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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 massive half in integrating Austrians and different Europeans into the yankee sphere through the chilly struggle. In Coca-Colonization and the chilly War, he indicates that 'Americanization' used to be 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 monetary reconstruction of a democratic Austria and the parallel means of cultural assimilation. at first, U.S. cultural courses were built to provoke Europeans with the achievements of yankee excessive tradition. in spite of the fact that, pop culture was once extra with ease approved, not less than one of the younger, who have been the first aim team of the propaganda crusade. the superiority of Coca-Cola and rock 'n' roll are only examples addressed through Wagnleitner. quickly, the cultural hegemony of the U.S. grew to become seen in approximately all quarters of Austrian lifestyles: the click, ads, comics, literature, schooling, radio, track, theater, and model. Hollywood proved fairly potent in spreading American cultural beliefs. For Europeans, says Wagnleitner, the outcome used to be a moment discovery of the USA.

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

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