The Estonian national awakening began in the 1850s as the leading figures started promoting an Estonian national identity among the general populace. Its economic basis was formed by widespread farm buyouts by peasants, forming a class of Estonian landowners. In 1857 Johann Voldemar Jannsen started publishing the first Estonian language newspaper and began popularising the denomination of oneself as ''eestlane'' (Estonian). Schoolmaster Carl Robert Jakobson and clergyman Jakob Hurt became leading figures in a national movement, encouraging Estonian peasants to take pride in themselves and in their ethnic identity. The first nationwide movements formed, such as a campaign to establish the Estonian language Alexander School, the founding of the Society of Estonian Literati and the Estonian Students' Society, and the first national song festival, held in 1869 in Tartu. Linguistic reforms helped to develop the Estonian language. The national epic ''Kalevipoeg'' was published in 1862, and 1870 saw the first performances of Estonian theatre. In 1878 a major split happened in the national movement. The moderate wing led by Hurt focused on development of culture and Estonian education, while the radical wing led by Jacobson started demanding increased political and economical rights.