Peter Scheier`s work for the magazine O Cruzeiro between 1945 and 1951 was decisive for his professional development. During his time at the magazine, he worked with the French photojournalist Jean Manzon, who had been responsible for the 1943 change in editorial policy, when it was decided to emphasize photojournalism. Along with his excellent technical training, when Manzon emigrated to Rio de Janeiro in 1940 he brought with him his experience as a photojournalist with the French magazines Paris-Soir, Match and Vu. Above all, Match was famous for its sensationalist approach, publishing unusual and dramatic scenes which were almost always mounted by the photographers themselves, frequently overstepping the limits between fiction and news.
From 1943, O Cruzeiro modeled itself on international illustrated magazines, emphasizing photojournalism and following the example of Match, Vu and the American magazine Life. Working in this environment, Scheier assimilated a photographic language founded on narrative content, as well as a repertoire of modern formal solutions, such as close-ups, diagonals, and the use of low-level and high-level angles. Following the example of Manzon, Scheier posed the scenes and used flash for dramatic effect, frequently creating a theatrical visual rhetoric.
After the end of the war, O Cruzeiro became the widest read magazine in Brazil, achieving a weekly circulation of 630,000 copies. Its success coincided with the appearance of mass culture in Brazil, the industrialization of journalism and its growing financial dependence on advertising. The magazine broke new ground in Brazil, with its coverage of those realities of Brazilian life which were little known until then. However, although its readership included all social classes, O Cruzeiro took the lifestyle of the white urban middle class as its ‘standard of normality’, and everything that differed from this standard was treated as a ‘deviation’. This resulted in sensationalist stories that treated the indigenous peoples, those of African descent, the disabled, and cultural and religious syncretism in a derogatory and prejudicial way.
Captions – O Cruzeiro
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District of Santo Amaro, São Paulo, 1948
Photo for the article “Santo Amaro, Haven for São Paulo Dwellers”, O Cruzeiro, Year XX, no. 14, 1/24/1948
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“Santo Amaro, Haven for São Paulo Dwellers”. O Cruzeiro, Year XX, no. 14, 1/24/1948, pp. 52-53. Photos by Peter Scheier, text by Arlindo Silva.
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The District of Brás, São Paulo, 1947
Photo for the article “Braz”, O Cruzeiro, Year XIX, no. 27, 04.26.1947
DIGITAL INKJET PRINT ON COTTON PAPER
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Slum dwellers in Brás, São Paulo, 1947
Photo for the article “Braz”, O Cruzeiro, Year XIX, no. 27, 04.26.1947
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“Braz”. O Cruzeiro, Year XIX, no. 27, 4/26/1947, pp. 8-9. Photos by Peter Scheier, text by Freitas Nobre.
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Slum in Brás, São Paulo, 1947
Photo for the article “Braz”, O Cruzeiro, Year XIX, no. 27, 04.26.1947
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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Children in Brás, São Paulo, 1947
Photo for the article “Braz”, O Cruzeiro, Year XIX, no. 27, 04.26.1947
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“The Clown`s Apprentice”. O Cruzeiro, Year XXII, no. 26, 4.15.1950, pp. 94-95. Photos by Peter Scheier, text by Arlindo Silva.
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“Ambush at Butantan”. O Cruzeiro, Year XVIII, no. 20, 3/9/1946, pp. 56-57. Photos by Peter Scheier, text by Nelson Motta.
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The Armour Abattoir, São Paulo, 1946
Photo for the article “The Dance of the Dead Cow”, O Cruzeiro, Year XVIII, no. 37, 7/6/1946
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“The Dance of the Dead Cow”. O Cruzeiro, Year XVIII, no. 37, 7/6/1946, pp. 8-9. Photos by Peter Scheier, text by Nelson Motta.
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“The Two Lives of `Mountain Man`”. O Cruzeiro, Year XVIII, no. 25, 4/12/1947, pp. 60-61. Photos and text by Peter Scheier
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Jewish family in São Paulo, 1946
Photo for the article “Jews without Money”, O Cruzeiro, Year XVIII, no. 12, 1/12/1946
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“Jews without Money”. O Cruzeiro, Year XVIII, no. 12, 1/12/1946, pp. 62-63. Photos by Peter Scheier, text by Rocha Pitta.
