ABSTRACT
This chapter examines the contradictions intrinsic to neoliberal cultural policy, on exhibition at the CCE. It focuses on the ways in which cultural policy-making foregrounds nationalist iconography. The chapter examines the policy discourses, peeling back the layers of legislative initiatives and commercial motifs to expose the particular discourses that provide the legislative scaffolding upon which the culture industries rely, and how these discourses privilege the nation as a source of added-value. The globalization of the Galician market roughly coincides with the development of Spanish democracy and neoliberalism. Ultimately, the twin processes of modernization and heritage marketing result in the simultaneous localizing of foodstuffs within Galicia's cultural and political heritage, while exporting "Galicia" to the global community. Through the incorporation of heritage and tradition within branding strategies, Galicians define themselves within the global marketplace. European Union legislation plays a central role in promoting and supporting Galicia's traditional wine industry.
