Table Of ContentFranco Sells Spain to America
PalgraveStudiesintheHistoryoftheMedia
SeriesEditors:ProfessorBillBell(CardiffUniversity),DrChandrikaKaul(DepartmentofMod-
ern History,UniversityofSt Andrews), Professor Kenneth Osgood (McBride HonorsProgram,
ColoradoSchoolofMines),DrAlexanderS.Wilkinson(CentrefortheHistoryoftheMedia,Uni-
versityCollegeDublin)
PalgraveStudiesintheHistoryoftheMediapublishesoriginal,high-qualityresearchintothecul-
turesofcommunicationfromthemiddleagestothepresentday.Theseriesexploresthevarietyof
subjectsanddisciplinaryapproachesthatcharacterizethisvibrantfieldofenquiry.Theserieswill
helpshapecurrentinterpretationsnotonlyofthemedia,inallitsforms,butalsoofthepowerful
relationshipbetweenthemediaandpolitics,society,andtheeconomy.
Advisory Board: Professor Carlos Barrera (University of Navarra, Spain), Professor Peter Burke
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ProfessorDavidCulbert(LouisianaStateUniversity,BatonRouge),ProfessorNicholasCull(Cen-
teronPublicDiplomacy,UniversityofSouthernCalifornia),ProfessorTomO’Malley(Centrefor
MediaHistory,UniversityofWales,Aberystwth),ProfessorChesterPach(OhioUniversity)
Titlesinclude:
JaneL.Chapman
GENDER,CITIZENSHIPANDNEWSPAPERS
HistoricalandTransnationalPerspectives
ChandrikaKaul
MEDIAANDTHEBRITISHEMPIRE
MichaelKrysko
AMERICANRADIOINCHINA
InternationalEncounterswithTechnologyandCommunications,1919–41
ChristophHendrikMüller
WESTGERMANSAGAINSTTHEWEST
Anti-AmericanisminMediaandPublicOpinionintheFederalRepublicofGermany1949–68
JamesMussell
THENINETEENTH-CENTURYPRESSINTHEDIGITALAGE
NealM.Rosendorf
FRANCOSELLSSPAINTOAMERICA
Hollywood,TourismandPublicRelationsasPostwarSpanishSoftPower
JoelWiener
THEAMERICANIZATIONOFTHEBRITISHPRESS,1830s–1914
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CustomerServicesDepartment,MacmillanDistributionLtd,Houndmills,Basingstoke,Hampshire
RG216XS,England
Franco Sells Spain
to America
Hollywood, Tourism and Public Relations
as Postwar Spanish Soft Power
Neal M. Rosendorf
VisitingProfessorofPoliticsandInternationalRelations,NewMexicoStateUniversity,USA
©NealM.Rosendorf2014
Softcover reprint of the hardcover 1st edition 2014 978-1-137-29928-4
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Contents
ListofIllustrations vi
Acknowledgments viii
1 Introduction 1
2 BeElCaudillo’sGuest:PostwarAmericanTourismtoFranco
Spain 13
3 “HollywoodinMadrid”:TheFrancoRegimeandtheAmerican
FilmIndustry 48
4 TheFrancoRegime’sPostwarUSPublicRelationsStrategies:
Media,MessagesandRelationshipsinAmerica 80
5 TheOppressionofSpain’sProtestantsandJews:Neutralizing
theFrancoRegime’sKeyUSReputationalThreat 119
6 TheSpanishPavilionatthe1964–65NewYorkWorld’sFair:
FrancoSpain’s$7MillionUSOutreachSumma 155
7 Conclusion:Success,Inertia,Death,DemocracyandaFallacy 191
Notes 200
Bibliography 249
Index 264
v
Illustrations
1 IberiaAirlines1966USmagazineadvertisement,“Six
SplendidWordstoKnowbeforeYouTakeOffforSpain”(with
thankstoIberiaAirlines) 17
2 FilmproducerSamuelBronstonreceivestheOrdendeIsabel
laCatólicafromMinisterofInformationandTourismManuel
