PENTECOSTALISMOS E SOCIEDADE DE CONSUMO: ANÁLISE DE COMUNIDADES PENTECOSTAIS NO DISTRITO DE RIACHO GRANDE, EM SÃO BERNARDO DO CAMPO

A dissertação analisa as relações do pentecostalismo com a sociedade de consumo e quais as influências sofridas pelo pentecostalismo a partir desse diálogo. Em um primeiro momento procuramos, em pesquisa bibliográfica, compreender as movimentações da sociedade moderna, mais especificamente definimos a chamada sociedade de consumo. Analisamos as diversas teorias sobre o consumo e buscamos estabelecer os parâmetros que regem as relações entre religião, mercado e consumismo. Em um segundo momento, entendemos a composição do que é conhecido atualmente como pentecostalismos, compreendendo quais características delimitam o pentecostalismo desde seus primórdios, e como se deu sua evolução dentro do século 20, para, a partir daí, classificar sua diversidade atual e os novos rumos tomados pelo mesmo. Estabelecemos diálogo com os mais recentes dados censitários para entender a evolução desse campo religioso no cenário brasileiro. Ainda nesse momento, qualificamos o campo etnográfico da pesquisa: localizamos a cidade de São Bernardo do Campo e o distrito do Riacho Grande, onde ocorreu a pesquisa de campo com sujeitos religiosos de origem pentecostal. Finalmente entendemos, por meio de questionários e entrevistas, quais características assumem atualmente os pentecostais e as modificações observadas em suas práticas religiosas, fruto do diálogo entre o pentecostalismo e a sociedade de consumo. Entendemos que, como consequência da relação, novas maneiras de se relacionar com o sagrado são adotadas, configurando o que definimos como novo sujeito religioso pentecostal.

RECOMPOSIÇÕES IDENTITÁRIAS NA INTEGRAÇÃO RELIGIOSA E CULTURAL DA IGREJA MESSIÂNICA NO BRASIL

Esta pesquisa fundamenta-se na análise da integração religiosa e cultural da Igreja Messiânica Mundial (IMM) no Brasil e suas recomposições identitárias. A exploração do seu universo simbólico é tida como uma das chaves para a compreensão da identidade messiânica. O emblema da igreja é símbolo da cultura cruzada e harmonia entre diferentes. No Brasil, em especial, o Solo Sagrado de Guarapiranga é expressão do Paraíso Terrestre, próposito maior da mensagem messiânica da IMM. Devido à sua peculiaridade como religião de origem japonesa pouco familiar ao público brasileiro, são apresentadas algumas tendências constituintes (autóctones, xamânicas, de crenças populares, xintoístas, confucionistas e hindu-budistas) e conceitos messiânicos tendo em vista sua relevância no processo de construção da identidade messiânica brasileira. Conforme a natureza dos conceitos, optou-se por uma visão comparada entre a Igreja Messiânica e outras novas religiões japonesas (NRJ) como a Mahikari, Perfeita Liberdade, Seicho-no-Ie e Tenrikyo. No concernente à reencarnação, em especial, a visão comparada com o Espiritismo possibilitou aproximações com a religiosidade brasileira. A partir da contextualização histórica e compreensão da adoção da nomenclatura messiânica , foram abordadas as concepções de espírito da palavra , ultra-religião , purificação e doença , benefícios materiais , autocultivo bem como as várias dimensões da experiência religiosa brasileira: ecológica, inter-religiosa, artística e messiânica no sentido estrito do termo. A concepção de ultra-religião de Meishu-Sama (nome religioso de Mokiti Okada, 1882-1955), sobretudo, necessita ser compreendida à luz da trajetória de consolidação da religião em um contexto peculiar do Japão do início do século XX. Antes de fundar a religião messiânica, Okada transitou no mundo das artes, dos negócios, editorial, e por fim ideológico-religioso em seu contato com a religião Oomoto e outras expressões religiosas que pululavam no Japão no período de entre-guerras. O processo dinâmico de interação de tendências diversas, característico das NRJ, em contato com a religiosidade brasileira impulsiona uma série de ressignificações sincréticas nipo-brasileira marcada por processos criativos singulares. A ênfase na figura do Messias Meishu-Sama, a prática do sonen e a criação da teologia messiânica são alguns dos elementos fundamentais da mais recente recomposição identitária da religião no país. Diante das sucessivas transformações das abordagens institucionais e da introdução de múltiplas dimensões da vivência messiânica, a construção identitária da IMM, que abrange aspectos religiosos e ultra-religiosos , torna-se cada vez mais complexa e multifacetada.(AU)

