Page 350 - Kotnik, Vlado. 2018. Medijske etnografije: K antropološki imaginaciji medijev in komuniciranja. Koper: Založba Univerze na Primorskem
P. 350
medijske etnografije: k antropološki imaginaciji medijev in komuniciranja
ic method and discourse and semiotic analysis, the author shows that ski-
ing, which has long been an area of integrative spectacle in Slovenia and
includes a combination of hypertrophied events, features, images and sym-
bols wrapped in national colours, such as natural scenery, tradition, recre-
ational background, sports events, media stories, skiing heroes and brands,
is now a complex cultural ceremony, that celebrates the deepest social ide-
als and values, such as virtues, competition, success and fame.
The mobile phone is, at the transition between the 20th and 21st centu-
ries, a device which is inevitably and fully incorporated into the everyday
life of people’s relationships as well as into their organisation of private itin-
eraries and duties at work. Thus the second study Inside Mobile Everyday
Lives: Towards an Anthropology of Uses of Mobile Phone aims to reveal how
the mobile phones’ users perceive their appurtenance to global context of
the “mobile reality”, how this kind of technology determines or structures
the organisation of people’s everyday life, and what is the attitude of mobile
phones’ users towards their personal uses of mobile phone. To examine the
above-mentioned dimensions of contemporary human life, we have to un-
derstand the social uses as cultural practices which use the ideologies of con-
sumption and utopian dreams to produce the technologized mobile identi-
ties and new forms of communication. Anthropology offers a cognitive tool
which can be used, on the micro level, to shed some light upon some aspects
of this global process which we are facing today. This article will present only
a smaller part of the ethnographic case study of the uses of mobile phone in
Slovenia.
The third study Fashion, Media and the Elite: Ethnography of the
Exploitation of the Slovenian Transitional Media Promenade is an attempt
to present a particular social practice, which has, due to its currency and
ubiquity in the media, gained a surprisingly naturalized legitimacy within
the Slovenian mediascape. After Slovenia gained its independence in 1991,
two parallel processes could be observed. On the one hand, the state itself
was searching for a new identity which it could project both inward and
outward, it was looking for a way to communicate the national tale of itself
through numerous ruling discourses of politics, economy, tourism, sports
and culture. On the other hand, the transitional ruling class and the emer-
gent social force of postsocialist rich, chosen and owners needed new ele-
ments in the process of social differentiation. Fashion became one of the
reinvented refuges or simply “discoveries” of the new Slovenian political,
economic and media elite, which used the media to establish a visual order
350
ic method and discourse and semiotic analysis, the author shows that ski-
ing, which has long been an area of integrative spectacle in Slovenia and
includes a combination of hypertrophied events, features, images and sym-
bols wrapped in national colours, such as natural scenery, tradition, recre-
ational background, sports events, media stories, skiing heroes and brands,
is now a complex cultural ceremony, that celebrates the deepest social ide-
als and values, such as virtues, competition, success and fame.
The mobile phone is, at the transition between the 20th and 21st centu-
ries, a device which is inevitably and fully incorporated into the everyday
life of people’s relationships as well as into their organisation of private itin-
eraries and duties at work. Thus the second study Inside Mobile Everyday
Lives: Towards an Anthropology of Uses of Mobile Phone aims to reveal how
the mobile phones’ users perceive their appurtenance to global context of
the “mobile reality”, how this kind of technology determines or structures
the organisation of people’s everyday life, and what is the attitude of mobile
phones’ users towards their personal uses of mobile phone. To examine the
above-mentioned dimensions of contemporary human life, we have to un-
derstand the social uses as cultural practices which use the ideologies of con-
sumption and utopian dreams to produce the technologized mobile identi-
ties and new forms of communication. Anthropology offers a cognitive tool
which can be used, on the micro level, to shed some light upon some aspects
of this global process which we are facing today. This article will present only
a smaller part of the ethnographic case study of the uses of mobile phone in
Slovenia.
The third study Fashion, Media and the Elite: Ethnography of the
Exploitation of the Slovenian Transitional Media Promenade is an attempt
to present a particular social practice, which has, due to its currency and
ubiquity in the media, gained a surprisingly naturalized legitimacy within
the Slovenian mediascape. After Slovenia gained its independence in 1991,
two parallel processes could be observed. On the one hand, the state itself
was searching for a new identity which it could project both inward and
outward, it was looking for a way to communicate the national tale of itself
through numerous ruling discourses of politics, economy, tourism, sports
and culture. On the other hand, the transitional ruling class and the emer-
gent social force of postsocialist rich, chosen and owners needed new ele-
ments in the process of social differentiation. Fashion became one of the
reinvented refuges or simply “discoveries” of the new Slovenian political,
economic and media elite, which used the media to establish a visual order
350
