Spanish visual imaginary at Paris Universal Exhibition 1889: “Spain in fashion”

Abstract

The article focuses on Art, politics, show business and mass communication. The purpose is to analyse the cultural impact of the Spanish delegation at the Universal Exhibition held in Paris in 1889 and, at the same time, to evaluate the repercussion of the French World’s Fair on Spain, opposing tradition and modernity. “Flamenco” and “toros” determined the identity of Spain, a country that couldn’t compete industrially with the most developed nations and whose academic painting masters were discredited at the Beaux-Art competition. Moreover, photography and postcards transformed masterpieces into icons, spreading out imaginaries and socio-political significances associated with Art. Contrasting with Spanish traditional shows, Eiffel Tower’s modernity caused a great impact on Madrid through albums, cycloramas and popular reconstructions.