XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Palgrave Macmillan

Franco Sells Spain to America

Hollywood, Tourism and Public Relations as Postwar Spanish Soft Power

ISBN 9781137299284
Publication Date February 2014
Formats Hardcover Ebook (EPUB) Ebook (PDF) 
Publisher Palgrave Macmillan
Series Palgrave Studies in the History of the Media

Franco Sells Spain to America is a groundbreaking study of the Franco dictatorship's utilization of Hollywood film production in Spain, American middle-class tourism, and sophisticated public relations programs - including investing $7 million in constructing the most popular national pavilion at the 1964-65 New York World's Fair - in a determined effort to remake the Spanish dictatorship's post-World War II reputation in the US. It provides an entirely new lens for analyzing and understanding the Franco regime's postwar foreign policy priorities with its focus on Spain's reputational outreach to America, which was of central importance.

Drawing on a wealth of new research in American and Spanish archives as well as analysing interviews, films, magazines, newspapers, advertisements and official publications, Neal Rosendorf offers an historically-grounded study of the tools potentially available to a country with a severe reputational deficit to repair.

Neal M. Rosendorf is currently a visiting professor of politics and international relations at New Mexico State University, USA. He holds a PhD in History from Harvard University and has held faculty appointments at Long Island University, the University of Queensland and Harvard University's Kennedy School of Government, as well as a research fellowship at USC's Center on Public Diplomacy. He has written numerous articles, book chapters and reviews, and published in such venues as Diplomatic History, the Historical Journal of Film, Radio and Television, the International History Review, the Journal of Cold War Studies, The American Interest, and the Foreign Service Journal.

1. Introduction
2. Be El Caudillo's Guest: Postwar American Tourism To Franco Spain
3. 'Hollywood In Madrid': The American Film Industry and the Franco Regime
4. The Franco Regime's Postwar US Public Relations Strategies: Media, Messages, and Relationships in America
5. The Oppression of Spain's Protestants and Jews: Neutralizing the Franco Regime's Key US Reputational Threat
6. The Spanish Pavilion at the 1964-65 New York World's Fair: Franco Spain's $7 Million US Outreach Summa
7. Conclusion: Success, Inertia, Death, Democracy and a Fallacy


"Rosendorf does an excellent job stitching together the various strands of Spain's multifaceted approach to public diplomacy from1945 to 1975. ... any good book prompts more questions than it can reasonably answer within the space allotted - and this is a very good book indeed." - Journal of American History "The most original and interesting book on Franco's Spain published in ages." - Charles Powell, Director of the Real Instituto Elcano in Madrid, Spain
"Going far beyond traditional political or diplomatic history, this study presents a superb example of transnational history, showing how the Spanish and American people steadily gained an understanding of their shared tastes, artistic, sartorial, gastronomical, or otherwise." - Akira Iriye, Harvard University, USA
"[A] tour de force ... Rosendorf is a skilled storyteller and puts together an impressive account of exactly how the repositioning of Spain was begun and greatly advanced by the very man who is used to symbolize intransigence and the absence of transformation in the standard account: General Francisco Franco ... In writing about Franco in this way Rosendorf shows a degree of intellectual courage. The world loves its villains and doesn't always welcome nuance or a complex treatment of a formerly black and white case." - Place Branding and Public Diplomacy
Add a review

Related titles