Estrategia de Marketing (Offline)

Many pe o ple thro ug ho ut the world co uld not un der stand the Cro a ti ans’ ge no ci dal cri me aga inst the Ort ho dox Ser bi ans du ring World War II, who se mon stro us cri mi nal met hods and tec hni qu es gre atly sur pas sed tho se of Hi tler. It was im pos si ble for them to un der stand that so met hing li ke that co uld ha ve ac tu ally hap pe ned, that it was pos si - ble, and espe ci ally the re a sons for it. Thus it is ne ces sary to study tho se events in a lon - ger hi sto ri cal con ti nu ity, thro ugh the pha ses of the ma ni fe sta tion of cri mi nal ide as, thro ugh the po li ti cal pro mo ting of cri mi nal in ten ti ons and thro ugh the ap pro ac hes to com mit ting mas si ve cri mes. “As long as the qu e sti on of the ge no ci de over the Ser bi - ans in the In de pen dent Sta te of Cro a tia is con si de red in shor ter tem po ral units, we will not ha ve the ne ces sary ex pla na ti on of the phe no me non, but will shift the bla me from one en vi ron ment to the ot her, from one re gi me to the ot her, or to re li gi o us com mu ni - ti es, or to so me emi nent fi gu re. It will hap pen, as it has al ready hap pe ned, that the ge - no ci de over the Ser bi ans, com mit ted by the Us tas has, will be ex pla i ned even by so me ra cial cha rac te ri stics of the Cro a ti ans, by the sup po sedly bru tal acts exe cu ted in Cro a - tia by the go ver ning re gi mes bet we en the two World Wars (1918-1941), the so-cal led Gre a ter Ser bian he ge mo nic po li tics and the Ja nu ary 6th_{Dic ta tor ship. It was of ten at -}

esta blish a ba lan ce of gu ilt bet we en the per pe tra tors and the ir vic tims” (p. 11). The ro - ots of the an ti-Ser bian ge no ci dal po li tics go back as far as the 16th_{and 17}th_{cen tu ri es,}

to the ti me of the mas si ve-sca le Ser bian set tle ment in the unin ha bi ted and de va sta ted Cro a tian lands. “As they had set tled on the lands of the Cro a tian fe u da lists, both spi ri - tual and se cu lar, the Ser bi ans we re ex po sed to a two-si ded pres su re: the pres su re of be - ing con ver ted both to ser fdom and Uni a tism. They fi er cely op po sed it, as that wo uld fun da men tally chan ge the ir so cial po si tion, and they wan ted to ke ep the ir sta tus as free pe a sants and sol di ers -bo ar der gu ards (Kra ji šni ci) – at all costs. Fa mo us for the ir re li - gi o us in to le ran ce that was the cha rac te ri stic of the en ti re fe u dal Euro pe at the ti me, the Cro a tian no bles, in ad di tion, enac ted a spe cial law at the ir co un cil in 1608, which only re cog ni sed pu blic rights to the mem bers of the Cat ho lic re li gion on Cro a tian sta te ter - ri tory. The law fol lo wed the well-known slo gan ‘who se land – his re li gion’. The Za - greb bis hops in par ti cu lar stuck to this mot to, as well as ot her fe u dal lan dow ners, as it was re la ted to the ir fun cti ons and the ir po si ti ons in a class so ci ety. The prin ci ple ex - pres sed in this mot to su i ted them not only for re li gi o us, but al so for eco no mic re a sons. Na mely, the Ser bian Ort ho dox po pu la tion, un li ke the Cat ho lic one, was not obli ged to pay va ri o us ta xes to the Cat ho lic Church and its clergy. Ha ving kept the sta tus of free pe a sants even af ter mo ving to Cro a tia and jo i ning the mi li tary bor der-gu ard system a hu ge num ber of Serbs did not be co me serfs. Ac cor dingly, they we re not obli ged to pay nu me ro us fe u dal ta xes, un li ke the ma jo rity of the Cro a tian po pu la tion. In or der to sway them to this, the Cro a tian fe u da lists used all me ans ava i la ble, not he si ta ting even over physi cal clas hes with the to ugh and in su bor di na te ‘Ort ho dox schi sma tics’” (p. 15-16).

