Antropološki pristup medijima - kratak pregled (sa posebnim osvrtom na igrani film)

Abstract

U ovom radu nudi se hronološki pregled antropološkog proučavanja medija sa posebnim naglaskom na dugometražni igrani film. Razmatraju se različiti teorijski i medotološki pristupi proučavanja masovnih medija uz osvrt na pitanja i probleme kojima su se antropolozi zainteresovani za medije bavili. Kao relativno "mlada" poddisciplina antropologije, antropologija medija istovremeno kombinuje tekstualni i kontekstualni/etnografski pristup, nudeći time obuhvatnije uvide u globalnu kulturu današnjice. Cilj ovog rada jeste da utvrdi da li postoji i u čemu se sastoji specifičan antropološki pristup medijima, kao i pokušaj da se označe moguće prednosti i doprinosi antropološkog istraživanja medija u odnosu na druge društvene i humanističke discipline.

This paper provides a chronological overview of the anthropological study of media with special emphasis on the feature film. It discusses the different theoretical and methodological approaches to the study of mass media with an overview of the issues and problems anthropologist interested in the field of mass media were dealing with. As a relatively "young" sub-discipline of anthropology, anthropology of media at the same time combines textual and contextual/ethnographic approach, thus offering a comprehensive view of the global culture of today. The aim of this paper is to determine whether the specific anthropological approach to media exists and what its characteristics are, in order to indicate the possible benefits of anthropological research of this field in relation to other social sciences and humanities.