Media and Cultural Representation of Goranci Culture and Tradition

: The paper represents some of the results of research into the influence of the media on creating cultural representations about the Goranci community, their culture and tradition. One of the often-displayed cultural elements is confectionery which can be viewed from multiple angles. Another element of culture is viewed in parallel – traditional wrestling (the wrestlers are called pelivani ). It is a sporting activity practiced within the Goranci community for a long period of time and is considered Ottoman heritage in Gora. The research was conducted during 2022 and entailed reading and analysis of newspaper articles, and the contents of websites set up by members of the Goranci community, as well as keeping up with television documentaries filmed at the beginning of the 21 st century. The objects of study were newspaper articles that were also published online as well as those that were available only in print, and were written in the early 21 st century. The research did not focus on attitudes, but on social conceptions of the culture and tradition of Goranci people in the Republic of Serbia. The anthropological analysis is geared toward media content and media discourses with the intent of understanding their influence on creating cultural representations about the specifics of contemporary Goranci culture and tradition.