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Jana Baevi

Valentines Day as the 8th March of Transitional Ser-

bia. nalysis of (New?) Holiday

Key words: Valentines Day, Womens Day, 8th March,

holiday, transition, anthropology of con-
sumption

In this text, I examine the phenomenon of sudden occurrence and spreading

of the symbols, products and practices related to St. Valentines Day, in Belgrade,
Serbia. Though this custom had never been a part of Serbian festivities, neither
traditional nor modern, this year it was aggressively marketed in the capital. In
order to understand this phenomenon, I look at a similar holiday from the not-so-
distant socialist past: Womens Day, or March 8th. Previous researchers of this holi-
day have underlined its primarily demagogical or mythical function of obscuring
the gender inequalities of socialist society through the celebration of, and emphasis
on, the proclaimed social equality on all levels. By juxtaposing dominant character-
istics of Womens Day and their corresponding ideological functions with the
dominant characteristics of St. Valentines, I point to the possible ideological func-
tions of the latter. On the one hand, it transmits the message of love, romance and
reciprocity, therefore obscuring the persistent gender inequalities; on the other, it
serves a far less demagogical function of supporting both the market of partners and
the market of goods. In the final conclusion, I state that the occurrence of Valen-
tines Day celebrations in modern-day Serbia can be primarily tied to the develop-
ment of the market of goods, and the corresponding desire to achieve the European
standard, at least in terms of consumerism. Whether this holiday marks a beginning
of transition in the domain of personal, intimate relationships, however, remains yet
to be seen.

89