The 1990s on the RTS Screens: Analysis of the Domestic Television Series and the Audience Attitudes

  • Nataša Simeunović-Bajić Faculty of Philosophy, University of Niš
  • Marija Vujović Faculty of Philosophy, University of Niš
  • Dragana Pavlović Faculty of Philosophy, University of Niš
Keywords:
TV series, 1990s, Radio Television of Serbia, ideology, audience

Abstract

In the cultural memory of peoples or individual groups, there is always a certain temporal point around which complex socio-political discourses develop. In Serbia, it was the 1990s. Many studies analyzed this period from different and opposite perspectives, but research on TV programs from that era has been rather neglected. This paper focuses on TV series and audience attitudes in order to determine their role in this period. The methodology is based on secondary data from previously conducted research since it is difficult to determine the audience's attitudes towards a serial program that was broadcasted in the 1990s from this temporal distance. The reports from the RTS (Radio Television of Serbia) Research Center were used, and a brief analysis of individual achievements from that period was made to define a more general picture of the television series offered. The methods used were: historical analysis, content analysis and comparative analysis, therefore, the qualitative approach dominates. Ideology has long been identified as an increasingly common component of popular content, so particular attention was paid in this paper to detailed analysis and „reading between the lines.“ Although at first glance it was expected that clear ideological representational matrices would be recognized in TV series broadcasted in the 1990s, our research shows that this is not the case. Detailed analysis provided answers to the newly discovered meanings of a complex and never-completed process of cultural formation within the peculiarities of everyday life in a territory that was largely isolated and at a time pressed by various phenomenological and axiological categories. That everyday life was human, lively and inevitable, and its representation in the series does not cover the semantic paradigm of the most difficult of all times in contemporary Serbian history. In a deeper reading of the attitudes and thinking of the audience, it is noticed that the perception of the socio-political crisis of the time was projected on the wishes of the audience, as it pleaded for more fun, optimism and humanity, which became part of the basic viewing preferences. More than that, viewers have expressed a need for much more love content in future recorded series, which shows a certain measure of saturation, on the one hand, and a culmination of optimism and relaxation regarding the expectations of the serial content, on the other. The audience's desires were turned toward distraction from reality, wars, sanctions and dark topics.

Downloads

Download data is not yet available.

References

Andrić, Bojana. 1995. Vodič kroz produkciju igranog programa Televizije Beograd: fond sačuvanih emisija od 1958. do kraja 1995. Beograd: RTS.

Antonijević, Dragana. 2009. „Poraženi od sistema: struktura i značenje ličnih priča o gubitnicima hibridne tranzicije.“ Etnoantropološki problemi 4(3): 47-65. https://doi.org/10.21301/eap.v4i3.3

Croteau, David and William Hoynes. 2003. Media/Society: Industries, Images, and Audiences. Newbury Park, CA: Pine Forge Press.

Dragićević-Šešić, Milena. 1994. Neofolk kultura: publika i njene zvezde. Sremski Karlovci: Izdavačka knjižarnica Zorana Stojanovića.

Durham, Meenakshi and Douglas Kellner. 2012. Media and Cultural Studies: Keyworks. Hoboken. New Jersey: John Wiley & Sons.

Đurković, Miša. 2005. „Prva petoletka – domaće televizijske serije i transformacija sistema vrednosti u tranziciji.” Sociološki pregled 39(4): 357-381. doi: 10.5937/socpreg0504357D

Đurković, Miša. 2002. Diktatura, nacija, globalizacija. Beograd: Institut za evropske studije.

Đurković, Miša. 2004. „Ideološki i politički sukobi oko popularne muzike u Srbiji.“ Filozofija i društvo, br. 25, 271-279.

Erdei, Ildiko. 2008. „Televizija, rituali i nadmetanja oko toga šta je ’vredno pamćenja’ u Srbiji tokom devedesetih godina XX veka.“ Etnoantropološki problemi 3(3): 145-169. https://doi.org/10.21301/eap.v3i3.8

Erdei, Ildiko. 2017. „Fragmenti jugoslovenske socijalističke modernosti 1970-ih u TV seriji ’Pozorište u kući’”, Etnoantropološki problemi 12(2): 537-563. https://doi.org/10.21301/eap.v12i2.9
Eskenazi, Žan-Pjer. 2013. Televizijske serije. Beograd: Clio.

Hol, Stjuart. 2008. „Кodiranje, dekodiranje.” U Studije kulture, uredila J. Đorđević. Beograd: Službeni glasnik.

Isailović, Jagoda. 1995. „Gledaoci o TV seriji Otvorena vrata.” U Izveštaji i pregledi br.7. Beograd: Centar za istraživanje javnog mnjenja, programa i auditorijuma RTS.

Isailović, Jagoda. 1996. „Gledaoci o TV seriji Srećni ljudi.” U Izveštaji i pregledi. Beograd: Centar za istraživanje javnog mnjenja, programa i auditorijuma RTS.

Isailović, Jagoda. 1997. „Gledaoci o televizijskoj seriji Gore-dole.” U Izveštaji i pregledi br. 2. Beograd: Centar za istraživanje javnog mnjenja, programa i auditorijuma RTS.

