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Jennifer Slobodian
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Jennifer Slobodian
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some of the analytical dilemma of the auteur by also writing their own screen-
plays, it is still essential to consider the auteur, in Rosanna Maules terms, as the
sociology-of-production (24). Both of the films studied here were executively
produced, in part, by El Deseo S.A., the production company of brothers Augustn
and Pedro Almodvar. Direct connection to the internationally famous Spanish
director was undoubtedly helpful in ensuring the films successes and reveals itself
in the directors use of filming techniques akin to Pedro Almodvars. Coixet and
Martels choice to work with Almodvar, though, as Nria Triana Toribios discus-
sion of transnational/transcultural cinema demonstrates, may be less of an aes-
thetic decision than an economic one. Triana Toribio borrows the concept of the
autor meditico (pertaining to the media) from Vicente J. Benet, one he defined as
the presence of certain auteurs (namely Pedro Almodvar, Alejandro Amenbar
and Julio Medem) whose style and themes can be conveyed to journalists in sound-
bites and catchy phrases (Auteurism 260).3 What Benet refuses to acknowledge,
according to Triana Toribio, is the shifting nature of film productionBenets term,
originally intended as derogatory, in fact describes the necessary characteristics
upon which a lasting and lucrative career is currently predicated.4 Triana Toribio
explains that an auteur is meditico in two ways: both in his/her use of technology
and in the creation (and in some sense promotion of) a recognizable public per-
sona (Auteurism 262). Though Martel makes use of the media less than Coixet,
whose personal homepage contains a cultural blog and her recommendations on
everything from food to music, both have manufactured identifiable personas
personas that are, in fact, quite similar, consisting of a quirky fashion sense, long
hair, and thick-rimmed, colorful glasses (Isabel Coixet Motor Homepage). The
similarities of self-presentation through media among Coixet, Martel, and Almo-
dvar are essential to any study of transcultural/global cinema, which carries with
it a new sense of personalized commercialization.5
Though both Coixet and Martel are engaged in the transnational market,
it is crucial to note the similarities and divergences of these two directors posi-
tioning with reference to the developments of their national cinemas. As Robert
Sklar notes in his foreward to Contemporary Spanish Cinema and Genre, Trans-
national cinema is not only a phenomenon of late capitalism and twenty-first cen-
tury globalisation, it came into existence simultaneously with the invention of the
medium (Beck and Rodrguez Ortega xv). Artistic movements, filmic techniques,
and directors, producers, and actors themselves have moved across the imaginary
boundaries of nation-states from cinemas beginnings; however, both Spain and
Argentinas histories of dictatorial and military oppression signal disruptions in the
transnational flow of ideas. With Francisco Francos rise to power and the culmina-
tion of the Spanish Civil War (la Guerra Civil Espaola, 19361939), Spain entered
into a period of repressive authoritarian governance that would last for nearly four
Notes
The concept for this paper was originally developed from a course on Hispanic film taught
by Maria Cristina C. Mabrey, whose guidance during the course and throughout subse-
quent versions of this paper was invaluable. For their astute scrutiny of my work and edi-
torial expertise, I must thank Greg Forter, Isis Sadek, and Casey C. Moore. For the oppor-
tunity to present my work, I am grateful to the 2009 SCLA Conference Organizers. Finally,
for their informed critiques and polishing of this piece, I express my gratitude to The Com-
paratist Editor, Zahi Zalloua, and the anonymous reader.
1 Translations of Coixets writings are provided on her website for certain selections.
This and subsequent translations of Coixets words have been cited from her home-
page. Unless otherwise noted, all other translations are my own.
2 Hoi F. Cheu gives a detailed explanation of the reasons for which feminists have
worked against theoretically particular (i.e. male-centered) versions of auteurism
(5152). For a detailed account of how other philosophical movements have interacted
with feminist thought, see Anneke Smelik.
3 Among Amenbars filmography are Abre los ojos (1997) and El mar adentro (2004).
Medems films include Los amantes del Crculo Polar (1998) and Luca y el sexo (2001).
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