studies in contemporary women’s writing Mazal Oaknín Mazal This book explores the different treatment of writing by women and writing by men in twenty-first-century Spain. Focusing on contemporary Spanish authors Ana María Matute (1926–2014), Rosa Montero (1952–), and Lucía Etxebarria (1966–), the author examines how Spanish women writers are marketed in Spain and, in particular, how current marketing strategies reinforce traditional structures of femininity. Mazal Oaknín Through an analysis of their work and lives in the context of the Franco Regime, the Transition to democracy and contemporary Spain, this book provides an innovative study of the construction of the public personae of these key female writers. As social media and the internet transform Spain in Media the and Writing Feminism, authors’ relationship with their readers, the rapidly shifting publishing industry offers an important context for the difficult balance between high levels of reception and visibility and the persistence of traditional gender stereotypes. Mazal Oaknín completed her MA and PhD in Hispanic Studies at University College London, where she has been teaching Hispanic language and literature since 2009. She previously taught Spanish in Feminism, Malaga, New York, Paris and Birmingham. She co-edited the volume Literatura política y política literaria en España: Del Desastre del 98 a Felipe VI with Guillermo Laín Corona (Peter Lang, 2015) and her work has Writing and the appeared in journals such as Espéculo, Fahrenheit 452, Alba Magazine and Argus. Her research focuses on four main areas: contemporary Spanish literature, gender and identity, fiction in the digital age and representations Media in Spain of minorities. Ana María Matute, Rosa Montero and Lucía Etxebarria www.peterlang.com PETER LANG studies in contemporary women’s writing Mazal Oaknín Mazal This book explores the different treatment of writing by women and writing by men in twenty-first-century Spain. Focusing on contemporary Spanish authors Ana María Matute (1926–2014), Rosa Montero (1952–), and Lucía Etxebarria (1966–), the author examines how Spanish women writers are marketed in Spain and, in particular, how current marketing strategies reinforce traditional structures of femininity. Mazal Oaknín Through an analysis of their work and lives in the context of the Franco Regime, the Transition to democracy and contemporary Spain, this book provides an innovative study of the construction of the public personae of these key female writers. As social media and the internet transform Spain in Media the and Writing Feminism, authors’ relationship with their readers, the rapidly shifting publishing industry offers an important context for the difficult balance between high levels of reception and visibility and the persistence of traditional gender stereotypes. Mazal Oaknín completed her MA and PhD in Hispanic Studies at University College London, where she has been teaching Hispanic language and literature since 2009. She previously taught Spanish in Feminism, Malaga, New York, Paris and Birmingham. She co-edited the volume Literatura política y política literaria en España: Del Desastre del 98 a Felipe VI with Guillermo Laín Corona (Peter Lang, 2015) and her work has Writing and the appeared in journals such as Espéculo, Fahrenheit 452, Alba Magazine and Argus. Her research focuses on four main areas: contemporary Spanish literature, gender and identity, fiction in the digital age and representations Media in Spain of minorities. Ana María Matute, Rosa Montero and Lucía Etxebarria www.peterlang.com PETER LANG studies in contemporary women’s writing Mazal Oaknín Mazal This book explores the different treatment of writing by women and writing by men in twenty-first-century Spain. Focusing on contemporary Spanish authors Ana María Matute (1926–2014), Rosa Montero (1952–), and Lucía Etxebarria (1966–), the author examines how Spanish women Feminism, Writing and writers are marketed in Spain and, in particular, how current marketing the Media in Spain strategies reinforce traditional structures of femininity. Mazal Oaknín Through an analysis of their work and lives in the context of the Franco Regime, the Transition to democracy and contemporary Spain, this book provides an innovative study of the construction of the public personae of these key female writers. As social media and the internet transform Spain in Media the and Writing Feminism, authors’ relationship with their readers, the rapidly shifting publishing industry offers an important context for the difficult balance between high levels of reception and visibility and the persistence of traditional gender