion, tend to lose their primacy due to the presence of mass-marketers. Prekajac and Josifidis (2004: 195) emphasize that mixing of cultures is natural phenomenon. The essence is, with the globalization of culture and domination of one society, to emphasize the strengthening of one's own cultural identity. Here comes already mentioned by Prekajac & Josifidis (2004: 194):
“[…] one direction from the rich to the poor and these are the differences in the level of economic development and the possibility of stimulating their own culture.”
Dear and Burridge (2005: 303) argue the phenomenon of hybridization and state that: 39 November 2019 Maja Tesanovic
“[…] different cultures come together in the same place to create something that did not previously exist.”
Hybridity is present everywhere, in powerful and less powerful countries. Mixing of culture is happening under process of migration all over the world. Djordjevic (2008: 43 – 44) points out:
“Regardless of how the problem of multiculturalism resolves at the state - legal level and what political and ideological resistance can provoke, the influence of writers, intellectuals, religious beliefs, food, fashion, music or the arts of migrants from all over the world intertwines in the dominant culture of the West creating hybrid forms of culture.”
Nederveen Pieterse (1993: 5) states that globalization does not have to lead to the weakening of the national identity, but it can also bring the opposite - it can strengthen the nation-state. He explains that globalization can lead to “[…] acceleration of ethnic politics and neo-traditional religious movements, so it can be viewed in the light of globalization.”
Also, smaller communities can improve their status by requiring the fulfillment of certain international human rights, or simply gain support from international networks in meeting certain requirements by the authorities. Exactly the fulfillment of the quote: Think globally, act locally.
5.3.2.2. Education and social living
As it is already mentioned, with the emergence of the internet and globalization, education changed a lot, as well as social living in general. Easy access to information, exchange of information, exchange of knowledge, distance learning, or even online courses, all these events are products of globalization. Besides that, with the technology development, the way of teaching school material has changed, as well as the method of teaching by teachers or professors. Direct communication has been greatly reduced, and communication through e-mail, video calls and other forms of modern communication has increased. These changes have both positive and negative sides. On the one hand, there is a consecration of time, and on the other hand, communication and direct contacts are reduced, people are connected to smartphones and computers.
Bakhtiari (2011: 96) expires some positive effects of globalization:
- “Global sharing of knowledge, skills, and intellectual assets;”
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- “Mutual support, supplement and benefit to produce synergy for various developments;” - “Creating values and enhancing efficiency through the above global sharing and mutual support to serving local needs and growth;” - “Promoting international understanding, collaboration, harmony, and acceptance to cultural diversity across countries and regions.”
Nicolescu (2014: 77 – 78) states that new educational instruments have evolved, for instance (Wikipedia.com) which consists of various methodologies, instructions, and training methods for the readers. Also teaching methods has changed, the teachers must use many methodologies to find which is appropriate to each child and their capacity. She also expires that:
“[…] now school education is less based on memorizing knowledge giving the historical shape of the nation, but develops towards training abilities to find the information everyone needs, to use modern means of investigating the data and find the research methodologies for one’s own path in the carrier as far back as from school.”
It can be said that instead of general teaching and learning patterns, nowadays are used individual approaches, in order to find the best way of learning. All these new methods are more implementable in developed countries, and developing and “undeveloped” countries are in a disgruntled position, because they do not have equal opportunities and in this way a gap is created between the developed and the “undeveloped” and in this field as well. (See Nocolescu 2014: 78)
Jovanovic - Kranjec (2013: 89 - 90) points out that after the introduction of the Bologna process, education institutions in Serbia have been economized. This has led to the establishment of a large number of private universities, ranking and market competition between educational institutions, managing faculties and universities with managerial principles. Under such conditions, due to the existence of a large number of universities, a lack of appropriate teaching staff is created, a race for potential students is created, and marketing companies offering education as a product are engaged in order to attract as many students as possible. All this calls into questioning the quality of educational institutions, especially higher education. Karavidic and Cukanovic – Karavidic (2009: 16) propose solution for crisis in education system in Serbia, and that would be:
“The process of reform and development through the process of regionalization and decentralization initiates and intensifies the work of the series factors of organizational culture, which are: people, goals, strategy, technology, tradition, size, ownership, environment, etc., or a series of heterogeneous factors of different intensity.”
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5.3.2.3. Cosmopolitanism (Cultural Melange)
For some scholars cosmopolitanism means a vision of global democracy and world citizenship, for other it points to possibilities for shaping new transnational frameworks for making links between social movements, for third it is interest of homogenous or hybrid publics to challenge conventional nations of belonging, identity and citizenship. (See Vertovec & Cohen 2002: 1) Konrad (1984: 209) defines cosmopolitanism as:
“[…] international integration that determines universality, while national culture has an air of provincialism.”
According to Roudometof (2005: 126 – 127) cosmopolitan – local point of view has few dimensions:
- “Degree of attachment to locality”; - “Degree of attachment to a state or country”; - “Degree of attachment to, and support of local culture”; - “Degree economic cultural and institutional protectionism”.
However, they have different views and provide a variety of support for these dimensions, for example, cosmopolitans can support one dimension in a large one while challenging the other, and so on. (See Roudometof 2005: 128) Cosmopolitanism according to Hannerz (1990: 239) is:
“[…] an intellectual and aesthetic openness to different cultural experiences, a search for contrasts rather than uniformity.”
Cosmopolitans are usually open to other cultures, they are not linked to local and national identity - they are the world citizens. With such attitudes and views, various conflicts could be avoided, occurring precisely because of national hate, cultural differences and similar. Thus, on the other hand, if everyone behaved this way, the specificity, diversity, and specificity of cultures, as well as national identity, would be eliminated. According to Vidojevic (2005: 245) there are strong forces to establish a planetary unification of cultures, while retaining ephemeral folk color in the belt of old and new colonies. However, these difficulties encounter certain obstacles, therefore imperial powers, in order to achieve these tendencies, use "[…] methods of collecting the consciousness and the method of voluntary acceptance of certain values.” (See Vidojevic 2005: 245) Mitrovic (2002: 29) considers that there is need for openness to democracy, human rights and freedoms, as well as active involvement in the process of globalization and regionalization of the modern world. 42 November 2019 Maja Tesanovic
He points out that in this way, a lasting peace and a decent coexistence of all nations and cultures in the glowing Balkans will be attained. This is the way to accomplish real transformation of cultural and ethnic identities on the Balkans.
5.3.3. Negative effects of globalization’s influence on culture
Besides that process of globalization brings many positive effects on local cultures and promotes equality of all, there are opinions that it also causes a lot of that negative to the point. Equal chances for poor and rich would be ideal, but many authors agree that globalization brings the exact opposite. Thus Prekajac & Josiifidis (2004: 193) point out that the process of globalization fell to the task of reducing the differences among countries and ensuring the stability. They further explain that the main problem is not the globalization, but who has the leading position in this process, and those are international economic organizations, precisely World Bank (WB), International Monetary Fund (IMF) and World trade Organization (WTO). So, how these organizations are controlled by the West, thus the process of globalization is connected with the process of westernization. Suzic (2001: 9) states that:
“Process of globalization today is observed as process of establishing domination of western civilization. There from comes the resistance by many individuals and groups.”
He further concludes that in Balkans the biggest resistance to westernization comes from the Serbs. There are many different reasons why, and the most important is preserving of the orthodox religion and religious identity. The Serbs did not have the Russian support, while Croatians had Vatican’s and the Bosniaks had support of the Islamic world. At the end Serbs have had 450 year long process of Islamization and process of globalization sometimes is seen as new assimilation. (See Suzic 2001: 10)
There are some influences most affected by developing countries and “underdeveloped” countries, and those are creating great chances that some leading countries assimilate those “underdeveloped” or less developed, increasing inequalities and conflicts between areas and cultures and promoting the dominant cultures and values of some advanced areas. (See Bakhtiari 2011: 97) Under such conditions some new values are raised, the US - American way of life is considered to be the right one, and mass consumerism becomes an inevitable phenomenon. (See Vodojevic 2005: 59) Bogdanovic & Vukovic (2015: 34 – 35) state that the liberalization of the world trade comes about by changing the way of life and this leads to the breakdown of traditional values. 43 November 2019 Maja Tesanovic
There is also an accelerated lifestyle, a lack of time for rest, family and friends, which leads to the spread of the most seductive illness of today - depression.
Bogdanovic & Vukovic (2015: 37 – 38) further explain:
“And in culture, globalization encourages new communication technology, but the cultural color of the world is much bigger and much more globalist than it is in the economic and political sphere. The hedonistic style of life and the cult of free time are spreading and destroying all traditional value systems. The youth subculture is uniformed through: jeans in dressing, time, entertainment, sports, film, internet, etc. The great problem of today's society is the expression of a Western civilization that proclaims Western culture and Western values for universal human values, and in the name of human rights forces them to all other nations and cultures in the world.”
It is a devastating fact to what instance the promotion of hedonism through social networks has on the creation of values within young generations. Material goods and a comfortable life take precedence over basic human virtues and traditional values.
“The biggest challenge in the era of globalization that the countries and individuals are confronted with is, to find the balance among protection of the national identity, awareness about community and the homeland, and taking steps to survive in a modern globalized system.” (Friedman 1999: 35)
These claims point to the importance of taking concrete measures to protect national identity and cultural heritage at the state level, specifically the Republic of Serbia.
Mitrovic (2012: 87 – 88) mentions two models of globalization: asymmetric and associative. He further explains that:
“[…] asymmetric model takes to structure inequalities and social violence, producing conflicts. This model causes assimilation and unification of cultures of small nations, and creating new liberal empires at the cost of provoking new wars. […] small cultures are underestimated and their right on diversity and tradition.”
Milosevic (2002: 135 – 136) believes that there are two contradictory processes in globalization. The first process guides selfishness without borders, while the other is ethical globalization. He points out that in this way, Europeanization, as part of globalization, fosters the ideology of regionalism, undermining state sovereignty and national identity, and the desire to see Europe as a unique sociocultural society. 44 November 2019 Maja Tesanovic
The loss of the cultural identity of a nation is related to its historical death. Also to be isolated from all globalization flows means the death of: development, technology and economy. It was necessary to find a balance to avoid these two deaths, and this challenge belongs to the ruling elites. (See Vidojevic 2004: 242)
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6. Empirical research
This chapter of the master thesis describes the research approach, the data collection method and instruments used to make an analysis of data.
The master thesis consists of both: a theoretical part and an empirical research. The theoretical part explores basic concepts and definitions relevant to the influence of globalization on the Serbian language and culture by review of secondary information sources. The secondary information sources consist mainly of scientific articles, case studies, research papers and books related to the topic.
The empirical part of the master thesis includes qualitative research consisting of semi - structured interviews, thereby ten interviews with experts were conducted..
6.1. The research approach
The empirical research is based on qualitative research which enables concentrating on the respondents' views and perspectives, thus examining the research question in depth and detail. Thus, in order to obtain valid results, an induction-based generalization method was used.
According to Miljevic (2007: 137)
“[…] Generalization is a synthetic method that is learned generally on the basis of the individual. Generalization is a thought transition from knowing the individual and special characteristics of a particular group to the knowledge of their general provisions. […] The generalization based on induction is the implementation of general attitudes based on the individual in the process of scientific work.”
