
Island in the Sky, Cypress Gardens, Florida, postcard, n.d.
Held on 19 Sep 2024
The sixth edition of Art and Tourism Imaginaries, an encounter series organised with the research group TURICOM, sets forth a study which explores the phenomenon of postcards and their impact on shaping the themes and stereotypes which have formed the collective imaginary of geographies, peoples and consumer habits in contemporary visual culture.
The use of postcards became widespread in the late nineteenth century, coinciding with the dawn of mass consumer culture. Their central qualities of speed, concision and cheapness chimed with a paradigm of thought shaped by utilitarianism. They came into being as commercial or personal textual notifications which tended to be very short and became standardised owing to their public nature, yet the introduction of the image in the early twentieth century denoted a relinquishment of their initial functional austerity and their transformation into a fully modern product. On a small scale, the development of the tourist postcard corresponds to the development of the capitalist production system as the format gradually faded away as a simple messaging item to become a hybrid picture card encompassing at once the attraction to the place it showed and a souvenir: a private message that draws from a commercial and advertising rhetoric, thereby assuming a mainstream quality. Halfway between media and a visual commodity, between an abbreviated letter and a standardised panorama, the postcard is a choice object for understanding how the cultural dynamics of stereotype are created and perpetuated through the way in which they often represent idealised and standardised images of places and situations. As a commodity, the postcard is laden with the dominant discourse of modernity, according to which the cost of progress means a loss of authenticity, a quality that is demoted to the outside or the distant, to far-flung places or a past time. Therefore, the postcard is a striking reflection and agent of this modernising project as it is specifically equipped to build cultural stereotypes and the nostalgic invocation of lost authenticity.
Setting out from this premise, the activity explores the postcard as a vehicle for and manufacturer of clichés from the perspective of authenticity, a key concept for consumer discourses and increasingly for politics. Inside a context of culture wars based on a stereotyped rhetoric, on clichés and short messages, this humble newsstand memento could possibly teach us valuable lessons on the relationships between the stereotyped and the authentic.
This is the final encounter in a six-year collaboration between the Museo Reina Sofía and research group TURICOM which has given rise to critical reflections on the tourist subject, leisure time and contemporary art.
Acknowledgements
Organised by
Museo Reina Sofía y TURICOM. La modernidad paradójica, PGC2018-093422-B-I00
Collaboration
illycaffèAgenda
jueves 19 sep 2024 a las 17:00
Presentation
—By José Díaz Cuyás
jueves 19 sep 2024 a las 17:10
Real Colour. Two Hundred and Forty-Three Postcards by Georges Perec
—By Julián Díaz Sánchez
“Two Hundred and Forty-Three Postcards in Real Colour” (1978) is a text by Georges Perec that explores the notion of authenticity by way of imageless postcard texts that can evoke an almost ideal tourist landscape. The intervention sees Julián Díaz Sánchez contrast Perec’s notion of authenticity with that of Gilles Lipovetsky, who demonstrates the expansion of the concept of a Disneyfied world.
jueves 19 sep 2024 a las 17:25
Greetings from. On Different Uses of the Postcard in Contemporary Artistic Practices
—By Rogelio López Cuenca
Stretching beyond its presence in the Mail Art tradition, the postcard has been employed by contemporary artists to critically or parodically allude to its role inside tourist culture and tap into its communicative possibilities. Therefore, this session introduces such examples, showing the diversity of strategies and objectives in either its specific use or in combination with other media. For instance: Marina Seascape (1998) and Malagana (2000), by Rogelio López Cuenca; ¡Desengánchate!N and ¡Apostata! (1991), by Agustín Parejo School; ¡Visite Ciudad Juárez! (2003-2011), by Ambra Polidori; Zaidín Monumental (2000), by Javier Longobardo; Paisatges Fragmentats (2017), by Laura Marte; and Conflictes Urban (2002), by Arquitectes Sense Fronteres - Plataforma veïnal contra l’especulació.
jueves 19 sep 2024 a las 17:40
Postcards in Art. Inciting Stereotypes
—By José Díaz Cuyás
Since the early twentieth century, the postcard has been a paradigm of the mass-culture stereotype. In its artistic use, the postcard and platitudes, en masse, play a transgressive role, akin to works within Surrealism and Pop Art. From the perspective of rhetoric, the value of authenticity we attribute to transgression lies in the very act of violating, when it is perceived as an unmasking. In this talk, José Díaz Cuyás invites us to ask questions around the provocative, elusive power of stereotypes, particularly today, when clichés have become algorithmic.
jueves 19 sep 2024 a las 17:55
Postcard Fictions
—By Cristina Arribas and Carmelo Vega
What makes Spanish tourist boom postcards so different and attractive? Through two exhibition projects — Diálogo de postales (Postcard Dialogue, Museo de Historia y Antropología de Tenerife, 2023–2024) and Discursos postales (Postcard Discourses, Centro Andaluz de la Fotografía, 2024) — and from a perspective on the theory of the tourist image, this talk puts forward keys to resolving such an enigma. The true value of postcards lies not only in their vast structural and visual power as contemporary flash fictions of tourism, but also primarily in their capacity to create formal and conceptual solutions that defy all conventional logic. Far from documenting the phenomenon they illustrate, postcards build their own idiosyncratic fictional realities.
