Influencer's Project Encourages Blind Book Selection in São Bento
Digital influencer Natália Medeiros, 28, has launched the 'Expresso Literário' project in São Bento, Maranhão, to promote reading. For the past four months, participants select books based solely on a mysterious synopsis and information about the work, without seeing the cover. This initiative aims to encourage readers to choose books based on their content rather than their appearance. Medeiros, who has 160,000 social media followers and has been an influencer for eight years, developed the idea from a gathering with friends. The books are packaged in yellow envelopes, revealing only the genre, characteristics, and keywords alongside the intriguing synopsis. Each book is sold for a fixed price of 35 reais. The project's name, 'Expresso Literário,' symbolizes each book as a journey, with each completed work marking a new stop. Participants receive a 'passport' that is stamped at each event, and completing ten sessions earns a gift. Additionally, 'character letters' inspired by literary figures offer messages on themes like friendship and courage. The project, which took two months to plan and develop its visual identity, has been running for approximately six months and is preparing for its fourth edition. Each monthly event attracts around 50 participants of various ages. Medeiros aims to expand the project to other cities in the Baixada Maranhense region and beyond, addressing a perceived lack of cultural initiatives in the area. The next event is scheduled for July 26th in São Bento and is open to all ages.
The 'Expresso Literário' project creatively addresses the common idiom 'don't judge a book by its cover' by gamifying the book selection process. By removing visual cues like the cover, the initiative aims to foster a deeper engagement with literary content and potentially expose readers to genres or authors they might otherwise overlook. This approach highlights how design and marketing can influence consumer choice, even in cultural consumption. The project's success, evidenced by consistent attendance and expansion plans, suggests a latent demand for novel reading experiences that prioritize substance over superficial appeal. As AI continues to personalize content delivery, initiatives like this serve as a valuable reminder of the human element in discovery and the potential for curated, serendipitous encounters in the digital age. The project's focus on community building through shared experiences and tangible rewards like the passport system also underscores the enduring importance of social interaction in promoting cultural engagement.
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