6.1.1. Research question
The main issue of work is contained in the title itself, which is also the theme of the master's work. So, what is the impact of globalization on Serbian language and culture?
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6.1.2. Research context
Defining the factors of globalization affecting the Serbian language and culture is based on the analysis of data obtained through the implementation of ten interviews with experts in the field of theology, Serbian language and literature, fine arts, and history, as well as an economist and one sociologist.
6.2. Semi – structured interview
To gain insights into the influence of globalization on the Serbian language and culture socialization of the interviewees, semi-structured interviews as a data collection method were chosen. The main reason for choosing a semi-structural interview is that it is based on open and descriptive issues, so it gives the interviewee the opportunity to present his views, opinions and knowledge about the topic.
The interviews were held face – to – face, as well as via video calls, due to my physical distance to the interviewees. Eight interviews were conducted in the respondents' offices in Banja Luka. While two interviews were conducted through video calls - the first video call was made with a respondent from Belgrade and the other with an interviewee from Toronto.
6.2.1. Interview questions
Interview questions are descriptive, which ask interviewees to provide some opinion and give suggestions. Also the rating questions are included, and these kinds of questions ask usually about positive and negative sides of the issue.
According to Harrell & Bradley (2009: 41 – 42):
“In the most general sense, descriptive questions ask people to describe things and may provide insights or suggest areas for query that the researcher might not have considered. […] Rating questions establish the order or values of items, themes, activities, etc. […] These questions can be used in the course of a semi-structured interview when someone places a value or order on
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something, such as commenting that a particular job assignment.”
6.3. Findings of the empirical research
In order to make the interview analysis the induction - based generalization method was used. The analysis was performed by drawing a general conclusion for each question based on the answers of each respondent.
Question 1
What is your attitude about the process of globalization in general?
Respondents agree that the primary idea of globalization is commendable, because it should have facilitated the exchange of goods, the exchange of data, and opened the door for everyone to participate equally in the market, but in practice everything is different. First of all, smaller states like the Balkans inhabited by Serbs, given Serbia, Montenegro and BiH, do not have the same conditions to enter the world market as the world's dominant powers. Not only has globalization not strengthened their economies, on the contrary, smaller states are almost collapsing due to pressure from the bigger ones. On the other hand, the US, consciously or unknowingly, through its economic supremacy in the globalization process, has also threatened the national identity of smaller nations such as the Serbian, promoting more and more English through the economy.
In the global world, it is very important that the content we monitor is chosen wisely so that a person can profit by enhancing their communication, life, and connectedness. It was also pointed out that in the process of globalization all the world's languages are influenced by English and therefore indirectly influenced by US - American culture, technology and modern trends.
All respondents said that globalization has many positives, such as networking of human society at all levels of human activity also deleting borders and the world can be represented as it is with all sociological and cultural differences. All this would be very good if the world powers did not use the skillful globalization and the pursuit of some higher goals, thus imposing their culture and lifestyle on small nations with the help of media and financial supremacy. 48 November 2019 Maja Tesanovic
Question 2
Do you think that the Serbian language is changing under the influence of globalization? If yes, what changes do you notice?
When it comes to the Serbian language and the changes that are happening under the influence of globalization, the interview participants pointed out that big changes are happening in the Serbian language. The biggest problem is due to new foreign words, which are related to new technologies, the spread of the Internet and social networks. These words do not have an adequate replacement or translation in the Serbian language, so they are used in their original form - in English.
Also, in everyday use, English language expressions are becoming increasingly used as part of everyday communication. In particular, young people use the so-called modern expressions in English (OK, SORRY, and so on) in their communication, although these expressions have an adequate replacement in the Serbian language. The reason for this is the influence of Western culture and the desire to be a part of the modern world and to approach their peers in other parts of the world in this way.
Although some respondents agreed that the Serbian language is being refined, it is being developed and supplemented by English under the influence of globalization. Most of the interviewees thought that the Serbian language was being corrupted, repressed and sidelined.
Qestion 3
What are the positive effects of the impact of globalization on the Serbian language?
Thus, although the interviewees generally agree that there are not many positive effects of globalization on the Serbian language, and some state that there are none at all and there can be none. There are some opinions that this influence does have its positive side. Thus, one of the positive sides already mentioned is the enrichment of the Serbian language with a large number of new words - good and necessary Anglicisms that mark new phenomena, cultural and technological innovations that we encounter on a daily basis. Thanks to the English language, the well-known achievements of contemporary Western culture, science, technology, art, etc. are also available to Serbian people.
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A very interesting view is that the positive impact of this process on the Serbian language is that through globalization the Serbian language will be easier to reach other people and nations. Certainly, the proper application of the rules of the same name process is borne in mind here. The outcome of proper implementation can be very good for the Serbian language, because then the world can know the wealth of languages recognized by minds such as Goethe. Also, a very interesting answer is that stronger influence can awaken awareness among responsible individuals for the preservation of culture. In each nation there is a specific group / target group that has this task but there is also the need to preserve the specificity of its people. The positive effects would be to raise awareness of the increasing protection of the Serbian language, since the "attacks" on the same are even stronger and more intense.
Question 4
What are the negative effects of the impact of globalization on the Serbian language?
One of the most serious problems is the underutilization of the creative potential that the Serbian language undoubtedly has, as evidenced by the fact that the names for new terms are only sporadically formed from domestic grounds or sequels. If they do, new words often do not satisfy some of the principles of the Serbian creation norm, and thus a number of foreign verbs enriched with native suffixes appear in spoken language.
An interesting conclusion of the doctor of Serbian Language - Prof. Dr. Josic is that under the influence of globalization, as a negative side effect, the so-called Anglo-Serbian. In that language, all Serbs speak a little, which, unfortunately, is very damaging to our mother tongue. As Prof. Dr. Josic points out, Anglo-Serbian is the term for a hybrid, spontaneous creation, created by the intense Anglicization of the Serbian language in recent decades. This is actually a kind of Serbian language, which is increasingly deviating from its norm and being used according to the norm of the English language. It would not be possible for an Anglo-Serbian to incur that the influence of the English language was to rest solely on the acceptance of individual words. Namely, English has long become a major lexical donor to all European languages, which is felt in almost every area of human life and activity - science, education, technology, computer, politics, industry, music, film, television, sports, and fashion. Mixing the mother tongue with English is widespread in both speech and writing, and is especially prevalent in popular electronic and print media.
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The spirit of the Serbian language becomes threatened when the influence of English deepens from the lexical to the syntactic level. For example, when one girlfriend boasts another wedding ring, she often says: "He asked me to marry him!!!" This example is perhaps the most representative when it comes to the emerging Anglo-Serbian language and the impact of globalization, since it shows how the language-giver, ie. English imposes its own way of understanding and expressing reality. Instead of the more economical, homemade: "He proposed me!" the whole English construction of "He asked me to marry him!" literally translates. There are too many examples to cite, but they testify to the global impact of the English language and US - American culture on the Serbian language system in general.
Another downside, which is very important, is the weakening of the Cyrillic alphabet. Nowadays, the Cyrillic alphabet has lost much importance when it comes to everyday issues. Due to the widespread use of smartphones, computers and other means of communication, Cyrillic has almost been thrown out of use, most often because it is simpler to use the Latin script given on keyboards.
Question 5
What is the impact of globalization on Serbian culture?
The interviewees pointed out, that globalization has a great impact on Serbian culture, too. This influence is mostly exerted through the already mentioned strong presence and representation of the English language. Thus, through this large representation of the English language, new trends and mostly US - American lifestyles are introduced into Serbian culture. Contemporary media play a big role when it comes to introducing new trends.
Thus all spiritual values are increasingly lost in importance, and material values are taking over primacy.
Customs and traditions are also becoming less practiced, especially when it comes to, for example, traditional weddings, which in the earlier period were woven from many customs. Today, this segment is also heavily influenced by trends coming from the west.
It is also stated that there is a positive impact of globalization on Serbian culture, but that this influence is underutilized. Namely, Serbs are witnessing that only a few elements that point to Serbian people have a brand name in the world, and on the other hand, neighboring nations have many more things that are branded and as such indicate the identity and root of their origin. It is 51 November 2019 Maja Tesanovic
stated that there is a lack of support from the media and the governing structures to make progress in this area.
Question 6
What are the positive aspects of the impact of globalization on Serbian culture, and which are the negative ones?
There are positive influences in arts, actually, there are positive impacts on all levels and areas of culture, and often all nations have given a valuable personal stamp to every movement and artistic direction. According to the respondents, the Serbian territories have a rich historical and cultural heritage. As part of the UNESCO's program "Remembering the World", the Nikola Tesla Archive and the Gospel of Miroslav (Picture 3), and the monasteries (Đurđevi Stupovi (Picture 4), Visoki Decani (Picture 5), Sopocani, etc.) are under the protection of UNESCO, which is under the protection of UNESCO extremely positive.
Picture 3: The Gospel of Miroslav, a book written in glod
Source: https://www.serbia.com/the-miroslav-gospel-a-book-written-in-gold/, November 2012
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Picture 4: Monastery Visoki Decani, Picture 5: Monastery Djurdjevi Stupovi, Kosovo and Metohia Novi Pazar
Source: http://www.kosovo.net/edecani.html, n.d. Source: https://serbia-touroperator.com, n.d.
Of particular importance is the Zmijanje Embroidery (Picture 6), the first element from the Republika Srpska and BiH, which is inscribed on the UNESCO List of the Intangible Cultural Heritage of Humanity. This is all a positive trend that needs to continue with the aim of populism, protection and preservation of Serbian cultural heritage.
Picture 6: Zmijanje Embroidery
Source: http://ekulturars.com, April 2016
The respondents stated also that it is positive that Serbs had the chance to show the great richness of their cultural heritage to the whole world. It is also a positive thing that through this cultural heritage Serbian people can show that they belong to a nation that is an important factor in shaping Europe's history, but also influencing the geopolitical situation. 53 November 2019 Maja Tesanovic
Regarding the negative impact of globalization on Serbian culture, there is the already mentioned disastrous impact on the Serbian language and the problem of repressing important cultural assets. A very important segment cited by the respondents is the political, military and economic domination of powerful countries. This would mean the seizure of natural resources and then the political, economic and cultural subjugation of “underdeveloped” countries by the powerful.
Question 7
Do you think that the Serbian language and culture are somehow endangered in the era of globalization?
Although there are much deeper problems that contribute to the poor state of affairs when it comes to preserving the Serbian language and cultural heritage, globalization also significantly affects the already poor state of affairs. All interviewees agreed that the Serbian language and culture were endangered in the era of globalization. Language is considered to be more endangered than cultural heritage. Globalization also contributes to the outflow of the educated population, in that way language is not expanded as needed. It turns out that globalization contributes to banalization - first Serbian lexicon and then Serbian cultural consciousness. Elections for the words of the year, conducted by the world's most famous publishing and lexicographic companies, show that the modern man is interested in meaningless, banal contents, which testify to the existence of a global anti-culture, which is also felt in the Serbian language and culture.
Question 8
Who is responsible in your opinion is responsible for the preservation of cultural heritage?