jueves 19 sep 2024 a las 18:10
Break
jueves 19 sep 2024 a las 18:30
Presentation of Casa Planas
—By Alelí Mirelman and Marina Planas
The Casa Planas project is a collective, non-profit organisation founded by artist Marina Planas in 2015 in response to the urgent need for an interdisciplinary centre for contemporary creation and the interpretation of tourism on the Balearic Islands. Alelí Mirelman is a project director at Casa Planas and the coordinator of the COSTA Tourist Image Observatory.
jueves 19 sep 2024 a las 18:50
Review and Debate
—Moderated by Alicia Fuentes
Participants
Cristina Arribas
works as an architect and urban planner for Badalona Council, and is also a lecturer in the Department of Theory and History at the Escola Tècnica Superior d'Arquitectura de Barcelona (ETSAB). Her most recent publications most notably include the essays “El nuevo paisaje turístico español a través de las tarjetas postales de los años 60”, in Sobre, no. 5 (2018) and “La puesta en escena del paisaje turístico español en el boom desarrollista”, in La ciudad en el cine (Asimétricas, 2022), and the book Greetings from the USA. Saludos desde España (Concreta, 2023).
José Díaz Cuyás
is a professor of Aesthetics and Art Theory at the University of La Laguna. He also coordinates the TURICOM group, and was previously the director of Acto ediciones. His most recent publications include Encuentros salvajes: arte, consumo y turismo caníbal (Concreta, 2022), which includes his text “Arte, consumo y transgresión caníbal: a propósito de Yves Klein, Tennessee Williams y el cine exploitation”.
Julián Díaz Sánchez
is a lecturer in Art History at the University of Castilla-La Mancha (UCLM). He is the author of, among other works, Políticas, poéticas y prácticas artísticas. Apuntes para una historia del arte (Catarata, 2009), La idea de arte abstracto en la España de Franco (Cátedra, 2013) and Pensar la historia del arte. Viejas y nuevas propuestas (University of Zaragoza, 2021).
Alicia Fuentes Vega
is a lecturer in the Department of Art History at the Complutense University of Madrid, where she jointly directs the research group IMAGINARIOS and has coordinated, since 2023, the MA in Contemporary Art History and Visual Culture (UCM, UAM and Museo Reina Sofía). Her publications include articles in academic journals such as the Journal of Tourism History, Iberoamericana and Art in Translation, and she is the author of Bienvenido, Mr. Turismo. Cultura visual del boom (Cátedra, 2017).
Rogelio López Cuenca
is an artist who combines visual art methods and customary processes of literature and social sciences. One of his main working strands deals with the representation and construction of the identity of the other, in relation to individual and collective identity in the West. He received Spain’s National Award for Plastic Arts in 2022 and has held solo shows in Es Baluard (2021), the Museo Reina Sofía (2019), Sala Alcalá 31 (2016), IVAM (2015) and La Panera (2012). His work is also part of the Museo Reina Sofía, MACBA, ARTIUM and Banco de España collections.
Casa Planas
is a collective organisation founded by the artist Marina Planas in 2015 in Palma de Mallorca. As an independent, non-profit project, it came into being in response to the need for an interdisciplinary centre for contemporary creation and the interpretation of tourism on the Balearic Islands. Its collection includes the biggest photographic archive in Europe on mass tourism.
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Thursday, 21 May 2026 – 5:30pm
This series is organised by equipoMotor, a group of teenagers, young people and older people who have participated in the Museo Reina Sofía’s previous community education projects, and is structured around four themed blocks that pivot on the monstrous.
This fourth and final session centres on films that take the museum away from its axis and make it gaze from the edges. Pieces that work with that which is normally left out: peripheral territories, unpolished aesthetics, clumsy gestures full of intent. Instead of possessing an institutional lustre, here they are rough, precarious and strange in appearance, legitimate forms of making and showing culture. The idea is to think about what happens when central authority is displaced, when the ugly and the uncomfortable are not hidden, when they are recognised as part of the commons. Film that does not seek to be to one’s liking, but to open space and allow other ways of seeing and inhabiting the museum to enter stage.
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On Black Study: Towards a Black Poethics of Contamination
Monday 27, Tuesday 28 and Wednesday 29 of April, 2026 – 16:00 h
The seminar On Black Study: Towards a Black Poethics of Contamination proposes Black Study as a critical and methodological practice that has emerged in and against racial capitalism, colonial modernity and institutional capture. Framed through what the invited researcher and practitioner Ishy Pryce-Parchment terms a Black poethics of contamination, the seminar considers what it might mean to think Blackness (and therefore Black Study) as contagious, diffuse and spreadable matter. To do so, it enacts a constellation of diasporic methodologies and black aesthetic practices that harbor “contamination” -ideas that travel through texts, geographies, bodies and histories- as a method and as a condition.