Why is Werner Sombart not part of the core of classical sociologists? From fame to (near) oblivion:From Fame to (Near) Oblivion

The life and work of Werner Sombart poses an intellectual puzzle in the genealogy of modern social theorists. During his lifetime, Sombart was probably the most influential and prominent social scientist in Germany as well as in many other countries. Today he is among the least known social scientists. Why did he lose his status as one of the most brilliant and influential scholars and intellectuals of the 20th century? Why is his work almost forgotten today? While Weber's thesis about the influence of Protestantism on the development of capitalism is widely known, even beyond sociological circles, few sociologists today know that Sombart had an alternative explanation. An obvious explanation for Sombart's fall from grace is his embrace of Nazism. As Heidegger provides a counter-example, Sombart's fate requires a more complex explanation. In addition, we explore the different reception of his work in economic and sociological circles as compared to cultural theory and history. © 2001, SAGE Publications. All rights reserved.

Zwei Wege zur 'Aufhellung der Finsternisse in der Welt'. Zum untergründigen Wechselverhältnis von Literatur & Malerei bei Thomas Bernhard & Francis Bacon:for subterranean exchange relationship between literature and painting in Thomas Bernhard & Francis Bacon

This chapter undertakes the first examination of the role the fine arts play in Thomas Bernhard’s prose works. Though not as prominent as the role of music, painting and the fine arts play a crucial role in Frost and Alte Meister; these two novels coincidentally also happen to be the first and last novels written by Bernhard. This chapter takes its cue from the positive role awarded to Francis Bacon in the novel Das Kalkwerk. Comparing and contrasting the relation and influence between the art of Bacon and the literature of Bernhard, I am able to demonstrate a number of surprising analogies. Following a brief biographical synopsis, I focus on four aesthetic operations that are crucial to both artists. Using the key terms of ‘middle way’, ‘variation’, ‘vibration’ and ‘mediation’, I am able to uncover surprising similarities between the novels and the paintings. These hidden connections are further confirmed by looking at the two artists’ shared major motifs, namely the slaughterhouse, the scream, the relation between animals and humans, and pain. This bleak outlook on the state of human civilisation that these two major artists of the end of the 20th century share, embodies both a warning and a prophesy for the 21st century.

Introduction

Werner Sombart (1863-1941) was a famous and controversial social scientist in Germany during the early 20th century. Highly influential, his work and reputation have been indelibly tainted by his embrace of National Socialism in the last decade of his life. Although Sombart left an enormous opus spanning disciplinary boundaries, the scholarly assessment of and intellectual reaction to his work inside and outside of Germany is divided, and ambivalent. Best known for his analyses of capitalism - his essay "Why is There No Socialism in the United States?" remains a classic - Sombart consistently responded to the social and political developments that have shaped the 20th century. This collection provides a representative sampling of those portions of Sombart's work that have stood the test of time. The volume opens with a substantial introduction by the editors reviewing Sombart's life and career, the evolution of his major intellectual concerns, his relation to Marx and Weber, and his political affiliation with the Nazis. Their selection of texts emphasizes areas of his economic and cultural thought that remain relevant to intellectual trends in the social sciences, particularly those trends that seek a more broadly based, cross-disciplinary approach to the relationship of culture and economics. Sombart's writings on capitalism are represented by essays on the nature and origin of the market system and the diversity of its actors and motives among the bourgeoisie and the proletariat. Also included is an excerpt from Sombart's controversial volume "The Jews and Modern Capitalism" exploring the widely perceived relation between economic life and Judaism as a religion. In essays on the economics of cultural processes, Sombart's comprehensive and expansive idea of cultural science yields remarkable and prophetic insights into the nature of urbanism, luxury consumption, fashion and the cultural secularization of love. The volume's final section consists of Sombart's reflections on the social influences of technology, the economic life of the future, and on socialism, including the influential essay "Why is There No Socialism in the United States?". Encapsulating the most valuable aspects of his work, this study provides clear demonstration of Sombart's sense for fine cultural distinctions and broad cultural developments and the predictive power of his analyses. It should be of interest to sociologists, economists, political scientists and specialists in cultural studies.

