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From the U.S. government's campaign to encourage American vacations in Western Europe as part of the Marshall Plan, to Charles de Gaulle's aggressive promotion of American tourism to France in the 1960s, Endy reveals how consumerism and globalization played a major role in transatlantic affairs. Yet contrary to analyses of globalization that emphasize the decline of the nation-state, Endy argues that an era notable for the rise of informal transnational exchanges was also a time of entrenched national identity and persistent state power.
A lively array of voices informs Endy's analysis: Parisian hoteliers and cafe waiters, American and French diplomats, advertising and airline executives, travel writers, and tourists themselves. The resulting portrait reveals tourism as a colorful and consequential illustration of the changing nature of international relations in an age of globalization.
|Introduction : consumerism, the Cold War, and globalization||1|
|Ch. 1||Rationed pleasure : leisure before and after the war||13|
|Ch. 2||Fellow travelers : the rise of tourism in U.S. foreign policy||33|
|Ch. 3||Radiance or colonization? French divisions over American tourism||55|
|Ch. 4||Making France save for middle-class Americans : the Marshall plan and the French hotel industry||81|
|Ch. 5||Pleasure with a purpose : the struggle to create an Atlantic community||100|
|Ch. 6||The ugly American : the travel boom and the debate over mass culture||125|
|Ch. 7||The rude French : modernity and hospitality in de Gaulle's France||150|
|Ch. 8||The dollar challenge : the persistence of consumerism in the 1960s||182|
|Conclusion : nations and global history||203|