Divide and rule: Cultural memory in the identity policies of post-Yugoslav states

Since the identity policies of the post-Yugoslav states have been creating tensions domestically and internationally in the last two decades, the aim of this paper is to study and explain the causes that encourage antagonisms. We start from the assumption that these causes are related to models of identity policy and memory culture mediated by transnational media. This is because the essence of collective identity is in the consciousness of belonging, which should not be an obstacle to coexistence and good neighborly relations, as long as that consciousness does not imply the negation of the identity system of social groups living in the state. Thus we come to the policy of pluralization of identity as a public policy pursued by the state policy of cultural memory as a ?social and cultural framework? of identity policy. In the absence of pluralization, culture is located on the scene of a struggle between different models of identity policies fueled by a densely intertwined network of transnational media. Their influence on public opinion formation comes from the realm of countercultural transculturalism and neoliberal globalism.