Notes and Advances of the Peruvian Digital Curation of Images from Early 20th Century Printed Magazines

In Latin America, there is an absence of digital curation promoting the dissemination of graphic information from printed journalistic products for the general public, which could, at the same time, contribute to their country's memory. For this reason, the article delves into the research-creation project "Images of Peruvian Society at the Dawn of Peruvian Independence Centenary: Virtual Curation of Visual Imaginaries of Modernity," financed by a Peruvian university. The project investigates imaginaries from Lima during President Legua's government (1919)(1920)(1921)(1922)(1923)(1924)(1925)(1926)(1927)(1928)(1929)(1930)-known as the "oncenio"-through caricatures, advertising, and covers of two illustrated magazines: Variedades and Mundial. This article details the categorization and analysis stage only in the case of advertising images. From the interpretive paradigm, a qualitative analysis guide with a deductive approach was applied to an intentional sample of three images of Horniman's Tea advertisements, a well-known English brand in the food industry. John Thompson's method of depth hermeneutics [1] was applied, carrying out historical social analysis, discursive analysis, and interpretation and reinterpretation. The main results showed that the dissemination of advertisements, sponsored by Peruvian power groups, fostered new cultural codes of European origin and were superimposed on the majority of cultural values in Lima's society at the beginning of the 20th century. This article contributes to research lines related to the digital curation of journalistic and advertising products, as well as to visual studies.