South African football tours at the turn of the twentieth century:Amateurs, pioneers and profits

Academic and popular studies of South African sport generally reveal a bias towards cricket and rugby and this perpetuates the myth that these games are the most popular in South Africa. This in turn is often viewed through the lens of 'race' in which the simplifications of sport along racial lines occur. This paper argues that football was more important in South Africa among all South Africans in the late 19th and early 20th century than has been previously acknowledged. It reveals that not only was the game important and popular in South Africa but its teams and administrators played a significant role in globalising the game during this period. Tours to and from South Africa were important politically, financially and for sporting reasons. Five ground breaking football tours took place during a ten year period and these serve as the basis of discussion in this paper.

Crueldad, simulacion, absurdo y amenaza: Barbarie del drama moderno y tradicion hermetica en los esperpentos de Ramon del Valle-Inclan

The purpose of this dissertation is to demonstrate that the esperpentos by the Spanish playwright Ramón del Valle-Inclán (1866–1936), represent a culminating moment of theatrical precepts of modern European drama, while perpetuating the ancient esoteric traditions of the Iberian Peninsula. Focusing on four plays—Los cuernos de Don Friolera (1920), Luces de Bohemia (1921), Las galas del difunto (1926) y La hija del Capitán (1927)—the research elucidates how this interpretation furthers understanding of the process that embraces the anti-realistic clamours during the initial decades of the XX century, up to the subsequent climax of the aesthetics of Cruelty, Absurdity, Simulation, and Menace. ^ In search for an ideal scenic language capable of reflecting the grotesque character and mystical essence of the esperpentos, this project examines the most significant works of philosophers from the hermetic tradition such as Plato, Pithagoras, Aquinas, and Flamel. Other important authors are Éliphas Lévy and H. P. Blavatsky, two personalities of great preponderance in the spiritual effervescence and occultist apotheosis at the turn of the 20th century. Finally, the mystical ideas of Spanish philosopher Roso de Luna and the psychological works on alchemy and magic by Jung find their conceptual correspondence in Valle-Inclán's aesthetic manifesto, La lámpara maravillosa. ^ The ultimate objective of this dissertation is to provide a proposal for a mise en scène of the esperpentos, aesthetically based on the simultaneous scenarios of the New Stagecraft and conceptually inspired by the mystical principles of the hermetic tradition. The comparative approach of this study establishes a dialogue between modernity and the esoteric tradition that results in a new Koncept for their representation, providing a simultaneous scenario, far from realistic theatre, and more coherent to house the magical substance of the esperpentos. ^

Carmen de Burgos: La educacion de la mujer y la literatura de viajes como genero narrativo

This study analyzes Carmen de Burgos' European travel literature, and focuses on two themes: education and travel literature as a literary genre. An examination of her travel literature reveals two essential elements related to her view of education. The first is the influence that the European educational system had on her way of thinking, particularly with respect to the idea of tolerance, the practice of hygiene, and the important role of nature in education. The second is the development of her view of education as the foundation for the emancipation of women in Spain. Carmen de Burgos espoused the view that the reform of the Spanish educational system was the primary and foundational goal to further social, political and economic progress of women in Spain at the end of the 19th and beginning of the 20th Century. ^ In the second part of this dissertation I support the theory that her travel literature was her main source to convey to Spanish women the need for social change. I do this by analyzing four properties that are considered characteristic of women's travel literature: (1) the woman as a hero, (2) scientific authority of women, (3) feminine style, and (4) feminine content. I argue that Carmen de Burgos's travel literature uses these properties to facilitate her access to women audiences and to assure that this audience regarded her as an authoritative voice. ^

Other Than a Citizen: Vernacular Poetics in Postwar America

Few symbols of 1950s-1960s America remain as central to our contemporary conception of Cold War culture as the iconic ranch-style suburban home. While the house took center stage in the Nixon/Khrushchev kitchen debates as a symbol of modern efficiency and capitalist values, its popularity depended largely upon its obvious appropriation of vernacular architecture from the 19th century, those California haciendas and Texas dogtrots that dotted the American west. Contractors like William Levitt modernized the historical common houses, hermetically sealing their porous construction, all while using the ranch-style roots of the dwelling to galvanize a myth of an indigenous American culture. At a moment of intense occupational bureaucracy, political uncertainty and atomized social life, the rancher gave a self-identifying white consumer base reason to believe they could master their own plot in the expansive frontier. Only one example of America’s mid-century love affair with commodified vernacular forms, the ranch-style home represents a broad effort on the part of corporate and governmental interest groups to transform the vernacular into a style that expresses a distinctly homogenous vision of American culture. “Other than a Citizen” begins with an anatomy of that transformation, and then turns to the work of four poets who sought to reclaim the vernacular from that process of standardization and use it to countermand the containment-era strategies of Cold War America.

