VITICULTURAL TRADITION IN THE CULTURAL HERITAGE OF THE SERBS IN VOJVODINA
Keywords:
viticultural tradition, cultural heritage, Autonomous Province of Vojvodina, media, promotionAbstract
The Autonomous Province of Vojvodina, as an autonomous province within the Republic of Serbia, represents an area of pronounced ethnic, cultural, and religious diversity, which gives the preservation of traditional cultural heritage particular social and identity-related significance. This study examines the level of public awareness and the role of media in the promotion and preservation of the viticultural tradition as a significant segment of intangible cultural heritage. The aim of the study is to analyze and evaluate the possibilities for the protection, preservation, and promotion of the viticultural tradition of Serbs in Vojvodina, with a particular focus on its contribution to the preservation of cultural values, identity patterns, and the intergenerational transmission of intangible cultural heritage. Social and cultural changes have resulted in the transformation of the symbolism of wine and grapevine, whereby certain traditional customs have lost their original meanings, while others have been revitalized and adapted to the contemporary social context. The research was conducted on a convenience sample of 135 residents of the Autonomous Province of Vojvodina. The results indicate that respondents demonstrate a relatively high level of knowledge of the viticultural tradition (Average=4.21; Median=4; Mode=5; 95% CI: 3.92–4.49). Respondents with the highest level of education (Doctor of Science) attribute the greatest importance to the preservation of this form of cultural heritage. The analysis of perceptions regarding the role of media indicates the dominance of digital platforms in the promotion of the viticultural tradition: social media platforms were recognized by 64.8% of respondents, television by 26.9%, while print media (6.2%) and radio (2.1%) were considerably less represented. Among digital channels, YouTube and Instagram stand out as the most effective platforms for promoting and raising awareness of the viticultural tradition as part of intangible cultural heritage. The results confirm the need for strategic management of digital media in order to improve the promotion, preservation, and sustainable valorization of the viticultural tradition. Continuous presence on social media platforms and television is recognized as one of the key mechanisms for strengthening public engagement and ensuring the long-term protection of the cultural identity of Vojvodina.
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