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

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

by Reinhold Wagnleitner, Diana Wolf, Reinhold Wagleitner
     
 

ISBN-10: 0807844551

ISBN-13: 9780807844557

Pub. Date: 11/18/1994

Publisher: The University of North Carolina Press

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

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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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Product Details

ISBN-13:
9780807844557
Publisher:
The University of North Carolina Press
Publication date:
11/18/1994
Edition description:
1
Pages:
392
Product dimensions:
6.12(w) x 9.25(h) x 0.97(d)

Table of Contents

Foreword to the American Edition
Acknowledgments
Abbreviations
Introduction1
1The Problem of America as Artifact of European Expansion8
2The Development of United States Cultural Foreign Policy46
3United States Press Politics in Austria84
4"Howling and Noise": United States Radio Politics in Austria108
5The U.S. Information Centers, the U.S. Publications Section, and U.S. Literature in Austria128
6Psychology instead of a Teacher's Pedestal: The U.S. Education Division, Exchange Programs, and the Propagation of the English Language150
7Drama and Music from the United States166
8The Influence of Hollywood222
9The Result: The Children of Schmal(t)z and Coca-Cola275
Notes297
Bibliography331
Index363

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