In four chapters, I trace references to common speech and verbal expressivity in the poetry and poetic theory of Charles Olson, Robert Duncan, LeRoi Jones/Amiri Baraka and Gwendolyn Brooks, against the historical backdrop of the Free-Speech Movement and the rise of mass-culture. When poets frame nonliterary speech within the literary page, they encounter the inability of writing to capture the vital ephemerality of verbal expression. Rather than treat this limitation as an impediment, the writers in my study use the poem to dramatize the fugitivity of speech, emphasizing it as a disruptive counterpoint to the technologies of capture. Where critics such as Houston Baker interpret the vernacular strictly in terms of resistance, I take a cue from the poets and argue that the vernacular, rooted etymologically at the intersection of domestic security and enslaved margin, represents a gestalt form, capable at once of establishing centralized power and sparking minor protest. My argument also expands upon Michael North’s exploration of the influence of minstrelsy and regionalism on the development of modernist literary technique in The Dialect of Modernism. As he focuses on writers from the early 20th century, I account for the next generation, whose America was not a culturally inferior collection of immigrants but an imperial power, replete with economic, political and artistic dominance. Instead of settling for an essentially American idiom, the poets in my study saw in the vernacular not phonetic misspellings, slang terminology and fragmented syntax, but the potential to provoke and thereby frame a more ethical mode of social life, straining against the regimentation of citizenship.

My attention to the vernacular argues for an alignment among writers who have been segregated by the assumption that race and aesthetics are mutually exclusive categories. In reading these writers alongside one another, “Other than a Citizen” shows how the avant-garde concepts of projective poetics and composition by field develop out of an interest in black expressivity. Conversely, I trace black radicalism and its emphasis on sociality back to the communalism practiced at the experimental arts college in Black Mountain, North Carolina, where Olson and Duncan taught. In pressing for this connection, my work reveals the racial politics embedded within the speech-based aesthetics of the postwar era, while foregrounding the aesthetic dimension of militant protest.

Not unlike today, the popular rhetoric of the Cold War insists that to be a citizen involves defending one’s status as a rightful member of an exclusionary nation. To be other than a citizen, as the poets in my study make clear, begins with eschewing the false certainty that accompanies categorical nominalization. In promoting a model of mutually dependent participation, these poets lay the groundwork for an alternative model of civic belonging, where volition and reciprocity replace compliance and self-sufficiency. In reading their lines, we become all the more aware of the cracks that run the length of our load-bearing walls.

Restoring phronesis and practice: marketing's forgotten p's

Purpose – The purpose of this paper is to examine the evolution of marketing’s philosophical conversation over the past 120 years, focusing on the emergent meaning of the notion that marketing should become more “scientific”. Design/methodology/approach – This paper focuses on the US academic marketing literature, primarily journal articles and books published in the first half of the 20th century. Findings – The Aristotelian distinction between techné, epistemé and phronesis provides a rich basis for framing philosophical discussion in marketing, and should supplant the art-science debate and Anderson’s distinction between science1 and science2. Prior to 1959, the marketing journals provided a forum for phronesis, though this diminished as the academic marketing community largely abandoned the inductive, contextual approach in favour of a deductive, “scientific” methodology. The Ford Foundation played an important role in effecting this change. Practical implications – The paper highlights the importance of forums where practitioners can reflect on the ethical and social implications of their practices and then work to enhance these practices for the greater social good. Social implications – Questions the value of distinctions between marketing theorists and practitioners and the consequential focus of marketing journals. Originality/value – Advances the concept of phronesis in the marketing literature and distinguishes it from epistemé, which has dominated academic marketing discourse over the past 60 years.

