Kratak uvod u istoriju antropologije fotografije * Apstrakt: Rad predstavlja pregled najvažnijih antropologa, pre svega u anglo-američkoj i francuskoj tradiciji, koji su uticali na stvaranje antropologije fotografije i dalje utrli njen put, poput Boasa, Malinovskog, Evansa-Pričarda, Mid i Bejtson, Levi-Strosa i Džona Kolijera. Zatim, u radu se izlažu savremena promišljanja na temu fotografije u istraživanjima (Pink, Edvards, Rubi i Pini) i predstavlja nekoliko primera novijih inovativnih istraživačkih projekata kao što su: analize arhivske muzejske i istorijske fotografije, elektronski hipermediji, kolaborativni projekti s ispitanicima i fotografima, foto-esej i "fotografsko izmamljivanje". Cilj rada je da prikaže da fotografija ne treba da bude samo tehničko pomagalo pri terenskom radu, već da nudi naučni i kreativni potencijal za savremenu antropologiju.Ključne reči: antropologija fotografije, anglo-američka i francuska antropološka tradicija, kolaborativni projekti, hipermediji, arhivska fotografija Uvod Uobičajeno je da se upotreba fotografije u antropološkim istraživanjima posmatra kao deo (vizuelno) antropološkog aparata, u okviru koga se vizuelni sadržaj, kao što su npr. video zapisi, film, fotografija, crteži, posteri i sl, posmatra, najšire gledano, dvojako: kao metod istraživanja i kao predmet istraživanja, 1 mada je ovo drugo usledilo kasnije. S tim u vezi, kao i druga vizuelna sredstva, fotografija može da predstavlja nastavno učilo i sredstvo publikovanja (MacDougall 1998, 61), može da služi za merenje, brojanje i poređenje (Collier 1967), za vizuelno vođenje beležaka (Collier 2009, 13), da se koristi tokom * Tekst je nastao kao rezultat rada na projektu Ministarstva prosvete, nauke i tehnološkog razvoja RS: Identitetske politike Evropske unije: Prilagođavanje i primena u Republici Srbiji (177017). Želim da se srdačno zahvalim prof. Naumoviću sa Filozofskog fakulteta u Beogradu na savetima i komentarima ranije verzije ovog članka.1 Benks oba pristupa naziva "vizuelnim metodama" (Banks 2007, 6-7). On takođe uvodi i treći, kolaborativni, pristup u proučavanju vizuelnog materijala.

Throughout the era of socialist Yugoslavia, the Institute of Virology, Vaccines and Sera ‘Torlak’ in Belgrade was a well known producer and exporter of vaccines. After the dissolution of the country, it gradually lost its significance in both global and domestic vaccine markets. However, in Serbian public discourse, Torlak’s vaccines are still remembered as of the highest quality. Many people would willingly vaccinate themselves or their children with Torlak’s vaccines. But how do overly positive Yugoslav vaccination experiences influence vaccination narratives in contemporary postsocialist Serbia? To answer this question, I analysed electronic word of mouth from 2005 until 2020 from Serbia’s main daily news sources. Public narratives on Torlak’s vaccine production seem to be a local response and a consequence of global changes in the international vaccine market. Furthermore, this study shows that public calls for the revival of Torlak’s vaccine production are part of wider public yearning for ‘normal life’ in postsocialist Serbia. In this respect, positive memories of Torlak vaccines do not serve as a strategy for dealing with the past. As a special form of Yugo-nostalgia and as a ‘material embodiment’ of normal life under socialism, narratives represent a strategy for dealing with the present: a therapy for dealing with the ‘abnormality’ of life in today’s Serbia. Contemporary public vaccination attitudes are shaped both by collective memory of the production and administration of Torlak’s vaccines in socialist Yugoslavia, and by narratives on Torlak’s unfavourable current position. They also reflect wider opinions, hopes and yearning for the restoration of the country’s political, health and economic institutions.

The vaccine is considered in academic, foremost medical, but also in political and public discourse as one of the greatest human achievements. Immunization has saved and is saving millions of lives around the world. However, from a historical perspective, immunization was always followed by more or less public resistance due to its alleged negative side-effects, such as outbursts of severe illnesses. A mandatory childhood vaccine against measles, mumps, and rubella (MMR) is part of the current controversy over the harmfulness of vaccines in Serbia. In view of the fact that the media is an important source for transmitting health messages and understanding health issues, the subject of this paper is the media presentation of MMR immunization in Serbia. How was the state health care narrative on MMR immunization presented in the Serbian daily press during the last two measles outbreaks in 2014-2015 and 2017-2018? By using the theoretical “text-context-hypertext” approcah to media content by Ljiljana Gavrilović, Serbian broadsheets and daily papers, such as Blic, Kurir, Politika, Večernje Novosti, from the period 2014-2020, are analyzed. The preliminary results show that the news that concurs with the 2014-15 measles epidemic differs greatly from the news during the 2017-18 epidemic. During the first period, the papers carried medical experts’ advice on the benefits and importance of the MMR vaccine, criticizing (irrational and emotional) parents (mostly mothers) who do not vaccinate their children, in parallel with parental lay evidence on its harmfulness. From approximately 2017 anti-vaccination attitudes disappeared from the newspapers, even from the yellow press. This is concomitant with the new Law on the Protection of the Population against Communicable Diseases (2016), which penalizes anti-vaccination lobbying. In other words, instead of gaining public trust in the health sector and the state by presenting facts, offering dialogue with opponents and systematic education, the state leaders discredited and excluded opposing opinions as “uncivilized”, “irrational” and part of “anti-vaccination lobbying”. Studies explained that citizens of post-socialist countries trust more individuals (friends and family) and distrust the state authorities (as enemies). By introducing compulsory penalties for non-vaccination, the state only deepened this historical and cultural distrust between the state and its citizen. To conclude, insults to parents of non-immunized children, threats of penalties and actual penalties, and the exaggeration of the outcomes of the 2014-15 measles epidemic did not lead to mass immunization. On the contrary, all this acted only counterproductively, as the latest epidemic broke out precisely among non-vaccinated and semi-vaccinated populations. Therefore, it is suggested in the paper that this vaccine should be optional, parallel with the introduction of organized promotion of MMR vaccination, its benefits and side-effects, detailed information on vaccine content, greater freedom of media content on the MMR vaccine, and open public dialogue of parents with medical experts.