This is my research, folks. You won’t be able to read this anywhere else, and I think it’s fascinating stuff.
In 2012, a royal decree established in Spain the creation of a committee charged with promoting the image of Spain as a brand. The committee believes that national identity should be formed by companies associated with the nation, and all citizens are supposed to adopt and practice these values.
This means that control over national identity is handed over, in its entirety, to business interests. Which are notoriously fickle in their national allegiances and pick up and leave whenever it is more profitable. This is a very open and clear effort to destroy the concept of national identity. This privatization of national identity is sponsored by the governments of many Western European nations, so it’s not just a Spanish thing.
The Spain as a Brand committee is chaired by Carlos Espinosa de los Monteros y Bernaldo de Quirós, the IV Marquis of Valtierra. When I heard his name, I knew there had to be something really nasty in his past. So I went digging around and discovered that this gentleman’s uncle and father were present at the famous meeting between Franco and Hitler in 1940. The Espinosas belonged to a faction that was pushing Franco in an even more pro-Nazi direction.
Franco repaid the Espinosas’ loyalty to the ideals of national-socialism. Carlos Espinosa had a job in Franco’s Ministry of Commerce that he later parlayed into positions as a CEO of Inditex and Mercedes-Benz Spain. At the height of the crisis, Espinosa is chairing the Spain as a Brand committee and promoting his deeply neoliberal ideas on every corner. The conclusion we can draw is clear: those who inherited their power and riches from the Franco era are trying to destroy the nation-state because that’s the last obstacle in the way of complete freedom of capital flows.
Am I super cool, or what?
In any case, a German photographer and a group of Spanish poets got together to create artwork that questions the validity of the Spain as a Brand idea. Its great photography, great poetry, and it’s extremely impressive that artists in Spain are so engaged in discussing the crisis, the collapse of the nation-state, the economy, politics, etc. There is nothing even remotely similar happening in the increasingly irrelevant and navel-gazing US art.
Title: Marca(da) España
Year: 2014
My rating: 9 out of 10