Using Helix-coil Models to Study Protein Unfolded States

An abstract of a thesis devoted to using helix-coil models to study unfolded states.\\

Research on polypeptide unfolded states has received much more attention in the last decade or so than it has in the past. Unfolded states are thought to be implicated in various

misfolding diseases and likely play crucial roles in protein folding equilibria and folding rates. Structural characterization of unfolded states has proven to be

much more difficult than the now well established practice of determining the structures of folded proteins. This is largely because many core assumptions underlying

folded structure determination methods are invalid for unfolded states. This has led to a dearth of knowledge concerning the nature of unfolded state conformational

distributions. While many aspects of unfolded state structure are not well known, there does exist a significant body of work stretching back half a century that

has been focused on structural characterization of marginally stable polypeptide systems. This body of work represents an extensive collection of experimental

data and biophysical models associated with describing helix-coil equilibria in polypeptide systems. Much of the work on unfolded states in the last decade has not been devoted

specifically to the improvement of our understanding of helix-coil equilibria, which arguably is the most well characterized of the various conformational equilibria

that likely contribute to unfolded state conformational distributions. This thesis seeks to provide a deeper investigation of helix-coil equilibria using modern

statistical data analysis and biophysical modeling techniques. The studies contained within seek to provide deeper insights and new perspectives on what we presumably

know very well about protein unfolded states. \\

Chapter 1 gives an overview of recent and historical work on studying protein unfolded states. The study of helix-coil equilibria is placed in the context

of the general field of unfolded state research and the basics of helix-coil models are introduced.\\

Chapter 2 introduces the newest incarnation of a sophisticated helix-coil model. State of the art modern statistical techniques are employed to estimate the energies

of various physical interactions that serve to influence helix-coil equilibria. A new Bayesian model selection approach is utilized to test many long-standing

hypotheses concerning the physical nature of the helix-coil transition. Some assumptions made in previous models are shown to be invalid and the new model

exhibits greatly improved predictive performance relative to its predecessor. \\

Chapter 3 introduces a new statistical model that can be used to interpret amide exchange measurements. As amide exchange can serve as a probe for residue-specific

properties of helix-coil ensembles, the new model provides a novel and robust method to use these types of measurements to characterize helix-coil ensembles experimentally

and test the position-specific predictions of helix-coil models. The statistical model is shown to perform exceedingly better than the most commonly used

method for interpreting amide exchange data. The estimates of the model obtained from amide exchange measurements on an example helical peptide

also show a remarkable consistency with the predictions of the helix-coil model. \\

Chapter 4 involves a study of helix-coil ensembles through the enumeration of helix-coil configurations. Aside from providing new insights into helix-coil ensembles,

this chapter also introduces a new method by which helix-coil models can be extended to calculate new types of observables. Future work on this approach could potentially

allow helix-coil models to move into use domains that were previously inaccessible and reserved for other types of unfolded state models that were introduced in chapter 1.

