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

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.

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 0.86(d)

About the Author

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

What People are Saying About This

From the Publisher

This book draws on a large array of sources in German, French, and English to describe and analyze the remarkable successes of the American cultural programs while relating them to the vicissitudes of the Cold War.—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. And it's fun to read besides.—H-German



Fascinating. . . . Wagnleitner's research is exhaustive, and he has a keen eye for colorful detail and the telling anecdote. This book will be of great interest to the growing number of historians of American culture and foreign relations who study international cultural connections.—Emily S. Rosenberg, Macalester College



A breathtaking account of the conquest of Austria by American culture. Wagnleitner traces these developments with care and compassion. Having been exposed during his formative years to the gigantic changes wrought during the 1950s, his multi-level analysis of events and trends gives his writing authenticity and flair.—Gunther Barth, University of California, Berkeley

Editorial Reviews

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

Gunther Barth, University of California, Berkeley

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

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

"Choice"

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

Gunther Barth, University of California, Berkeley"

"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"

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

"Choice""

A complex and challenging book.

"International History Review"

From the Publisher