JASMINA TRAJKOV
art historian, Regional Museum, Jagodina

ULOGA RAZGLEDNICA S PREDSTAVAMA JAVNIH SVEČANOSTI U DINASTIČKOJ PROPAGANDI PETRA I KARAĐORĐEVIĆA
TNE ROLE OF POSTCARDS WITH IMAGES OF PUBLIC CELEBRATIONS IN TNE DYNASTIC PROPAGANDA OF PETAR I KARADJORDJEVIĆ

Journal 6/2010 (Museum of Applied Art), pages 43-56

UDC:
32.019.5(497.11)(084.1)

Abstract (original language):
U avgusru 1907. godine, kralj Petar I Karađorđević je u pratnji kraljevića Aleksandra i svite posetio mesta koja se nalaze na putu od Brestovačke banje do Jagodine. Vladaru je priređen svečani doček sa elementima koji su bili karakteristični i za spektakle u vreme vladavine dinastije Obrenovića, a zasnovani su na evropskoj praksi antičkih korena. Promena se uočava u primeni nove dinastičke mitologije u kojoj je istican Prvi srpski ustanak i uloga njegovog vođe i rodonačelnika dinastije, Karađorđa. Sledeći ideju narodnog vladara, kralj Petar je nastojao da bude što prisutniji u javnosti. Ovo je nametnulo i potrebu da se aktivnosti vladara popularizuju. U tu svrhu su, između ostalog, korišćene i razglednice, kao masovni medij pogodan za plasiranje ideja do najširih slojeva stanovništva.

Key words: (original language)
javne svečanosti, razglednice, Petar I Karađorđević

Summary:
Тhis paper deals with needs of king Petar I Кarađorđević to ensure his popularity and popularity of the Кarađorđević dynasty through bls presence in the public and his contacts with people. In this attempt mass media played а major role, and postcards presented the most efficient way to get the visually shaped ideological message through to the masses.
Тhis need of the king was а consequence of changes that happened in relation to old politics of dynastic propaganda programs. According to new democratized structure of the ruler's symbolic image, the sovereignty of the ruler and his power were not based on divine but on the will of the people. Тhе decrease in authority of the idea that а ruler's power originated from heaven and introducing citizens into the puЬlic political arena, imposed а need for а new representative culture. In that way that the existence and stability would Ье guaranteed to the newly estaЬlished order.
King Petar accepted the idea of а people's ruler that was present in Serbia during the Obrenović dynasty. Soon after his coming to the throne, he started his first journey around Serbia, and in the years that followed he had а prominent role in the public life of the country. In the summer of 1907 King Petar, accompanied by the Prince Aleksandar, visited places on the way from Brestovačka Banja to Jagodina. The ruler got an official welcome with the elements that were typical for spectacles of earlier periods and that were based on European practice originating from ancient times. The necessity for insistence on the legitimacy of his power conditioned the need for emphasizing the role of the founder of the Кarađorđević dynasty. Besides press that gave detailed descriptions of king's journey, the publishers from Jagodina printed postcards with motifs of public celebrations regarding king's reception in Jagodina that was the last stop on his journey in 1907.
Due to their characteristics, the postcards were suitable medium in the service of dynastic propaganda. In addition to portraits of the ruler and members of his family, the postcards with motives of public celebrations of political-dynastic character were printed. Since the main characteristic of these celebrations is ephemerality, postcards ensured that the memory of the events related to the ruling dinsaty were kept alive.

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