The "aestheticization" of Bulgarian newspapers reflects circumstances that changed with the presence of Russian émigrés between the World Wars. Typographic variation, design and spatial distribution of type and images, placement of decoration, and aesthetic choices mirror political and social shifts in the émigré community and their impact on Bulgaria. Analysis of this "reflexive transformation" substantiates the intuition that the Russian émigré presence in Bulgaria constituted a phase in the creation of a Russian-Bulgarian "contact zone." Against this backdrop, considering newspapers as aesthetic and textual artifacts in the context of contemporary society highlights a transition towards a "conservative revolution" in the early 1930s, as a culmination of the "sedentarization" of emigration in the late 1920s.
vector of transformation; semantics of grammatical categories; Russian émigrés in Bulgaria; architecture of newspapers; aestheticization of newspapers; sedentarization of émigrés; conservative revolution; Day of Russian Culture; Day of Irreconcilability