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Abstract
The paper will present the journal/magazine of the Croatian Association for the Protection of Animals Živobran (1894–1904) and explore its contribution to the development of social awareness on natural, cultural and ethical values of animal species with special reference to their educational role in the promotion of animal rights among the Croatian school population at the turn of the 20th century. Namely, by carrying out the cooperation with school institutions, the magazine of the Croatian Association for the Protection of Animals directly affected the formation of students' thinking, standpoints and relations toward the animal world. The research corpus encompasses texts published in the journal/magazine of the Croatian Association for the Protection of Animals Živobran in the period from 1894 to 1904. The paper is a contribution to the research of Croatian cultural zoology and literary ecology.

Jezik je bitna odrednica identiteta nekoga naroda. U jeziku, ponajprije u njegovu leksičkome sloju, zrcale se društveno-povijesne promjene jednoga naroda.To znači da se jezik razvija prateći povijesna i društvena zbivanja određenoga vremena. Drugu je polovicu 20. stoljeća u južnoslavenskoj filologiji obilježio proces serbokroatizma, tj. težnja za stvaranjem jednoga srpskohrvatskoga jezika. Politički je leksik počeo snažno prodirati u područje javne uporabe jezika, što se odrazilo i na njegovu pojavnost u udžbeničkim tekstovima, postajući njegov sastavni, nezaobilazni dio. Predmet je ovoga rada analiza ideološki uvjetovanog leksika u čitankama za mlađu školsku dob, koje su bile u uporabi u 80-im godinama 20. stoljeća. U radu su se kvantitativno i kvalitativno analizirali udžbenici/čitanke kako bi se dobili odgovori na pitanja: promiču li tekstovi u analiziranim čitankama vrijednosti političkoga sustava SFRJ, jesu li u njima zastupljeni leksemi političkoga diskursa, tzv. ideologemi te koje su mogućnosti ilustrativnoga prijenosa ideološkoga literarnog sadržaja u likovni izraz. Udžbenik/čitanka kao važan izvor znanja može pridonijeti promidžbi držvanopolitičkih vrijednosti vladajućega režima, u ovome slučaju promidžbi jugoslavenske komunističke vlasti. ; Language is an essential part of a nation's identity. Language, especially its lexis, reflects social and historical changes that a nation goes through. It means that lexis development takes place simultaneously with social changes that occur over time. The second half of the twentieth century in Yugoslav philology is characterised by Serbo-Croatism, i.e. the intention to merge two languages into one. The political parlance became a part of widely used public language and permeated school textbooks as well. The paper analyses ideologically determined lexis in the textbooks for young learners that were used in schools in the nineteen-eighties. Qualitative and quantitative analysis was applied in order to obtain the answers to the following questions: Do texts in the ...