Preliminary communication
https://doi.org/10.5613/pol.27.1.5
HERALDIC COLLECTING AS A SOCIETY-BUILDING STRATEGY IN SOCIALIST YUGOSLAVIA
Željko Heimer
; Hrvatsko grboslovno i zastavoslovno društvo
Abstract
The paper examines the role of three social phenomena in shaping the social structure of socialist Yugoslavia: the building of a social identity, collecting as consumer behaviour and heraldry. The focus is on two editions of sticker albums— - “Grbi Jugoslavije” (1968) and “Od Vardara pa do Triglava” (1985) — which featured the coats of arms of various cities in the former Yugoslavia. These albums were not only popular among collectors but also served as tools for fostering a sense of shared social identity and promoting socialist values. The first phenomenon discussed is the construction of a social identity. The album stickers served as a medium for social interaction and connected people to a national identity through symbols such as coats of arms. Collecting these stickers became an important social practice, highlighting the intersection of consumption and identity formation in a socialist society. The second phenomenon is collecting as a social activity. The paper explores how collecting developed into a significant consumer behaviour, especially in post-war Yugoslavia. In the 1960s and 1970s, collecting became a widespread practise, often associated with specific communities of collectors who exchanged stickers and thus established cross-regional connections. This phenomenon paralleled the broader societal shift towards a consumer culture, as evidenced by the popularity of sticker albums associated with commercial products such as chewing gum and chocolate. The third phenomenon, heraldry, is analysed in connection with the municipal coats of arms depicted in the albums. After the Second World War, socialist Yugoslavia introduced new municipal symbols that replaced or modified older heraldic traditions. The album “Grbi Jugoslavije”, for example, featured coats of arms documenting these new symbols, many of which were created after the war. The album served not only as a collector’s item, but also as an educational tool that promoted knowledge about the heraldic development of Yugoslavia. The album “Od Vardara pa do Triglava” also contained these new symbols and helped to promote the unity of the different regions of the country through the collection of stickers. The albums also facilitated the exchange of stickers between collectors, with the postcards on which the stickers were sold only being available in certain regions. This strategy created a network of collectors throughout Yugoslavia and strengthened the sense of national solidarity. In addition, the albums were intended to promote socialist ideals such as “brotherhood and unity”,” which was in line with the state’s efforts to unite the various republics under a common identity. Through these albums, collecting became a form of cultural education that shaped national consciousness and strengthened the socialist project. They helped to preserve cultural heritage, contributed to social cohesion and supported economic activity by creating a market for collectible stickers. The albums therefore served not only as consumer goods, but were also instruments of socialisation and identity formation, linking education, culture, and politics. In conclusion, the collectible sticker albums in socialist Yugoslavia are an example of the intersection of culture, politics and consumer behaviour. These seemingly simple objects played a significant role in the ideological and social framework of the state, shaping citizens’ identities and fostering a sense of unity across the diverse regions of the country.
Keywords
building social identity; collecting; heraldry; vexillology; municipal coat of arms; collecting stickers; sticker album
Hrčak ID:
324925
URI
Publication date:
15.2.2025.
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