It is primarily emphasized that each individual is responsible for preserving the Serbian language and cultural heritage. It is important to recognize what is good about globalization and to make the most of it, and all that is negative is to throw it out as far as possible. Equally important is the role of the state and state institutions, such as the Ministry of Education. They should implement programs for the preservation of language and culture, guide individuals and implement measures for the preservation of cultural property primarily through the education system. Of great importance is
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religion, that is, the Serbian Orthodox church, which is one of the most important segments of Serbian culture. Finally, NGOs active in these fields and dealing with cultural heritage issues can also do a great deal to protect and promote the Serbian cultural heritage.
Question 9
Are there concrete measures being taken to preserve the Serbian language and culture?
Globalization is endangering smaller businesses, smaller states threaten the economic existence of smaller nations (meaning geographical small countries, with small economies), and accordingly there is no room for cultural issues, which are currently on the sidelines. Somewhat nurturing the church, it also nurtures the cultural heritage of the Serbs, but it certainly becomes fearful of subjective, unscientific treatment of cultural property. Religion certainly holds a significant place. Orthodoxy and the cosmopolitanism are the essence of the Serbian being, and the church played a significant role in all times of crisis for the Serbian national cultural being, beginning with the literacy period, which aimed at spreading Christianity among the Slovenian peoples, through the rule of Nemanjic in the Middle Ages, which is also the most glorious Serbian era and which was in synergy with the church at the time when the Serbs were under Turkish rule, even under Communism. However, the church support is not enough on its own, it is necessary to make every individual aware of the importance of preserving national and cultural treasures, and together to resist the pressures of globalization.
Although the respondents do not have enough concrete information, one of the interviewees - who is also a member of the Serbian Academy of Sciences and Arts (SANU) - Prof. Dr. and linguist Josic states that within the Serbian Academy of Sciences and Arts individual institutes are working to protect cultural property. For example, for example, lexicographers who work on the big thesaurus Dictionary of SANU are also working on keeping it, ie. storing material for this capital work of national culture is carefully handled according to old lexicographic papers and sources. In recent years, steps have been taken in the direction of digitization of material and vocabulary, in order to "temporarily transfer" material into electronic form and thus permanently protect and preserve it.
It is also known that PE "Belgrade Fortress" is very dedicated and dedicated to the preservation of cultural and historical monuments and sites located within the walls of Kalemegdan, to allocate funds for the restoration of individual parts of the upper and lower Town, to have excellent curators,
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to organize quality exhibitions and have publishing activities, that is, monographs worthy of attention. Among other cultural institutions, it seems that both the publicity and enthusiasm for the protection of cultural heritage and its promotion are shown by the Museum of History of Serbia, whose curators conscientiously visit museum collections, work on interesting exhibitions and publish excellent works.
Serbian associations throughout the Serbian diaspora play an important role in preserving tradition, language and culture. These associations transmit cultural heritage to young generations, carry out various programs from folklore to the Serbian language school and work very well and actively to protect cultural heritage.
Question 10
What are your recommendations for preserving the Serbian language and culture in the process of globalization?
Many interesting recommendations have been made regarding this issue. As the first highlight of the Cyrillic alphabet, to regulate the writing of the Cyrillic alphabet, the protection of cultural monuments and anything that points to the Serbian culture. Advertisements, slogans, as well as the names of sales and service facilities should be in Serbian and written in Cyrillic, with or without the Latin alphabet or with English translation. The Ministry of Education and Culture should give greater media space to cultural heritage, promoting not only the Cyrillic alphabet, but also the cultural content of Serbs through art and history.
Serbian people should show respect and give a chance to other languages and other cultures, if Serbs hold on to the original meaning of globalization, giving equal opportunity to everyone, taking on the best of other nations in all segments, respecting diversity and above all protecting their own valuables, their own culture and language no less - no more than a national being.
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7. Conclusion
Globalization is an inevitable process that has an increasing impact on cultural and social trends in the world. Although some authors believe that globalization is bad and devastating, it is something that is happening and has been around for a long time. It is not a process that has started recently, globalization has been going on for decades and is only strengthening its influence with the development and advancement of technology. It is inevitable that modern processes, overridden by the globalization process, have an impact on world languages and cultures, both positively and negatively. It is very important to act properly and find ways to at least mitigate the negative impacts, as they cannot be completely avoided.
This master thesis emphasizes that, in particular, the Serbian language and culture are extremely endangered by the impact of globalization and modern trends.
First, when it comes to the Serbian language, theory shows that there are some positiveaspects of globalization, such as connecting, upgrading languages and enriching vocabulary with new expressions, developing and facilitating communication. It is also shown that the Serbian language is largely endangered, since it is suppressed from everyday life and replaced primarily by English expressions. The biggest problem is daily communication via the Internet, using modern technologies where the Cyrillic alphabet is completely put out of use – a vrious expressions in the English language are inserted into the context, although they have an adequate replacement in Serbian.
Globalization also has a very important role to play when it comes to cultural flows. Thus, on the basis of global connectivity, and with the help of modern technologies, cultural exchange is carried out. Cultural exchange or exchange of cultural goods is a positive element of globalization, where world cultures exchange their products such as music, films, works of art and literary works very quickly and simply. In this way, members of one culture become acquainted with the characteristics of another world culture, learn about each other, and the cultures themselves are enriched and complemented.
On the other hand, the strong influence of the West on all cultural elements and flows leads to the weakening of cultures of small countries. It particularly emphasizes the influence of the United States, which has expanded its operations throughout the world mainly through the media. Given that the media promotes the US-American lifestyle as ideal, emphasizing material values and 57 November 2019 Maja Tesanovic
elevating them in relation to spiritual values, some small and closed cultures offer strong resistance, and counter-effects and great aversion to connectivity and globalization.
Economically more powerful countries such as the USA and Western European countries are gaining primacy over smaller cultures, cultural imperialism, homogenization of cultures and hybridization are strengthening. Cultures of small countries resist, because they feel threatened and lose their national identity, thus increasing ethnocentrism.
Research has shown that while there are positive effects of globalization on the Serbian language and culture, there are still many more negative elements.
It can be said that the positive effect for the Serbian language is the enrichment of the vocabulary with new expressions mainly by Anglicisms. As computer and internet technology has been particularly intensively modernized in recent decades, the Serbian language has been forced to enrich its lexical system with words in these areas. Thanks to the English language, new phenomena, cultural and technological innovations, contemporary Western cultures, sciences and technologies are accessible to all. Also, with the rapid dissemination of information, the Serbian language comes into contact with other languages, so members of other cultures are able to become acquainted with the richness of the Serbian language.
The positive sides of the impact of globalization on culture would be to strengthen international cohesion and cooperation, to facilitate the presentation of Serbian culture and its products in the world, to familiarize the world with the values and rich cultural heritage of the Serbian people.
Although there are some positive effects, research has shown that the prevailing view is that the Serbian language and culture are extremely vulnerable under the influence of globalization, modern trends and especially Western values that are taking primacy in the world. As globalization is largely advocated by the world economic powers, they are strengthening and becoming dominant over a small country cultures like Serbian. There is a fear of diminishing the importance of the Serbian language, since the influence of the English language is very strong. They are simply forced to use, speak and learn English in order to carry out some basic activities. As good and valuable as it is to know a foreign language, it is still not good when one language slowly begins to replace national languages even in everyday communication. Particular concern is present when it comes to the communication of young adults, who are less and less using the correct Serbian language, which is distorted and disturbed by various foreign expressions and slang.
The effects of globalization cannot eradicate a single culture, but they can significantly change its course, leading to a weakening of the significant values and beliefs of members of one culture, and 58 November 2019 Maja Tesanovic
to the strengthening of some new values and styles served by the great powers and supporters of homogenization of world society.
The main research question was: “What is the impact of globalization on the Serbian language and culture?”
Globalization has a huge impact on the Serbian language and culture. On the one hand, culture and language are enriched, complemented, cultural exchanges are made and positive communication with other cultures is achieved. On the other hand, the Serbian language and culture are threatened by the impact of globalization, primarily because of the diminishing importance of the Cyrillic alphabet in everyday communication. There is no sufficient interest of individuals but also of the governing structures to protect and strengthen cultural flows, values and customs.
7.1. Limitations of the study
The main limitations are geographical distance and time constraints. Since the topic is related to the Serbian language and culture, most of the literature was in the Serbian language. Several times I had to travel to Banja Luka to collect books, journals, scientific articles, etc. Also translating it into English took a long time.
Interviewing alone was not easy because all interviewees and interviewed experts live in Banja Luka (Bosnia), Belgrade (Serbia), and even one in Toronto (Canada). So it took a lot of planning to do these interviews, reconcile the free time with everyone, and get everything done successfully.
Further, two interviews had to be made via video call (with interviewee from Belgrade, and from Toronto).
However, all the limitations have been successfully overcome.
7.2. Recommendations
During my research, the positive effects of globalization's impact on Serbian language and culture were defined, as well as the negative effects of this influence. This research could serve as a basis
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for defining the crucial problems that exist in the system of protection and preservation of the Serbian language and cultural heritage.
It is necessary to take concrete measures in the form of a law, so that the declaration on the protection and preservation of the Serbian language is not just a dead letter on paper. As much as individuals bear responsibility, however, concrete measures must be taken by governing institutions, religions and non-governmental organizations.
It is a great responsibility of the university to include disciplines in the field of national history, languages and national culture in the implementation of the Bologna Declaration, and not to allow their subordination to cultural hegemony. (See Mitrovic 2012: 43)
Formulating a strong cultural policy in the service of preserving cultural identity and the Serbian spiritual space in the context of globalization is one of the great responsibilities of the government, schools and universities. Language and religion are two significant factors of cultural and spiritual integration that need particular attention. The reason is that countries and individuals with strong cultural capital will have stronger capacities and potential in the upcoming competitive and social struggles in the future. (See Mitrovic 2006: n.p.)
The cultural and political modernization of the Balkans in general and the formation of civic identity should be taken over by schools, faculties, the economy, culture, and not just by political factors. (See Mitrovic 2002: 38)
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Appendix
This chapter provides all ten interview transcripts which were conducted during the empirical research.
Interview 1
Name: Prof. Danijela Sikman
Profession: Professor of Serbian language and literacy
Duration: 75 Minutes
Date: December 20th 2018
Location: Banja Luka
M: Maja, D: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije uopste?
D: U istoriji civilizacije je bilo nekoliko pokušaja globalizacije, njene korijene nalazimo još u 19om vijeku u vrijeme zagovaranja režima slobodne trgovine, ali se intenzivira tek nakon završetka hladnog rata, a sve sa ciljem omogućavanja liberalne ekonomije uz izdvajanja SAD-a kao diminantne globalne sile! Primarna ideja globalizacije jeste vrijedna pohvale, jer je trebalo da omogućava lakšu razmjenu robe, razmjenu podataka, te da otvara vrata svima za ravnopravno učešće u tržišnoj utakmici, ali je u praksi sve drugačije! Prije svega, manje državice poput balkanskih u kojima žive Srbi, uzimajući u obzir Srbiju, Crnu Goru i BiH, nemaju jednake uslove za izlazak na svjetsko tržište kao svjetske dominantne sile. Globalizacija ne samo da im nije ojačala ekonomiju, naprotiv, manje države su skoro pred kolapskom zbog pritiska giganata. S druge strane, SAD je, svjesno ili nesvjesno, svojom ekonomskom nadmoći u procesu globalizacije ugrozio i
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nacionalni identitet manjih naroda poput srpskog, promovišući sve više engleski jezik kroz ekonomiju.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalizacije? Ako da, koje to promjene uocavate?
