Narratives of modernity: editorial design and visual culture in Senhor magazine (1959–1964)

Abstract

This article investigates Senhor magazine (1959–1964) as an artifact of graphic memory and its role as a cultural mediator in a Brazil marked by the tensions between modernities and patriarchy. Although recognized for its graphic and editorial sophistication, the magazine still requires analysis that places it within the field of design as a social phenomenon, especially in relation to gender representations and the visual and editorial choices that reflect the sociopolitical context of the time. Using a systemic approach, it primarily analyzes the covers of the first sixteen issues of the magazine, published between March 1959 and June 1960, as well as other graphic design elements, through a semiotic analysis articulated with specialized literature and contextual references of the period. The results point to the magazine’s role in consolidating an elitist and masculine imagery of Brazilian modernity, combining local and international influences. The research contributes to the studies on editorial design and visual culture by highlighting the magazine as an expression of the sociocultural dynamics and power structures in 20th-century Brazil. Furthermore, it emphasizes the role of illustrated magazines as mediators of cultural values and agents in the construction of graphic memory.