The title of the thesis Popular culture in the contemporary ethnography of Imotski region refers to its main argument – recording the heritage of oral literature from Imotski region and its classification within the given criteria. By working in the field a diverse range of oral content has been collected, with secular and spiritual characteristics, and mythical as a special category. In the introductory section of the thesis Imotski region is introduced, its location, origin of the name, historical background, and afterwards intangible cultural heritage. Central part of the thesis combines field records of customs and hearsays from everyday life with mostly straightforward, but interesting artistic forms (epical oral poems, traditions, prayers, ganga, anecdotes and numerous other forms). Precise creation time of particular field record is generally hard to assume, but when older population of storytellers say that they heard the recorded content from older predecessors, then we can conclude that part of these records are in circulation for more than a hundred years. Moreover, besides the fact that all records are permanently captured and saved from oblivion by ethnographic engagement, they at the same time demonstrate the peculiar character of Imotski region. Final part consists of basic data about number of narrators and time of recording, the most frequent stylistic features of narrators stories are introduced, and it is concluded with general review of the master’s thesis.