The pending abdication of King Juan Carlos I offers, among other things, an occasion to reflect on the Spanish monarch’s significant contribution to Spain’s soft power, both during the Franco era and in the subsequent period...KEEP READING
Franco Sells Spain to America
In his recent book, Franco Sells Spain to America: Hollywood, Tourism, and Public Relations as Postwar Spanish Soft Power, Neal M. Rosendorf examines the Franco dictatorship’s use of Hollywood movie productions in Spain, American tourism, and sophisticated public relations program. He explores in depth Spain’s $7 million Spanish national pavilion at the 1964-65 New York World’s Fair, deemed the “jewel of the fair.”
The author concludes:
“The narrative of Franco’s Spain making use of tools of American culture for its own purposes vis-à-vis the U.S. illustrates the negotiated nature of cultural between societies, a negotiation that can occur even where there is a seeming cultural power asymmetry.”
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