CULTURAL IDENTITY BRANDING ON THE EXAMPLE OF DANI PAJE KOLARIĆA - A CASE STUDY

Abstract

This paper deals with the presentation of a case study of Dani Paje Kolarića on the topic of cultural identity branding and specifics of the implementation as part of cultural identity branding activities by the Academy of Arts and Culture and the local community and the City of Osijek are presented. This paper presents the theoretical determinants of culture and cultural policy, followed by the specifics of branding. The methodological framework refers to the presentation of the interdisciplinary project “Dani Paje Kolarića”, through the specifics related to the formation of the project team, setting the main and specific goals of the project, defining the target audience or stakeholders, as well as planning and implementing project activities. The main goal of this research is to promote the art and culture of the 19th century based on the life and work of Pajo Kolarić through the programs of the AUK-Os, during April and May 2021. It includes informing the public about the historical significance and cultural heritage of Pajo Kolarić’s work for his homeland, protecting the archaic value of 19th century art through contemporary artistic expressions of young artists, and creating a new tourist product through the presentation of Osijek’s historical figures and musical heritage. Through art exhibitions, music-stage events, vocal-instrumental concerts and music workshops, the interdisciplinarity of the project was evoked and thus the goals of the project are realized. This work will show how this interdisciplinary approach to the entire project affects the public, which will change the awareness about preserving cultural heritage, because the historical and cultural significance of the work will be promoted through the project. The implementation of the interdisciplinary project will also be presented in detail, since it was extremely successful and can serve as an example of good practice in how cultural heritage, tradition, music, performing and applied arts and science are united in the creation of a cultural identity. Due to its characteristics, the project has largely served as an educational backbone for the younger generations who are currently connected with popular and current knowledge, while on the other hand, they do not possess knowledge of the values ​​of cultural heritage. By approaching a historical topic in the way it is presented, this project arouses the interest of the younger population, which was ultimately the goal of the entire project. The implementation of this project resulted in the fulfillment of the set main and specific goals, and it becomes a good basis for research and implementation of projects on the topic of other famous Osijek / Slavonians of the 19th century. Finally, this project was quite demanding, but also rich. The Corona virus epidemic made the implementation of this project even more difficult, but the great involvement of students from different departments of the Academy in the very preparation, implementation and participation in all activities of this project and the breadth of the Academy in terms of art and science enabled this approach and opened the door to many further activities and projects.