If Blackness enters Western modernity from the position of the Middle Passage and its afterlives, it also names a condition from which alternative modes of being, knowing and relating are continually forged. From within this errant boundarylessness, Black creative-intellectual practice unfolds as what might be called a history of touches: transmissions, residues and socialities that unsettle the fantasy of pure or self-contained knowledge.
Situated within Black radical aesthetics, Black feminist theory and diasporic poetics, the seminar traces a genealogy of Black Study not as an object of analysis but as methodological propositions that continue to shape contemporary aesthetic and political life. Against mastery as the horizon of study, the group shifts attention from what we know to how we know. It foregrounds creative Black methodological practices—fahima ife’s anindex (via Fred Moten), Katherine McKittrick’s expansive use of the footnote, citation as relational and loving labour, the aesthetics of Black miscellanea, and Christina Sharpe’s practices of annotation—as procedures that disorganise dominant regimes of knowledge. In this sense, Black Study is approached not as a discrete academic field but as a feel for knowing and knowledge: a constellation of insurgent practices—reading, gathering, listening, annotating, refusing, world-making—that operate both within and beyond the university.
The study sessions propose to experiment with form in order to embrace how ‘black people have always used interdisciplinary methodologies to explain, explore, and story the world.’ Through engagements with thinkers and practitioners such as Katherine McKittrick, C.L.R. James, Sylvia Wynter, Christina Sharpe, Fred Moten, Tina Campt, Hilton Als, John Akomfrah, fahima ife and Dionne Brand, we ask: What might it mean to study together, incompletely and without recourse to individuation? How might aesthetic practice function as a poethical intervention in the ongoing work of what Sylvia Wynter calls the practice of doing humanness?

Intergenerationality
Thursday, 9 April 2026 – 5:30pm
This series is organised by equipoMotor, a group of teenagers, young people and older people who have participated in the Museo Reina Sofía’s previous community education projects, and is structured around four themed blocks that pivot on the monstrous.
The third session gazes at film as a place from which to dismantle the idea of one sole history and one sole time. From a decolonial and queer perspective, it explores films which break the straight line of past-present-future, which mix memories, slow progress and leave space for rhythms which customarily make no room for official accounts. Here the images open cracks through which bodies, voices and affects appear, disrupting archive and questioning who narrates, and from where and for whom. The proposal is at once simple and ambitious: use film to imagine other modes of remembering, belonging and projecting futures we have not yet been able to live.

Remedios Zafra
Thursday March 19, 2026 - 19:00 h
The José Luis Brea Chair, dedicated to reflecting on the image and the epistemology of visuality in contemporary culture, opens its program with an inaugural lecture by essayist and thinker Remedios Zafra.
“That the contemporary antifeminist upsurge is constructed as an anti-intellectual drive is no coincidence; the two feed into one another. To advance a reactionary discourse that defends inequality, it is necessary to challenge gender studies and gender-equality policies, but also to devalue the very foundations of knowledge in which these have been most intensely developed over recent decades—while also undermining their institutional support: universities, art and research centers, and academic culture.
Feminism has been deeply linked to the affirmation of the most committed humanist thought. Periods of enlightenment and moments of transition toward more just social forms—sustained by education—have been when feminist demands have emerged most strongly. Awareness and achievements in equality increase when education plays a leading social role; thus, devaluing intellectual work also contributes to harming feminism, and vice versa, insofar as the bond between knowledge and feminism is not only conceptual and historical, but also intimate and political.
Today, antifeminism is used globally as the symbolic adhesive of far-right movements, in parallel with the devaluation of forms of knowledge emerging from the university and from science—mistreated by hoaxes and disinformation on social networks and through the spectacularization of life mediated by screens. These are consequences bound up with the primacy of a scopic value that for some time has been denigrating thought and positioning what is most seen as what is most valuable within the normalized mediation of technology. This inertia coexists with techno-libertarian proclamations that reactivate a patriarchy that uses the resentment of many men as a seductive and cohesive force to preserve and inflame privileges in the new world as techno-scenario.
This lecture will address this epochal context, delving into the synchronicity of these upsurges through an additional parallel between forms of patriarchal domination and techno-labor domination. A parallel in which feminism and intellectual work are both being harmed, while also sending signals that in both lie emancipatory responses to today’s reactionary turns and the neutralization of critique. This consonance would also speak to how the perverse patriarchal basis that turns women into sustainers of their own subordination finds its equivalent in the encouraged self-exploitation of cultural workers; in the legitimation of affective capital and symbolic capital as sufficient forms of payment; in the blurring of boundaries between life and work and in domestic isolation; or in the pressure to please and comply as an extended patriarchal form—today linked to the feigned enthusiasm of precarious workers, but also to technological adulation. In response to possible resistance and intellectual action, patriarchy has associated feminists with a future foretold as unhappy for them, equating “thought and consciousness” with unhappiness—where these have in fact been (and continue to be) levers of autonomy and emancipation.”
— Remedios Zafra

ARCO2045. The Future, for Now
Saturday 7, March 2026 - 9:30pm
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Carles Congost, with his ironic and timeless gaze, is responsible for setting the tone for this imperfect future, with a DJ session accompanied by some of his works in the Cloister on the first floor of the Sabatini Building of the Museo on the night of Saturday 7 March.