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Piolin the Clown`s Circus, São Paulo, 1945
Photo for the article “Circus – The People`s Theater”, O Cruzeiro, Year XVII, no. 35, 06/23/1945
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“Circus – The People`s Theater”, O Cruzeiro, Year XVII, no. 35, 6/23/1945, pp. 10-11. Photos by Peter Scheier, text by Freitas Nobre.
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“Sensation on Roller Skates”. O Cruzeiro, Year XXI, no. 46, 09.03.1947, pp. 96-97. Photos by Peter Scheier, text by Arlindo Silva.
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Filming Caiçara (1950), Ilhabela, SP, 1950
Photo for the article “The Stubborn Cavalcanti”, O Cruzeiro, Year XXIII, no. 6, 11.25 1950
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“The Stubborn Cavalcanti”. O Cruzeiro, Year XXIII, no. 6, 11/25/1950, pp. 116-117. Photos by Peter Scheier, text by David Nasser.
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Wrestlers, São Paulo, 1950
Photo for the article “The Beauties Become Beasts”, O Cruzeiro, Year XXII, no. 50, 9.30.1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“The Beauties Become Beasts”. O Cruzeiro, Year XXII, no. 50, 9.30.1947, pp. 90-91. Photos by Peter Scheier, text by Arlindo Silva.
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Wrestlers in the center of São Paulo, 1950
Photo for the article “The Beauties Become Beasts”, O Cruzeiro, Year XXII, no. 50, 9.30.1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“Brazilian Boogie-woogie”. O Cruzeiro, Year XXII, no. 48, 9.16.1947, pp. 36-39. Photos by Peter Scheier, text by Arlindo Silva.
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“A Day in the Woods of the Little People”. O Cruzeiro, Year XVIII, no. 7, 12/8/1945, pp. 62-63. Photos by Peter Scheier, text by Rocha Pitta.
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Children in São Francisco Children`s Home, São Paulo, 1947
Photo for the article “São Francisco Children`s Home”, O Cruzeiro, Year XVIII, no. 27, 4/26/1947
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“São Francisco Children`s Home”. O Cruzeiro, Year XIX, no. 27, 4/26/1947, pp. 54-55. Photos by Peter Scheier, text by Freitas Nobre.
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The Port of Santos, 1946
Photo for the article “Danger Island”, O Cruzeiro, Year XVIII, no. 51, 10/12/1946
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“Danger Island”. O Cruzeiro, Year XVIII, no. 51, 10/12/1946, pp. 8-9. Photos by Peter Scheier, text by Nelson Motta.
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Nursery installed in a train wagon on the Sorocabana railroad, on the southern coast of São Paulo, 1950
Photo for the article “The Redemption of the Caiçara”, O Cruzeiro, Year XXII, no. 32, 5.27.1950
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“The Redemption of the Caiçara” (Coast Dweller). O Cruzeiro, Year XXII, no. 32, 05.27.1947, pp. 28-29. Photos by Peter Scheier, text by Arlindo Silva.
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Paracatu, Minas Gerais, 1949
Photo for the article “City of Gold”, O Cruzeiro, Year XXII, no. 4, 11.12.1949
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“City of Gold”. O Cruzeiro, Year XXII, no. 4, 11.12.1949, pp. 48-49. Photos by Peter Scheier, text by Arlindo Silva.
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“Devine Celebration”. O Cruzeiro, Year XX, no. 25, 4/10/1948, pp. 60-61. Photos by Peter Scheier, text by Arlindo Silva.
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Frevo Dancer, Recife, 1950
Photo for the article “Fantastic Frevo“, O Cruzeiro, Year XXII, no. 22, 3.18.1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“Fantastic Frevo”. O Cruzeiro, Year XXII, no. 22, 3.181949, pp. 54-55. Photos by Peter Scheier, text by Arlindo Silva.
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“Carnival in São Paulo”. O Cruzeiro, Year XXI, no. 19, 3/26/1949, pp. 46-47. Photos and text by Peter Scheier.
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Fashion Show at Copacabana Club in Boca Raton, Florida, USA, 1951
Photo for the article “Fashion Show in Boca Raton”, O Cruzeiro, Year XXIII, no. 16, 2/3/1951
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“Fashion Show in Boca Raton”. O Cruzeiro, Year XXIII, no. 16, 2/3/1951, pp. 76-77. Photos by Peter Scheier, text by Alceu Pena.
