The Ideology of Yugoslav New Year Card 1958–1989.
Ključne reči:
New Year cards, folklore communication, economy, ideology, visual cultureApstrakt
Although a part of the geographically and culturally widespread practice of celebrating holidays, Yugoslav New Year cards can be considered one of the material sources for understanding the representations that this society used. Regarded either as folklore or as a form of gift, greeting cards and New Year cards are a part of exchange that has contributed to reproducing acquintances and friendships. Yugoslav New Year cards share this aspect with those exchanged in other parts of the world. The specifics of the Yugoslav’s New Year cards are revealed by researching their visual aspects and representations that are reproduced. Including landscapes, common elements of New Year’s material culture such as Christmas, trees, stars, bells, Santa Claus, Snow White, children playing in the snow, Yugoslav New Year cards represent the desireable lifestlyes, everyday life and its ideological commitment. Their visual dynamic is noticable when taking into account historical events that preceedes the presence of certain motifs. New Year’s gifts, chimneysweep, automobile, the erotization of women’s body, including/excluding certain motives such as bells, plum fruit, mistletoe, walnut, straw were placed in historical context to illustrate the link between New Year’s card and social and cultural changes in Yugoslavia.
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