Occulture and Media Before and During the Dissolution of Yugoslavia: The Case of Tajne Magazine (1987-1994)

Résumé

This study examines the Yugoslav magazine Tajne, published between 1987 and 1994, as a key example of the rise of “occulture” in the years surrounding the dissolution of the Socialist Federal Republic of Yugoslavia. Operating under the slogan “Journal for the frontier regions of sciences,” the publication, more than a repository of esoteric texts, served as a dynamic alternative media space that integrated spiritual and occult ideas into broader cultural discourse. Drawing on Christopher Partridge’s framework of occulture, we argue that Tajne bridged private esoteric practices and a wider readership by validating marginal topics such as parapsychology, alternative medicine, and ufology, situating them at the intersection of scientific inquiry and occult belief.

As a cultural artifact, the magazine transcended a passive information role, functioning as a vehicle for community-building. Reader participation fostered a network that provided a sense of belonging for people across the country. The study traces Tajne’s editorial evolution, particularly under Petar Luković (1991–1994), who combined esoteric content with pop culture and entertainment to broaden appeal.

We also identify a shift during the deepening Yugoslav crisis, where economic instability contributed to the commodification of spirituality, seen in advertorials and paid divinatory services. In parallel with worsening political conditions, content shifted from optimistic self-exploration toward politically charged conspiracy theories and futurology. Ultimately, this paper positions Tajne as a cultural barometer reflecting the “re-enchantment” of sectors of Yugoslav society, offering both a space for socialization and a flexible spiritual framework through which readers could interpret an uncertain socio-political reality.