Os rótulos de cachaça litográficos do Paraná: entre transições tecnológicas e permanências visuais (1930 – 1950)

Abstract

This study aims to think about the construction of the visualities, materialized in lithographic Cachaça labels, reflect and refract the historical events, cultural practices, labor relations, technological transitions, the normative gender stereotypes constitutions occurred during the 1930s to 1950s. The structure of the study is divided in three stages: one related to mapping, inventory and subsequent cataloging the material collected; the second on the workers and lithographic workshops of Paraná conducted from bibliographical research and interviews with involved in the lithographic process, and the latter, consists of the analysis of the labels, oriented from a theoretical approach inspired by Raymond Williams, Stuart Hall and Jesús Martín-Barbero. As an analysis tool is used a semiotic proposal of Peirce ́s background. The labels are divided into four themes: gender representations (female and male), nature (rural landscapes and animals), technology and typographic. All are blacklisted and, from this material, the texts of analysis are developed. Some results were: no changes of the visualities labels, pointing out that the images shared by society have a transformation process that does not always coincide with technological change; the technological transition process does not modify the division of work in the workshops; the influence of the mass media (cinema, radio and periodicals); and the ability of the labels to indicate interactions, modifications and circulations of technology in society.