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The Tourist Image of Majorca through Cinema

From its Origins to the Tourism Boom of the Sixties

M. Magdalena Brotons    Universitat Illes Baleari, Palma, España    



Mallorca, the largest island in the Balearic archipelago, is well-known throughout the world as a place of rest, holiday destination, an ideal spot to enjoy the sunshine and the sea. This postcard image is the product of tourism marketing; From its origins, cinema has contributed to this depiction through documentaries and fiction films. The Mallorca shown in the films of the 1920s and 1930s differs greatly from the one that appears in the1950s and 1960s films. During these decades, Spain and the Balearic Islands in particular underwent a true tourist boom. The unspoilt beaches, the mountains and the fields which appear in the early movies are substituted by crowded beaches, hammocks and parasols; peasant farmers and popular traditions give way to massive hotels, fashionable music bands, discos and night clubs. These images reflect the transformation that Mallorca, as many other holiday destinations in the world, underwent: a process of gradual homogenization leading to a loss of its identity.

Dec. 3, 2014
Copyright: © 2014 M. Magdalena Brotons. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.