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Hashtag as a popular culture phenomenon




Until less than a decade ago, the symbol „#“ used to signify only a term related to phones or a sign for „sharp“ in musical notation system. Meanwhile, the perception has changed, and this simple symbol is one of the main tools of communication.This simple „#“ sign is not only a part of social media language, but also a part of everything we consume. It even changes the way the society writes and behaves since grammatically correct forms are no longer necessary today. According to research so far, short messages are 25% more interactive. Therefore, in order to send and receive messages, we do not need to use whole sentences, but only images and hashtag symbols, which confirms the visual effect domination. Nowadays, even the TV channels use hashtag to attract more viewers, widen the audience and distribute information much faster. Speed and simplicity are built in the new „hashtag culture“. Hashtag has developed from a simple social communication into a popular cultural phenomenon in a very short period of time.This trend is only a different way of using the Internet and just another possibility for posting the aimed personal content. It is possible that one day a specific obsession for hashtag as such will disappear, but until then it will continue to grow incredibly fast. The future of communication based on information technology is uncertain, because the possibilities are infinite, and the speed of development is unknown. The things that made hashtag the essential part of communication with audience in modern society are number of hashtags, number of social network users, an easy possibility to create contents that the whole world can access, mobile communication (with 80% of users of Twitter or even Instagram on mobile platforms), TV shows and advertising campaigns. This proves that a thing which started as entertainment became a part of popular culture of the modern society.                 



This is the age of social networks such as Twitter, Facebook, Instagram. In the last five years, their popularity has grown so much that people from all branches use them, including Hollywood celebrities, famous musicians, politicians, and writers, who chose social networks as their basic means of communication.

Twitter enables its users to connect to thousands, or even millions of people at a global level, by using short messages with up to 140 characters, increasing the limit to 10,000 characters in the near future, which would change the way of communication on the social network. The world entertainment stage has accepted Twitter as means of presenting opinions and attitudes, thus providing the audience with exclusive news directly from the source. Ashton Kutcher, Oprah Winfrey, US President Barack Obama, and Arnold Schwarzenegger were the first celebrities who started using Twitter for sending quick messages and connecting with their audience. Therefore, Twitter was supported by the world famous singers, actors and presidents, and it became a particular spot for finding information, but also a popular culture phenomenon of with 284 million active users, and 500 million posts a day.[1] The pop-culture adoption of hashtags helped push hashtags into other social networks. Instagram adopted hashtags on January 27, 2011 and Facebook finally adopted hashtags on June 12, 2013.[2] The hashtag brought more than just attention, it gave even a list of people who actually engaged with someone`s story and brand. Hashtags have become more than just a simple way to categorize posts or add a narrative to the story behind.



The purpose of this work is not to research the use of hash character in daily communication and its transformation into information source, which changed the traditional forms of communications. The aim of the research is to analyse the frequency, the way and the occasions in which the character is used and to define the role of hashtag in popular culture.

The object of this research is to understand the use of hashtag character in daily communication, trend setting and creation of popular contents.

Until less than a decade ago, the hash symbol “#” used to signify only a term related to phones or a sign for “sharp” in musical notation system. Meanwhile, the perception has changed, and this simple symbol now represents one of the main tools of communication, which has become a phenomenon of popular culture, online communication is no longer possible without it, and it has also been spreading within communication outside social networks. 

The research of hashtag as popular culture phenomenon and its use in daily communication has included the following:

Primary research:

  • Conversation/interviews with people in Serbia who are followed by a significant number of social network users (more than 5,000), and are therefore responsible for management of online contents of their own or their clients’;
  • Quantitative analysis by tools such as Topsy[3] and Tvitni.me[4] which analyse communication results on Twitter[5] social network with the analysis of hashtag characters and key words;

Secondary research:

  • The review which includes websites research, newspaper articles and blogs related to the use of hashtag character.



According to Merriam Webster`s Dictionary, social networks are „a kind of electronic communication (websites for social networking and microblogging) through which the users make online communities to share information, ideas, personal messages and other contents (such as videos)” .

Social networks are also defined as virtual, online communities which connect people who might share similar interests or activities, regardless of their location. They are interactive online services which provide pages with basic personal information, contact lists of people users can communicate with and exchange information publicly, for certain public only or in a private communication. As far as the number of users is concerned, the most popular social networks are Facebook, Twitter and Instagram.

In 2015 the most popular social network, Facebook, has reached more than a billion users in the world, 3.4 million of which are in Serbia. The next one is Twitter, which is classified as a part of microblogs subgroup, but definitely a social network, since the communication on Twitter has become very interactive and is often in a form of a dialogue, due to status or posts which can contain a maximum of 140 characters. Facebook was started at the beginning of 2004. This web page, available to everyone, is owned and managed by the company with the same name (Facebook, Inc.). It was founded by Mark Zuckerberg while he was a student at Harvard University. Initially, the membership on the page was only allowed to Harvard students, but later it was accessible to the students from colleges which are members of the “Ivy League”. After a while, all college and high school students were granted access, and eventually, all people over 13 could become members of Facebook.

Twitter is a social network designed for micro-blogging, i.e. it is intended for sending (and reading) short messages, called tweets, by the network name. The sender can limit message delivery to his/her circle of friends only, or leave public access available to anyone (which is an assumed choice). Even though, it was used with a limit of 140 characters in each tweet until now, Twitter management announced that it was considering increasing the limit to 10,000 characters, which would change the way of communication on the social network. The so-called “Beyond 140” project, as it is called by Re / code, will allow users to tweet and tweets will continue to show standard 140 characters at the timeline, but when you click to expand the tweet, you will see a message that can contains up to 10,000 characters.[6] Twitter has lately been established socially as an important platform of public communication which is in progress in real time. Twitter was started as a platform for personal communication between different people, and as other social networks, it has frequently been used for communication between media, journalists, governments and politicians and citizens – electorate, and between companies and consumers and users.

Twitter and Facebook provide the fastest way of exchanging news through short messages, mostly with attachments such as photos or links. By reading twits on your phone or computer, you can find out current events in the world or the country and your city momentarily. When we refer to the use of Twitter in Serbia, you can find some information on Twitter first, as was the case with the earthquake in Kraljevo, fire in the National theatre, big floods in the country in spring 2014. Of course, there is some news you can follow randomly, or by hashtag, which is far easier and more usual.

Instagram is a photo-sharing app that can have some relevance to the market, especially with Facebook’s recent acquisition of the application. Having more than 27 million users, Instagram has a very active user base. Use Instagram for capturing event and office culture photos. Anybody can also leverage the application to run contests and scavenger hunts. The Instagram hashtag is a powerful feature to engage viewers. Hashtags act as keywords providing a way for people to find photos through a simple search. Hashtags are especially useful as you seek to establish your brand as an industry leader and get more followers. Implement hashtags that are unique to your brand and industry, as well as hashtags that are popular keywords.

