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Catching Up With the West with the Sarajevo Olympics

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A Cultural History of the 1984 Winter Olympics

Part of the book series: Modernity, Memory and Identity in South-East Europe ((MOMEIDSEE))

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Abstract

At the centre of this chapter is socialist Yugoslavia’s consumer culture and its consumption and advertisement practices, which were widely perceived as a benchmark of the country’s modernity. Paying special attention to the ever-present idea of Yugoslavia, the Balkans and Eastern Europe ‘catching up with the West’, the chapter discusses the cultural implications of the Olympics in relation to Yugoslavia’s socialist ideology and Sarajevo’s Ottoman past. Emphasising similarities and differences both across and within communist east and capitalist west, the chapter problematises the prevalent paradigm of socialism and capitalism being two distinctive economic systems and shows commonalities relating to the Olympic financing between Sarajevo and the western Olympic host cities. Finally, the chapter discloses some important generational aspects of agency behind Olympic business-doing.

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Notes

  1. 1.

    Recently Hadžihasanović published a book using some of the same material and reflections. See (Hadžihasanović 2010).

  2. 2.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (I). Novo u starom’, Oslobođenje 28.3.1984, 3.

  3. 3.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (II). Red za ugled’, Oslobođenje 29.3.1984, 3.

  4. 4.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3.

  5. 5.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3.

  6. 6.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (I). Novo u starom’, Oslobođenje 28.3.1984, 3.

    Čaršija mentality (čaršijski mentalitet) refers here to the trope of čaršija. In the Balkans, particularly in Bosnia and Herzegovina and Macedonia, the čaršija represents an urban structure typical of the Ottoman era when it was, most commonly, found in the centre of the city and concentrated much of its economic and commercial activities. According to Dušan Grabrijan (1984, 37–53) the architectural features of the čaršija gave the city its identity and reflected its spirit. It was usually organised around a mosque and contained various stalls and the city administration and official buildings. Today (if still preserved after the departure of the Ottomans) the Čaršija has changed its original function; back is the reference to the ‘pre-modern’ times of the Ottoman Empire and their corresponding čaršijski mentalitet.

  7. 7.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom’, Oslobođenje 28.3.1984, 3. & Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3.

  8. 8.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (II). Red za ugled’, Oslobođenje 29.3.1984, 3.

  9. 9.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  10. 10.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (V). Izazov nove ere’, Oslobođenje 1.4.1984, 2; ‘Sarajevo: Postolimpijske refleksije (VII). Grad na nogama’, Oslobođenje 3.4.1984, 3; and—‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo’, Oslobođenje 5.4.1984, 3.

  11. 11.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  12. 12.

    Ibid.

  13. 13.

    As we saw in the first chapter, in 1982 longer and more interesting coverage from all over the world began to appear. By the turn of the year 1983–1984 they were published on a daily basis.

  14. 14.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (XII). Osmijeh sa obavezom’, Oslobođenje 8.4.1984, 2.

  15. 15.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  16. 16.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IV). Riznica na dlanu’, Oslobođenje 31.3.1984, 3.

  17. 17.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (V). Izazov nove ere,’ Oslobođenje 1.4.1984, 2.

  18. 18.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  19. 19.

    F. N., ‘Olimpijsko radno vrijeme’, Borba 24.1.1984, 10; Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom’, Oslobođenje 28.3.1984, 3; Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  20. 20.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  21. 21.

    It is as well important to keep in mind that there existed big differences both between the individual Eastern Bloc countries and between different regions and administrative units within each country; thence we must resist the tendency of the post-socialist discourse to paint all the countries and their subnational units with the same brush.

  22. 22.

    On the construction of the USSR as a ‘significant other’ in Yugoslavia see (Jović 2003).

  23. 23.

    Smail Festić, ‘Dobra Ulaznica’, Nedeljna Borba 25–26.2. 1984, 3.

  24. 24.

    Enver Demirović, ‘Svijet je vidio šta možemo’, Nedeljna Borba 25–26.2. 1984, 3.

  25. 25.

    ‘Narod divne, plemenite duše. (Drugi o nama: Olimpijska “Knjiga utisaka”)’, Politika 17.2.1984, 13; Z. Mandžuka, ‘Olimpijada svih nas’, Borba 18–19.2.1984, 1.

  26. 26.

    Here from Knežević-Čečez et al. (1984, 104).

  27. 27.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  28. 28.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom’, Oslobođenje 28.3.1984, 3; Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VII). Grad na nogama’, Oslobođenje 3.4.1984, 3; Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje, 5.4.1984, 3.

  29. 29.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VII). Grad na nogama,’ Oslobođenje 3.4.1984, 3.

