Abstract

When censorship was reformed during the era of Joseph II publishing and the book trade underwent a liberalisation. Enlightenment conceptions helped create the image of the ideal reader—someone who reads to acquire knowledge or to improve his spiritual life. During the reign of Joseph II reading spread to all social strata, but readers’ preferences did not follow a reading ideal. This is demonstrated by significant urban-rural disparities. The publishing projects of the Protestant elite met with failure in the distribution phase and with the indifference country people displayed towards spiritual literature. This relates to several other social phenomena such as literacy and living conditions. Archival sources, which are relevant to lending library research, indicate the reading preferences of the urban classes. An uncontrollable reading mania targeted literature and short political and anticlerical writing, which triggered public discussions on the dangers of uncontrolled reading. The print medium helped shape a “reading public“, whose reading activities occupied an area between mainstream cultural consumption and the dissemination of political news.