Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World WarUniv of North Carolina Press, 9 nov 2000 - 392 pagine Reinhold Wagnleitner argues that cultural propaganda played an enormous part in integrating Austrians and other Europeans into the American sphere during the Cold War. In Coca-Colonization and the Cold War, he shows that 'Americanization' was the result not only of market forces and consumerism but also of systematic planning on the part of the United States. Wagnleitner traces the intimate relationship between the political and economic reconstruction of a democratic Austria and the parallel process of cultural assimilation. Initially, U.S. cultural programs had been developed to impress Europeans with the achievements of American high culture. However, popular culture was more readily accepted, at least among the young, who were the primary target group of the propaganda campaign. The prevalence of Coca-Cola and rock 'n' roll are just two examples addressed by Wagnleitner. Soon, the cultural hegemony of the United States became visible in nearly all quarters of Austrian life: the press, advertising, comics, literature, education, radio, music, theater, and fashion. Hollywood proved particularly effective in spreading American cultural ideals. For Europeans, says Wagnleitner, the result was a second discovery of America. This book is a translation of the Austrian edition, published in 1991, which won the Ludwig Jedlicka Memorial Prize. |
Sommario
1 | |
8 | |
2 The Development of United States Cultural Foreign Policy | 46 |
3 United States Press Politics in Austria | 84 |
United States Radio Politics in Austria | 108 |
5 The US Information Centers the US Publications Section and US Literature in Austria | 128 |
The US Education Division Exchange Programs and the Propagation of the English Language | 150 |
7 Drama and Music from the United States | 166 |
A section of illustrations begins on page | 173 |
8 The Influence of Hollywood | 222 |
The Children of Schmaltz and CocaCola | 275 |
Notes | 297 |
331 | |
363 | |
Altre edizioni - Visualizza tutto
Coca-colonization and the Cold War: The Cultural Mission of the United ... Reinhold Wagnleitner Visualizzazione estratti - 1994 |
Coca-colonization and the Cold War: The Cultural Mission of the United ... Reinhold Wagnleitner Anteprima non disponibile - 1994 |
Parole e frasi comuni
advertising agencies already America Houses American films Amerikanische Anschluss anti-Communist areas artists audience Austrian film became British broadcast certainly Cold Cold War Communist criticism cultural diplomacy democratic denazification Department distribution economic emigration English Ernst especially Europe European export film industry Film Section German film high culture Hollywood Ibid ideological important influence International jazz Linz magazine Marshall Plan Memorandum ment million modern motion picture industry MPEA National Neues newspapers occupation October officers Österreich ÖVP percent played political Politische Propaganda pop music popular position postwar production profits programs propaganda published Rathkolb Report result rock Rot-Weiss-Rot Salzburger Nachrichten Second World Second World War social Socialist Soviet zone strategy success theaters tion U.S. Army U.S. authorities U.S. films U.S. foreign U.S. government U.S. press U.S. radio United University of Vienna USIAL/HC USIS Vienna Viennese Voice of America Welt Wiener Kurier WNRC York youth