  30. 30.

    Most notably in Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom,’ Oslobođenje , 28.3.1984, 3 and Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (V). Izazov nove ere’, Oslobođenje 1.4.1984, 2.

  31. 31.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom,’ Oslobođenje , 28.3.1984, 3; & Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo,’ Oslobođenje 30.3.1984, 3.

  32. 32.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom,’ Oslobođenje , 28.3.1984, 3; & Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo,’ Oslobođenje 30.3.1984, 3.

  33. 33.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje , 30.3.1984, 3.

  34. 34.

    M. Arapović, ’Postolimpijske misli i … Zov biznisa’, Naši dani 805, 24.2.1984, 10.

  35. 35.

    Ibid.

  36. 36.

    Haris Prolić & Hrvoje Batinić, ‘Epp na Olimpijadi. Najbolji znaju šta je najbolje (Prilog izučavanju reklamokratije)’, Naši dani 805, 24.2.1984, 8–9.

  37. 37.

    Veso Đorem, ‘Nađi mi babo strendžera!’, Naši dani 805, 24.2.1984, 11.

  38. 38.

    S. Lučkin, ‘Ponoćna vožnja Sarajevom. Bez gužve i sa osmijehom’, Oslobođenje 29.1.1984, 11.

  39. 39.

    D. Stanojlović, ‘Moderan prevoz u olimpijskom gradu’, Oslobođenje 18.1.1983, 12.

  40. 40.

    Zoran Simić, ‘Poletov bob dvosjed u Sarajevu’, Polet 251, 9.2.1984, 13.

  41. 41.

    ‘Sarajevo donosi ozdravljenje olimpjskog pokreta’, Sport 6.2.1984, 8.

  42. 42.

    ‘Aerodrom za ZOI’, Borba 17.1.1984, 12.

  43. 43.

    Ibid.

  44. 44.

    H. Ibišević, ‘Otvoren aerodrom “Sarajevo”. Vazdušni most sa svijetom’, Oslobođenje , 18.1.1984.

  45. 45.

    D.S. ‘Za ZOI 400 aviona’, Borba 2.2.1984, 1.

  46. 46.

    ‘Pao i aero-rekord’, Politika 8.2.1984, 9.

  47. 47.

    Sead Lučkin, ‘Jedan dan na … Željezničkoj stanici Sarajevo: Na vrijeme krenuti, na vrijeme stići’, Oslobođenje —Nedeljni prilog 26.2.1984, 5.

  48. 48.

    E. Isaković, ‘Danas pišemo … o modernizaciji telefonskog i telegrafskog saobraćaja: Ovdje olimpijsko Sarajevo’, Oslobođenje 7.2.1983, 7.

  49. 49.

    B. Dikić, ‘Majnc pozdravlja Sarajevo’, Politika 6.2.1984, 13.

  50. 50.

    D. Stanojlović, ‘Od Dobrinje do Olimpijade’, Oslobođenje 13.1.1981, 9.

  51. 51.

    Chappelet further explains that other Olympic Villages built in the period were either dismantled (Lillehammer) or turned into student residences (Calgary and SLC), hotel and tourist apartment complexes (Albertville) or into a low security prison (!) in the case of the 1980 host, Lake Placid.

  52. 52.

    The population of this municipality more than doubled, from 60,000 to over 136,000, in the period from the constitution of the municipality in 1974 to the last Yugoslav census in 1991.

  53. 53.

    It is quite noteworthy that the aforementioned official 1984 publication on the Olympics in Sarajevo and Los Angeles, 1984 Olympics, by the US Olympic Committee pointed out that the Mojmilo Olympic Village marked a big improvement over the ‘cramped Lake Placid quarters’, while Don Miller, the executive director of the US Olympic Committee, argued that ‘the Sarajevo Olympic Village was the best Olympic village built to date’ (Schaap 1984, 14).

  54. 54.

    ‘U “selu” kao u velegradu’, Sport 6.2.1984, 8–9.

  55. 55.

    ‘Šetnja kroz olimpijsko selo u Mojmilu: Sve utihne tek u ponoć’, Sport 7.2.1984, 8.

  56. 56.

    Risto Motika, ‘Predolimpijska kulturna razmišljanja. Vučko uči bon-ton’, Naši dani 763, 26.11.1982, 19.

  57. 57.

    Miro Purivatra, ’Primitivci na Polet platzu!’, Polet 25.5.1983, 236–237.

  58. 58.

    ‘Novo gradsko ruho’, Nedeljna Borba 28–29.1.1984, 9.

  59. 59.

    Sl. Dakić ‘Naša akcija “Olimpijski osmijeh”: Umjesto novca—kartica’, Oslobođenje 9.12.1983, 9.

