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Starting from the sociological understanding of culture as a set of determinants that channel social movements, the authors analyze the complex Kosovo-Metohija reality with a focus on material monumental heritage and its destruction with the aim of political revision of the past and falsification of Albanian identity. The vandalism of ethnicreligious instrumentalized Albanian groups is concealed by the construction of a media memory of collective memories, which aims at a manipulative strategy of gradually gaining the political support of world opinion. The analysis of characteristic case studies proved the destructiveness of the devastation of the monumental heritage for the Serbian identity, because without the symbolic bearers of the past, the national community that created also disappears. Demolished cemeteries, burned monasteries and churches, with expelled Serbs as bearers of symbolic meaning, opened up space for Albanian nationalists who, by "Kosovizing" Serbian cultural heritage, create their own identity, with the intention of showing that they have always lived in these areas. The theoretical framework is based on British cultural studies that use numerous forms of memorial culture to replace identity and change the culture of memory

The paper deals with the presentation and analysis of parasocial communications using relevant communication theories and the psychology of media, communications and relationships, because new patterns of choice in communication processes have changed the way an individual enters into social relationships - from given (imposed) to chosen. The approach is expanded with a practical aspect - research into the parasocial communication of Novak Đoković and his followers on the official Facebook page of our tennis player. The period during Roland Garros 2022 was taken for two reasons: it is one of the most important tournaments and the first big one after the break caused by refusing to be vaccinated against Covid/19 virus, which is why Đoković did not participate in two of the four biggest tournaments before that year, and that at the same time he defended the position of the first player on the ATP list, which is why the engagement of followers was more intense than average. The approach is extended with a practical aspect - research into the parasocial communication of Novak Đoković and his followers on his official Facebook page. The ways in which Đoković addresses his fans and the content of his posts on Facebook encourage the development of a sense of closeness and familiarity among the audience. The research proved that parasocial interaction is realized in virtual communication in which Novak Đoković's followers use the opportunity to address him through Facebook and often expect a return reaction. Social networks thus realize their procreative function, which is manifested in parasocial interaction through the exchange of messages, participation, togetherness and feedback simulation. Parasocial relationships are characterized by nonreciprocity, i.e. the fact that only one party knows a lot about the other, while the reverse is not true.

The paper explores the importance of local culture in advertising in Southeast Europe, in particular in Serbia. The aim of the research was to examine whether there is any difference in perception among people in Serbia toward brands using local advertising campaign and brands using global advertising campaigns. The research included 520 respondents and the analysis included different statistical methods. The study examined the extent to which the influence of culture on the communication strategy is felt, and whether this impact is the same for all target audiences and for all product categories. The research reveals whether customers from Serbia prefer local or global campaigns, and whether the choice of the local versus the global has a more positive impact on brand perception. The findings showed some interesting and contradictory results: consumers prefer local advertisements rather than global campaign, though other finding indicate strong influence of globalization Serbia as represent of Southeast Europe countries.

Strategic communication is one of the expressions of the soft power and represents an instrument in the political and security achievement of national interests. One of the strategic communication forms is lobbying. Potential lobbying of foreign policy is significant, as it could be realized through direct military intervention for support of interest group goals. The paper presents gained results of interest representation of Albanian interest groups regarding U.S. foreign policy as support of the achievement of the separatists' goal in the form of the Republic of Kosovo. Using content analysis and conclusions synthesis, the paper presents results that indicate effective and productive effects of applied interest representation strategy. It is a suggested that base of common interest should focus on political, economic and security interests, and institutional preconditions for effective lobbying of U.S. institutions. Conclusions indicate that organized and strategically planed lobbying approach to U.S. institutions can bring very good results.

The Belgrade fortress with Kalemegdan, or the Kalemegdan complex, represents one of the most preserved cultural and historical units in Serbia, important for studying the past of many nations and the epoch. Above all, the complex is significant as a part of the former limes of the Roman Empire, but also as a place of importance for the national history of the Middle Ages and New Age. As such, this unit is recognized and protected as a cultural heritage of exceptional importance. The next step towards the achievement of international law protection is enrolment on the UNESCO World Heritage List. In order to achieve this, it is necessary that the unit be deprived of military character. The paper analyses the formal and essential relocation of the Belgrade Military Museum outside the Belgrade Fortress area, as well as other additional contents, all for the purpose of returning more authentic Kalemegdan complex. The paper analyses the legal, organizational and other elements of this idea, as well as the benefits that will be gained through its realization.