Abstract
The "persona" of the writer and journalist João Antônio results from a social construction process. I present here the formation of the writer's image at three moments. At the first one I expose the primary and secondary socialization in the writer's work. Regarding the primary socialization I consider references to the family environment, and regarding the secondary one I analyze the influences of the professional environment. At the second moment, I discuss the construction of the writer's "proper name" in the literary and journalistic professional markets between 1960 and 1990. Finally, I describe the continuity of the construction of the writer's image after the institutionalization of his personal archive.
Keywords:
João Antônio; literature; journalism; elites; personal archives