Regardless of the type of social network, social networking is simply the amplification of emotional reactions to a topic in modern life. If there are no emotions – the communication will not be successful. The hashtag is an essential part of the emotion, because the emotion will not reach wider audience without it, or become the part of the popular contents online.[7]

During one of the last art related conferences in the USA, Marcus Romer pointed out that it has taken 38 years for the radio to reach 50 million users since its beginnings, television has had to wait for 13 years, and Facebook has achieved the same success in only two years. This proves the independence of the future of communication based on information technology, because the possibilities are infinite, and the speed of development is unknown.[8]

It is difficult not to notice, or feel in a way, the influence of social networks, especially when it comes to popular web pages/applications such as Facebook, Twitter, Instagram, or even Wikipedia and You Tube. Since the end of 2006, social networks has started dictating the ways of using digital technologies worldwide.

Judging by the number of Internet users; Serbia is lined up with developed European countries, even though the social end economic situation cannot measure with the environment of those countries, nor can the development of information technology. Our country, with 52% of population using social networks, is the seventh in Europe, and the first in regional area. Iceland, Norway, Malta, Denmark, Sweden and Great Britain come before Serbia, and, for example, new technologies and online shopping are much more developed in these countries than in Serbia.

Every other Serbian citizen has a profile on some of the social networks, which is more than the average 40% in Europe. Men with 54% make the majority, compared to 46% of women, also a world average. The young aged 18 to 24 are the most frequent on Facebook, there are as much as 28% of those aged 25 to 34, and people older than 65 are least present, only 1,5% of them.

Picture 1: The purpose of use of the Internet according to people in Serbia[9]



At the beginning of 21st century, the age of short text input came together with the blooming of mobile phones and social networks popularity. Short texts demanded abbreviations and shorter time to write messages, so the acronyms which became very popular in society today developed and they started being used outside social networks.

According to the text “The history of hashtag”[10], the term „hashtag” did not come up until year 2007 when Chris Mesinae (@FactoryJoe[11]) came up with the idea of using “the hash” as a symbol of metadata strategy.

Picture 2, chris-messina-first-twitter-hashtag, Tanja Tatomirovic

Picture 2. Chris Messina`s tweet with the first officially recognized hashtag

According to tweets researches, the first time a hashtag was used extensively as a way to categorize tweets. That was adopted by the public during the San Diego fire accident on October 23, 2007, when Nate Ritter used Twitter to spread the news about the fire and included the hashtag #sandiegofire.

Picture 3 San Diego fire, Tanja Tatomirovic

Picture 3. Nate Ritter`s tweet with the first hashtag to categorize tweets

The hashtag was not popular until Twitter promoted it in 2009. The hashtag was used before every word, from one tweet to another.

Hashtag became even more popular when Twitter added the Trending Topics option, where users can see popular hashtags used worldwide. When Instagram, which now has more than 200 million users and is one of the most frequently used applications for photo exchange, appeared in 2010, tha hashtag enabled people worldwide to share photos and connect to other users of the same interests.

With almost no limitations, the hashtags make users’ interaction easier. All you need is to put the symbol “#” in front of the word, and when you look for that precise word, all relating information and activities will be shown. This way, the hashtag becomes a certain “hub” (signifying the centre of an activity, topic or interest[12]) for an infinite number of topics around the world, thus enabling the user not only to follow the topic of interest but also to build it up by sharing familiar information and give contribution to information exchange. This way, the user simultaneously participates in setting trends related to films, music, politics or other areas, not necessarily events from modern life, but also those from the past.

The trend has been set with Throwback Thursday[13] hashtag. The origin of the term is unknown and almost impossible to find, and people might have used it before. This is how hashtag developed into a popular culture phenomenon simply and quickly.

Throwback Thursday signifies posting photos from the past, taken decades, years or months ago. #TBT on Twitter is a symbol related to any contents connected to the past, whether it is music, film, technological development or other topics. This confirms the fact that hashtag is not only a phenomenon related to modern trends exclusively, but it also enables finding and following trends which used to be popular long before it appeared. This represents a special opportunity to make people remember and find out about other values by means of social networks, which are the most available, most massive channel of communication of the 21st century with the fastest penetration recorded.

During the week, people post hashtags such as Man Crush Monday (#MCM) i Woman Crush Wednesday (#WCW). The days (Monday and Wednesday) give users an opportunity to post photos of people they admire, whether they are important for them personally or are simply celebrities. These hashtags are not as popular as #TBT, but they are certainly some kind of a trend judging by hundreds of millions of posts.

There is “Transformation Tuesday”, where users post two photos next to each other representing a kind of transformation or a makeover. For example, those who lost a lot of weight would post a photo before loss of weight next to their latest photo and hashtag it as #TransformationTuesday.

There is a Flashback Friday (#FBF) with the same concept as Throwback Thursday. Selfie Sunday is a trend of posting photos, selfies that users took, and so on.

For example, hashtag #80 enables us to get back to the past, and instead of browsing the Internet and using different theme pages, we get a full review of the pop culture of the eighties in one place. In 30 days (24/11-24/12/2014) there were 45,278 statuses related to the topic on Twitter and analysed with Topsy service, most of which are related to music (Duran Duran, Bananarama), and then those related to slang, questions about art, memories of different popular games of the decade, and so on.


Popularization of hashtag and how international celebrities influence the acceptance of the new communication trend and further development

The course of communication theory in two steps (also known as Model of multilevel course by Paul Lazarsfeld and Elihu Katz) is a theory based on a study from 1940 on a social influence which states that media effects are indirectly established by a leader personally influencing the opinion. Most people gain variety of information second hand under the influence of media and leaders who create public opinion, and this can explain the progress of a simple “#” symbol into a popular culture phenomenon.

Even though this theory is directly connected to spreading ideas, it can also be applied to trend spreading. Trends otherwise appear in mass media, but when a celebrity or someone people look up to start following them, they become popular with the general population. Just as any other trend in our society, it was popularized by celebrities, and the others simply started following it.

In year 2010, for example, a reality show star Kim Kardashian started a series of Throwback Thursday photos on Twitter and Instagram. She was one of the first celebrities to use weekly hashtags, and people started following her, as in other things she does. Until last year, it was one of the most popular hashtags on Instagram.

So far, more than 293 million photos on Instagram have been hashtagged as #TBT and more than 45 million as #throwbackthursday, according to Instagram data. The fact that a reality show star is meritorious for the popularity of the trend and that her posts on Twitter are followed by more than 28 million people undoubtedly shows the way society works. Things we do, wear, watch, the music we listen to are largely influenced by celebrities and other well-known people on social networks.

Hashtag, selfie (a photo we take of ourselves) and similar terms are words added to a group of 150 new words and definitions in Merriam – Webster Collegiate dictionary in 2014 which is now available in printed and online form at Merriam-Webster.com. These recently accepted terms show the growing influence technology has on people’s behaviour, especially those connecting on social networks, which they used to do in direct communication before (live).

In time, hashtag evolved into a form that enables humour, black humour, puns or even poetry. At the same time, Twitter corporation recognized the power of hashtag, which has now become a part of a design, slang and advertising slogans on this social network.

