Frivolity and Place Branding in Martinez Lazaro's 'Nationalist Comedies'

Abstract

This chapter puts forward the hypothesis that Martínez Lázaro’s nationalist comedies Ocho apellidos vascos/Spanish Affair (2014) and Ocho apellidos catalanes/Spanish Affair 2 (2015) draw together several of the most salient aspects of nation branding (Anholt, Places: Identity, Image and Reputation. New York: Palgrave, 2010). These include commodification of place, authentication of local stereotypes, promotion of communication strategies that privilege a tourist’s gaze, selective recycling of history, and the emergence of commercial nationalism. Ocho apellidos vascos, the biggest Spanish box office ‘hit’ of all time, was released in the wake of ETA’s historic ceasefire declaration. A year la..