Towards a common gendered market. The use of female archetypes as an instrument for political promotion in the sixties

• Main Author: Carmen Romo Parra
• Format: Article
• Language: Spanish
• Published: Universidad de Alicante 2003-12-01
• Series: Feminismo/s
• Subjects: mujer; imagen; franquismo; turismo
• Online Access: https://feminismos.ua.es/article/view/2004-n2-hacia-un-mercado-comun-de-los-cuerpos-la-utilizacion-de-los-arquetipos-femeninos-como-instrumento-para-la-promocion-politica-en-los-anos-sesenta

The construction of femininity as indicator of social change has also been used to demonstrate and stress the good functioning of the channels of production and of distribution of the Welfare State. On these bases, the catalogue of feminine archetypes in Spain during the Sixties and Seventies (the years of the Developing Plans) as a factor of progressive social welfare, is seen as positive propaganda in one of the sectors of major economic importance during the Sixties: tourism. Franco’s regime commercialized a profile of Spanish women that, in a double slope, was placing them as representatives of the tipismo (traditional femenine stereotype) and, of the other hand, it used the fashionable girls of the last generations as a paradigm of social progress. In contrast, foreign tourists would constitute the emblem of Western opulence –a reflex of future times– which, nevertheless, had to be revised.