Isailović, Jagoda. 1997a. “Odnos gledalaca prema TV serijama.“ U Izveštaji i pregledi br. 5. Beograd: Centar za istraživanje javnog mnjenja, programa i auditorijuma RTS.
J. M. 2013. „Producent: Serija ’Otvorena vrata’ nije za svakoga.” Novosti, 24. oktobar, 2013. https://www.novosti.rs/vesti/scena.147.html:460283-Producent-Serija-Otvorena-vrata-nije-za-svakoga

Jovanović, Suzana. 2018. „Gledanost televizijskih programa s nacionalnom pokrivenošću u 2017. godini.” U Godišnji izveštaj. Beograd: Centar za istraživanje javnog mnjenja, programa i auditorijuma RTS.

Kovačević, Ivan i Marija Brujić. 2014. „’Ljubav na prvi pogled’ – TV serije: uvod u antropološku analizu.“ Etnoantropološki problemi 9(2): 395-415. https://doi.org/10.21301/eap.v9i2.7

Kovačević, Ivan. 2018. „Antropologija TV serija.” Zbornik radova Fakulteta dramskih umetnosti 33: 97-112.

Lewis, Ian. 2000. Guerrilla TV: Low Budget Programme Making. Boca Raton, Florida: CRC Press.

Michael Gurevitch, Tony Bennett, James Curran and Janet Wollacott. 2005. Culture, society and the media. Abingdon: Routledge.

Miletić, Mirko. 2001. „Promene u masovnom komuniciranju i kultura u Srbiji.” Mediaonline, časopis o medijima u jugoistocnoj Evropi 21.XI 2001.

Pavlica, Damjan. 2011. „Savremena istorija Kosova.” Peščanik, 19. septembar 2011. https://pescanik.net/savremena-istorija-kosova/

Radojković, Miodrag. 2008. „Mediji civilnog društva u Srbiji.“ CM 3(9): 5-23.

REM. 2018. Javni medijski servis Radio-televizija Srbije: načini ispunjavanja zakonskih i programskih obaveza, Izveštaj.http://www.rem.rs/uploads/files/izvestaji%20o%20nadzoru/RTS%20-%20izvestaj%20za%202018.pdf

Rivera-Perez, Luis. 1996. „Rethinking Ideology: Polysemy, Pleasure and Hegemony in Television Culture.“ Journal of Communication Inquiry 20(2): 37-56. https://doi.org/10.1177/019685999602000203

Simeunović Bajić, Nataša, Nada Senić i Slavica Josifović. 2013. „Kulturno-istorijski značaj Centra za istraživanje javnog mnjenja, programa i auditorijuma RTS: jugoslovenski i postjugoslovenski kontekst.“ Godišnjak Fakulteta za kulturu i medije: komunikacije, mediji, kultura 5(5): 449-466.

Simeunović Bajić, Nataša. 2015. „Domaće igrane TV serije u jugoslovenskoj i postjugoslovenskoj popularnoj kulturi.“ Doktorska disertacija. Beograd: Fakultet političkih nauka.

Simeunović Bajić, Nataša. 2018. „Posleratni bildungsroman jedne generacije kao vrhunsko delo jugoslovenske popularne televizijske estetike – TV serija Grlom u jagode.“ Etnoantropološki problemi 13(1): 93-109. https://doi.org/10.21301/eap.v13i1.5

Simeunović Bajić, Nataša. 2020. „Serbia“. In Mass media and society, edited by D. Merskin, 1552-1555. ‎Newcastle upon Tyne: SAGE. ‎http://dx.doi.org/10.4135/9781483375519.n598

Spigel, Lynn. 2004. „Entertainment Wars: Television Culture after 9/11.“ American Quarterly 56(2): 235-270. https://doi.org/10.1007/978-1-137-08003-5_6

Šibalić, Vanja. 2018. „Domaća TV serija kao narativni prostor globalizacije: promocija imidža.” Zbornik radova Fakulteta dramskih umetnosti 33: 147-161.

Ther, Philipp. 2018. Europe since 1989: A History. Princeton, New Jersey: Princeton University Press.

Trifunović, Vesna. 2009. „Konceptualizacija gubitnika i dobitnika tranzicije u popularnoj kulturi.“ Etnoantropološki problemi 4(1): 107-121. https://doi.org/10.21301/eap.v4i1.5

Trifunović, Vesna. 2009a. „Tipizacija privatnika u periodu prve tranzicije: primer domaćih serija.“ Glasnik Etnografskog instituta SANU LVII(1): 135-146. 10.2298/GEI1502451T

Tripković, B. Milan. 2001. „Srbija i tranzicija – u vrtlogu interesa političko-ekonomske oligarhije.“ Sociološki pregled 35(3-4): 251-260.

Vuletić, Vladimir i Nemanja Zvijer. 2018. „Modernizacijski karakter TV serija : sitkomi RTB s kraja 1960-tih i početka 1970-tih godina.” Zbornik radova Fakulteta dramskih umetnosti 33: 113-131.

Žikić, Bojan. 2013. Slike u izlogu : kulturne predstave o Evropskoj uniji kao sredstvo opisivanja paralelne stvarnosti stanju u Srbiji 1991-2011. Beograd: Srpski genealoški centar.
Published
2020-07-04
How to Cite
Simeunović-Bajić, Nataša, Marija Vujović, and Dragana Pavlović. 2020. “The 1990s on the RTS Screens: Analysis of the Domestic Television Series and the Audience Attitudes”. Issues in Ethnology and Anthropology 15 (2), 469–487. https://doi.org/https://doi.org/10.21301/eap.v15i2.5.