Hashtag has also been adopted outside Twitter, which proves that it has really become a popular culture phenomenon, spreading to other communication platforms. The famous USA rap singer Kanye West popularized the phrase “hashtag rap” a few years ago when he was describing the hip-hop rhyme pattern older than Twitter, which reminds of a way hashtag compresses comparisons.

Hashtag in music does seem similar to chorus, and it also has something in common with the brackets, since it gives additional explanation or qualifies whichever phrase it ends.

Today, hashtag characters are everywhere. They are seen in commercials, on T-shirts, websites, in TV programmes, and even in the news.

Hashtags are important for modern popular cultures because they are used so widely that they came over the generation gap, and some companies started trying them and using them a few years ago.

First of all hashtags are important for popular culture today because they are so widely used. In only a few years’ time, they managed to transform from a completely new concept into a world social trend used by millions of people. The use has not been limited to social networks such as Facebook, Instagram or Twitter, since hashtags are now present in all media types.

There is a video[14] in which USA stars Justin Timberlake and Jimmy Fallon are mocking hashtags, and the video shows how much they are really used in today’s culture. The hashtags are widely used in lots of different contexts of everyday life and speech, and their value as phenomenon cannot simply be ignored by the society.


SURVEY AND STATISTICS: Popular Serbian Hashtags and the meaning of Hashtag to vivid users in Serbia

Digital communication is something that began as fun and became a part of popular culture of contemporary society and part of the usual course of business. Communication on digital channels, without additional effort or integrated campaigns and broader strategy, enables interaction, but not necessarily the audience feedback of equal intense, who may click on the content, or expand the information, but may not buy the product or get to the event only because the content communicated on the social network is likeable and appealing as presented on the social network or another digital channel of communication. Social networking is, simply, the amplification of emotional reactions towards the institution or company that handles the communication with the audience on these networks. If there is no emotion, there is no success in communication, even if you use the hashtag you organise your communication or make it more available.[15]

According to a survey of a few people who are active on social networks, first of all those who have more than five thousand followers on Twitter (number of followers on 01/17/2016, provided by Tvitni.me analytics service) and at the same time deal with social networks in their daily work or provide advertising services or relationships with so-called “online community” to its customers, the answers to a question “What is a hashtag to you?” were similar, which confirms the fact that hashtag has become a tool for choosing or creating information:

  • Social media user 1, number of followers 6.315: „HASHTAG is a place where journalists and editors make sure they have not missed anything interesting on a Line[16] and where they can, by a simple click, get information which will turn up in headlines tomorrow!”
  • Social media user 2, number of followers 12.638: „HASHTAG is a way to avoid the so called information overload. The optimists say there is no such thing as information overload, only bad filters. HASHTAG is a filter, through which you follow things important to you. Here is an example: #ACTAtalks #kojesledeci #onokad.
  • Social media user 3, number of followers 11.293: “The unavoidable sign for searching closely related words which refer to Twitter communication of the people in niche.”
  • Social media user 4, number of Twitter followers 14.955: „HASHTAG is a combination of ASCII characters which follow the hash (#) without space and punctuation, our letters and so on. They are used to “filter” the contents on Twitter depending on whether you want to see it or not. Searching by hashtag you can see the contents of all messages containing the hashtag or you can add the tag into the filter and not be able to see in your timeline anything containing the hashtag. In general, there are two types of hashtags, one is a general hashtag, you can tag a link, or if you want to mark a photo you can put (#pic), or if it is funny (#lol), or sexual (#nsfw). On the other hand, there are “unique” (if possible) hashtags which are used to follow only one topic. For example, #utisak is related to a TV show “Utisak nedelje” (The Impression of the week), and not to an impression of yours…“
  • Social media user 5, number of Twitter followers 10.431: „I like hashtags, because when I get lost on Twitter, they help me find where it all started and what people talk about. If I do not like the topic, I can choose not to follow it. Hashatgs complete the twits, and I like that.”
  • Social media user 6, number of followers: 9.183: „HASHTAG is an easy way to group all tweets related to a topic that interests you.”
  • Social media user 7, number of Twitter followers 8.170: „An easy way for marking and finding topics on Twitter, as well as an excellent advertising tool for online promotions.“


As one of the interviewed people mentioned, a hashtag can be general, and it can also refer to a concrete topic spoken of online. This is the case with a hashtag „utisak“ (influence) which refers to a certain Serbian TV show. For the chosen 30 days (from 08/01 to 08/02/2015) the hashtag „utisak“ was repeated for 2,298 times on Twitter.

Picture 4. Monthly statistics for hashtag utisak, Tanja Tatomirovic

Picture 4. Monthly statistics for hashtag #utisak (Topsy.com), from 08/01 to 08/02/2015

This show was during its broadcast as popular on Twitter as it was on TV, but the filtration by hashtag made it possible for users of the social network to follow the show, and without limitations make comments, ask questions and often get answers in the TV show. This example shows the phenomenon of hashtag in communication today and in popular culture, where a TV show gains another parallel life on an online channel, which was not generated by the author of the show herself, but by the audience.

Besides media, journalists or public events, hashtag is also used in private statuses on Twitter – tweets. There are some popular hashtags in Serbian, chosen as the most popular based on the analytical service Tvitni.me in February 2015, which are used to communicate users’ moods or attitudes:

  • #onokad (#likewhenyou) is one of the most frequent hashtags in Serbia, as a prefix to sentences which state an opinion, mood, attitude or emotion;
  • #mrzimzimu (I hate winter) is one of the hashtags where people state their feelings toward the season, and it can also be related to clothes, road safety, weather forecast or anything related to a negative attitude to winter conditions. Similar hashtags are #uinatzimi (in spite of winter) or #uinatsnegu (in spite of snow) and so on, and by using them, groups of like-minded people are formed, or people with the same attitude to winter, or so;

In Serbia, in social networks communication the hashtag #uticaj (influence) is also popular, and in the beginning it only related to “marking” the users of Twitter with a large number of followers. Today it is being used as a mark for an achieved goal which implicates wide consequences in the community, regardless of the area it refers to.

The audience in Serbia is still immature, although the social networks, the blogs and all that “digital scene” are not of short life and is not new to Serbian market. However, the digital communication and the communication in general, should not be “playing it safe” and go only for the “safe options” – the well-known questions and answers. It must evolve and capitalize on the opportunities of development of the social networks in order to reach more information about the customers and their preferences, to learn more from them, to have them surprised, shocked, inspiring them or simply leading them to the goal. Such communication management on the social media means not only to connect, but also to bring the audience to a new level of engagement, which is based on the direct dialogue and transparent relationship. Serbian digital users cannot, although we still do, use the digital communication capabilities as the mere “digital bulletin boards” and for the simple expression of undefined emotions through the use of the “like”, the “share” or the “sticker” or even “hashtag”. [17]



Today, the symbol “#” does not only represent a part of the social network language, but it is also a part of everything we consume. Actually, the symbol even changes the way the society writes and behaves, because grammatically correct forms are no longer necessary. Everything boils down to a possibility to attract as much audience as possible by using the shortened texts.