D: Globalizacija, kao što već rekoh, uvlači engleski jezik u ostale jezike, uklučujući i srpski jezik. Prije svega, preuzeti su mnogobrojni stručni izrazi kroz nuđenje, prije svega, tehnologije, kojima nije ni tražena adekvatna zamjena na srpskom jeziku! Pored preuzimanja anglicizmi uz proizvode koje dobismo, anglicizmi su se počeli javljati i u slibodnoj kinverzaciji, otud prečesto čujemo i pišemo npr. OK umjesto "u redu" ili "kul" umjesto srpskog "dobro" i slično, što je svakako ugrožavajuće, jer srpski jezik polako, ali doslijedno popušta pred engleskim jezikom.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
D: Pozitivnih uticaja engleskog jezika i procesa globalizacije uopšte nema niti može jedan jezik da pozitivno utiče na bilo koji drugi jezik. Prosto, ljepota svakog jezika ponaosob jeste u posebnosti. Osim toga, da bi jedan jezik bio priznat, mora biti standardizovan što znači da mora imati sopstvene instrumente standardizacije jezika (rječnik, gramatiku i pravopis), koji moraju dokazati svoju autentičnost.
M: Koji su negativni efekti uticaja globalizacije na srpski jezik?
D: Kao što rekoh, engleski jezik ne samo da ulazi u srpski jezik kroz neophodne anglicizme u smislu imenovanja robe koju ekonomske sile engleskog govornog područja nude Srbima, već postepeno ulazi i u slobodnu konverzaciju potiskujući jednako kvalitetne i nacionalno dragocjene srpske riječi (kul i dobro, ok i u redu i slično).
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M: Kakav je uticaj globalizacije na srpsku kulturu?
D: Engleski jezik, svakako, utiče i na srpsku kulturu u pozitivnom smislu, ali i u negativnom kroz negativan uzicaj na jezik, prije svega..
M: Koje su to pozitivne strane uticaja globalizacije na srpsku kulturu, a koje su negativne?
D: Na kulturološkom planu, ako izostavimo poguban uticaj na jezik kao osnovu nacionalnog bića što podrazumijeva i kulturološki život jednog naroda, postoje i pozitivni uticaji. Oduvijek su postojali uticaji u umjetnosti, uticaji na kulturološka nacionalna bića na globalnom nivou s tim da su nerijetko svi narodi davali dragocjeni lični pečat svakom pokretu, umjetničkom pravcu... Otuda mnoštvo pravaca (-izama) u doba moderne s početka 20.vijeka. U tom kontekstu, engleski jezik, čije je poznavanje neophodno svakom modernom čovjeku, svakako omogućava lakšu razmjenu ideja umjetničkih pravaca savremene umjetnosti, a kao što znamo, kulturno biće jednog naroda i jeste u umjetnosti.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
D: Na osnovu svega već navedenog, lako je zaključiti da postoje i pozitivni, i negativni uticaji s tim da su, čini se, negativni uticaji dominantniji, tako da je odgovor da, srpski jezik i kultura jesu ugroženi u procesu gobalizacije.
M: Ko snosi odgovornost prema Vasem misljnju snosi odgovornost ya ocuvanje kulturnog nasljedja?
D: Svi snose odgovornost. Svaki pojedinac bi trebao biti svjestan značaja očuvanja kulturnog nasljeđa, a u skladu sa tim voditi računa o tome šta mu je korisno i šta valja uzeti iz procesa globalizacije, a šta odbaciti. Naravno, pojedince treba upućivati, osjestiti kroz školovanje, a u
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današnje vrijeme posebno kroz medije, a pod "palicom" institucija koje su zadužene za očuvanje nacinalnog identiteta poput Ministarstva prosvjete i kulture, ali i nevladinih organizacija.
M: Da li postoje konkretne mjere koje se preduyimaju za ocuvanje srpskog jezika i kulture?
D: Trenutno se i ne posvećuje dovoljno pažnje. Globalizacija je ugrožavanjem manjih privrednika, manjih država ugrozila ekonomsku egzistenciju manjih naroda, a u skladu sa tim nema prostora za kulturološka pitanja, koja su trenutno na marginama. Donekle crkva njegujući Svetosavlje, njeguje i kulturno nasljeđe Srba, ali svakako postaje bojazan od subjektivnog, nenaučnog ophođenja prema kulturnim dobrima. Religija svakako zauzima značajno mjesto. Pravoslavlje i Svetosavlje je bit srpskog bića, a crkva je igrala značajnu ulogu u svim kriznim trenucima za srpsko nacionalno kulturološko biće počevši od doba opismenjavanja koje je među slovenskim narodima imalo za cilj širenje hriščanstva, preko vladavine Nemanjića u srednjem vijeku koje je i najslavnije srpsko doba i koje je bilo u sinergiji sa crkvom dovremena kad Srbi biše pod turskom vlašću, pa i u vrijeme komunizma, međutim, to više nije dovoljno.
Neophodno je osvjestiti svakog pojedinca u smislu značaja i dragocjenosti kulturološkog bića, te se zajedno oduprijeti pritiscima globalizacije, koja će ovim tempom zbrisati ne samo Srbe već sve manje narode, koji svakako mogu mnogo i da ponude i svijetu ljepotom i posebnošću njihovog kulturnog bića.
M: Koje su Vase preporuke za ocuvanje srpskog jezika i kulture u procesu globalizacije?
D: Po uzoru na Ruse, koji su vješto zaštitili nacionalno biće kroz jezik i kulturu, valjalo bi zaštititi, prije svega, ćirilicu, dati joj primarno mjesto, jer ona i jeste primarna u očuvanju nacionalnog bića kroz jezik i kulturu.
Konkretno, reklame, slogani i slično bi trebali biti ispisani ćirilicom sa ili bez latinice ili uz eng.prevod!
Svakako, Ministarstvo prosvjete i kulture bi moralo dati veći medijski prostor kulturnom nasljeđu, promovišući ne samo ćirilicu, nego i kulturne sadržaje našeg naroda kroz umjetnost i istoriju. Školski
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sistem ne može mnogo da uradi, ako je virtuelni svijet, koji dominira današnjicom, te nedijski prostor isključivo prepušten engleskom jeziku, ako se forsiraju isključivo umjetnosti engleskog govornog područja, koji postepeno ostavlja uticaj u svim sferama života. Valjalo bi pokazati poštovanje i šansu i drugim jezicima, drugim kulturama, ako se držimo izvornog značenja globalizacije, dajući jednaku šansu svima, preuzimajući najbolje drugih naroda u svim segmentima, poštujući različitosti i nadasve čuvajući sopstvene dragocjenosti, sopstvenu kulturu i jezik koji su ni manje-ni više nego nacionalno biće.
M: To je sve, i hvala mnogo!
D: Nema na cemu!
Interview 2
Name: Branka Danojevic
Profession: Graduated Economist
Duration: 55 Minutes
Date: December 20th 2018
Location: Banja Luka
M: Maja, B: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije uopste?
B: Prva asocijacija kada je riječ o globalizaciji = prevazilaženje granica, uopštavanje;
Kao i svaka druga pojava i proces globalizacija ima svoje prednosti i nedostatke. Ako posmatramo na primjer uticaj drustvenih mreza na zivot pojedinca primjeticemo da upotreba istih ima i pozitivne i 65 November 2019 Maja Tesanovic
negativne efekte. Ako dovoljno mudro čovjek bira koje će sadržaje čitati svakako da može unaprijediti svoj život, komunikaciju i povezanost sa ostalim korisnicima. Slično se dešava kada određeni običaji drugih naroda dolaze u kontakt sa nasom kulturom i obicajima. Pojedinac treba da ima u vidu novitete koji se pojavljuju u njegovoj blizini, ali da ostane dosljedan sebi. Dakle, učite i poštujte tudje, ali sačuvajte ono svojstveno vasoj kulturi i narodu.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalizacije? Ako da, koje to promjene uocavate?
B: mhm (Pauza)... Srpski jezik se mijenja usljed uticaja globalizacije. Sve više se upotrebljavaju tuđice, koje zamjenjuju riječi srpskog jezika. Često i mediji iniciraju upotrebu istih. Npr. čućemo na TV „Sve veći broj studenata odlazi u inostranstvo da se edukuje na prestižnim evropskim univerzitetima, umjesto sve veći broj studenata se obrazuje. Educate= obrazovati se; Takođe usljed upotrebe društvenih mreža koristimo skraćenice msm umjesto mislim, LOL smijeh itd. Važno je probuditi svijest o ovome još u osnovnoj školi jer tada se formira način izražavanja koja se kroz odrastanje može unaprijediti, rijetko kad unazaditi ako postoji koliko toliko dobra osnova.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
B: Dakle, postoji jak uticaj globalizacije na srpski jezik i kulturu. Jači uticaj može probuditi svijest kod odgovornih pojedinaca za očuvanje kulture. Postoji u svakom narodu određena grupa/ciljna grupa koja ima zadatak ali i potrebu za čuvanjem specifičnosti svog naroda. Pored stranaca koji vrše pritisak na jezik, tu su i pojedinci unutar srpskog naroda koji sa zadovoljstvom usvajaju novitete kako bi ispratili nadolazeće trendove. Pozitivni efekti bi se odnosili na pobuđivanje svijesti o sve jačoj zastiti srpskog jezika, jer su i „napadi“ na isti još jači i intenzivniji.
M: Koji su negativni efekti uticaja globalizacije na srpski jezik?
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B: Hmm... Pa...kao sto sam vec navela u odgovoru na drugo pitanje, mislim da se srpski jezik mijenja usljed uticaja globalizacije. Sve više se upotrebljavaju tuđice, koje zamjenjuju riječi srpskog jezika. Često i mediji iniciraju upotrebu istih. Važno je probuditi svijest o ovome još u osnovnoj školi jer tada se formira način izražavanja koja se kroz odrastanje može unaprijediti, rijetko kad unazaditi ako postoji koliko toliko dobra osnova.
M: Kakav je uticaj globalizacije na srpsku kulturu?
B: Možemo posmatrati uticaj globalizacije na srpsku kulturu na sledeci način: Smatram da je sve do pojedinca i vaspitanja. Ako on u sebi osjeca ljubav prema svom narodu i obicajima, nacice nacin da se izbori sa nadolazecim obicajima i njegovace svoju kulturu i obicaje koje je usvojio jos u najranijoj dobi. To ne iskljucuje pracenje novih trendova u potpunosti, ali vodice se svojim emocijama koji su naklonjene srpskim obicajima i tradiciji.
M: Koje su to pozitivne strane uticaja globalizacije na srpsku kulturu, a koje su negativne?
