This article presents the results of the study of the only girls’ magazine in Socialist Yugoslavia, which was published from 1971 to 1976. The analysis is based on a reading of all the issues of the Yugoslav Tina, and on some 50 unstructured conversations with its former readers, editors and journalists. The first issues were modeled on the contemporary West European girls’ magazines, because it was assumed that this would generate a profit for the publishing house. In time, the editorial policy started to diverge from its Western models, which was accompanied by an evident increase in the magazine’s circulation figures. Therefore, the results of the analysis are compared with the results of Angela McRobbie’s analysis of Jackie, the most popular British girls’ magazine at the time, and the interpretation of the departure from the Western model is inspired by Alexei Yurchak’s insight into the Soviet popular culture of the period.

Etnologija i antropologija