Coca-Colonization and the Cold War
The Cultural Mission of the United States in Austria After the Second World War
By Reinhold Wagnleitner | Publisher: The University of North Carolina Press
About the book
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.
Editions of Coca-Colonization and the Cold War
- Hardcover
- ISBN 9780807821497
- Paperback
- ISBN 9780807844557
- EBook
- ISBN 9780807866139
- EBook
- ISBN 9798890867414
Read an Excerpt
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.
Frequently Asked Questions
What is Coca-Colonization and the Cold War about?
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.
What core themes, tropes, or subjects are explored in Coca-Colonization and the Cold War?
Society and Social Sciences > Politics and government > International relations
Where can I read a sample of Coca-Colonization and the Cold War?
You can read an official preview of the few pages here https://www.book2look.com/book/9780807821497
How long is Coca-Colonization and the Cold War and how many pages does it have?
Coca-Colonization and the Cold War has 392 page(s)
Who is/are the Author/s of the book Coca-Colonization and the Cold War?
Reinhold Wagnleitner
What are the ISBN numbers for the physical and digital editions?
Coca-Colonization and the Cold War is available as hardcover(ISBN 9780807821497) and paperback(ISBN 9780807844557) and ebook(ISBN 9780807866139) and ebook(ISBN 9798890867414)
Where can I buy Coca-Colonization and the Cold War online or support local independent bookshops?
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Where can I buy Coca-Colonization and the Cold War?