According to research so far that Kissmetric service[18] announced, shorter messages are 25% more interactive. Therefore, in order to send and receive messages, we do not need to use whole sentences, but only images and hashtag symbols, which confirms the visual effect domination. Nowadays even the TV channels use hashtag characters to attract more viewers, widen the audience and distribute information much faster. According to research results on this analytical website, pictures get 53% more likes and 84% more clicks than exclusively text messages, so the media which are consumed fast have the advantage, and that is an inevitable trend when it comes to brand development and advertising campaigns.

Hashtags are interesting cultural meme“, says Jonah Berger, the author of the book “Contagious: Why Things Catch On” and a marketing professor at the University of Pensilvania. They started as useful and applicable, but evolved so much that now they represent cultural phenomenon and give you the impression of being well-informed. Therefore, this is what we do: now we hashtag everything.”

Regardless of the type of social network, social networking is simply the amplification of emotional reactions to a topic in modern life. If there are no emotions – the communication will not be successful. The hashtag is an essential part of the emotion, because the emotion will not reach wider audience without it, or become the part of the popular contents online.

Speed and simplicity are implemented in the new „hashtag culture”. Hashtag has developed from a simple social communication tool into a popular cultural phenomenon in a very short period of time.

This trend is only a different way of using the Internet and just another possibility for posting the aimed personal content. It is possible that one day a specific obsession for hashtag as such will disappear, but until then it will continue to grow incredibly fast.

The things that made hashtag the essential part of communication with audience in modern society are number of hashtags, number of social network users, an easy possibility to create contents that the whole world can access, mobile communication (with 80% of users of Twitter on mobile platforms18), TV shows and advertising campaigns, which also made it even more popular. This proves that a thing which started as entertainment became a part of popular culture of the modern society.



[1] Twitter, About the company – https://about.Twitter.com/company

[2] Marketing Land – http://marketingland.com

[3] Topsy: www.topsy.com, online service that searched and analysed data from Twitter, worked until December 2015, now integrated to Apple search services

[4] Tvitni.me: www.tvitni.me, online Twitter analytic service, created in Serbia

[5] Twitter: www.twitter.com, social network

[6] Perlberg S., (2016), CMO Today: Twitter Weighs 10,000-Character Tweets, The wall Street Journal, http://www.wsj.com/articles/cmo-today-twitter-weighs-10-000-character-tweets-1452084097

[7] Tatomirovic T., (2015), Ako nema emocije, nema ni uspeha u komunikaciji, Marketing mreža, http://marketingmreza.rs/ukoliko-nema-emocije-nema-ni-uspeha-u-komunikaciji/ (If there is no emotion, there is no success in communication! – Marketing Network Portal)

[8] Tatomirović T., (2008), Virtuelno komuniciranje u budućnosti: upotreba i zloupotreba, CM Časopis za upravljanje komuniciranjem, 7/2008, 103-112. (Virtual communication in future: use and misuse, CM Magazine for communication management)

[9] The use of informational and communicational technologies in the Republic of Serbia 2014, Republican Bureau of Statistics, http://webrzs.stat.gov.rs/WebSite/repository/documents/00/01/50/47/ICT2014s.pdf

[10] Twitter: www.twitter.about.com

[11] Names with „@“ prefix are names and/or nicknames of the users of Twitter

[12] The Free Dictionary, http://www.thefreedictionary.com/hub

[13] Knibbs K. (2015), Digital trends, http://www.digitaltrends.com/users/kateknibbs/

[14] Justin Timberlake`s and Jimmy Fallon`s video: http://www.youtube.com/watch?v=57dzaMaouXA

[15] Tatomirovic T., Jugoslovensko dramsko pozorište na društvenim mrežama, Teatron – časopis za pozorišnu umetnost, 172-173/2015, 83-93,

[16] Line – slang, signifies the course of communication on Twitter

[17] Tatomirovic T., (2015), „Ako nema emocije, nema ni uspeha u komunikaciji“, Marketing mreža, http://marketingmreza.rs/ukoliko-nema-emocije-nema-ni-uspeha-u-komunikaciji  (“If there is no emotion, there is no success in communication!” – Marketing Network)

[18] Kissmetrics, social media analytic service: www.Kissmetrics.com



  • Arts Council England, Digital audiences: Engagement with arts and culture online, 2010.
  • Berger J., Contagious: Why Things Catch On, Simon & Schuster, 2013.
  • Thomas, L.,Twitter at the office social eyes, Journal of Web Librarianship, 2010.
  • Tatomirović T., Virtuelno komuniciranje u budućnosti: upotreba i zloupotreba, CM Časopis za upravljanje komuniciranjem, 7/2008, 103-112, Protokol Novi Sad – Fakultet političkih nauka Beograd, 2008.
  • Tatomirovic T., Ako nema emocije, nema ni uspeha u komunikaciji, Marketing mreža, http://marketingmreza.rs/ukoliko-nema-emocije-nema-ni-uspeha-u-komunikaciji/ (If there is no emotion, there is no success in communication! – Marketing Network Portal), 2015.
  • Tatomirovic T., Jugoslovensko dramsko pozorište na društvenim mrežama, Teatron – časopis za pozorišnu umetnost, 172-173/2015, 83-93, Muzej pozorišne umetnosti Beograd, 2015.
  • Upotreba informaciono-komunikacionih tehnologija u Republici Srbiji, Republički zavod za statistiku, 2014. http://webrzs.stat.gov.rs/WebSite/repository/documents/00/01/50/47/ICT2014s.pdf
  • Zappavigna M., Discourse of Twitter and Social Media: How We Use Language to Create Affiliation on the Web – Continuum Discourse, Continuum Publishing Corporation, 2012.

Additional web locations:

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Kada žensko kupuje auto


Preuzeto sa: CARZ.RS

Kupovina automobila za neke je najlepši životni momenat, maltene uz rađanje deteta, a za neke ume da bude izuzetna moždana peripetija. Poznato je da žene više razmišljaju od muškaraca i je mnogo više varijabli u igri. Mora se paziti o svakom detalju a kako izgleda to kada žensko kupuje auto, pročitajte u tekstu koji je za CarZ specijalno napisala Tanja Tatomirović 16. jula 2014.:

Neki automobili su kao fufice – svi bi da se provode sa njima, ali niko neće da ih ženi

Te davne 1978. ležali smo na slami u špediteru koji je bio parkiran u dvorištu tatine porodice u selu, jer sam ja želela da spavam napolju. Ni slepi miševi devojčici od 5 godina nisu bili smetnja da u potpunom mraku, bez pomoći ulične rasvete, prepoznaje marke automobila, samo po njihovom zvuku. Igra bi trajala do kasno u noć… „Ide fića.“, „Ovo je Stojadin!“, „Ovo su neka strana kola…“. Igra je bila inicirana posetom beogradskom Sajmu automobila, što je preraslo u tradiciju koja je trajala do pre par godina… ali, ljubav prema automobilima se zadržala, bez obzira na sajmove.

