The Golden Bough and the Press

This chapter considers the popularity of The Golden Bough through the lens of the press in Victorian Britain.
The newspaper industry experienced dramatic growth in the second half of the nineteenth century, partly owing to technological advancements and partly due to societal changes. It was also influenced by the introduction of ‘new journalism,’ a popular style that attracted significant numbers of new readers.
Frazer wrote The Golden Bough in an academic style, but he also had a shrewd understanding of how to capture the popular imagination in Victorian Britain. He and his publisher recognised the opportunities presented by the burgeoning newspaper industry, which ensured that Frazer and the various editions of his book frequently appeared in newspapers in the form of advertisements, reviews, lectures, and correspondence. This high public profile helped to promote The Golden Bough to a wide audience and secured its place as a popular book for academics and popular readers alike.