B: Pozitivni efekti globalizacije na srpsku kulturu: Poistovjećuje se sa uticajem globalizacije na srpski jezik, iako je srpska kultura sveobuhvatnija. Ona obuhvata običaje koji se prenose sa koljena na koljeno, tradiciju koju je neophodno sačuvati jer njenim gubljenjem nestaje i narod. „Kultura nije samo ono što čitamo, što pišemo, što slikamo, što zidamo - nego, kultura je i pogled, i osmeh, i ponašanje, i gestikulacija, i govor. Nesumnjivo da je ona u nama, jer se primećuje od načina kako nekome kažemo 'zdravo' pa do jedne pesme, slike, građevine. IVO ANDRIĆ Dakle, nije sporan uticaj tuđih običaja, oni dolaze kao iskušenja koja su sveprisutna u životu, važno je da čovjek jača i vrednuje ono nešto što će ga učiniti drugačijim od svih drugih. Poželjno je upoznavati druge kulture, jer se na taj način šire naši vidici,ali prije svega da bi se moglo primjetiti ono vrijedno čuvanja u sopstvenoj kulturi.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
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B: paa...Evo, sudeći po svemu prethodno navedenom, srpski jezik je ugrožen u određenoj mjeri, ali smatram da nije u potpunoj opasnosti. Ipak potrebno je raditi na tome više i upornije. U velikoj mjeri tome doprinose i društvene mreže. Imamo na primjer osnovce koji pribjegavaju čitanju sadržaja na internetu koji su puni netačnih informacija, dubleta, tuđica itd.( npr. bit će, radit će itd.). Sadržaji su zanimljivi nego u čitankama, jer cilj medija i jeste da pridobije pažnju korisnika. Smatram da je potrebna i određena reforma knjiga u osnovnim školama u smislu da sadržaji trebaju biti prilagođeni određenom uzrastu kako bi bili interesantniji za čitanje. Naravno, svaki taj sadržaj treba imati pouku za ucenika. Dakle, manje obimni tekstovi, izvršena selekcija tekstova ( citanje Njegosa u prvom srednje NEIN!)
M: Prema Vasem misljenju, ko snosi odgovornost za ocuvanje kulturnog naslijedja?
B: Svaki pojedinac unutar društva snosi odgovornost za čuvanje kulturnog naslijeđa. Lični osjećaj nas vodi i smatram da ne možemo kod pojedinca probuditi ono što on ne posjeduje jos od najranije dobi. Ne možemo ga zainteresovati razlicitim emisijama i tekstovima ni po koju cijenu. Dakle, dovoljno je sasvim malo u najranijoj dobi a onda ce pojedinac po svom licnom nahodjenu graditi svoj licni identit koji će u određenoj mjeri biti naklonjen srpskom jeziku i kulturi.
M: Da li postoje konkretne mjere koje se preduzimaju kada je u pitanju zastita kulturnog naslijedja?
B: Sve češća pojava emisija i različitih sadržaja u određeno vrijeme. Npr. određeni sadržaji koji ne traju dugo u sklopu Jutarnjeg programa. Veci broj ljudi ce pogledati jutarnji program radije nego dnevnik. I društvene mreže ukazuju na pravopis unutar srpskog jezika na humoristican nacin, jer će šaljivi sadržaji privuci paznju korisnika mnogo više nego određene stranice koje se odnose iskljucivo na pravopis i gramatiku.
M: Koje su Vase preporuke za ocuvanje srpskog jezika i kulture u procesu globalizacije?
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B: Određen broj pojedinaca čuva svoju kulturu kroz srpske pjesme, druga grupa kroz folklor, treća kroz pravopis i gramatiku.Sve zavisi šta je u domenu interesovanja. Bilo kakav doprinos je važan i svačiji izbor je dobrodošao u cilju očuvanja. Suština je : Poštovati tuđe ali voljeti svoje. Isto važi i za pojedince u srpskom narodu. Neće se svaki pojedinac baviti pravopisom ali baviće se pjesmom igrom, običajima. Ako jedan roditelj prenese djetetu običaje kojima je naklonjen , a drugi ljepotu izražavanja i osnovna pravila u srpskom jeziku, mnogo će može doprinjeti vaspitanju svog djeteta ali i cijelom društvu.
M: To bi bilo sve, mnogo hvala!
B: Bilo mi je zadovoljstvo!
Interview 3
Name: Nedjo Josic
Profession: Professor Dr. of Serbian language and literacy, lexicologist, lexicographer, dialectologist
Duration: 65 Minutes
Date: December 21th 2018
Location: Banja Luka – Belgrade (Video call)
M: Maja, N: Name of interviewee
M: Kakav je Vas stav kada je u pitanju globalizacija uopste?
N: Posredi je proces koji se neumitno dešava u celom svetu, posebno u domenu jezika, budući da su svi svetski jezici pod izuzetnim uticajem engleskog, a samim tim, posredno, i pod velikim uticajem američke kulture, tehnologije i društvenih tekovina. Danas se u osnovnim školama uči
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engleski jezik već od prvog razreda, što je bez sumnje korisno, jer su brojna istraživanja pokazala da deca u periodu pre adolescencije brže i lakše usvajaju strane jezike.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalizacije? Ako da, koje to promjene uocavate?
N: Da, srpski jezik svakako se menja pod uticajem globalizacije. Poslednjih nekoliko decenija sve je očigledniji uticaj engleskog jezika na naš leksički sistem, što ima svoje pozitivne i negativne strane.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
N: Srpski jezik, s jedne strane, obogaćuje se velikim brojem novih reči – dobrim i potrebnim anglicizmima kojima se označavaju nove pojave, kulturne i tehnološke inovacije sa kojima se svakodnevno susrećemo. Zahvaljujući engleskom jeziku postaju nam dostupne i poznate tekovine savremene zapadne kulture, nauke, tehnologije, umetnosti itd. Mnogi se anglicizmi odomaćuju i adaptiraju prema fonetskim i morfološkim zakonitostima našeg jezičkog sistema i to je, u načelu, dobro i poželjno; neki pak zadržavaju svoj izvorni oblik, ali opstaju u srpskom jeziku zahvaljujući specifičnom značenju ili potrebi da se pomoću njih popuni određena praznina u leksičkom sistemu.
Budući da se poslednjih decenija naročito intenzivno modernizuju računarska i internet tehnologija, srpski jezik prinuđen je da obogaćuje svoj leksički sistem rečima iz ovih oblasti. Nevolja je u tome što se potreba za korišćenjem odgovarajućih reči objektivno javlja mnogo pre nego što jezički stručnjaci uspeju da registruju ovaj problem i da se pozabave njime, pa je novonastalim pojmovima praktično nemoguće na vreme nadenuti „srpsko ime”. U takvim okolnostima, u naš jezik nadire ogroman broj anglicizama, koji možda ne zadovoljavaju neke lingvističke kriterijume, ali se pokazuje da su sa su sa funkcionalnog aspekta – sasvim dobri.
M: Koji su negativni efekti uticaja globalizacije na srpski jezik?
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N: Jedan od najozbiljnijih problema ogleda se u nedovoljnom korišćenju tvorbenog potencijala koji srpski jezik nesumnjivo ima, o čemu svedoči činjenica da se nazivi za nove pojmove tek sporadično tvore od domaćih osnova ili nastavaka. Ukoliko i nastaju, nove reči često ne zadovoljavaju neke principe srpske tvorbene norme, te se tako u govornom jeziku pojavljuje niz stranih glagola obogaćenih domaćim sufiksima. Svakodnevno možemo čuti da je neko sejvovao ili daunloudovao određeni fajl ili da su mu laptop ili mobilni telefon bagovali. S druge strane, poželjno je da oni koji imaju profil na Fejsbuku s vremena na vreme ponešto na njega aplouduju ili da barem lajkuju određene sadržaje na volovima svojih frendova. Ove i slične kovanice postaju deo naše jezičke svakodnevice – većina govornika upotrebljava ih po inerciji, ne registrujući pri tom uopšte da su sa stanovišta tvorbe neobične.
Dakle, upotreba pozajmljene reči umesto domaće mora biti opravdana, što nije slučaj sa ogromnim brojem anglicizama, za koje postoje sinonimi među rečima srpskog jezika. Anglicizam je opravdan ukoliko nudi ekonomičnije izražavanje istog sadržaja od domaće reči i ukoliko unosi dodatna semantička obeležja, koja ga čine preciznijim, te tako popunjava leksičku i pojmovnu prazninu u srpskom jeziku. Lekseme bebisiterka i laptop nose dodatnu informaciju u odnosu na lekseme dadilja i kompjuter, te je njihova upotreba u srpskom jeziku opravdana. Čini mi se, međutim, da se koristi mnogo anglicizama koji bi se moglo zameniti sasvim dobrom srpskom rečju za isti pojam. Ipak, učestalost upotrebe neopravdanih anglicizama je sve veća, a uzroci ovog fenomena su prvenstveno sociološki. Jedan od njih je svakako i strukovna upotreba anglicizama. Reč je o nedovoljno utemeljenom, ali ipak veoma rasprostranjenom verovanju stručnjaka iz gotovo svih oblasti da se jedino terminima iz engleskog jezika može na pravi način izraziti određeno stručno značenje. Pritom se domaće reči ignorišu ili čak zaboravljaju, strani termini prividno čine govor stručnijim, a onoga ko govori čine većim intelektualcem. Drugo moguće objašnjenje jezičke angloglobalizacije jeste statusna upotreba anglicizama. Uobičajilo se uverenje da prisustvo velikog broja engleskih reči u govoru ili pisanju čini izražavanje otmenijim i modernijim, čime se stvara utisak pripadnosti nadmoćnijem jeziku i kulturi. Dakle, ljubitelji anglicizama svoje znanje engleskog jezika zapravo smatraju statusnim simbolom.
Pod uticajem globalizacije, kao negativna nuspojava, nastao je i tzv. anglosrpski jezik. Njime svi mi pomalo govorimo, što, nažalost, veoma škodi našem maternjem srpskom jeziku. Anglosrpski jezik je termin za jednu hibridnu, spontanu tvorevinu, koja nastaje intenzivnom anglizacijom srpskog jezika poslednjih decenija. To je zapravo jedna vrsta srpskog jezika, koji sve više odstupa od svoje norme i biva upotrebljavan prema normi engleskog jezika. Anglosrpski ne bi mogao nastati da se uticaj engleskog jezika zadržao isključivo na prihvatanju pojedinačnih reči. Naime, engleski jezik odavno
71 November 2019 Maja Tesanovic
je postao glavni leksički donator svim evropskim jezicima, što se oseća u gotovo svim oblastima čovekovog života i delovanja – nauci, obrazovanju, tehnologiji, računarstvu, politici, privredi, muzici, filmu, televiziji, sportu, modi... Mešanje maternjeg jezika sa engleskim rasprostranjeno je i u govoru i u pisanju, a naročito je zastupljeno u popularnim elektronskim i štampanim medijima. Međujezički uticaj uglavnom se odvija na nivou leksike i kao takav ne utiče mnogo na strukturu jednog jezika, tj. na njegov duh. Ali duh srpskog jezika postaje ugrožen onda kada se uticaj engleskog produbi sa leksičkog na sintaksički nivo. Kada se prodavačica u butiku obrati kupcu sa „Mogu li da vam pomognem?“ ona zapravo razmišlja na engleskom, a progovara anglosrpskim i kaže „Can I help you?“ Da je razmišljala na dobrom starom srpskom rekla bi prosto: „Izvolite“. A kada se jedna drugarica drugoj hvali vereničkim prstenom često kaže: „Pitao me je da se udam za njega!!!“ Ovaj primer je možda i najreprezentativniji kada je u pitanju novonastali anglosrpski jezik i uticaj globalizacije, jer pokazuje kako jezik-davalac, tj. engleski jezik nameće svoj način poimanja i izražavanja stvarnosti. Umesto ekonomičnijeg, domaćeg „Zaprosio me je!“ doslovno se prevodi čitava engleska konstrukcija „He asked me to marry him!“. Isto tako, spomenućemo i da spikeri i novinari najčešće završavaju svoje emisije predstavljajući se konstrukcijom „Moje ime je …“, što je takođe prevedena engleska varijanta („My name is…“). Bilo bi više u duhu srpskog jezika reći prosto „Ja sam…“. Ovakvih je primera previše da bismo ih mogli navesti, ali svedoče o globalnom uticaju engleskog jezika i američke kulture na srpski jezički sistem uopšte.
