Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War / Edition 1

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Overview

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.

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Editorial Reviews

From the Publisher
This book draws on a large array of sources in German, French, and English.

Choice

A complex and challenging book.

International History Review

A masterpiece of a new genre which shows precisely the nexus of politics, diplomacy, and culture.

H-German

Fascinating. . . . Wagnleitner's research is exhaustive, and he has a keen eye for colorful detail and the telling anecdote.

Emily S. Rosenberg, Macalester College

A breathtaking account of the conquest of Austria by American culture.

Gunther Barth, University of California, Berkeley

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Product Details

  • ISBN-13: 9780807844557
  • Publisher: The University of North Carolina Press
  • Publication date: 11/18/1994
  • Edition description: 1
  • Edition number: 1
  • Pages: 392
  • Product dimensions: 6.30 (w) x 9.32 (h) x 0.97 (d)

Meet the Author

Reinhold Wagnleitner is associate professor of history at the University of Salzburg.
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Table of Contents

Foreword to the American Edition
Acknowledgments
Abbreviations
Introduction 1
1 The Problem of America as Artifact of European Expansion 8
2 The Development of United States Cultural Foreign Policy 46
3 United States Press Politics in Austria 84
4 "Howling and Noise": United States Radio Politics in Austria 108
5 The U.S. Information Centers, the U.S. Publications Section, and U.S. Literature in Austria 128
6 Psychology instead of a Teacher's Pedestal: The U.S. Education Division, Exchange Programs, and the Propagation of the English Language 150
7 Drama and Music from the United States 166
8 The Influence of Hollywood 222
9 The Result: The Children of Schmal(t)z and Coca-Cola 275
Notes 297
Bibliography 331
Index 363
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