Od Honde CRX koju sam drugom vozila do 120km/h, jer ima motor prilagođen ludom duhu, preko Yuga 55 koji sam vozila jednom mesečno kod majstora, preko Opel Corse, pravog ženskog automobila za grad, Alfe 156 (1.6, 120KS, Twin Spark) jedinstvene boje slonove kosti koja je režala na pritisak papučice za gas i dovodila me u raspoloženje „otvoren prozor – glasna muzika“, pa sve do Suzukija i Mitsubishija (Colt, model 2011.), moja ljubav za automobilima nije jenjavala.



U salonu „Euro Sumar“ kada sam, na tatinu preporuku  (jer ima lanac, a ne kaiš, nema velikog servisa i održavanje je jednostavno i mnogo jeftinije), otišla pre 6 godina da kupim Suzukija prodavac mi je prišao i rekao „Imamo divnog ženskog Splasha, za grad, 60KS.“. „Šta biste Vi radili sa 60KS? Pretekli nekoga na putu bez rizika? Bez 90 ne razgovaram.“ odgovorila sam mu. Da je znao da sam tih godina letela sa motora koji sam vozila bez kacige – možda bi mu bilo jasno da ne sme da mi nudi samo 60 konja.

Tako sam pazarila nešto jačeg Swifta od 94KS, 1.4, preglednog, u paketu opreme koja ima i grejače sedišta, što mi je, bar zimi, kao velikom smrzavcu, jako bitno. Sjajno vas ugreje pre nego što se kabina ovog modela zagreje klasičnim grejanjem. Zapravo, u pitanju je divan gradski auto, koji je izuzetno pregledan (najpregledniji od svih koje sam vozila – vidite mu rep i glavu), koji je izuzetno jeftin za održavanje, dovoljno jak da ga povezete i van grada i njime otputujete npr. do Rovinja, ali nemojte očekivati da možete komforno prevesti još 3 osobe, jer je pozadi prilično skromnih dimenzija, pa će nekome noge sigurno utrnuti. Što se stajanja na benzinsku pumpu tiče – nije potrošač koji ide ispod 6l/100km, tako da je u gradskoj vožnji, sa mojom „drvenom“ nogom, znao da ode i na 8l/100km. Vozila sam ga tako da do Pirota stignem za manje od 3h. Izuzetno je startan, osetljiv na gasu, sa odličnim kočnicama. Prodala sam ga drugu koji ga i danas vozi i vrlo je zadovoljan njime. Bar tako kaže. J Novi model, neznatno izmenjen u izgledu, sa motorom 1.2 i 92KS, prodaju u punoj opremi po ceni od oko 13.000€, što je, za ovaj auto, ma kako dopadljiv bio, prilično mnogo.


Automobil koji sam kupila 2011. godine, kao zamenu za Swifta, bio je Mitsubishi Colt. Sličnih performansi kao Swift, odličan za po gradu, ali ne tako startan. Više mu je ležala vožnja na otvorenom putu, u gradu je bio dosta tromiji nego što se od ovakvog vozila očekuje. No, imao je dosta opcija za dodatnu opremu, pa sam mu ja dodala sve i svašta, do cene od oko 13.500€. Ipak, nikada se nisam „srodila“ sa njim kao sa Swiftom ili mojom Hondom CRX iz mladosti. „Inoto“ koji ga prodaje je firma koja je OK, ali nekako nemate osećaj sigurnosti kada je u pitanju servis, jer idete (bar sam ja tada išla) u servis druge firme na Čukarici, nekako kao da vozite „redak“ auto, a zapravo to nije ni blizu toga. Nisam ga vozila dugo, tako da nismo došli do momenta servisa i održavanja, pa ne mogu reći koliko je skup ili OK za održavanje. Imao je troje vrata i to je ono što nikome ne preporučujem. Kad-tad vam zatrebaju zadnja vrata da spustite kese iz shoppinga, a ne da ih gurate u neki „bunker“ iza prednjih sedišta.  Znam da je, što se bezbednosti tiče, jako pouzdan i davao mi je osećaj da mogu da zakočim kada i kako ja hoću, bez problema.

Kada kažem „kada i kako ja hoću“ dolazim do menjača. Moja muška polovina ovih dana ganja neki gradski autić, automatik i ne zna šta će sa levom nogom. Kao neko kome su kola važna koliko i moje farbe za kosu, izjavio je da mu je sad još lakše, jer auto vrši svoju svrhu – prevozi ga sa mesta na mesto. Ha! Ništa režanje Alfe, ništa snaga Honde, ništa prva-druga-treća do prvog ćoška…??? Verujem da bi mnogim ženama, a i muškim vozačima, bilo zgodno da ne misle o brzinama, ali ja, jednostavno, želim da imam kontrolu (bar nad vozilom).

Igrom slučaja, posle Colta sela sam u Mercedesa A klase, long verzija. Dizel. Kamionče od 1900 kubika. Preporučujem ga svima kao vrlo komotan auto (pozadi je moglo da stane 2 putnika i retriver od 40kg i da imaju mesta), vrlo visok i pregledan (mada vam treba neko vreme da shvatite gde mu se završava izuzetno kratak prednji deo koji ne možete videti golim okom) i kao vrlo, vrlo malog potrošača. Ipak, nije odgovarao mom duhu, osećala sam se tromo i sporo u njemu.

Zato sam odlučila da kupim SEBI auto. Izbor je krenuo preširoko, da bi se završio na užoj konkurenciji, koja će se, danas – nadam se, završiti konačnom odlukom. Nijanse su u pitanju. Mada, tu su PMS, pun mesec i ženska ćud…tako da ćemo konačni rezultat saznati do kraja nedelje.

Otišla sam u „Euro Sumar“, jer lanac je lanac i održavanje je jeftinije, ali mi je novi model Cross SX4 bio prevelik za moje potrebe koje su u 80% slučajeva gradska vožnja. Cena ovog crossovera je ispod 15.000€ u solidnom paketu opreme. Od SX4 NAVI (1.6, 120KS, full oprema, cena oko 14.000€) sam odustala jer je dizajn prilično konzervativan i prevaziđen, a i proizvodiće se samo još ove godine. Onda sam se setila Zverka i probala da pogledam Fiat 500L, ali ja sam u kategoriji onih isključivih – ili mi se dopada ili ne. U ovom slučaju je bilo – ne. Meni izgleda kao modernizovan Fiat Multipla, najružniji automobil ikada napravljen.

