CULTURAL POLICY AND POLITICAL COMMUNICATION STRATEGIES

Abstract

In the modern practice, Cultural policy has grown into the desirable instrument of the political communication which has been moving from the traditional to political parties and civil society. Political decisions inevitably lead to social change, which is visible through the processes of socially structural stratification, individualization, secularization, changing the identity patterns and also losing the political loyalty. Analysing cultural policy programmes in five committees of Democratic Party (in Vranje, Subotica, Svilajnac, Valjevo and Novi Beograd) we are indicating correlation between the election (un)success and promoting the local cultural programmes. This text is pointing out that the artefacts of culture are in close connection with social relation, especially on the level of micro communities. In the centre of modern politics are cultural and personal recognitions but awareness of necessary transformation slowly penetrates into our society, tired and distrustful towards everything that comes from the global environment. Serbia and Europe, tradition and market, personal and mass culture all lead to social connection. Stratified electorate, increased abstinence, anti-European dissatisfaction, disappearing of the working and middle class, with accelerated growth of education make the foundation for the new identity that sees cultural matrix as a potential pivot of new political gatherings.