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 a tremendous half in integrating Austrians and different Europeans into the yank sphere in the course of the chilly conflict. In Coca-Colonization and the chilly conflict, he exhibits that 'Americanization' used to be the end result not just of marketplace forces and consumerism but in addition of systematic making plans at the a part of the United States.Wagnleitner lines the intimate courting among the political and financial 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 problems authorized, at the very least one of the younger, who have been the first goal staff 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 seen in approximately all quarters of Austrian existence: the clicking, ads, comics, literature, schooling, radio, song, theater, and type. Hollywood proved fairly powerful in spreading American cultural beliefs. For Europeans, says Wagnleitner, the end result was once a moment discovery of America.This ebook is a translation of the Austrian variation, released in 1991, which received the Ludwig Jedlicka Memorial Prize.

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3 A speech by General George S. Patton, delivered to his troops immediately before the landing in Italy in 1944, may suffice: "Many of you have in your veins German and Italian blood, but remember that those ancestors of yours so loved freedom that they gave up home and country to cross the ocean in search of liberty. "4 I really wonder how those about to be liberated would have reacted? But we must be careful. To point one's finger blamefully at the other all too often leads to the tendency to compare the worst of the foreign with the best at home.

When dealing with the entire European "enterprise America," does not the misleading expression "Indian'' lead us to question whether we are not confronted with a characteristic mistake in the navigation coordinates of European culture? Finally, the term "New World" signifies that the old world of the "Indians" was not even acknowledged as part of human history by the European conquerors. How many American enthusiasts about Europe regret deeply that "America" unfortunately does not have a long history!

Yet, my parents had no idea that they built the perfect stage for American music for their still-unborn second child. Günter, who had a voracious appetite for any kind of good music, did more than simply improve his playing of Mozart and Beethoven, Bach and Brahms, Schubert and Strauss; he also discovered Frank Sinatra and Ray Charles, Dizzy Gillespie and Miles Davis. And when he discovered rock 'n' roll in the middle of the 1950s, nothing remained the same. While he worked the piano and made our living room rock like a jailhouse, I would work the matchboxes and pretend I was something like a rock 'n' roll drum machine.

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