The Greek Middlebrow Magazine Μπουκέτο (1924‒46) and its Supplements

  • Despoina Gkogkou Department of Philology, University of Patras

Abstract

This article introduces one of the first popular literary miscellanies published in Greece after the First World War, Μπουκέτο [Bouquet] (1924‒46). The first of its kind in the country, it led the way to a new type of periodical with subject matter ranging from serialized novels to short jokes, along with a modern layout featuring fine and plentiful illustrations. Drawing on Pierre Bourdieu’s theory of the cultural field, the article starts by showing that the magazine was a manifestation of middlebrow culture, combining commercial values with legitimate cultural aspirations and an eagerness to educate the masses. After situating the magazine in the cultural field of Greek periodical publishing and specifying its audience, the article focuses on its supplements, which followed the magazine’s publishing success. These were spin-off publications associated with the magazine, such as Βιβλιοθήκη του Μπουκέτου [Bouquet’s Library] (1924‒36), a series of translated classic novels, the annual Ημερολόγιον του Μπουκέτου [Bouquet’s Calendar] (1926‒33), and pamphlets or pull-outs sewn into the central pages of the magazine. The analysis draws attention to the characteristics, as well as the threads connecting them to the parent publication. The article traces the reasons that triggered the magazine’s subsidiary products and, by extension, the purposes they fulfilled, as well as the way they were used by the magazine throughout its lifespan in an attempt to create a name for itself and engage its readership.

Published
2020-11-12