a) An ta go nism, the Pre cur sor to Ge no ci de

How much re li gi o us in to le ran ce – un der pin ned with eco no mic mo ti ves, greed and envy – ca me in to play is pro ved by the fact that in 1700, Am broz Ku zmić, as a pro perty ad mi ni stra tor of the Za greb di o ce se, wro te that it wo uld be bet ter to mas sac - re the Vlachs than let them set tle, sin ce, in every aspect, they harm the co un try and the Royal Hig hness, which wo uld ne ver find pe a ce or tran qu il lity with the schi sma tics. “Cle arly, they sho uld ha ve been mas sac red, sin ce they we re ne it her serfs nor Cat ho - lics, and they ada mantly re jec ted the sta tus of fe u dal su bjects, with all its obli ga tory bur dens... Ac cor dingly, as early as the be gin ning of the 18th_{cen tury, we co me ac ross}

the in for ma tion that the fe u dal cir cles of Cro a tia, for re a sons of class and re li gi o us an - ta go nism, we re pre pa red for ge no ci de over the Ser bian Ort ho dox po pu la tion who in - ha bi ted the ir lands – but un der spe cial con di ti ons, and aga inst the fe u da lists’ will, im - pin ging on the ir rights as fe u dal ma sters. Even then, jud ging by the con flicts bet we en the Ser bian po pu la tion set tled in Cro a tia and the Cro a tian no bles, it was ob vi o us that the Ser bi ans in Cro a tia we re unin vi ted gu ests, and not only we re they un ne e ded, they we re al so un de si red. They we re tre a ted as in tru ders. That at ti tu de to wards the Kra ji -

šni ci (tho se in ha bi ting the Kra ji na re gi ons), first of all the Ort ho dox Serbs, has been

han ded down from ge ne ra tion to ge ne ra tion, and is still pre sent to day. The cru cial ro - le in this be lon ged to the Cro a tian and Sla vo nian fe u da lists, both spi ri tual and se cu lar. They ma in ta i ned the ir po wer ful in flu en ce even af ter the col lap se of fe u da lism in 1848 – in the mid dle-class and ca pi ta li stic so ci ety – on which they tran smit ted the ir at ti tu -

des and the ir bur dens from the ear li er pe ri ods of hi story. Due to that, not only did the old mi sun der stan dings not stop; they we re tran sfer red in to the new so cial and po li ti cal system, which they po i so ned, bur de ned and ero ded with all the ir might. (p. 16-17).

In or der to par ti ally il lu stra te the ran ges of the Cro a tian an ta go nism to wards the Serbs in Dal ma tia, whe re it was much we a ker that in Cro a tia and Sla vo nia, Kre stić qu - o tes a frag ment from a let ter of Đor đe Ni ko la je vić, a pri est from Du brov nik, in which he com pla i ned that the har de ned Cro a tian cha u vi nists thre a te ned that they wo uld cut the Serbs from Du brov nik to pi e ces. That let ter is kept in the Hi sto ri cal Ar chi ve of Za - dar, among the do cu ments of the Ort ho dox Dal ma tian eparchy, and it shows that the fla mes of the Cro a ti ans’ ha tred sub si ded when the news abo ut the re ac ti ons of the Ort - ho dox Serbs from Ko tor re ac hed the ir ini ti a tors. As the pro to po pe sta tes, “the Serbs from Ko tor sent word to the pe o ple from Du brov nik not to use vi o len ce aga inst the ir brot hers the re, be ca u se if they to uc hed even one of them, they wo uld not le a ve even one Cat ho lic ali ve. Ho we ver, this thre at co uld not sub due the en ra ged pe o ple from Du - brov nik, un til the se cond mes sa ge ca me (which, if re a li sed, wo uld be very se ri o us) that in the town of Bu dva, ten tho u sand Mon te ne grins had em bar ked on a ship, and we re co ming to vi sit them and ask what they we re plan ning to do with the Ser bi ans” (p. 17- 18). In the sa me year, ac cor ding to the te sti mony of the dis trict cha ir man of the Ser - bian Ort ho dox mu ni ci pa lity, the pe o ple from Za greb we re openly thre a te ning that they wo uld mas sac re all the Ser bi ans the re when they he ard abo ut the elec tion of a Ser bian go ver nor at the May as sembly in Srem ski Kar lov ci. “The an ta go nism bet we en the Serbs from the Kra ji na and the Cro a tian fe u da lists, both spi ri tual and se cu lar, la sted till the col lap se of the class so ci ety, but over ti me it had chan ged and tran sfor med. The at - ti tu de of the mi li tary cir cles in Vi en na and Graz had a spe cial sig ni fi can ce for the ir re - la ti ons and the an ta go nism that bo re ge no ci dal ide as, as they we re al ways, and abo ve all, pre oc cu pied with the sta te and dynasty’s in te rests, so they so me ti mes sup por ted the

Kra ji šni ci in the ir fight aga inst the Cro a tian no bles, and so me ti mes tho se no bles aga -

inst the Kra ji šni ci. Anyway, thro ugh the ir po li tics, the high mi li tary cir cles of Austria gre atly con tri bu ted to the an ta go nism of the re la ti ons bet we en the Serbs from Kra ji na and the Cro a tian fe u da lists” (p. 18-19).