stereotypes. Mazal Oaknín completed her MA and PhD in Hispanic Studies at University College London, where she has been teaching Hispanic language and literature since 2009. She previously taught Spanish in Feminism, Malaga, New York, Paris and Birmingham. She co-edited the volume Literatura política y política literaria en España: Del Desastre del 98 a Felipe VI with Guillermo Laín Corona (Peter Lang, 2015) and her work has Writing and the appeared in journals such as Espéculo, Fahrenheit 452, Alba Magazine and Argus. Her research focuses on four main areas: contemporary Spanish literature, gender and identity, fiction in the digital age and representations Media in Spain of minorities. Ana María Matute, Rosa Montero and Lucía Etxebarria www.peterlang.com PETER LANG Studies in Contemporary Women’s Writing Series Editor gill rye Emerita Professor, Centre for the Study of Contemporary Women’s Writing, Institute of Modern Languages Research, University of London Volume 8 PETER LANG Oxford • Bern • Berlin • Bruxelles • New York • Wien Feminism, Writing and the Media in Spain Ana María Matute, Rosa Montero and Lucía Etxebarria Mazal Oaknín PETER LANG Oxford • Bern • Berlin • Bruxelles • New York • Wien Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available on the Internet at http://dnb.d-nb.de. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data A CIP catalog record for this book has been applied for at the Library of Congress. Cover picture: ‘Effe’ © Eddit Milkovitsch. Cover design by Peter Lang Ltd. ISSN 2235-4123 ISBN 978-3-0343-1865-5 (print) • ISBN 978-1-78707-790-4 (ePDF) ISBN 978-1-78707-791-1 (ePub) • ISBN 978-1-78707-792-8 (mobi) Open Access: This work is licensed under a Creative Commons Attribution CC-BY 4.0 license. To view a copy of this license, visit https://creativecommons.org/licenses/by/4.0/ © Mazal Oaknín, 2019 Published by Peter Lang Ltd, International Academic Publishers, 52 St Giles, Oxford, OX1 3LU, United Kingdom [email protected], www.peterlang.com Mazal Oaknín has asserted her right under the Copyright, Designs and Patents Act, 1988, to be identified as Author of this Work. This publication has been peer reviewed. Contents List of Figures vii List of Translations ix Acknowledgements xiii Introduction Gender, Memory, Culture, and History in the Spanish Literary Market 1 Chapter 1 The Question of ‘Women’s Writing’: A ‘Double- Edged’ Double Bind? 11 Chapter 2 The Reception and Marketing of Women Writers in Spain 29 Chapter 3 The Literary Market and the Construction of the Public Personae of Women Writers 61 Chapter 4 Matute, Montero, and Etxebarria on Women’s Writing 121 Conclusion Persistent Stereotypes 173 vi Bibliography 181 Index 207 Figures Figure 2.1 Photograph taken for Álex Gil’s interview (2011) with Alberto Olmo in Qué Leer 167. Photograph: Asís G. Ayerbe. Reproduced with permission from the photographer. 45 Figure 2.2 Antonio Baños’s interview with Boris Izaguirre (2011) is accompanied by this photograph in Qué Leer 168. Photograph: Diana Hernández. Reproduced with permission from Qué Leer. 46 Figure 2.3 Picture accompanying Antonio Baños’ interview with Maruja Torres (2011) in Qué Leer 164. Photograph: Mario Krmpotic. Reproduced with permission from the photographer. 48 Figure 2.4 Image of Rosa Montero included in Begoña Piña’s interview with her in Qué Leer 164. Photograph: Asís G. Ayerbe. Reproduced with permission from the photographer. 49 Figure 2.5 Photograph to accompany Inés García- Albi’s interview with Almudena Grandes in Qué Leer 157. Photograph: Asís G. Ayerbe. Reproduced with permission from the photographer. 50 Figure 2.6 Espido Freire advertising La Semana Gótica [Gothic Week] in El Cultural (2011). Photograph: Alan Cueto for La Semana Gótica Madrid, October 2011. Reproduced with permission from El Cultural. 52 viii Figure 2.7 Photograph accompanying Xavier Armendariz’ interview with Jordi Esteva in Qué Leer 169. Photograph: Xavier Armendariz. Reproduced with permission from Qué Leer. 54 Figure 2.8 Photograph of Isaac Rosa to illustrate Antonio Lozano’s interview with him in Qué Leer 168. Photograph: Asís G. Ayerbe. Reproduced with permission from the photographer. 55 Figure 2.9 Philipp Engel’s interview with Lucía Etxebarria (Qué Leer [151]), following the publication of Lo verdadero es un momento de lo falso. Photograph: Marta Calvo. Reproduced with permission from the photographer. 57 Figure 2.10 Photograph accompanying Sabina Friedjulssën’s article on Espido Freire’s ‘La princesa que vino del frío’ (Qué Leer 162). Photograph: Paco Arzúa. Reproduced with permission from Qué Leer. 57 Figure 3.1 Looking like a rock star, Ray Loriga poses on the record-