MODERNIDAD Y OCIO: LA PUBLICIDAD DE RADIOS, CONSOLAS Y TELEVISORES EN LA PRENSA COSTARRICENSE (1950-1970)

Abstract

This article analyses the advertising of radios, consoles and televisions in newspapers during the period 1950-1970 to identify elements of the discourse of modernity and its relation with the process of social and cultural transformation in Costa Rica. The methodological strategy includes a quantitative and qualitative analysis of advertisements from four national newspapers. The study reveals that texts and images referred to modernity and its values, suggesting changes in lifestyles and people’s entertainment.