FragaIribarne,Madrid,1963(SpanishNewsletter,11/15/63) 72
3 Fashionmodels(SpanishNewsletter,11/15/63) 82
4 Maidenform1965USmagazineadvertisement,“IDreamed
IlivedinaCastleinSpain...inMyMaidenformBra”(with
thankstoMaidenform) 100
5 FuturisticSpanishfashiondesignondisplayata1968Spanish
Embassy-WashingtonDCgalaevent(SpanishNewsletter,
5/31/68) 103
6 Vice-PresidentLyndonB.Johnson,SpanishAmbassadorto
theUSAntonioGarriguesandSpanishDirectorGeneralof
InformationCarlosRoblesPiquerlaythecornerstoneofthe
CasadelHidalgo,St.Augustine,Florida,1963(withthanksto
theRollinsCollegeDepartmentofCollegeArchivesand
SpecialCollections) 107
7 ChiefJusticeoftheUSSupremeCourtEarlWarrenashe
deliversthekeynoteaddressattheSpanishMinistryof
InformationandTourism-organizedFrayJuniperoSerra250th
birthdaycommemorationonMallorca,1963(Spanish
Newsletter,7/1/63) 114
8 DwightD.EisenhowerandFranciscoFrancoexchangean
abrazoasapleasedFernandoCastiella(atextremeleft)looks
on(photocredit:JaimePato-EFE) 137
9 ForeignMinisterCastiellafeaturedonthecoverofthe
September–October1966issueofLiberty:AMagazineof
ReligiousFreedom(withthankstoLibertymagazine) 147
10 Anarchitect’ssketchofthe80,000square-footPavilionof
Spainforthe1964–65NewYorkWorld’sFair,onwhichthe
Francoregimewouldspendsome$7million.Lifemagazine
woulddeclaretheSpanishPavilionthe“JeweloftheFair” 156
11 RobertMosespresentsFranciscoFrancotheGoldMedalfor
BestInternationalExhibitionatthe1964–65NewYork
World’sFair,Madrid,1965(SpanishNewsletter,3/31/65) 185
vi
ListofIllustrations vii
12 SpanishMinisterofInformationandTourismManuelFraga
IribarneescortsUSFirstLadyLadyBirdJohnsonatthe
HemisFair’68inauguralgala,SanAntonio,Texas,1968
(SpanishNewsletter,4/30/68) 188
Acknowledgments
Although over two-thirds of this book was researched and written between
2010 and 2013, like many first monographs its origins extend back to
my doctoral dissertation and several subsequent journal articles and book
chapters. As a result, I have accumulated a great many professional and
personal debts over the course of a decade and a half. Of course, the
responsibilityforanyshortcomingsinthiseffortisentirelymyown.
I want to thank Kenneth Osgood for inviting me to submit a book pro-
posalforthePalgraveMacmillanseries“StudiesintheHistoryoftheMedia”,
for carefully commenting on proposal drafts, for championing my book
projectandshepherdingitthroughPalgrave’sapprovalprocess,andforserv-
ing as my editor. My deep thanks as well to Palgrave History publisher
Jenny McCall and commissioning editor Clare Mence for their unstinting
support, encouragement and salutary occasional nudging throughout the
researchandwritingprocess.Iamgratefultotheeditorsandadvisoryboard
of the History of the Media series for accepting my book proposal, as well
as to the anonymous readers of both my proposal and subsequent ini-
tial manuscript submission for their careful, thoughtful and tough-minded
feedback, which greatly improved my final product. And finally, thanks to
DevasenaVedamurthiandtheentirecopy-editingteamfortheirmeticulous
attentioninthelaterproductionstages.
