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Jovanka Broz and the Yugoslav Popular Press during Tito's Reign

At the Crossroads of Tradition and Emancipation (1952–1980)

Iva Jelušić

Abstract

To gain insight into the desirable characteristics of the Yugoslav New Woman, this article focuses on the country's only first lady, Jovanka Broz. Considering her as the most visible embodiment of modern Yugoslav womanhood, it analyzes portrayals of the first lady in the Yugoslav popular press, considering the interplay of several factors, including her strategy of (self-)representation, but also ideology, the nature of the magazines, and the related expectations of the journalists. Her exceptional social position was variously interpreted. The article finds that the innovative characteristics of the figure of the Yugoslav New Woman were not intentionally utilized to make the first lady into the leading female comrade. Instead, a fusion of traditional and revolutionary interpretations located her at the crossroads of tradition and emancipation.