Alt ho ugh a num ber of the Serbs from Kra ji na con ver ted to Cat ho li cism over ti - me, the re la ti ons bet we en the Ort ho dox and Cat ho lic Kra ji šni ci we re ge ne rally good, and the po pu la ti ons of the Ort ho dox and Cat ho lic re li gion we re uni ted in the ir op po - si tion aga inst the ava ri ci o us de mands of the fe u da lists. Ho we ver, over a lon ger pe riod of ti me, the con ver sion of Serbs to Cat ho li cism me ant the ir de na ti o na li sa tion, and la - ter the ir ac cep tan ce of the Cro a tian na ti o na lity, thro ugh the ar ti fi cial im po si tion of a new na ti o nal con sci o u sness.

b) A Hun dred-year Red-Ta pe Fight for Cro a tia

The ab so lu te iden ti fi ca tion of the re li gi o us and na ti o nal ele ment led to the in - stru men ta li sa tion of the ex-Ser bi ans (the newly-for med Cro a ti ans) in the fight aga - inst the ir Ort ho dox com pa tri ots; and pa ral lel to that, to the syste ma tic in doc tri na - tion from the plat form of ba sing the Cro a tian na tion and its de mo grap hic vo lu me, not on a na tu ral and hi sto ri cally de ve lo ped et hnic com mu nity, but on an ar bi trary con struc tion of a po li ti cal na tion, and on a re fe ren ce to a hi sto ri cal right which stem med from an ci ent fe u dal le gal acts. “The en ti re hi story of the Cro a ti ans wit hin

the sta te fra me work of Hun gary (from 1102) and Austria (from 1527) is per va ded with in ces sant de ba tes on the sta te and le gal sta tus of Cro a tia. The aim of tho se de - ba tes was to emp ha si se and pro ve that Cro a tia had kept its in de pen den ce even wit - hin the bor ders of Hun gary and Austria, that ha ving mer ged in to new co un tri es it had not lost its sta te uni qu e ness. The mo re the Cro a tian co un try was get ting smal - ler and nar ro wer in po li ti cal prac ti ce and in li fe, the mo re it was emp ha si sed and ju sti fied in the de ba tes con duc ted by the Cro a ti ans. Ha ving con duc ted the red-ta pe sta te and le gal fight aga inst the Hun ga ri ans, the Cro a tian be ca me true ex perts in that sphe re. Even when the ir sta te hood was re du ced to thre ads, and even when tho - se thre ads we re cut when Cro a tia be ca me a just re gu lar re gion of Hun gary, the Cro - a tian po li ti ci ans, with re mar ka ble per si sten ce, emp ha si sed that the real sta tus sho - uld be di stin gu is hed from the le gal one. With all the ir might, they in si sted on pro - ving what was dif fi cult and im pos si ble to pro ve that in a le gal aspect, the di scon ti - nu ity of Cro a tian sta te hood had ne ver oc cur red. Be ca u se of tho se cen tu ri es-old de - ba tes with Hun ga ri ans, Cro a tian hi story and po li tics we re de eply per va ded by sta - te rights and hi sto ri cism. That bur den did not di sap pe ar, even when Cro a tia se ce - ded from Austro-Hun gary and be ca me a part of the first and se cond Yugo sla via” (p. 23-24). Even tho ugh such po li tics ori gi nally had a de fen si ve cha rac ter in re la - tion to the Austrian and Hun ga rian pre ten si ons of as si mi la tion, they gra du ally as - su med ag gres si ve and con qu e ring cha rac te ri stics con cer ning the Serbs and the ir na - ti o nal rights. That pro ved the Cro a ti ans to be far mo re un scru pu lo us than the Austri ans and mo re bru tal than the Hun ga ri ans. As Kre stić esti ma tes, “... in de fen - ce of ‘the hi sto ri cal rights of the Cro a tian na tion’ in or der to ‘re a li se the Cro a tian sta te rights’, that is to form a gre at and in de pen dent Cro a tian co un try, in the se cond half of the 19th_{cen tury in Cro a tia, the re ap pe a red an ide o logy of un com pro mi sing,}