Coca-Colonization and the Cold War 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Reinhold Wagnleitner 作者

The University of North Carolina Press

译者

1994-11-18 出版日期

388 页数

USD 43.00 价格

Paperback

丛书系列

9780807844557 图书编码

Coca-Colonization and the Cold War 在线电子书图书标签: 奥地利历史冷战

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Coca-Colonization and the Cold War 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Coca-Colonization and the Cold War 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

Coca-Colonization and the Cold War 在线电子书图书描述

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.

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