M: Kakav je uticaj globalizacije na srpsku kulturu?
N: Ima i pozitivnih i negativnih uticaja, pre svega engleskog jezika na srpski, pošto sam, kao lingvista, uglavnom o tome mogla nešto reći u okviru ovog upitnika.
M: Koje su to pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
N: Verujem da dostupnost informacija i interneta, kao i računarske i softverske inovacije i savremene tehnologije mogu na razne načine pozitivno doprineti napretku srpske nauke i kulture ukoliko se iskoriste u cilju njihovog razvoja.
72 November 2019 Maja Tesanovic
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
N: U izvesnoj meri, svakako, jesu ugroženi. Profesorka Rajna Dragićević pisala je o negativnom uticaju globalizacije i anglizacije na srpski jezik i kulturu. U više radova predstavila je kako se taj loš uticaj oseća na planu leksike, te šta nam sve o kulturnoj svesti govornika mogu kazati reči koje oni svakodnevno koriste u neformalnoj komunikaciji. Ispostavilo se da globalizacija doprinosi banalizaciji – najpre našeg leksikona, a onda i naše kulturne svesti. Izbori za reči godine, koje sprovode najpoznatije svetske izdavačke i leksikografske kuće, pokazuju da savremenog čoveka interesuju besmisleni, banalni sadržaji, koji svedoče o postojanju globalne antikulture, što se oseća i u srpskom jeziku i kulturi. Pokazalo se da leksema koju kao reč godine u engleskom jeziku izabere npr. Oksfordski izdavački centar – vrlo brzo postaje jedna od najfrekventnijih reči u srpskom jeziku. Problem je što su često posredi nazivi za glupe i trivijalne pojave i pojmove, na osnovu kojih se vidi da ljudsko društvo i kultura propadaju. To su reči tipa selfi (fotografija sebe samog koju pravimo mobilnim telefonom) ili foto-bombing (pojava da jedna osoba pravi selfi, ali se druga pojavi i pokvari ga). Prof. R. Dragićević to lepo tumači zapažanjem da „živimo u narcisoidnom svetu gde je jako važno praviti sopstvene fotografije, pa je strašno ako vam neko pokvari tu samopromociju”. Prateći i baveći se tim rečima godine u engleskom jeziku i njihovim uticajem na srpski jezik, ona ističe kako ostaje zapanjena činjenicom da umesto novih sadržaja koji oplemenjuju našu kulturu zapravo bivamo izloženi antikulturi, koja nas urušava i degradira na razne načine.
M: Prema Vasem misljenju, ko snosi odgovornost ya ocuvanje kulturnog nasljedja?
N: Odgovornost za očuvanje srpske kulture i kulturnog nasleđa trebalo bi da preuzme država, odnosno državne institucije kulture, koje bi bile adekvatno finansirane i organizovane tako da rade u cilju i u smeru zaštite nacionalnih kulturnih interesa. Kada je posredi srpski jezik kao reprezentant kulture, neophodno je raditi na njegovom negovanju i promociji. Jezički stručnjaci treba da imaju apsolutnu podršku države, treba da postoje lektori u svim medijima, dobra lektorska služba koja treba da promoviše ono što jezički stručnjaci predlože.
M: Da li postoje mjere koje se preduzimaju kada je u pitanju zastita kulturnog nasljedja?
73 November 2019 Maja Tesanovic
N: Nemam dovoljno informacija o tome, tačnije, kao lingvista nisam upoznata sa konkretnim merama zaštite kulturnog nasleđa na globalnom, republičkom nivou. Unutar Srpske akademije nauka i umetnosti pojedinačni instituti delaju u smeru zaštite kulturnih dobara. Tako, recimo, leksikografi koji rade na velikom tezaurusnom Rečniku SANU u isti mah rade i na čuvanju, tj. pohranjivanju građe za ovo kapitalno delo nacionalne kulture pažljivo se ophodeći prema starim leksikografskim listićima i izvorima. Poslednjih godina preduzimaju se i koraci u smeru digitalizacije građe i Rečnika, kako bi se vremešna građa „prebacila“ i u elektronski oblik i na taj način trajno zaštitila i sačuvala.
Takođe, na osnovu nekih ličnih poznanstava i aktivnosti, poznato mi je da se JP „Beogradska tvrđava” veoma posvećeno i predano bavi čuvanjem kulturno-istorijskih spomenika i lokaliteta koji se nalaze unutar zidina Kalemegdana, da izdvajaju sredstva za restauraciju pojedinih delova Gornjeg i Donjeg grada, da imaju odlične kustose, organizuju kvalitetne izložbe, a imaju i izdavačku delatnost, odnosno, monografske publikacije vredne pažnje. Među ostalim ustanovama kulture, čini se da podjednako pregalaštvo i entuzijazam u domenu zaštite kulturnog nasleđa i njegove promocije pokazuje Istorijski muzej Srbije, čiji se kustosi savesno ophode prema muzejskim zbirkama, rade na interesantnim izložbama i publikuju odlične radove.
M: Koje su Vase preporuke za ocuvanje srpskog jezika I culture u procesu globalizacije?
N: Nužno je da se kulturni kontakti i uticaj tekovina jedne kulture na drugu manifestuju i u jeziku koji funkcioniše kao sredstvo sporazumevanja u društvu koje trpi taj uticaj. Svaka ljudska kultura i svaki ljudski kolektiv, manje ili više svesno, stvaraju sebi onakvo sredstvo za sporazumevanje kakvo im je potrebno i, saglasno tome, menjaju ga, usklađujući ga sa novonastalim, promenjenim potrebama. Tako su, prihvatanjem tekovina zapadne, prvenstveno američke kulture, u srpskom jeziku odomaćeni brojni anglicizmi kojima se imenuju novi pojmovi iz domena računarstva, tehnike, telekomunikacija, muzike, sporta, mode, filma i drugih. Prihvaćene su, međutim, i brojne reči, izrazi i kovanice, koji srpskom leksičkom sistemu zapravo nisu potrebni, budući da označavaju pojmove za koje u našem jeziku već postoje dobre domaće reči.
Postavlja se pitanje šta je neophodno činiti da bi se izbegle krajnosti u pogledu odnosa prema stranoj leksici – može li se pronaći zlatna sredina između masovne anglizacije jezika i kulture, s jedne strane i purizma u jeziku, s druge? Premda nam konačan odgovor na ovo pitanje nije poznat, čini se da ga treba tražiti u odnosu koju društvena zajednica ima prema verbalnom repertoaru kojim 74 November 2019 Maja Tesanovic
raspolaže. Društvo u kome jezik funkcioniše moralo bi sprovoditi nekakvu jezičku politiku – drugim rečima, društvo bi moralo planski, promišljeno, institucionalizovano uticati na jezičke oblike javne komunikacije, kao i na formiranje društvene svesti učesnika u komunikaciji o tim oblicima. Ako, međutim, imamo u vidu da se u našem društvu nedosledno rešavaju čak i pitanja spoljne politike, jasno je da jezička politika i planiranje ostaju posve zapostavljeni, a jezik javne komunikacije ne kotira se visoko na listi društvenih prioriteta
M: Profesore, mnogo Vam hvala na detaljnim i opseznim odgovorima, I sto ste utrosili Vase vrijeme na ovaj razgovor.
N: Molim, i srecno!
Interview 4
Name: Dusko Cicic
Profession: Professor of history
Duration: 20 Minutes
Date: December 20th 2018
Location: Banja Luka
M: Maja, D: Name of interviewee
M: Kakav je Vas stav kada je u pitanju globalizacija uopste?
D: Globalizacija je proces koji je nezaustavljiv i neizbježan i već uveliko uzeo maha, ne mislim da je to negativna stvar.
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M: Da li mislite da se srpski jezik mijenja pod uticajem globalizacije? Ako da, koje to promjene uocavate?
D: Mijenja, osavremenjuje, dopunjava, novim pojmovima, sve je više anglicizama, često i kad treba i ne treba.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
D: Jezik je živa stvar, treba da se unapredjuje.
M: Koji su negativni efekti uticaja globalizacije na srpski jezik?
D: Mhm..Mnogo novih, stranih, nerijetko iskrivljenih riječi, koje su često stvar mode, a ne potrebe.
M: Kakav je uticaj globalizacije na srpsku kulturu?
D: Srbi imaju dar da iz dugih kultura uzmu ono što ne valja, a izbace poneku pozitivnu stvar.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
D: Hmm..(Pauza)… Pa, rekao bih obogacenje kulture s jedne strane, a i ugrozavanje stranim uticajima s druge.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
D: Svaka kultura, pa i srpska gubi dio svog identiteta, treba sačuvati ono najbolje i obogatiti ga sa novim.
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M: Prema Vasem misljenju, ko snosi odgovornost za icuvanje kulturnog nasljedja?
D: Ukratko, svi – pojedinci, institucije, mediji, vlasti.
M: Da li postoje konkretne mjere koje se preduzimaju kada je u pitanju zastita kulturnog nasljedja?
D: Nisam upućen, kod nas se sve uglavnom svodi na neku nacionalnu priču, koja sve više zvuči desničarski a ne pozitivno
M: Koje su Vase preporuke za ocuvanje srpskog jezika i kulture u procesu globalizacije?
D: Više pažnje posvetiti obrazovanju, vlada i ministarstva, sredstva javnog informisanja, društva za očuvanje jezika i kulture.
M: Hvala Vam!
Interview 5
Name: Draga Tubic
Profession: Master of Serbian language and literacy
Duration: 30 Minutes
Date: December 20th 2018
Location: Banja Luka
M: Maja, D: Name of interviewee
77 November 2019 Maja Tesanovic
M: Kakav je Vas stav kada je u pitanju proces globalizacije?
D: Globalizacija kao novi poduhvat u istoriji covjecanstva ima svoje i pozitivne i negativne komponente. Naime, bilo da se radi o bio kojem tipu globalizacije, da li na ekonmskom, ili bilo kojem drugom planu globalizacija je cin koji treba prihvatati, ali isto tako ciniti sve sto je moguce da bi se globalizacija iskoristila na najbolji moguci nacin za covjecanstvo.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalizacije? Ako da, koje promjene uocavate?
D: Srpski jezik se svakako mijenja pod uticajem globalizacije, to su promjene koje srpski jezik potiskuju u sekundarni plan. Pod uticajem globalnog sisteme srpski jezik gubi izvorne funkcije.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
D: Pozitvni uticaji globalizacije na srpski jezik je svakako produbljavanje i sirenje srpske kulture, dijalekatskog govora i samog cina upotrebe srpskog jezika.
M: Koji su negativni uticaji globalizacije na srpski jezik?
D: Negativni uticaji su ti koji srpski jezik potiskuju u sekundarni plan te se pozajmljuju rijeci iz stranih jezika i tako adaptiraju.
