Re-emergence of Čaršija: Revisiting Sherif’s Psychology of Slogans

This chapter focuses on the scarce literature on slogans—particularly Muzafer Sherif's theoretical consideration of slogans. It analyses the aforementioned slogan in the context in which it emerged and against the existing literature. The chapter offers a brief account of the context in which the slogan in question emerged. It provides a contextual analysis of the aforementioned slogan through the lens of the existing literature on slogans, relying on theoretical writing of Sherif. The chapter shows that how this seemingly spontaneous emergence of the aforementioned slogan was rooted in the "ways of the everyday." It examines how slogans can function both as social glue and a means of social division. The chapter discusses theoretical considerations related to informally organized groups and the process of emergence of norms, codes of conducts, and attitudes in informal groups. Sherif approached the study of slogans through the prism of Gestalt psychology and argued that a slogan implies a value judgment.