Spanish Cinema
                              by Dr Alfredo Martinez-Exposito




Wednesday, February 4, 2009
Spain- ‘The nation’
                    • Nation as branding? (Link to Y10 Sport &
                              the Media...
1992: rebranding
                                   Begins...
                    • Barcelona Olympics
                   ...
1939-75
                    • Fascist dictatorship
                    • 80s- Attempt to usurp the rigidity of
           ...
Spanish Representation

                    • ‘Violence’ (US- reading)
                    • Live Flesh: The Male Body in ...
Regional Representaion


                    • Basque
                    • Catalunya


Wednesday, February 4, 2009
Socialism v Conservative popular Party

                    • Gay marriage law catalyst for political
                    ...
A Spanish Cinema?

                    • Transnational trends
                    • Regional groupings- Can be classified a...
‘Country Image’

                    • Visual representation
                    • Ideological construction
              ...
Audience: Reading the
                             Text
                    • Confirmation/rejection of ideas
             ...
Film as Tourist
                                      Promotion

                    • La Manche territory- Almovadar
    ...
Contemporary Spanish
                        Cinema

                    • Challenges existing stereotypes and
           ...
Spain- Image
                    • ‘National sport’ to denegrate Spain...a little
                              like Brita...
Place Branding

                    • Brands as equivalent of factories 150 years
                              ago?
     ...
Sydney, Hong Kong & Shanghai (Donald &
                                            Brown)


                    • Re: Aust...
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Spanish Cinema & National Branding

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Based on a lecture by Dr Alfredo Martinez-Exposito at Hong Kong University in 2008.

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Spanish Cinema & National Branding

  1. 1. Spanish Cinema by Dr Alfredo Martinez-Exposito Wednesday, February 4, 2009
  2. 2. Spain- ‘The nation’ • Nation as branding? (Link to Y10 Sport & the Media) • Spain rebranding process between 1992-2004 • Links between Australia & Spain? (Independent study possibilities) How did reception in US/UK change way text/s were received in Oz Wednesday, February 4, 2009
  3. 3. 1992: rebranding Begins... • Barcelona Olympics • Beginning of Spain foreign direct investment boom • La Belle epoque (Oscar) • Rise of Almodavar Wednesday, February 4, 2009
  4. 4. 1939-75 • Fascist dictatorship • 80s- Attempt to usurp the rigidity of previous representational imagery. • Film industry important activists in resisting Franco era • Church involved in censorship process Wednesday, February 4, 2009
  5. 5. Spanish Representation • ‘Violence’ (US- reading) • Live Flesh: The Male Body in Contemporary Spanish Cinema (Fouz- Hernandez & Martinez-Exposito) Wednesday, February 4, 2009
  6. 6. Regional Representaion • Basque • Catalunya Wednesday, February 4, 2009
  7. 7. Socialism v Conservative popular Party • Gay marriage law catalyst for political debate and analysis relating to Almovadar’s cinema. • Almovadar becomes enunciator of Spanish cultural capital. • Spain is the 6th Film Power.. ‘Spain, Argentina and Mexico should merge.’ (Fernando Lafuente, Culture & Brand Spain, 2005) Wednesday, February 4, 2009
  8. 8. A Spanish Cinema? • Transnational trends • Regional groupings- Can be classified as European or Latino/Hispanic • Sub-national identities- Own film identity in Basque country or Catalunya Wednesday, February 4, 2009
  9. 9. ‘Country Image’ • Visual representation • Ideological construction • National reputation: Does a country name help sell the product or work against branding? Wednesday, February 4, 2009
  10. 10. Audience: Reading the Text • Confirmation/rejection of ideas • Importance of stereotype • To what extent is Hollywood circulation of Spanish image, more important than home made Spanish circulation of image? Wednesday, February 4, 2009
  11. 11. Film as Tourist Promotion • La Manche territory- Almovadar territory...selling image as branding with re: to the attraction of tourism. Wednesday, February 4, 2009
  12. 12. Contemporary Spanish Cinema • Challenges existing stereotypes and representational codes • Made in Spain sells better now than in previous decades? Wednesday, February 4, 2009
  13. 13. Spain- Image • ‘National sport’ to denegrate Spain...a little like Britain? • The Black Legend- Spanish empire/Dutch & British discussed role of Inquisition and role of Spanish troops in colonial areas • Enlightenement- French portrayed Spain as country dominated by medieval institutions • Romantics- Spain as ‘oriental’ (Ed. Said) Wednesday, February 4, 2009
  14. 14. Place Branding • Brands as equivalent of factories 150 years ago? • Relate to Benedict Anderson- ‘Imagined Communities’ • Branded cities, regions and nations Wednesday, February 4, 2009
  15. 15. Sydney, Hong Kong & Shanghai (Donald & Brown) • Re: Australian research • Brands can redistribute wealth? • Naomi Klein- ‘Brands are instruments of advanced capitalism to subjugate and exploit societies.’ Wednesday, February 4, 2009

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