M: Kako globalizacija utice na srpsku kulturu?
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D: Srpska kutura je i ugrozena a isto tako i pozitivno prihvatljiva, na neki nacin za srp.kulturu uopste.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
D: Pozitivne strane su sirokog spektra, te putem globalizacije srpska kultura bi trebalo da sto vise ojaca, a negativne su opet one koje ju potiskuju i ,,bacaju" u zaborav.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
D: Da i te kako. Bojim se da se srpskom jeziju smanjuje upotreba odredjenim faktorima.
M: Ko, prema Vasem misljenju, snosi odgovornost za ocuvanje kulturnog nasljedja?
D: Drzava, religija, narod... ujedinjeni mogu da sacuvaj identitet srpskog naroda a to je i jezik i kultura.
M: Da li postoje konkretne mjere koje su preduzete za zastitu srpsog jezika i kulture?
D: Da, uvijek svoje voljeti i koristiti prvo ono sto je tvoje, ne zaboravljati korijene i porijeklo.
M: Koje su Vase preporuke za ocuvanje kulturnog nasljedja?
D: Vise koristiti srpski jezik, njegovati srpsku kulturu, ne zaboraviti ono sto srpsku kulturu zaista cini posebnom: srpske pravoslavne manastire, na prvom mjestu. U svakoj sferi koristiti srpski jezik, ne ostavljati ga po strani. 79 November 2019 Maja Tesanovic
M: Mnogo Vam hvala na ovim pojasnjenjima.
Interview 6
Name: Jadranka Macanovic Ilic
Profession: Professor of history
Duration: 45 Minutes
Date: December 23th 2018
Location: Banja Luka
M: Maja, J: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije?
J: Globalizacija predstavlja promjene koje obuhvataju ljudsko društvo u cjelini, jer razvojem, prvenstveno informacionih tehnologija, dolazi do porasta međunarodne razmjene u svim segmentima. Razmjena je ubrzana prvenstveno u međunarodnim ekonomskim odnosima, trgovini, turizmu, idejama, umjetnosti, medijima i kulturi uopšte. Svijet se nezaustavljivo pretvara u tkz. "globalno selo". Sama po sebi, globalizacija nije loša, jer se brišu granice i svijet može da se vidi onakav kakav zaista jeste, sa svim svojim kulturološkim i sociološkim razlikama. Međutim, ovaj proces i promjene veoma vješto koriste razvijene zapadne zemlje, oslanjajući se na medijsku i finansijsku nadmoć, kako bi nametale svoju kulturu i širili svoj uticaj u svim segmentima života. Ovim se naravno ugrožava kulturološka nezavisnost malih i nerazvijenih država. Takođe, velika opasnost po male i nerazvijene zemlje je odlazak mladih i obrazovnih ljudi u visoko razvijene zemlje, pa njihove matične države ostaju bez stručnog kadra.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalizacije? Ako da, koje promjene uocavate? 80 November 2019 Maja Tesanovic
J: Da, mijenja se,u smislu kvarenja srpskog jezika, koji je izuzetno bogat, korišćenjem tkz. posuđenica iz dr. jezika, prvenstveno engleskog. Engleski jezik, poput države i naroda odakle potiče, širi se svijetom u svojoj kolonijalnoj najezdi, poput najezde skakavaca. Kad se uzme podatak da su Englezi, kada su došli na australijski kontinent, tamo zatekli oko 500 govornih dijalekata, a danas na istom tom kontinentu postoji i živo je tek sedam, onda nam nije teško naslutiti šta bi se moglo dogoditi sa srpskim jezikom, ako srpska naučna elita ne bude na visini zadatka u smislu očuvanja jezika i ćiriličnog pisma.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
J: Ne mogu reći da nema poz. efekata. Recimo, mogućnost prevođenja velikih i najznačajnijih djela civilizacijske književnost, kako bi bili dostupni srpskom čitaocu. Ovdje je potrebno primjeniti, kako bi to Vuk rekao "pametno prevođenje". Ono podrazumijeva da srpski jezik mora imati bogatu i odgovarajuću jezičku masu kojom će prevodilac protumačiti strane izraze i riječi i što tačnije prevesti na jezik kojim govorimo i mislimo.
M: Koji su negativni uticaji globalizacije na srpski jezik?
J: Veliko je bogatstvo poznavati, govoriti i služiti se sa što više stranih jezika i pisati različitim svjetskim pismima. Međutim, ovdje treba biti veoma oprezan, jer potreba za sporazumijevanjem među narodima, ne bi smela da podrazumijeva iskorjenjivanje jezika malih naroda.
M: Kako globalizacija utice na srpsku kulturu?
J: Uticaj može biti i pozitivan i negativan.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
81 November 2019 Maja Tesanovic
J: Pozitivno bi bilo, recimo sl. Srpski prostori imaju bogato istorijsko i kulturno nasleđe. U okviru programa "Pamćenje svijeta" organizacije UNESCO, u svjetski registar kulturne dokumentacione baštine iz Srbije su upisani Arhiv Nikole Tesle i Miroslavljevo jevanđelje, a manastiri (Đurđevi Stupovi, Visoki Dečani, Sopoćani idr.) se nalaze pod zaštitom UNESCO-a, što je izuzetno pozitivno. Od izuzetnog je značaja i to što je Zmijanjski vez, prvi element iz Republike Srpske i BiH, koji je upisan na UNESCO listu nematerijalnog kulturnog nasleđa čovječanstva. Ovo je sve jedan pozitivan trend koji treba nastaviti s ciljem populizma, zaštite i očuvanja srpskog kulturnog nasleđa. Kad je riječ o osnovnim ciljevima globalizacije u negativnom smislu uopšte, onda bi to bili politička, vojna i ekonomska dominacija moćnih zemalja. To bi značilo otimanje prirodnih resursa, a potom političko, ekonomsko i kulturno potčinjavanje nedovoljno razvijenih zemalja od strane moćnih. Manje i nedovoljno razvijene zemlje mogu da izbjegnu ovo kolinijalno ropstvo, ako postave mudro, vizionarski i nacionalno odgovorno državno rukovodstvo. Teško jeste, ali nije nemoguće.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
J: Jesu, u kontekstu ovoga što je navedeno u prethodnim odgovorima.
M: Da li postoje konkretne mjere koje su preduzete za zastitu srpsog jezika i kulture?
J: Ministarstvo kulture sa svojim sektorima, prvenstveno sektorom zaštite kulturnog naslijeđa treba da izradi dobru strategiju zaštite i odbrane od negativnih uticaja i posljedica globalizacije. Neke od mjera radnika u kulturi bile bi stalno praćenje stanja u djelatnostima zaštite kulturnog naslijeđa, nadzor nad realizacijom programa zaštite kulturnog naslijeđa na UNESCO listi svjetske baštine, na UNESCO reprezenrativnoj listi nematerijalnog kulturnog naslijeđa i sl.
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M: Ko, prema Vasem misljenju, snosi odgovornost za ocuvanje kulturnog nasljedja?
J: Svi snosimo odgovornost, počevši od države sa svim njenim organima i institucija ma, ministarstvima, preko radnika zaposlenih u kulturi i obrazovanju, pa do običnog građanina.
82 November 2019 Maja Tesanovic
M: Koje su Vase preporuke za ocuvanje kulturnog nasljedja?
J: Preporuka bi bila kao u stihovima one pjesme:"Biti isti, biti poseban, biti slobodan, biti samo svoj.." Različitosti su dobre sve dotle dok ne postanu isključive.. one obogaćuju, proširuju i otvaraju vidike i nove dimenzije, ali u svim tim različitostima treba sačuvati ono nešto svoje i jedinstveno(pismo, jezik, običaje, tradiciju..).
M: Hvala na odgovorima!
Interview 7
Name: Sanja Kovacic
Profession: Professor of fine arts
Duration: 30 minutes
Date: December 23th 2018
Location: Banja Luka
M: Maja, S: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije?
S: Globalizacija je "kulturan način" za ekonomsko porobljavanje svijeta.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalozacije? Ako da, koje promjene uocavate?
83 November 2019 Maja Tesanovic
S: Mijenja se i mijenjao se i prije globalizacije, ali sada ubrzano. Niko ne čita knjige, ne uči pravopis i raspolaže siromašnim vokabularom (najčešće oskudnim engleskim za društvene mreže i nepravilnim srpskim za poruke).
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
S: Ne bih mogla da se sjetim nijednog pozitivnogh efekta.
M: Koji su negativni uticaji globalizacije na srpski jezik?
S: Uglavnom su to negativni uticaji, a pozitivni samo kod rijetkih koji se inate, iz revolta ili pobune koriste ćirilično pismo, srpski jezik, itd. (nema kontinuiteta i spontanosti). AKO HOĆEŠ DA POBIJEDIŠ NEKI NAROD, POBIJEDIŠ MU VOJSKU, A AKO HOĆEŠ DA GA UNIŠTIŠ, UNIŠTI MU ŠKOLSTVO.
M: Kako globalizacija utice na srpsku kulturu?
S: Niko ne pridaje puno pažnje kulturi na svim nivoima, bitan je samo novac, duhovno je totalno bagatelisano i degradirano.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
S: Poznato je ako je u nekom društvu zapostavljen sport i kultura da to društvo NAZADUJE ili NAPREDUJE U POGREŠNOM SMIJERU.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
84 November 2019 Maja Tesanovic
S: Kao sto sam navela u prethodnom odgovoru, itekako su ugrozeni. . Nije samo to razlog, problemi su mnogo dublji, ali globalizacija dodatno dezorjentiše i ubrzano ugrožava.
M: Ko, prema Vasem misljenju, snosi odgovornost za ocuvanje kulturnog nasljedja?
S: Trebali bi svi raditi na tome, ali narod očigledno ne zna i ne može sam, a moćnima i vlastima i nije baš do kulture i kulturnog i moralnog naroda.
M: Da li postoje konkretne mjere koje su preduzete za zastitu srpsog jezika i kulture?
S: Za konktetne mjere ne znam, ali kao sto sam rekla trebali bi svi raditi na tome, pojedincim ali uz podrsku vlasti.
M: Koje su Vase preporuke za ocuvanje kulturnog nasljedja?
S: Početi od pojedinca, svakog mjesta ponaosob, posebno škola, staviti akcenat na pismo, običaje, tradiciju, pozorište, film, zaštitu spomenika, ali na način da to sve uđe u podsvijest ljudi i da se podrazumijeva.
Interview 8
Name: Nikola Vesic
Profession: Master of Thoelogy
Duration: 50 Minutes
85 November 2019 Maja Tesanovic
Date: December 23th 2018
Location: Banja Luka
M: Maja, N: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije?
N: Globalizacija je pojam koji označava proces umrežavanja cjelokupnog čovječanstva u jedno opšte društvo. Taj proces je prisutan na svim nivoima ljudske djelatnosti. Njen cilj je da cijeli svijet postane blizak i ne tako stran. Taj proces nije nimalo jednostavan i ima svoje pozitivne i negativne uticaje posebno na naše društvo. S obzirom da je cilj globalizacije rušenje barijera između ljudi, smatram da je sam taj proces pozitivan. Ukoliko se pojmi na pravi način, on može mnogo da doprinese isticanju malih naroda i nacija i njihovo lakše predstavljanje drugim zemljama.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalozacije? Ako da, koje promjene uocavate?
