| Summary: | This paper is based on the material which belongs to the domain of popular culture. That is, it is based on domestic TV series which belong to the first phase of transition, i.e., 1990's. I assumed that popular culture in general provides an expression of omnipresent, widely accepted and usual viewpoints within a society: as such, it also serves to confirm these values and attitudes. In this sense, I was interested in ways of presentation of entrepreneurs in the two domestic TV series: Srecni ljudi and Porodicno blago; the category of entrepreneurs is especially interesting since in the given transitional period, it became a part of the social, economic and cultural life of the Serbian society. These representations are very well presented by particular social types and they allow an insight of conceptualization of entrepreneurs in general. The two domestic TV series were shown at different times in the period of the first transition, and thus reflect ways of the conceptualization changes and development from the beginning until the late phase of the transition.
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