JK, Editora Abril and Globo: Popularization of literature in the years of national-developmentalism

Abstract

In the 1950s, especially during the government of Juscelino Kubitschek, Brazil went through a new wave of modernization also of a national-developmental nature, now taking place in the field of discussions of the 50s and 60s. Media and communication were not left out of this sphere, from which several publishers emerged with the purpose of expanding the consumer market. In this context, Editora Abril emerged, which was responsible for shaping formidable changes in the scenario of production and consumption of these materials in Brazil, with the production and dissemination of books, including literary classics; magazines; encyclopedias and newspapers, with a more popular profile. The massive and industrial character guaranteed lower prices, which increased access for lower sections of the population. Some formats were also added to the initiative, such as the creation of pocket books, the expansion of distribution and also certain designs that made products more attractive and easier for popular consumption. In addition to Editora Abril, some other initiatives also followed the scenario, such as Editora Globo.

Keywords: Publishers, Literature, modernization and popularization.