  60. 60.

    E. Isaković, ‘Pripreme za olimpijadu. Osmijeh važniji od robe’, Oslobođenje 13.5.1983, 9.

  61. 61.

    J. Vričko, ‘Na licu mjesta. Hotel u oktobru’, Oslobođenje 28.7.1984, 14.

  62. 62.

    A. Ahmetašević, ‘Olimpisjki osmijeh—kako se pripremamo: Više i od potreba’, Oslobođenje 5.1.1984, 7.

  63. 63.

    Zoran Simić, ‘Poletov bob dvosjed u Sarajevu’, Polet 251, 9.2.1984, 13.

  64. 64.

    Milomir Marić, ‘Sve o zimskoj olimpijadi: Pred početak olimpijade. Sneško belić u bosanskom loncu’, Duga 259, 28.1.1984, 22–23.

  65. 65.

    B.V., ‘Naša akcija “Olimpijski osmijeh (12)”: Maslac skriven među sapunima’, Oslobođenje 29.7.1983, 10.

  66. 66.

    P.I., ‘Nema šta—nema!’, Duga 28.1.1984, 26.

  67. 67.

    Milomir Marić, ‘Sve o zimskoj olimpijadi: Pred početak olimpijade. Sneško belić u bosanskom loncu’, Duga 259, 28.1.1984, 22–23.

  68. 68.

    Boro Radosavljević, ‘Sarajevo u tonovima velegrada’, Oslobođenje —Žurnal 13.9.1981, 8–9.

  69. 69.

    Ibid.

  70. 70.

    Ibid.

  71. 71.

    ‘Džet-set u Šeheru. Bujrum, pa birajte!’, Sport 5.2.1984, 9–10.

  72. 72.

    Milomir Marić, ‘Sve o zimskoj olimpijadi: Pred početak olimpijade. Sneško belić u bosanskom loncu’, Duga 259, 28.1.1984, 22–23.

  73. 73.

    Risto Motika, ‘Predolimpijska kulturna razmišljanja. Vučko uči bon-ton’, Naši dani 763–764, 26.11.–3–12.1982, 19.

  74. 74.

    Melita Karalić, ‘Drugi o Olimpijadi. Duga između svijetova i vjekova—Vučko’, Oslobođenje 14.1.1984, 5.

  75. 75.

    Miroslav Arapovich, ‘Olimpijada jeeeeeeeeee!!!—Interview: Vučko (glavom I bez brade) “Auuuu!”’, Naši dani 803, 10.1.1984, 11.

  76. 76.

    ‘Utisci direktora svetskih novinskih agencija. Sve—odlično!’, Duga 259, 28.1.1984, 25.

  77. 77.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IX). Novo ruho tezge. Kako dostići Sarajevo,’ Oslobođenje 5.4.1984, 3.

  78. 78.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (II). Red za ugled,’ Oslobođenje 29.3.1984, 3.

  79. 79.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3.

  80. 80.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (II). Red za ugled,’ Oslobođenje 29.3.1984, 3.

  81. 81.

    Basically, this goes through the whole serial.

  82. 82.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VI). Predah sa porukom,’ Oslobođenje 2.4.1984, 3.

  83. 83.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3.

  84. 84.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VII). Grad na nogama’, Oslobođenje 3.4.1984, 3.

  85. 85.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom’, Oslobođenje 28.3.1984, 3.

  86. 86.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3.

  87. 87.

    Ibid.

  88. 88.

    Insisting that the Olympics were ‘the time for the courageous’ and those ready for change, Hadžihasanović stressed this explicitly already in the opening article of the serial: Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije. Novo u starom’, Oslobođenje 28.3.1984, 3.

  89. 89.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (IV). Riznica na dlanu’, Oslobođenje 31.3.1984, 3.

  90. 90.

    Ibid. & Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VI). Predah sa porukom,’ Oslobođenje 2.4.1984, 3.

  91. 91.

    Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (III). Ram za lijepo’, Oslobođenje 30.3.1984, 3; Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VI). Predah sa porukom,’ Oslobođenje 2.4.1984, 3; & Aziz Hadžihasanović, ‘Sarajevo: Postolimpijske refleksije (VII). Grad na nogama’, Oslobođenje 3.4.1984, 3.

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  1. The Many Roads in Modernity, University of Copenhagen, Copenhagen, Denmark

    Zlatko Jovanovic

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Jovanovic, Z. (2021). Catching Up With the West with the Sarajevo Olympics. In: A Cultural History of the 1984 Winter Olympics. Modernity, Memory and Identity in South-East Europe. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-76598-9_4

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