
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.
Más actividades
![Video-Nou/Servei de Vídeo Comunitari, Ocaña. Exposició a la Galería Mec-Mec [Ocaña. Exposición en la Galería Mec-Mec], 1977, película](https://recursos.museoreinasofia.es/styles/small_landscape/public/Actividades/coleccion-proyectada-7.png.webp)
Daily Matter
Thursday, 23 April and 14 May 2026 — 7pm
Time, light, vision. What is an image? How does an image make us see the world? First, hypnosis, a reset: Paulino Viota’s Duración (Duration, 1970), the portrait of a clock face over sixty seconds. Next, a window into a slightly altered reality: Javier Aguirre’s Objetivo 40º (40 Degree Lens, 1968–1970). A minimum intervention that inspires a session considered as successive immersions in blocks of time, as well as a journey that starts from the intimacy of a candle, the movement of a car around abandoned peripheries and the traces of anti-Franco protestors, with night falling to the emotive, profound and sharp voice of Ocaña. Now in 1990, the journey ends at other street protests, those articulated by the Agustín Parejo School collective owing to the housing problem in Málaga. As Javier Aguirre states: “It is not about achieving the objective. It is about demystifying it”.
Framed inside The Collection Screened is the programme Present Time: Insurgent Images, curated by Luis López Carrasco, a key film-maker with a distinguished international career. The works in the programme, selected from the Museo’s film and video collection, interlink projects that are conceptual, refined, systematic — as an X-ray of their time in history — with firebrand domestic and activist films, comprehending different political emergencies from the second half of the twentieth century in Europe and Latin America. These works are viewed in light of a genealogy of revolt which buries its roots in the nineteenth century.

Economy of Hate
18 ABR, 9 MAY 2026
Economy of Hate features one sole work, Oído Odio (2021) by artist Diego del Pozo Barriuso. The piece combines television and media archive materials, recordings with performers with explicitly queer corporalities and 3D animations, combining in a strikingly fluid dialogue. The title alludes to a notion developed by the artist concerning the materiality with which hate circulates and the way it escalates. Setting out from the idea that hate is an affect which gains more value the more it circulates, the video shows the evolution from television to mobiles, expounding how the change of technological paradigm has made viral the fact of being in contact more than ever with explicitly violent images.
Inside the framework of The Collection Screened, a programme rooted in the institution’s film, video and moving image holdings, the Museo invites Laura Baigorri, one of the leading specialists in video art, to approach specific aspects related to identity, self-representation and the body within the Museo’s audiovisual collection since the 1990s.
![Dias & Riedweg, Casulo [Crisálida], 2019, película](https://recursos.museoreinasofia.es/styles/small_landscape/public/Actividades/desafios-cine-2.png.webp)
Other Voices in Us All
17 ABR, 8 MAY 2026
A session which starts from a subtle corporeal challenge that prompts a confrontation with reason from sensibility and emotion, both of which are linked to a difference in mental health or spiritualism. It opens with a beautiful and strange short film entitled A família do Capitao Gervásio (2013), by Tamar Guimarães and Kasper Akhøj, set in a small town in inland Brazil, where around half the inhabitants are psychic mediums whose work centres on community healing. The second piece, Dias & Riedweg’s Casulo, is the outcome of a participatory project with a group of patients from the Institute of Psychiatry at the Universidad Federal de Río de Janeiro. The video bears witness to the development of their routines after hospitalisation and captures their ideas and impressions about different aspects of life, revealing the division between territories of reason and madness in their daily existence.
Inside the framework of The Collection Screened, a programme rooted in the institution’s film, video and moving image holdings, the Museo invites Laura Baigorri, one of the leading specialists in video art, to approach specific aspects related to identity, self-representation and the body within the Museo’s audiovisual collection since the 1990s.

Mediations of the Archive: Art, Community, and Political Action
Tuesday 7, and Thursday 23, April, 2026 – 17:00 h
The online seminar Mediations of the Archive: Art, Community, and Political Action, curated by Sofía Villena Araya, examines the role of archival practices in caring for, dignifying, and activating memory in Central America. As part of the Cáder Institute for Central American Art’s first line of research, driven by the question “What Art Histories does Central America produce?”, this seminar proposes an approach to the archive as a mediator that articulates relationships between art, community, and political action, while engaging with the historiographical questions raised by their intersections.
Although the proposal is not limited to discussions of the Central American isthmus, it is framed by the particular conditions under which memory has been constructed in the region. Central America is a territory vulnerable to natural and geological disasters, marked by political violence exercised by authoritarian states and fragile institutions, a persistent colonial and imperial legacy, and the social fragmentation resulting from these factors. It is also a context in which the archive does not necessarily refer to a specific place —such as a building or documentary collection— nor does it primarily follow the protocols of a discipline such as archival science. Rather, the seminar explores how the archive operates, through art, as a dispositif that forges connections, generates forms of belonging, and opens spaces for political action.
The encounter unfolds across two sessions: the first focuses on archival practices addressing questions of memory, violence, and war; the second examines community-based practices surrounding queer and sex-dissident archives. In the face of the systematic destruction of memory, the archival practices discussed in these sessions demonstrate how the archive emerges in other spaces and according to different logics. Within this framework, the proposed space for exchange and research explores the role of art as a productive medium for constructing archives through images, affects, intimacy, performativity, the body, orality, and fiction, as well as through other materialities that challenge the centrality of the document and of writing.

Lucrecia Martel. Our Land
Saturday, 18 April 2026 – 4:30pm
Nuestra tierra (Our Land, 2025) is Argentinian film-maker Lucrecia Martel’s first documentary and her most recent work. The film focuses on the legal case surrounding the murder, in 2009, of Javier Chocobar, a member of the Los Chuschagasta Indigenous community, who was killed while resisting the forced displacement of ancestral land located in northern Argentina, territory hiscommunity has inhabited and farmed for centuries.
Drawning on fragments of the above-mentioned trial, which took place in 2019, as well as a meticulous reconstruction of the history of Los Chuschagasta since the seventeenth century, Martel decries how colonial violence, far from being a relic of the past, underlies current political and social structures and ends in the mistreatment and systematic invisibility of Indigenous peoples.
Lucrecia Martel is a director and screenwriter widely regarded asone of the most relevant film-makers in the twenty-first-centuryLatin American cinema. To date, she has directed four feature-length films: La ciénaga (The Swamp, 2001), Zama (2001), La niña santa (The Holy Girl, 2004) and La mujer rubia (The Blonde Woman, 2008), all of which have been awarded at film festivals, including recognitions in the Official Selection at Cannes. Accross her work Martel explores the complexities of an Argentina shaped by the political and social crisis of the 1990s and by the burden of a colonial past, which she translates into her own visual language of documentary, paradoxically offsetting it against fiction. As Martel asserts: “What I do is all lies, all artifice. I don’t believe in the truth and, if there is any effect of truth in my films, then it’s a miracle”.
These notions, the germinating material of her films, enable a reflection on how the tactics of fiction and imagination, materialized thought creativity, can function as powerful means of resisting the erasure of memory and as a tactic of reparative justice. This line of thought also underpins READ Madrid. The Festival of Books and Ideas, which frames the screening of this film.
READ Madrid is a space of encounter for critical and experimental voices in the sphere of literature and theory. The festival gathers a transatlantic framework of voices related to writing, art and publishing, whose practices challenge hegemonic frameworks of knowledge production and make room for performative and cinematic forms as expanded forms of research.