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This article analyses the manner in which certain artists and activists in Mallorca have recently generated a counter-image of the traditional postcard, which essentially symbolises the tourist gaze. Taking examples from diverse sources, such as artistic pieces, memes, protest posters and underground comics, I analyse the mechanisms used to subvert the conventional tourist perspective of the island space. More specifically, I identify two strategies associated with the limitation of the space and time portrayed in the postcard. The confines of the space are manifest in the display of the off-camera and the critical anchorage of the image, while the limits of temporality are presented in a dystopic revision of the island map. To support the findings of this study, I have drawn on the ideas, theories and methods of island studies, tourism studies, postcolonial criticism and the rhetoric of images. The conclusions of this article aim to provide an interpretation of the complex emergence of a resistant social agency capable of creating its own portrayals of the island.

The back side of the postcard: Subversion of the island tourist gaze in the contemporary Mallorcan imaginary