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Coca-colonization and the Cold War : the Cultural Mission of the United States in Austria After the Second World War (94 Edition)

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Coca-colonization and the Cold War : the Cultural Mission of the United States in Austria After the Second World War (94 Edition) Cover

 

Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

Publisher Comments:

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:
9780807844557
Translator:
Wolf, Diana M.
Author:
Wolf, Diana M.
Author:
Wagenleitner, Reinhold
Author:
Wagleitner, Reinhold
Author:
Wolf, Diana
Author:
Wagnleitner, Reinhold
Publisher:
University of North Carolina Press
Location:
Chapel Hill :
Subject:
General
Subject:
United states
Subject:
International Relations
Subject:
Civilization
Subject:
Intellectual life
Subject:
Austria
Subject:
Austria & Hungary
Subject:
Propaganda, american
Subject:
Austria Relations United States.
Subject:
Europe - Austria & Hungary
Subject:
European studies; American studies; cultural propaganda; Cold War; consumerism; popular culture; Coca-Cola; rock n roll; Hollywood; translation
Subject:
European studies
Subject:
American studies
Subject:
cultural propaganda
Subject:
Cold war
Subject:
Consumerism
Subject:
Popular Culture
Subject:
Coca Cola
Subject:
Rock n Roll
Subject:
Hollywood
Subject:
Translation
Subject:
Sociology - General
Copyright:
Series Volume:
1115.
Publication Date:
November 1994
Binding:
TRADE PAPER
Language:
English
Illustrations:
Yes
Pages:
388
Dimensions:
9.32x6.30x.97 in. 1.23 lbs.

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Related Subjects

History and Social Science » Europe » Germany » Austria
History and Social Science » Sociology » General
History and Social Science » World History » Austria
History and Social Science » World History » European History General
History and Social Science » World History » General

Coca-colonization and the Cold War : the Cultural Mission of the United States in Austria After the Second World War (94 Edition) Used Trade Paper
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