Promotion of cultural heritage of Herceg Novi: Mediterranean Integration

The coast and southern areas of Montenegro are rich in medieval cultural heritage. The area that is especially rich in medieval cultural heritage is the municipality of Herceg Novi and its surroundings. Cultural events and festivals in the mentioned city have been of interest to the media as well as various social groups for many years. In this paper, through a qualitative analysis of cultural events, we critically look at the promotion of culture and spiritual values of this coastal city. We give space to the importance of the mass media in order to promote culture. Through the theory of social segmentation of the mass audience, as well as through the presentation of relevant social research, we recognize the need for greater promotion of cultural heritage. Finally, at the very end of the paper, we provide guidelines for further connections of Herceg Novi with similar cultural centers on the shores of the Mediterranean.