Review article
https://doi.org/10.29162/ANAFORA.v12i1.9
“Read Hrvatica!” Communication Methods of Marija Jurić Zagorka in Building a Network of Readers
Jelena Lakuš
; Faculty of Humanities and Social Sciences, Josip Juraj Strossmayer University of Osijek, Osijek, Croatia
Dunja Lakuš
; RTL, Zagreb, Croatia
Abstract
This article analyzes various methods of communication—such as appeals for subscription and collaboration, expressions of gratitude to readers, invitations for feedback, surveys, prize competitions, responses to letters, advertisements and commercial notices, as well as personal encounters with readers—which Marija Jurić Zagorka, the first professional female journalist in Croatia, employed as the editor of the magazine Hrvatica. Her aim was to foster active interaction with both readers and contributors. In doing so, she not only encouraged women to participate in the creation of the magazine but also nurtured a sense of community and empowered them toward greater social engagement. Zagorka's interaction with her reading audience was marked by a warm and open, yet professional tone that facilitated dialogue and contributed to the development of a loyal readership. She shaped Hrvatica into a dynamic and participatory magazine intended for women across different social strata. The article highlights Zagorka's exceptional editorial skills, evident in her ability to adapt content to the interests of her readers and in her pragmatic compromises essential to ensuring the continuity of the publication. It also emphasizes that Zagorka's editorial work was a precursor to modern editorial and communication practices, underscoring the need for further research into her significant contributions to the history of Croatian print media and journalism. At the same time, by analyzing how readers perceived, interpreted, and actively shaped the content of Hrvatica, this article not only contributes to the understanding of the history of reading but also provides a framework for further research into the interaction between magazine editorial boards and their readership.
Keywords
Hrčak ID:
333003
URI
Publication date:
26.6.2025.
Visits: 714 *