I owe a profound, ongoing debt to my dissertation mentors Akira Iriye,
Joseph Nye and the late Ernest May, who continued commenting on my
work as I produced articles and book chapters during the first decade of
the 2000s. Their intellectual imprint is on this book, as well as on all my
scholarship. Nicholas Cull has also been a mentor as well as a friend, and
his feedback throughout the process of producing this volume has been
invaluable. My colleague and close friend, Jonathan Rosenberg, has been
an ongoing source of encouragement and incisive commentary. Another
friend and colleague, Jonathan Soffer, was also a font of encouragement,
andthehistorywriters’groupthatheorganizedinNewYorkprovidedone
of the most valuable venues for me to introduce prose and ideas that ulti-
mately found their way into this book. My thanks to group participants
Richard Greenwald, David Greenberg, Sarah T. Phillips, Jennifer Luff and
Anne Kornhauser for their sharp feedback. Many moons ago, my erstwhile
MA advisor John Lewis Gaddis felicitously referred to my ideas concerning
“HollywoodinMadrid”as“corporatismwithacastofthousands”whenhe
servedaspanelchairataconferenceatwhichIwasapresenter—Ihavenever
forgottenthehumorandincisivenessofhisfeedback,aswellashisgeneral
supportiveness over the years. Paul G. Nagle, a friend and former film-TV
viii
Acknowledgments ix
industry executive with whom I am writing a biography of film producer
Samuel Bronston, not only gave me a practical tutorial in how Hollywood
actually works; he also generously helped me with book research, includ-
ing obtaining documents from the Earl Warren papers at the Manuscript
Division,LibraryofCongressinWashington,DC,andtheGlennAnderson
papersatCaliforniaStateUniversity-DominguezHills’ArchivesandSpecial
Collections Department, as well as sending me dozens of hard-to-obtain
books gained through his UCLA faculty library card as a communications
adjunctlecturer(Ipromisetopayalltheoverduebookfines!).
Other colleagues who provided much-appreciated comment and encour-
agementatvariousjuncturesincludeFrankNinkovich,CharlesPowellofthe
Real Instituto Elcano in Madrid, Brian Etheridge, John Tully, David Snyder,
Jessica Gienow-Hecht, Pablo León Aguinaga, Francisco Javier Rodriguez
Jimenez, Thomas Schatz, Thomas Zeiler, David H. Culbert, Pauline Small,
Timothy Naftali, Adam Garfinkle, author and journalist William Stadiem
(who in addition to reading chunks of my prose pointed me to Madrid’s
finest seafood restaurant, bless his heart), author and longtime Variety
SpanishcorrespondentPeterBesas,authorandSantaFeNewMexicanreporter
Robert Nott, David Lopez of the Spanish edition of Vanity Fair, New York
TimesfilmwriterDaveKehrandDVDSavantfilmwriterGlennErickson.
I am grateful to the many institutions that provided me with access to
primarydocumentation.InSpain:theArchivoGeneraldelaAdministración
in Alcala de Henares, including Daniel Gozalbo Gimeno and his staff; the
Archivo del Ministerio de Asuntos Exteriores y Cooperación in Madrid,
includingPilarCasadoLisoandherstaff;theFilmotecaEspañolainMadrid,
including Margarita Lobo and her staff; the staff of the Sala de la Prensa
y Revistas at the Biblioteca Nacional de España, also in Madrid; and the
online archives (hemerotecas) of the venerable Spanish newspapers ABC
and La Vanguardia, which generously provide full access without charge
to researchers—an especially notable gesture in an era when news organi-
zations around the world are understandably scrambling to find revenue
streams.
In the United States: Linda H. Mehr and her staff at the Academy
of Motion Picture Arts and Sciences Margaret Herrick Library in Beverly
Hills; the American Express Corporate Archive, New York City, especially
archivist Ira Galtman; the Dwight D. Eisenhower Presidential Library in
Abilene,Kansas,whereIwasassistedbyarchivistandacquaintanceofover
two decades Dwight Strandberg; the Hilton College Hospitality Industry
Archives, Massad Family LibraryResearch Center, University of Houston in
Texas,withthankstohistorian/archivistMarkYoung;BrianMcNerneyand
his colleagues at the Lyndon Johnson Presidential Library in Austin, Texas;
the Manuscripts and Archives Division, Humanities and Social Sciences
Library, New York Public Library, New York City, concerning the New York
World’s Fair 1964–65 Corporation Records, with thanks to archivist Tal
