Why did mainstream media describe some comics as graphic novels in the 1980s?

In the 1980s, mainstream media began using the term "graphic novel" to reframe comics for an audience that viewed traditional comic books as juvenile or subliterate. By branding these works as "graphic novels," the media sought to distinguish them from the serial, pamphlet-style comics typically associated with children.12

This shift was driven by the emergence of sophisticated, novel-length works—such as Frank Miller’s The Dark Knight Returns, Alan Moore’s Watchmen, and Art Spiegelman’s Maus—which featured complex narratives, artistic innovation, and mature themes. These titles were often marketed through bookstores rather than newsstands, further distancing them from the traditional comic market.1324

However, critics argue that the term often served as a marketing tool rather than a genuine indicator of a new medium. Many of these celebrated "graphic novels" were originally published as serials, and the distinction often enforced an arbitrary hierarchy based on format rather than substance. Ultimately, the term reflected American and British cultural prejudices, as other regions, such as Japan and parts of Europe, had long accepted comics as a mature literary and art form without requiring a separate label.21