Idemo dalje – razmišljam srcem i odem do salona Nissan vozila na Novosadskom putu. Imaju Nissan Juke na akcijskom popustu, još 2 vozila, u solidnoj opremi za oko 15.500€. No, Juke 2 samo što nije izašao, pa će i ovo uskoro biti stari model… Ali, srce lupa, jer je auto sjajan ako bih uspela da prevaziđem činjenicu da izgleda pomalo čudno sa tri svetlosne grupe spreda, od kojih u jednu gledate iz kabine i čini vam se da su svetla uperena ka vama… Nekoga, bez problema, može da asocira ne svemirski brod sklapan u komšijinoj garaži… Tri moda vožnje, motor 1.6, konjaža lepa, auto preudoban, ali…pozadi ne staje niko osim deteta. Spušteni zadnji deo oduzima mnogo od komfora pozadi, pa čak i napred ja sa 173cm, nekako osećam da nosim nebo na glavi. Znači, Juke ostaje u salonu za one koji će ga želeti, uprkos svemu. Reče moj otac, koji mi je i usadio ljubav prema automobilima, „Juke je kao fufica, svi bi da se provode sa njom, ali niko neće da je ženi.“

Alfa Romeo Giulietta 1.9, 160KS… blenem u nju kao devojčica iz 1978. kojoj su automobili nova dimenzija koju upoznaje, a srce mi lupa kao kada sam se prvi put poljubila sa prvim dečkom. Boja – ista kao moja stara Alfa, slonova kost, presijava se na suncu. Motor reži… ona je prelepa, enterijer savršeno jednostavan i primamljiv, menjač sa metalnom kuglom na vrhu, ali i u mom režimu vožnje guta sigurno 12l/100km. OK, srce – racio? Pobeđuje racio…a glava se okreće i čežnjivo, u odlasku, gleda u pravcu tog neodoljivog Italijana.

Jednom je Marko Tanasković (direktor Tech Lifestyle magazina) testirao Renault Captur (1.5 dci), pa sam ga odmah pitala kakvi su mu utisci. Utisci su dobri, a sećam se da mi je pokazivao enterijer auta kom se kaseta ispred suvozača izvlači kao fijoka, pa vidite sve sitnice koje se u njoj kriju. Sjajan auto, ali me buni kubikaža od 0.9 kod nekoliko modela koje sam spremna da platim (cena je oko 15.000€) i ne uspevaju da me ubede da ide kao zmaj, jer „turbine, nove tehnologije“… Sedam u njega, primećujem širok zadnji stub, nekako se osećam kao da imam manjak spoljnog svetla…i to je to… ono što bih ja htela od opreme ide i više od 17.000€.


Izbor pada na njegovog mlađeg rođaka – Renault Clio, najnovijeg dizajna, koji pleni i izgleda kao mačka koja se sprema na skok. Mali je? Jeste, posebno pozadi. Ali, izgleda dovoljno ubedljivo i nesvakidašnje (kao Alfa), biram model 1.5 dci (koji troši kao Mercedes A klase), biram boju koju će svi videti (jer ja sam lav u horoskopu)…i biram ga za cenu koja je znatno niža od redovne, jer biram demo vozilo iz salona Renault Nissan.


Tako se, ove godine, kada punim 41, završava moja ovogodišnja saga sa odabirom auta.
Tako je to kada si probao dovoljno, a ne možeš od njih nekoliko da sastaviš jedan savršen. Onda tražiš kompromis između srca i glave. I nađeš ga, ali…samo da nije automatik.

Napomena: Banke koje posluju u Srbiji imaju veliki izbor prilično (verovali ili ne) povoljnih auto-kredita, a auto-kuće nude beskamatna finansiranja do nekoliko hiljada evra. Dobro se raspitajte i pronađite ono što vam najviše odgovara. Moguće je.


Napomena: Na kraju sam kupila Renault Clio 1.2 16V Techno Feel. Crni, sa sjajnom opremom, fenomenalnog dizajna,… i mada ga vozim i 170-180km/h, moram reći da mu fali malo snage kada izađem izvan grada… 🙂


Mussolini`s Microphone in English


Tanja is a published author and her first book Mussolini’s Microphone was published in Serbian language by the Serbian PR Association as its first publishing project ever. Mussolini’s Microphone is a part of the official, additional, curriculum at the University of Belgrade. This is the first book in both Serbia and the wider Balkan region to deal with the subject of the use of radio as a propaganda tool during the regime of the Italian fascists.

Available in English from January 2014 – HERE


The base for this book was a midterm paper entitled “Broadcasts in Fascist Italy” written during my postgraduate studies of communicology at the University of Belgrade. The university professors and the editorial staff of the “Communication Manager” quarterly magazine described it as a thorough scientific paper and noted that “… it tackles a theme that lacked proper scientific attention in Serbia. The books and sources used are mostly foreign (Italian) which gives a special value to the evaluated paper; the paper is significant also for the facts and data it contains which are mostly less known to our academia. The theses in the paper are coherent with the general scientific positions and opinions in regard to the topic in question” Special “thank you” note goes to professor Branimir Stojkovic PhD, my mentor and Igor Aldo Christiano Cvetkovic who helped me both with translation and during my tours of the Italian province of Veneto in September 2008 in search of literature and better understanding of the ideology. On top of it all, the book is the first publishing project of the Serbian PR Society and it is a part of the official, additional, curriculum at the University of Belgrade; the book’s value was recognized by the Chairman of the Association Milos Djajic and the entire membership.

 A few words about the book and …
During my post-grad studies at the Belgrade University`s School of Political Sciences one of the subjects in the curriculum was touch the subject of political propaganda. The topic was chosen purely by accident, based on my interest in radio as a communication tool. I did a lot of research, meticulously, then went on to Italy where I interviewed a lot of villagers, living witnesses to history, who were more than glad to speak about their past. PR Association of Serbia was of immense support as well, and they agreed to publish my book. What is really a great honor is the fact that the book was included in the curriculum at the University of Belgrade. Recently, I have translated the book to English.
Media and propaganda have been a part of my job for nearly 15 years, from the moment I joined one of the Serbian daily newspapers. During my career I worked at many interesting organizations from the Supreme Commercial Court of Serbia, to managing crisis communications for the biggest polluter in the region and all the way to Microsoft. Propaganda is what I do. And the propaganda can be positive and negative, which really depends on who employs it and to what end.
I learned that some of the personalities pivotal for human history were in fact my colleagues in propaganda. Some of their professional principles I apply today, in my daily work. On top of that, publication of the book allowed me frequent insights in to professional careers of my colleagues as well as to lecture and transfer what know in different situations and events.
For a long, long time I have been contemplating a book on regional PR, our experts, so called experts and the false glamour of the profession. However I still don’t want to be hated by everyone. I will try to move it away from a TV soap and make it into a serious book that could be well received in both general public and professional circles.
 My next book will be similar to my first. However it will be a more romantic story about radio and the people who worked in media during WW2. People like Lisa Sergio, the first female radio anchors, Ezra Pound, the famous American poet and other historical personalities whose life and consequently the faith of civilization were influenced by emotions simply because they were first and foremost humans and then everything else.

On-line crisis (A)Tweet Away @ Smart Breakfast | AmCham Serbia


2013, April 19th – Representatives of AmCham members had an opportunity to learn about tools and strategies which can help solving the problem of on-line communication in the time of crisis.

