A Magyar Bazár és a 19. századi magyar divatlapkutatás új perspektívái
The Magyar Bazár and the New Perspectives of the 19th Century Hungarian Fashion Magazine Research

Summary/Abstract: I examine in my study the fashion magazines of the second half of the 19th century compared with the modern social and cultural processes of the age. I show the previously valued as an isolated potential press genre company’s possible join points, interactions, importance, new approach manners through the Magyar Bazár at the time of the Wohl sisters’ editing (1873–1901). In Hungary the endeavours concerning the reformation of the research about press began in the last decade. The lack of the basic researches in the field calls for an urgent widening of the investigations in topics related to the functioning of the publisher houses, of the presses, the relations between the market and the political and cultural life, to the press consumption, journalism or to the regional and international context. To this renewed view about press it is worthy to fi t the re-evaluation the genre of the fashion magazines. The fashion magazines are connected with several other urban cultural institutions and shops, and – on a different level – are also related to the emancipation of the women, in the case of Magyar Bazár one might think about the women’s jobs, education, sport and domestic industry. By their supplements, gifts, illustrations, columns and articles, the fashion magazines had a noteworthy effect on the visual and the design culture of the homes. The fashion magazines played an important role in the women’s professional formation as writers or journalists, as well. The study of these journals point out the multiple and complex relations between the fashion magazines of the second half of the 19th century and the modern literature, art, lifestyle or commerce. The fashion magazines are not isolated journals, through them one can catch sight of the different networks of the modernity.

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