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By Reinhold Wagnleitner

Reinhold Wagnleitner argues that cultural propaganda performed an immense half in integrating Austrians and different Europeans into the yank sphere through the chilly conflict. In Coca-Colonization and the chilly conflict, he exhibits that 'Americanization' was once the end result not just of marketplace forces and consumerism but additionally of systematic making plans at the a part of the United States.Wagnleitner lines the intimate dating among the political and fiscal reconstruction of a democratic Austria and the parallel technique of cultural assimilation. at the start, U.S. cultural courses have been constructed to provoke Europeans with the achievements of yank excessive tradition. notwithstanding, pop culture was once extra without difficulty authorized, a minimum of one of the younger, who have been the first goal team 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 us turned obvious in approximately all quarters of Austrian existence: the clicking, advertisements, comics, literature, schooling, radio, track, theater, and type. Hollywood proved quite powerful in spreading American cultural beliefs. For Europeans, says Wagnleitner, the outcome was once a moment discovery of America.This ebook is a translation of the Austrian version, released in 1991, which gained the Ludwig Jedlicka Memorial Prize.

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By Reinhold Wagnleitner

Reinhold Wagnleitner argues that cultural propaganda performed an immense half in integrating Austrians and different Europeans into the yank sphere through the chilly conflict. In Coca-Colonization and the chilly conflict, he exhibits that 'Americanization' was once the end result not just of marketplace forces and consumerism but additionally of systematic making plans at the a part of the United States.Wagnleitner lines the intimate dating among the political and fiscal reconstruction of a democratic Austria and the parallel technique of cultural assimilation. at the start, U.S. cultural courses have been constructed to provoke Europeans with the achievements of yank excessive tradition. notwithstanding, pop culture was once extra without difficulty authorized, a minimum of one of the younger, who have been the first goal team 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 us turned obvious in approximately all quarters of Austrian existence: the clicking, advertisements, comics, literature, schooling, radio, track, theater, and type. Hollywood proved quite powerful in spreading American cultural beliefs. For Europeans, says Wagnleitner, the outcome was once a moment discovery of America.This ebook is a translation of the Austrian version, released in 1991, which gained the Ludwig Jedlicka Memorial Prize.

Show description

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Additional resources for Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War

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So in that sense, becoming an American is based on an attitude: an exclusion of me. Bobbie Angelo, "Interview with Toni Morrison," Time, May 22, 1989 You will probably wonder why I begin a book about the cultural influence of the United States in Austria with this unsettling statement by the African-American author Toni Morrison. I might as well start with the moment of disbelief when I finally realized that the Soviet Union would be a thing of the past. That moment came in late 1989, when the spokesman of former president Michael Gorbachev was asked by journalists how the Soviet government would react if the Baltic States attempted to break away and Gennadi Gerassimov replied, "The days of the Brezhnev Doctrine are over.

Or what are we to make of the poet Nikolaus Lenau's famous (and incorrect) lament that a poetic curse must be hanging over the promised land on the other side of the Atlantic because the United States lacked nightingales? The discovery of the American continent by Europeans not only increased the living space of the Old World by five times42 million square kilometers were now available in the New World for European colonization and imperialism after 1492, a nice piece of real estate indeed! This discovery also opened unlimited possibilities for European experience and knowledge, hopes and dreams, judgments and misjudgments, actions and misactions.

In Austria, already during the 1920s, many fashionable Viennese youngsters looked more toward New York than Berlin, Paris, or London; the swing youth and the Schlurfs (zoot suits) antagonized the Nazis until 1945; not only Viennese pimps tried to prove their manhood by driving huge phallic American road cruisers through small city streets throughout the 1950s; and Marlon Brando's black leather jacket became the sign of fashionable otherness, together with rock 'n' roll, bebop, Page xiv and many other originally African-American creations.

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