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One of the important questions in the research of the collective memory is the influence of the emotional and cognitive dimensions in the mechanism of social memory transmission. How successfully are the subjective qualities of the individual memories transmitted and elicited in the inter-subjective communication? What are the salient emotional and cognitive features of the narration that successfully construct a socially shared memory? Can we measure the level of affective and cognitive engagement of the receivers of the representations of the cultural memories prominent in social communication and media? Can we predict the behavioural and pragmatic tendencies based on the level of emotional and cognitive appraisal? Can we correlate the level of emotional and cognitive appraisal with the representation of a particular event in a collective memory? This chapter tackles some of the abovementioned questions by investigating the effects of a monument’s representations, associated commemorative speeches, and media coverage on the individual’s affective and cognitive stance about the traumatic events in Croatian collective memory.

How Does This Monument Make You Feel? Measuring Emotional Responses to War Memorials in Croatia