Chapter 5 studies the reach of print by looking into modes of acquisition, various owners, and the uses of books in the viceroyalty of Peru. It shows how books permeated late colonial society on a broad scale, figuring as objects in the inventories of petty merchants, artisans, rural clerics, some women, and others who, in previous centuries, had been far less likely to possess books. Focusing on the traces of usage and the material environment, this chapter illustrates book use, which took place indoors as well as outside, solitarily and in groups, and was led by practices different from today’s, characterised above all by intensive reading, particular emotions, and interactions as well as reading aloud. Such an analysis allows a more nuanced assessment of the many protagonists from different backgrounds who participated in the colonial book market and had access to the contents of print publications.

The growth of consumption in the eighteenth century helped produce new cultural practices associated with the Enlightenment. Books were a special sort of consumer good. Their proliferation and variety encouraged multiple modes of reading that changed the relationship not only between reader and text but between self and society. While novels invited “intensive reading” and encouraged the belief in an inner emotional world, books, newspapers, and ephemeral literature stimulated “extensive reading” and the formation of a vibrant public sphere. Although the public sphere was not as bourgeois, rational, and oppositional as Jürgen Habermas claimed, the circulation of print did broaden and intensify public discussion of reformist projects. Consumption also shaped Enlightenment sociability. The material environments of Enlightenment sites of sociability facilitated socio-intellectual interaction. Men and women ate meals at salons, sipped coffee at cafés, and sported new fashions in public gardens, giving rise to robust conversational publics. Such polite sociability softened social hierarchies insofar as it created a broad cultural elite among the nobility and certain professional groups, but it also created new forms of exclusion on the basis of wealth and property. Although plebeian sociability sometimes intersected with that of elites, it often unfolded in the separate arenas of the tavern, street, and marketplace. Gender, too, remained a vector of exclusion, though wealthier women devised ways to participate in salons and attend public gatherings.