Meats, fruits, vegetables and book stands. Commercial anomaly?

October 6, 2015

It always amazes me what people read in this city.

The chosen location of some bookstores amazes me as well. Consider this seeming anomaly: bookstore “El Farolito” opened recently at Mercado Rivadavia, stand # 25, in the midst of meat, fruits and vegetable stands. Says Sebastián, one of the owners: “This is the only library in the world where a customer can place a bag of chorizos on top of the universal classics.”

In larger kiosks along Corrientes Avenue the “classics” may stand next to porn or classical ballet videos. This commingling of merchandise is a natural sight for porteños. Not for the foreign visitor used to homogeneous categories.

This deviation from “set molds” in the street kioscs of Buenos Aires reminds me, once again, of the creative spirit of our predecessors who gave birth to the unique Tango dance which broke all existing molds in the world of dance.

It is easy to understand that the common person could buy and read Gabriel Garcia Márquez and José Saramago. But. What about Hesíodo’s Teogonía and Esquilo’s Tragedies? (see photo)

What about psychoanalytic books typically displayed on the most visible space of any bookstore’s window. I believe this can only happen in Buenos Aires.

How did the habit of book purchasing developed in this city?

We must refer to some historical facts. A law passed in 1884 made education free and compulsory. This law was the key to wide alphabetization in subsequent generations. When, in the 1930s a new industry of inexpensive books appeared, porteños were more than ready to enjoy it. Middle and working class people who had been educated (the majority) became avid readers of novels and poetry. They bought books at kiosks along with the daily newspapers. Many came, and still come, in small sizes so as to fit in pockets and purses.

Buenos Aires became the literary center of South América up to the 1950s. Local editorial houses published and distributed books to the continent’s Spanish speaking countries. These socio economic developments explain the reading habits of porteños and the easy accessibility of books up to the present days.

A sad note: Passengers used to read in subway and buses much more before the cell phone era, even if they travelled standing up. Regrettably they are looking at their cell phones today.


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