Ice observations in the Southern Ocean between 1878 and 1928

During the period in question, large ice drifts transported incalculable numbers of icebergs, ice fields and ice floes from the Antarctica into the South Atlantic, confronting long-journeying sailing ships on the Cape Horn route with considerable danger. As is still the case today, the ice drifts generally tended in a northeasterly direction. Thus it can be assumed that the ice masses occuring near Cape Horn and in the South Atlantic originated in Graham Land and the South Shetland Islands, while those found in the Pacific will have come from Victoria Land. The masses drifting to Cape Horn, Isla de los Estados, the Falkland Islands and occasionally as far as the Tristan da Cunha Group are transported by the West Wind Drift and Falkland Current, diverted by the Brazil Current. The Bouvet and Agulhas Currents have little influence here. The great ice masses repeatedly reached points beyond the "outermost drift ice boundery" calculated in the course of the years, to continue on in the direction of the equator. The number of sailing ships which fell victim to the ice drifts while rounding Cape Horn can only be surmised; they simply disappeared without a trace in the expanses of the South Atlantic. Until the end of the 1900s the dangers presented by ice were less serious for westward-bound ships than for the "homeward-bounders" travelling from West to East. Following the turn of the century, however, the risk for "onwardbounders" increased significantly. Whether the ice drifts actually grew in might or whether the more frequent and more detailed reports led to this impression, could never be ascertained by the German Hydrographie Office. In the forty-one years between 1868 and 1908, ten light, ten medium and nine heavy ice years were counted, and only twelve years in which no reports of ice were submitted to the German Hydrographie Office. "One of the most terrible dangers threatening ships on their return from the Pacific Ocean," the pilot book for the Atlantic Ocean warns, "is the encounter with ice, to be expected south of the 50th parallel (approx.) in the Pacific and south of the 40th parallel (approx.) in the South Atlantic." Following the ice drift of 1854-55, thought to be the first ever recorded, the increasing numbers of sailing ships rounding Cape Horn were frequently confronted with drifts of varying sizes or with single icebergs. Then from 1892-94, a colossal ice drift crossed the path of the sailships in three stages. Several sailing ships collided with the icebergs and could be counted lucky if they survived with heavy damage to the bow and the fo regear. The reports on those which vanished for ever in the ice masses are hardly of investigative value. The English suffered particularly badly in the ice-plagued waters; their captains apparently sailed courses that led more freqently through drifts than did the sailing instructions of the German Hydrographic Office. Thus, among others, Capt. Jarvis' DUNTRUNE, also the STANMORE, ARTHURSTONE and LORD RANOCH as well as the French GALATHEE and CASHMERE all collided with icebergs. The crew of the AETHELBERTH panicked after a collision and took to their lifeboats. It was only after the ship detached itself from the iceberg it had rammed that the men returned to it and continued their journey. The TEMPLEMORE, on the other hand, had to be abandoned for good. Of the German sailing ships, the FLOTOW is to be mentioned here, and in the third phase of the drift the American SAN JOAQUIN lost a large proportion of its rigging. In the 20th century ice drifts continued to cross the courses of the Cape Horn ships. 1906 and 1908 were recorded as particularly heavy ice years. In 1908-09 both the FALKLANDBANK and the TOXTETH fell prey to ice, or so it was assumed during the subsequent Maritime Board proceedings. For the most part the German sailing ships were spared greater damages by sea. Their captains sent detailed ice reports to the German Hydrographic Office, which gratefully welcomed the information and partially incorporated it in the third and final edition of the "Pilot Book for the Atlantic Ocean." From the end of 1926 until the beginning of 1928, the last of the large sailing ships were once again confronted with "tremendous masses of icebergs and ice drifts." Reports of this period originated above all on the P-Liners PADUA, PAMIR, PASSAT, PEKING, PINNAS, PRIWALL and the ships of Gustav Erikson's fleet. The fate of the training sailship ADMIRAL KARPFANGER in connection with the ice in early 1938 was never clearly determined by the Maritime Board proceedings. Collision with an iceberg, however, is thought to be the most likely cause of accident. Today freight sailing ships no longer cross the oceans. The Cape Horn route is relatively insignificant for engine-powered ships and icebergs can be spotted in plenty of time by modern navigation technology ... The large ice drifts are no longer a menace, but only a marginal note in the final chapter of the history of transoceanic sailing.

Advertisement and society in graphic magazine: La Esfera (1920-1930)

In the first third of the 20th century, Spain entered into modernity thanks to the positive state of its economic, cultural and social domains after the First World War. The objective of this article is to understand the role of artistic advertisements in the transformation of Spanish society that occurred during the decade of the ‘20s. My study of the illustrated magazine La Esfera has revealed that illustrated advertisements spread fashion, fostered sports and outdoors life, created the habit of smoking among women and had an educational influence that was powerful enough to change hygienic practices among children.

Travel, back and forth, to the myth. Cinema´s contribution to the formation of the tourist iconography of Mallorca

Mallorca, the largest of the Balearic Islands, is a well-known summer holidays destination; an ideal place to relax and enjoy the sun and the sea. That tourist gaze reflected on postcards results from advertising campaigns, where cinema played an important role with documentaries and fiction films. The origins of that iconography started in the decades of the 1920’s and 1930’s, reflecting the so-called myth of the “island of calm”. On the other hand, the films of the 1950’s and 1960’s created new stereotypes related to the mass tourism boom. Busy beaches and the white bodies of tourists replaced white sandy beaches, mountains and landscapes shown up in the movies of the early decades of the 20th century. Besides, hotels and nightclubs also replaced monuments, rural landscapes and folk exhibitions. These tourist images mirror the social and spatial transformations of Mallorca, under standardization processes like other seaside mass tourist destinations. The identity was rebuilt on the foundations of "modernity". Although "balearization" has not ceased, nowadays filmmaking about Mallorca is advertising again a stereotype close to that one of the 1920s and 1930s, glorifying the myth of the "island of calm". This singular identity makes the island more profitable for capital that searches socio-spatial differentiation in post-fordist times.