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“Look at the Maracatu – The Elephant`s Arrived”. O Cruzeiro, Year XXIII, no. 16, 2/3/1951, pp. 68-69. Photos by Peter Scheier, text by Arlindo Silva.
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Carnival in Santos, SP, 1950
Photo for the article “The Marriage of Mistress Dorotéia”, O Cruzeiro, ano XXII, n. 19, 02.25.1950, pp. 100-101
PHOTOGRAPH ON PAPER, GELATIN AND SILVER
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“The Marriage of Mistress Dorotéia”. O Cruzeiro, Year XXII, no. 19, 2.25.1949, pp. 100-101. Photos by Peter Scheier, text by Arlindo Silva.
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“Bloated Belly”. O Cruzeiro, Year XXIV, no. 2, 10/27/1951, pp. 108-109. Photos by Peter Scheier, text by Arlindo Silva.
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“The Hair Suffers as Well”, O Cruzeiro, Year XVII, no. 32, 06/02/1945, pp. 56-57. Photos by Peter Scheier, text by Alceu Pereira.
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“The Last Queue”. O Cruzeiro, Year XVIII, no. 51, 10/12/1946, pp. 60-61. Photos by Peter Scheier, text by Nelson Motta.
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“Beyond the Borders of Life”. O Cruzeiro, Year XVIII, no. 15, 2/2/1946, pp. 8-9. Photos by Peter Scheier, text by Rocha Pitta.
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“Twins Inflation”. O Cruzeiro, Year XXII, no. 1, 10.22.1949, pp. 106-107. Photos byPeter Scheier, text by Arlindo Silva.
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“The Eyes of the Dead for the Living”. O Cruzeiro, Year XXII, no. 35, 5.17.1950, pp. 58-59. Photos by Peter Scheier, text by Arlindo Silva.
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“Working against Death”. O Cruzeiro, Year XXI, no. 30, 05.14.1947, pp. 52-53. Photos by Peter Scheier, text by Arlindo Silva.
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“Bom Jesus de Pirapora”. O Cruzeiro, Year XX, no. 7, 12.06.1947, pp. 70-71. Photos by Peter Scheier, text by Arlindo Silva.
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“Crime Doesn`t Pay”. O Cruzeiro, Year XVIII, no. 9, 12/22/1945, pp. 8-9. Photos by Peter Scheier, text by Rocha Pitta.
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The Television is Working!”. O Cruzeiro, Year XXII, no. 43, 8.12.1950, pp. 24-25. Photos by Peter Scheier, text by Arlindo Silva.
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“The Fists that Thrilled the World”. O Cruzeiro, Year XXII, no. 31, 5.20.1950, pp. 94-95. Photos by Peter Scheier, text by Arlindo Silva.
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“When Faith Makes Flesh”, O Cruzeiro, Year XVII, no. 35, 6/23/1945, pp. 10-11. Photos by Peter Scheier, text by Nelson Motta.
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“Shoshaburo Conquers São Paulo”. O Cruzeiro, Year XX, no. 16, 2/7/1948, pp. 38-39. Photos by Peter Scheier, text by Samuel Wainer.
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“We Blame the Russians!”. O Cruzeiro, Year XIX, no. 36, 6/28/1947, pp. 58-59. Photos by Peter Scheier, text by Arlindo Silva.
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“The `Flying Fish` Gasp”. O Cruzeiro, Year XXII, no. 24, 4/1/1950, pp. 92-93. Photos by Peter Scheier, text by Arlindo Silva.
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“The Other Side of the World”. O Cruzeiro, Year XIX, no. 36, 6/28/1947, pp. 8-9. Photos by Peter Scheier, text by Arlindo Silva.
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“House of Memories”. O Cruzeiro, Year XVIII, no. 24, 4/5/1947, pp. 36-37.
Photos by Peter Scheier, text by Freitas Nobre.
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“Christmas on Broadway”. O Cruzeiro, Year XXI, no. 10, 12/25/1948, pp. 76-77. Photos and text by Peter Scheier and Kikoler.
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“Love and Death in the City of Wax”, O Cruzeiro, Year XVII, no. 28, 05/05/1945, pp. 56-57. Photos by Peter Scheier, text by Freitas Nobre.
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“Between the Bull and the Bear”. O Cruzeiro, Year XXIII, no. 20, 3/3/1951, pp. 50-51. Photos by Peter Scheier, text by Geraldo Banas.
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