Abstract
When urban spaces are concerned, Americanization was a cornerstone of the tourist utopia in Spain. In its quest for economic modernization, the development of tourism in the 1960s and 1970s brought about immediate changes in the landscape, which was remodelled to become consumable. Objectivizing both the tourist experience and the consumerism that it induces, postcards offer a meaningful example of this new world in colour. By putting into circulation the developmental ‘ideal’, postcards also highlighted its fragility and foreshadowed its destruction. Utopia or development? Postcards do not lie, or do they?
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