Download Coca-Colonization and the Cold War: The Cultural Mission of by Reinhold Wagnleitner PDF

By Reinhold Wagnleitner

Reinhold Wagnleitner argues that cultural propaganda performed an incredible half in integrating Austrians and different Europeans into the yankee sphere throughout the chilly conflict. In Coca-Colonization and the chilly War, he indicates that 'Americanization' was once the outcome not just of marketplace forces and consumerism but additionally of systematic making plans at the a part of the USA.

Wagnleitner lines the intimate courting among the political and fiscal reconstruction of a democratic Austria and the parallel strategy of cultural assimilation. before everything, U.S. cultural courses have been constructed to provoke Europeans with the achievements of yank excessive tradition. even though, pop culture used to be extra effectively authorized, a minimum of one of the younger, who have been the first goal crew of the propaganda crusade. the superiority of Coca-Cola and rock 'n' roll are only examples addressed by means of Wagnleitner. quickly, the cultural hegemony of the U.S. turned obvious in approximately all quarters of Austrian lifestyles: the click, advertisements, comics, literature, schooling, radio, song, theater, and style. Hollywood proved really powerful in spreading American cultural beliefs. For Europeans, says Wagnleitner, the outcome was once a moment discovery of the USA.

This booklet is a translation of the Austrian version, released in 1991, which gained the Ludwig Jedlicka Memorial Prize.

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