N: Da, srpski jezik se mijenja pod uticajem globalizacije. Nažalost, svjedoci smo da je ta promjena loša. Naime, sve više je stranih riječi u srpskom jeziku. Prisustvo tuđica u našem jeziku, umanjuje šarenoliko bogatstvo našeg jezika. Takođe, druga stvar je da se naš jezik pod tim promjenama polako gubi, sve je više prisutna latinica na mjestu gdje bi trebalo da bude ćirilica kao osnovno pismo našeg naroda. To su osnove dvije promjene od kojih mogu da nastanu velike poteškoće po naše pismo.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
N: Pozitivni uticaj ovog procesa na srpski jezik je u tome što pomoću globalizacije naš jezik će lakše doći u dodir sa drugim narodima. Svakako, ovdje se ima na umu pravilna primjena pravila 86 November 2019 Maja Tesanovic
istoimenog procesa. Ishod pravilne primjene može da bude jako dobar po srpski jezik, jer tada svijet može da upozna bogatstvo jezika čiju su važnost priznavali umovi poput Getea
M: Koji su negativni uticaji globalizacije na srpski jezik?
N: Globalizacija svakako ima i negativne posljedice po srpski jezik. Nažalost, možda danas ovaj uticaj dominira iznad pozitivnog. Ta negativnost se ogleda u tome što se često puta jezici manjih naroda prosto utope u globalizaciji i lako „iščeznu“. Svakako, smatram da krivica ne leži u vinovnicima globalizacije, već u nama samima.
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M: Kako globalizacija utice na srpsku kulturu?
N: Globalizacija ima uticaj na srpsku kulturu. Taj uticaj je dobar, ali po mom mišljenju nedovoljno iskorišten. Naime, svjedoci smo da svega nekoliko elemenata koji ukazuju na naš narod imaju oznaku brenda u svijetu, a sa druge strane nama susjedni narodi imaju mnogo više stvari koje su brendirane i kao takve ukazuju na identitet i korijen svog porijekla. Nedostaje nam kako medijska, tako i podrška ljudi koji su označeni kao oni koji se bave pitanjima kulture.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
N: Kao što sam rekao u prethodnom pitanju, pozitivno je to što imamo šansu da pokažemo veliko bogatstvo našeg kulturnog naslijeđa cijelom svijetu. Pozitivno je i to što možemo da kroz to kulturno naslijeđe pokažemo da pripadamo narodu koji je bitan činilac u oblikovanju istorije Evrope, ali i uticaju na geopolitičku situaciju. Sama kultura je jedan od najvažnijih obilježja jednog naroda. Jedan narod najsigurnije možete uništiti, ako mu uništite kulturu.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
87 November 2019 Maja Tesanovic
N: Da, jesu. Ugroženost se ogleda u pretjeranom apstrahovanju srpskog jezika. Jezik je više ugrožen od kulturnog naslijeđa, jer je jezik nešto što je „živo“, predstavlja nešto što se mijenja i usavršava. Kultura je nešto što je takvo kakvo jeste i kako vrijeme prolazi može samo da dobija na značenju.
M: Ko, prema Vasem misljenju, snosi odgovornost za ocuvanje kulturnog nasljedja?
N: Najveću odgovornost za ugroženost jezika i kulture snosimo mi sami. Na prvom mjestu svaki pojedinac, a zatim i zajednica kojoj isti pripada. Ogromni su propusti i ljudi koji su na značajnim funkcijama, a koji mogu kroz donošenje određenih zakona mnogo toga da promjene.
M: Da li postoje konkretne mjere koje su preduzete za zastitu srpsog jezika i kulture?
N: Da, postoje. Potrebno je sprovesti mjere koje će imati za cilj osvješćavanje ljudi ko su i kome pripadaju. Uvesti obavezan zakon o pisanju ćiriličnim pismom, razni natpisi, imena ustanova i slično. Kao što imamo pored latiničnog natpisa, natpis i na engleskom, tako treba da se u našoj zemlji uvede pod obavezno i natpis na ćirilici. Mislim da je to sasvim korektno, jer na taj način poštujemo svoj jezik i kulturu, a drugima dajemo do znanja da imamo nešto po čemu smo prepoznatljivi. Svakako da će i drugi ljudi da se tome zadive i pozdrave to.
M: Koje su Vase preporuke za ocuvanje kulturnog nasljedja?
N: Lična preporuka je da se sprovede reforma. Kao što sam rekao u prethodnom pitanju, da se zakonski reguliše pisanje ćirilice, zaštita kulturnih spomenika i svega što ukazuje na našu kulturu. Mislim da prije svega, mi sami svako od sebe kao pojedinac treba da počnemo da mislimo i čuvamo ono što imamo. U bilo koju zemlju svijeta ako odete, ona je po nečemu prepoznatljiva. Mi imamo toliko toga, ali ćirilica i pojedini kulturni spomenici su nešto što ne bismo smjeli ni u snu da zaboravimo.
M: To bi bilo sve! Mnogo Vam hvala! 88 November 2019 Maja Tesanovic
Interview 9
Name: Zeljka Udovicic
Profession: Sociologist
Duration: 40 minutes
Date: December 21th 2018
Location: Banja Luka – Toronto (Video Call)
M: Maja, Z: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije?
Z: U principu se slažem sa globalizacijom. Na žalost, globalizacija sve više doprinosi smanjenju korišćenja manjinskih jezika, to je posebno izrazeno u dijaspori (u mom slucaju u Kanadi).
M: Da li mislite da se srpski jezik mijenja pod uticajem globalozacije? Ako da, koje promjene uocavate?
Z: Naravno da jeste. U dijaspori, specificno u Kanadi, prva generacija imigranata prica I koristi srpski, dok se srpski manje govori u drugoj generaciji. Druga generacija, tj. generacija koja je rodjena u inostranstu, razumije jezik ali u pojednastavljenom smislu. U engelskom se za takav oblik razumjevanja korisit termin “lay language”.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
89 November 2019 Maja Tesanovic
Z: Iz iskustava, znam da govorim vise engleski nego srpski, tako da dolazi unapredjivanja engleskog jezika a samim time slabljenjem srpskog. Samim time sto sam obrazovanje stekla na engleskom, jednostavno nove stucne termine koje sam naucila na engleskom nisam u stanju da ih prevedem jer moj srpski rijecnik se ne prosiruje. Kao osoba koja je znala I koja je koristila cirilicu (ovo se odnosi na pisanje), poslje duze godina ne koriscenja iste, jednostano pocela sam da zaboravljam pojedina slova.
M: Koji su negativni uticaji globalizacije na srpski jezik?
Z: Slabljenje pisma. Kao sto sam gore navela, cirilicno pismo gubi na znacaju jer se jednostavno ne koristi. Isto tako, termine koje nisam u stanju da prevedem na srpski zamjenjujem sa terminima na engleskom jeziku.
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M: Kako globalizacija utice na srpsku kulturu?
Z: U Kanadi, globalizacija se ne osjeti toliko u prvoj generaciji vec se osjeti u drugoj. Gubi se pismo, I snaga jezika. Obicaji se podesavaju radnim rasporedima ljudi sto smanjuje odrzavanje obicaja.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
Z: Pozitivni uticaj su: sirenja perspektiva, iskustava I prilika. Internet, koji doprinosi globalizaciji, doprinosi brzom sirenju I razmjeni informacija.
Negativni bi bili da latinicno pismo sve vise zamjenjuje cirilicno. Isto tako, da se umjesto izvornih srpski rijeci ubacuje engleske zamjene.
90 November 2019 Maja Tesanovic
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
Z: Srpski jezik je uveliko ugrozen. Globalizacija doprinosi I odljevu obrazovanog stanovnista sa time da se jezik ne prosirjue na nacin koji je potreban.
M: Ko, prema Vasem misljenju, snosi odgovornost za ocuvanje kulturnog nasljedja?
Z: Svi. Od politickog vrha do porodica
M: Da li postoje konkretne mjere koje su preduzete za zastitu srpsog jezika i kulture?
Z: Ovdje u Kanadi postoje klubovi u kojima se njeguje tradicija. Postoje I djecije grupe koje uce tradicionalne pjesmice I da pisu azbuku.
M: Koje su Vase preporuke za ocuvanje kulturnog nasljedja?
Z: Sirenje svestio o opasnosti od gubljenja pisma. Gubljenjem pisma a samim time I jezika naveliko ce da doprinese unistenju kulture…
M: Hvala puno, to je sve!
91 November 2019 Maja Tesanovic
Interview 10
Name: Dragan Topic
Profession: Graduated Theologist
Duration: 25 minutes
Date: December 23th 2018
Location: Banja Luka
M: Maja, D: Name of interviewee
M: Kakav je Vas stav kada je u pitanju proces globalizacije?
D: Kao i za sve ostalo nisam isključiv.Postoje pozitivne i negativne strane.
M: Da li mislite da se srpski jezik mijenja pod uticajem globalozacije? Ako da, koje promjene uocavate?
D: Da. Promjene u pravopisu,upotrebi „žargonskih“ izraza u svakodnevnoj komunikaciji.
M: Koji su to pozitivni efekti uticaja globalizacije na srpski jezik?
D: Nema ih.
M: Koji su negativni uticaji globalizacije na srpski jezik?
92 November 2019 Maja Tesanovic
D: Navedeno u drugom odgovoru.Kvari se sam izgovor i pravopis.
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M: Kako globalizacija utice na srpsku kulturu?
D: Za kulturu uopšte može imati pozitivne uticaje jer se omogućuje razmjena saznanja i ideja iz raznih dijelova svijeta,ukoliko se one pravilno upotrijebe,naravno.
M: Koje su pozitivne strane uticaja globalizacije na srpsku kulturu, a koje negativne?
D: Pozitivne su svakako u multimedijima (muzika,film,moda),opet podvlačim,ako se iskoriste na pravi način.A negativne upravo to ako se maloprije navedeno ne iskoristi na pravi način,dobijamo jednu generaciju ljudi koji nemaju vlastiti identitet,koriste fraze i izraze,skraćenice stranog porijekla i totalno odsustvo ideje za bilo šta,osim konzumiranja takvih sadržaja.
M: Da li mislite da su srpski jezik i kultura na neki nacin ugrozeni u eri globalizacije?
D: Da, apsolutno!
M: Ko, prema Vasem misljenju, snosi odgovornost za ocuvanje kulturnog nasljedja?
D: Svi stanovnici jedne zemlje,jer oni biraju svoju vlast a samim tim,preko njih bi trebalo da se vrši to očuvanje.Plus,naravno,svako u svom domu i lokalnoj zajednici bi trebao da djeluje u skladu sa svojim mogućnostima
M: Da li postoje konkretne mjere koje su preduzete za zastitu srpsog jezika i kulture?
93 November 2019 Maja Tesanovic
D: Nisam upoznat sa ovim podatkom, ali mislim da ne postoje.
M: Koje su Vase preporuke za ocuvanje kulturnog nasljedja?
D: Rad sa mlađim naraštajima (osoblje koje je za to kvalifikovano),prenošenje običaja i tradicije u porodici koja je,takođe,bitan faktor.
M: Hvala, to je sve!
94 November 2019 Maja Tesanovic
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