At the Smart Breakfast held on April 19, communication was the key word. How do we communicate on-line in times of crisis? How has the crisis emerged on the Internet? Are we creating it ourselves? These were just a few of the issues presented by Tanja Tatomirović, communicologist and PR Lead at Microsoft Serbia and Montenegro. She also explained how to maintain on-line communities, what the consequences of an on-line crisis are and how long it will take for the on-line crisis to become an off-line headline.

The special guest star at this event was Zoran Stanojević, journalist and editor of OKO Magazine @ RTS who said more about the crisis spilling over from the Internet to TV and the print media and answered the question of why the traditional media (do not) like to use it.


…justice and love will conquer all. If given good PR!


Profile: Tanja Tatomirovic, Microsoft PR & Citizenship Lead for Serbia and Montenegro

Magazine CORD, April 2013

How to Love Your Work and Stay Young Forever

It seems to me that in this world one can either fly up or allow to be dragged down… Either you adjust to the rules of the world or you perish beneath its feet

In this fast-paced world where change is an integral part of all of our lives, it takes a special something to keep your energy and enthusiasm high. Tanja Tatomirovic, MSc in Communicology, Microsoft PR and Citizenship Lead for Serbia and Montenegro, seems to have found a magic formula. Her outlook and attitude keep her highly charged and motivated to take on the challenges of her life and her work. Although she has had her share of changes throughout her life, she takes on the world each day with the fresh eyes of youth. Tanja has been working in the world of communications for the past decade, and for the three years she managed corporate communications, internal media and CSR as a corporate communications director at one of the largest telecommunication company in the Adria region.

Cord Magazine: Tanja She managed crisis communications for the country’s largest exporter -petrochemical company Petrohemija, worked as a spokesperson and public relations advisor at the Supreme Commercial Court and a journalist in a number of Serbian broadsheets. In late 2010, the international magazine Digital TV listed her among the top 50 of the most important people in the European broadband industry; Tanja received a number of national and international awards for excellence in communications. She is a published author and her book “Mussolini’s Microphone” was published by the Serbian PR Society as its first publishing project ever. During 2012, she became a member of the Expert Jury for “PRiZnanje” Annual National Awards in Public Relations.

From the beginning of February, Tanja has been responsible for driving Microsoft’s communications strategy, ensuring its product messaging resonates on the market well and helping Microsoft in Serbia and Montenegro become the leader in socially responsible business.

Of all the places I traveled to during my life, I somehow always find myself longing for the universe located between Belgrade, Pančevo and Netherlands. My school, university, postgraduate studies, journalism, the school I worked in as a teacher, the petrochemical plant, the commercial court, telecommunications, consulting, the book I wrote, the one marriage that drifted away, other loves I gambled away – someone could look at it all and think I am actually well over 39. It seems to me like I got my first job only a moment ago. The job in the newspaper on an outdated 286 computer, printing stories that I believed would change the world on an ancient ink-jet printer – it all seems like yesterday.

Today I don’t have the 286, I am using my Windows laptop as a communication hub. I cannot help but wonder where is the time in between? From this perspective it seems to me that in this world one can either fly up or allow to be dragged down… Either you adjust to the rules of the world or you perish beneath its feet. Either you work for the big multinationals or for a local business. Actually, I work for both. This is why it helps to feel 19 again. It also helps to drink from the fountain of eternal optimism and follow your hunches especially when hunches tell you that the things can only get better, and that justice and love will conquer all. If given good PR.”



Tanja kao trener na radionici “PR i komunikacija o potrošačkim pitanjima”


Od 11 – 13. decembra 2012. godine održana je druga radionica u organizaciji EU Projekta za jačanje zaštite potrošača u Srbiji. Ova radionica, pod nazivom Odnosi s javnošću i komunikacija o potrošačkiim pitanjima okupila je predstavnike udruženja potrošača kao i nadležnog ministarstva.

Prema istraživanju koje je sprovedeno tokom početne faze Projekta, komunikacija u oblasti odnosa s javnošću i saradnja sa medijima prepoznate su kao veoma važne oblasti u kojima većina ispitanika želi da unapredi svoje znanje. Imajući to u vidu, organizovana je radionica na ove teme sa zainteresovanim akterima.

Radionica je bila veoma interaktivna, a teorijski deo bio je prezentovan u obimu koji je neophodan za uspešno izvođenje praktičnih vežbi. Pisanje saopštenja za medije, individualne vežbe sa mikrofonom i kamerom, kao I otvaranje naloga I komunikacija preko društvenih mreža samo su neke od vežbi u kojima su učesnici aktivno učestvovali.
Predavači na ovoj radionici bili su istaknuti profesionalci u svojim oblastima mr Maja Vukadinović, mr Tanja Tatomirović, kao i Vladimir Radomirović. Asistenciju i podršku pružile su Gražina Rokicka, ključni ekspert za zaštitu potrošača Projekta, kao i Nina Novaković, mlađi stručnjak za komunikacije i odnose s javnošću.

Radionica je održana u prostorijama hotela Hill, u Jagodini.

Izvor: Zapotrosace.rs

PRiZnanje – i #PR i #Znanje


PR mora da bude (samo) hrabar…ili ne!?

Kada sam pre dve godine, dok je još Tijana Varagić radila kao sekretar Društva Srbije za odnose s javnošću (ona neposredna i sposobna cica što te mudro posmatra uvek iza nekog fensi okvira naočara) konkurisala za #PriZnanje, smatrala sam (ovako preterano samokritična) da slučaj moje tadašnje kompanije (kvar satelita i trodnevni prekid TV signala u regionu, u oko milion domaćinstava) možda nije dovoljno „jak“ da bi konkurisao za nacionalnu nagradu (ja je smatram „nacionalnom“ jer je DSOJ jedino strukovno udruženje u državi)…

Razmotrila sam naš slučaj krizne komunikacije, koji je bio vrlo specifičan (sateliti se ne kvare tako često, ponekad se samo izgube u univerzumu) i kompleksan (oko 3 miliona ljudi bilo je bez svojih omiljenih TV kanala, a u doba „hleba i igara“, to je kao da si im ostavio samo suv `lebac), u isto vreme vrlo brz i, povrh svega, neizvesnog kraja (tako je uvek kada zavisi od tehnike), te odlučila da učestvujem, pre svega da pokažem kolegama kako smo radili na ovom, posve specifičnom, slučaju.

