Coca-Colonization and the Cold War The Cultural Mission of the United States in Austria after the Second World War

ISBN-10: 0807844551
ISBN-13: 9780807844557
Edition: 1994
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Description: Reinhold Wagnleitner argues that cultural propaganda played an enormous part in integrating Austrians and other Europeans into the American sphere during the Cold War. InCoca-Colonization and the Cold War, he shows that 'Americanization' was the  More...

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Book details

List price: $45.00
Copyright year: 1994
Publisher: University of North Carolina Press
Publication date: 11/18/1994
Binding: Paperback
Pages: 388
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 1.430
Language: English

Reinhold Wagnleitner argues that cultural propaganda played an enormous part in integrating Austrians and other Europeans into the American sphere during the Cold War. InCoca-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.

Foreword to the American Edition
Acknowledgments
Abbreviations
Introduction
The Problem of America as Artifact European Expansion
The Development of United States Cultural Foreign Policy
United States Press Politics in Austria
"Howling and Noise": United States Radio Politics in Austria
The U.S. Information Centers, the U.S. Publications Section, and U.S. Literature in Austria
Psychology Instead of a Teacher's Pedestal: the U.S. Education Division, Exchange Programs, and the Propagation of the English Language
Drama and Music from the United States
The Influence of Hollywood
The Result: the Children of Schmal(t)z and Coca-Cola
Notes
Bibliography
Index

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