Balkan Parent(s) in Short-form Videos on Social Media

Abstrakt

This paper examines humorous short-form videos on Instagram (Instagram reels) that explore the figure of the Balkan parent. The first, theoretically oriented section discusses key folkloristic concepts, beginning with foundational definitions of folklore and tracing their adaptation to the digital realm, more specifically, social media platforms. Particular attention is given to transformations in format, increase in individuality, communicative modes, performative competence and context, which bring these expressions closer to popular culture and vernacular creativity. This section also illuminates the preference for the term Balkan over alternative designations, emphasising its glocal character and the role of nostalgia as a dominant emotional framework, especially considering that much of this content is produced within transnational/diaspora communities. It was noticed that this content is a part of the global “ethnic” parent trend. Additionally, the study addresses socio-cultural factors that have influenced the emergence and popularity of this content, including the symbolic and social status of parenthood in Balkan and Slavic contexts, shifts in social structure, the generation gap, and the persistence of culturally recognisable patterns. The second part is more analytical, as we explore the theoretical implications on selected examples. We distinguish the roles of the father and the mother (grandmother) separately, although they are also presented in unity (as parents). The parental figures depicted in the videos are shaped by “traditional” family values, and the tension between idealised roles and the realities of contemporary society generates a humorous effect.