Ispoštovala sam sve što je DSOJ tražio, stavila „na papir“ (virtuelni,  jer smo svi, mahom, zaboravili šta je „hard-copy“), trudila se da primenim svoja znanja i prikažem projekt krizne komunikacije koji sam vodila tako kao da klijentu treba da prodam sebe i kampanju koju ću mu voditi (iako sam to počela da radim tek ove godine kao savetnik za komunikacije) i odvažila se da učestvujem.
Pored nekoliko kriza u konkurenciji (a sada više ne mogu da ih vidim, jer linkovi na www.pr.org.rs ne rade kako treba – a trebalo bi da se vidi OVDE), moja kompanija je, sa mnom na čelu projekta, te 2010. godine osvojila nagradu. Sećate se (a ja se sećam) da su i Miloš Đajić, naš neumorni predsednik (kog sam juče pitala „Jel` možeš?“, a on kao svaki muškarac odgovorio „Mogu još uvek!“  🙄 ) i Tijana, tadašnja neumorna sekretarka, govorili kako je prijavljeno mnogo projekata i kako će se žiri rastočiti.

To je dizalo adrenalin (ili je, barem, značilo da se ljudi bore za nagradu, da imaju šta da pokažu kolegama i da žele da se takmiče).
Ne znam da li će Ivana Parčetić, naša mlada sekretarka, imati vremena da napravi uporednu tabelu tipa: godina, kategorija, broj prijava, broj finalista, …kako bismo mogli da donesemo neke zaključke, na osnovu tih nekih opipljivih činjenica, tj. brojki (htedoh ja, ali linkovi…).

Svakako je još 2010. godine PriZnanje imalo svoju težinu, pa i 2011. godine, i ja sam se, kao član društva (koje poštujem zbog kolega, struke, neumornog i super-optimističnog predsednika, ali i kao izdavača moje knjige „Musolinijev mikrofon – radio propaganda fašističke Italije“) i ove godine (zaražena optimizmom Đajića?) obrela u punoj sali Doma omladine da vidim šta su kolege lepo radile tokom prošle godine (dok sam se ja u to vreme, uglavnom uzaludno, sa nekima od svojih nadređenih objašnjavala da ćirilica ne prolazi u Mostaru).

Nebojša Radović (@eniac) nam je doveo Željka Joksimovića, scena je bila bomboničasta, tvit-vol je tu i onda krećemo da sumiramo rezultate i gledamo pobednike… Nažalost, meni je, kao i mnogima u sali, izgledalo kao da prisustvujemo internom događaju agencije „Executive Group“… Velika većina nagrada pripala je upravo njima. Ništa MekKenovcima („Represent“), ništa „Blumenu“, ništa malima, nešto malo „Infostudu“ (bravo za firmu preko koje sam dobila tri zaposlenja bitna za moj psiho-profesionalni razvoj) i jedna za kriznu komunikaciju Selakovićevom „StratComu“, mada nisu imali ni konkurenciju (učinilo bi se nekome da živimo u Švedskoj),… da bi na kraju „domaćini“ (u svoj svojoj veličini, tj. broju, izašli na scenu da pozdrave prisutne)… Odmah ću se ograditi – sa „Executive Group“ sam radila i svakome bih ih preporučila, posebno Andreu Šaulu i Sanju Milaković Kolundžiju. I ne kažem da nisu zaslužili nagrade, ali…

Pitamo se i tvitovima gde su ostale agencije, gde su ostali projekti, da li kampanje rade samo kompanije poput VIP-a, ima li mesta za male? Rade li mali kao crnci, pa nemaju vremena da prave prezentacije i predstave svoje klijente i kampanje? Boje li se mali konkurencije velikih, pa idu linijom manjeg otpora i ne žele da učestvuju? Od čega žive, ako ne rade ništa, na kraju krajeva?


Ili je veliki strah („Šta ako ja ne pobedim?“) ili se plašimo konkurencije („Gde ću ja da se takmičim sa Borom i Darkom?“) ili se ne pojavimo na #Prijem ako nas obaveste da nismo ušli u finale („Moram tetki da odnesem lek u Mojmilovo, preko Donjeg Ljubiša i Krkanovaca…“)…

I tako sedim, gledam u one komentare po haštagu #PriZnanje i pitam se kuda vodi ovo?
Onda se setim priče oko licenciranja PR-ova (koju smo, kao, pokrenuli, pa nismo mrdnuli dalje od početka, a ja na predlaganje imena ljudi za radnu grupu u DM na Tviteru dobila komentar „Nećemo valjda da nam demokrate vode i licenciranje?“), koja mi je potvrdila da i u našem strukovnom udruženju vlada politikantstvo. (Avaj, kako mi do tada nije palo na pamet…!? Mora da smo Đajića izabrali zato što je član GO kod demokrata ili su ga u GO izabrali zahvaljujući funkciji u DSOJ-u, a ne zato što je jedno pozitivno, radno i vredno stvorenje?)

I, ne kažem da nema toga, kao što nema lakog PR-a bez oglašavanja, a oglašavanje, pak, ide preko agencija vodećih nam političara,…ali sam mislila (želela) da smo mi u DSOJ-u intelektualci, širokoumni pozitivci, kojima je važno da gaje struku, da nam na bi neka piaruša novobeogradskog splava u vrućim pantalonicama predstavljala istu na nekoj od (uglavnom propalih) televizija i da nam je važno da predstavimo ono što radimo, da podelimo iskustva, naučimo nešto jedno od drugih, da rastemo i teramo druge da rastu…

Na izlasku iz sale, iz koje su mnogi, pa i ja, munjevito izašli, čujem već kuloarske priče da je druga od dve velike agencije namerno bojkotovala #PriZnanje. Pa, nije…evo vam spiska prijavljenih radova ovde, pa možete da vidite i da je ta druga agencija učestvovala, ali i da je bilo jako dobrih projekata (mada ne previše), osim onih koje je vodila pomenuta agencija koja je odnela sve nagrade (dobro, veliku većinu njih)…

Seli smo u „Šumatovac“, neke kolege, moja polovina i ja, a ja sam uz kafu razmišljala – da li je Infostudova igrica „Pređi most“ manje inovativna i korisna od velike korporativne onlajn kampanje pobedničkog VIP-a ili samo manje košta, da li je (čuvena) „Bitka za bebe“ loše odrađena kampanja u odnosu na kampanju za Društvo za zaštitu dece sa astmom „Dašak“ i Incest-trauma centar, pa nije ni u finale ušla (!!!), da li u ovoj državi, osim u ulici Ljube Didića, ima nekih kriza koje se rešavaju ili ih sve preživljavamo bez rešavanja ili, SAMO, kako Miloš Đajić reče, učesnici moraju da navežbaju prezentiranje svojih slučajeva…a onda me još više zaboli glava, jer (nekako zaključujem) da ako ne znamo sebe da prezentiramo, jadni naši klijenti (i javnost) sa nama.

Onaj „čuveni stručnjak” Kosta Petrov kaže (a nalupetao se u jednom prilogu na RTS-u, mada mnogi od nas o njemu imaju visoko mišljenje (???)):  „Ono što je glavno za PR je da ima hrabrost!“, ali i  „Prvo što PR treba da nauči je da se osmehuje i da bude ljubazan, a onda to treba da nauči i svog klijenta.“ i „PR su  sreća i talenat.“

Važi, slažem se (donekle), …a gde je tu znanje? A i ta hrabrost je, izgleda, zatajila.

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