5.4. The Reading Mania

Through the seventeenth and eighteenth centuries literacy rates went up in most parts of Europe. Churches of different denominations set up schools in villages, carrying literacy to peasants and artisans. By the end of the eighteenth century, in some parts of Europe literacy rates were as high as 60 to 80 per cent.

During the 17th and 18th centuries, literacy became more widespread in Europe, meaning that more people learned to read and write. Different Christian churches recognized the importance of reading and began establishing schools in rural areas. This was especially beneficial to farmers and working-class individuals, allowing them to gain literacy skills. By the late 1700s, some areas saw literacy rates of between 60% and 80%, indicating a significant cultural shift where more people had access to written materials.

Think of literacy as a key that unlocks doors to knowledge and opportunity. Just like how a key allows you to enter various rooms in a house, being literate opens up a world of books, ideas, and education for individuals who previously had very limited access. Imagine a farming family who, through a village school, learns to read; suddenly, they can access instructions for better farming techniques written in books, which could help increase their yield and improve their lives.

As literacy and schools spread in European countries, there was a virtual reading mania. People wanted books to read and printers produced books in ever-increasing numbers.

With more people able to read, there was a growing demand for books. This resulted in an explosion of printed material being produced by printers who responded to this new trend. The public's eagerness to read resulted in a 'reading mania' as people sought out various forms of literature which catered to their interests, such as novels, poetry, plays, and educational texts. This trend transformed societies, allowing for a wider distribution of ideas and knowledge.

Imagine a new cafe opening in your neighborhood that serves an incredible variety of coffees. Initially, only a handful of locals visit, but as word spreads about the cafe's delicious offerings, more and more people flock to it, making it a bustling hub. Similarly, once literacy increased, and more books were available, millions of eager readers turned to print, fueling a demand that printers quickly worked to fulfill.

New forms of popular literature appeared in print, targeting new audiences. Booksellers employed pedlars who roamed around villages, carrying little books for sale. There were almanacs or ritual calendars, along with ballads and folktales.

As reading became more widespread, various types of literature emerged to suit different audiences. Booksellers took advantage of this trend by hiring pedlars—traveling salespeople—to sell small books throughout rural areas. These included almanacs that provided useful information about the calendar year, folk tales that entertained, and ballads that conveyed stories in verse. This expanding genre of literature helped to engage diverse groups of people, providing them accessible material that connected with their lives and culture.

Think of it like a modern-day ice cream truck that visits neighborhoods. Just as children eagerly anticipate the truck's arrival for a sweet treat, families awaited the pedlars bringing new stories and information in the form of books. The pedlars were like today’s mobile vendors, making these stories available to those who might not be able to get to larger bookstores or libraries.

The periodical press developed from the early eighteenth century, combining information about current affairs with entertainment. Newspapers and journals carried information about wars and trade, as well as news of developments in other places.

The early 18th century saw the emergence of periodicals—publications that were released regularly, such as newspapers and magazines. These not only brought readers news about current events like wars and commerce but also offered entertainment through literary stories and articles. This combination of information and entertainment helped to cultivate a more informed and engaged public, as people could both keep up with the world around them and enjoy reading.

Imagine a community bulletin board, where neighbors post announcements, share news, and even add flyers for local events and entertainment options. Just like this board informs and connects the community, the periodical press linked vast numbers of readers together through shared information and stories delivered in a consistent format, fostering a sense of community and awareness.

Similarly, the ideas of scientists and philosophers now became more accessible to the common people. Ancient and medieval scientific texts were compiled and published, and maps and scientific diagrams were widely printed.

As print technology advanced, knowledge, especially in science and philosophy, became more available to everyday people. Texts containing ancient and medieval scientific theories were compiled and made into books, while diagrams and maps made the information easier to comprehend visually. By democratizing knowledge, this shift allowed anyone interested in these subjects to learn and understand complex ideas without needing to have access to elite educational institutions.

Consider the modern phenomenon of online tutorials and videos. Platforms like YouTube make it possible for anyone to learn anything—from cooking to physics—at their own pace. Similarly, the wide printing of scientific texts and illustrations in the past enabled people without formal education to engage with and understand scientific ideas, fundamentally changing how societies think about knowledge.

--