Coca-Colonization and the Cold War: The Cultural Mission of by Reinhold Wagnleitner

By Reinhold Wagnleitner

Reinhold Wagnleitner argues that cultural propaganda performed an important half in integrating Austrians and different Europeans into the yank sphere throughout the chilly warfare. In Coca-Colonization and the chilly warfare, he indicates that 'Americanization' was once the end result not just of industry forces and consumerism but in addition of systematic making plans at the a part of the United States.Wagnleitner strains the intimate courting among the political and monetary reconstruction of a democratic Austria and the parallel technique of cultural assimilation. before everything, U.S. cultural courses have been built to provoke Europeans with the achievements of yankee excessive tradition. besides the fact that, pop culture was once extra effectively permitted, not less than one of the younger, who have been the first goal workforce 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 us turned obvious in approximately all quarters of Austrian existence: the click, advertisements, comics, literature, schooling, radio, tune, theater, and type. Hollywood proved quite potent in spreading American cultural beliefs. For Europeans, says Wagnleitner, the outcome was once a moment discovery of America.This publication is a translation of the Austrian version, released in 1991, which gained the Ludwig Jedlicka Memorial Prize.

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S. 2 It stands without question that we are confronted with the most successful development so far of earlier forms of colonialism and imperialism. For the media industryas a technological parasite and as the chief ideological apologist of the military-industrial complexhas become the real heavy industry of our epoch. S. cultural imperialism, we should nevertheless take the following seven points into consideration, especially with regard to the Austrian situation after 1945. S. cultural imperialism in many ways acted as a welcomed antidote to the imperialism of National Socialist culture.

No, there really is a there, there. It is, however, a different "there" than many Euro-Americans care to admit. Ever since the military conquest of America by Europeans, we have been dealing with mechanisms of repressionnot just with the repression of millions of people from America, Africa, and Europe, but especially with the sublimation of this repression. 13 The core of this problem already becomes apparent in the colonization through language. The name of the continent America itself is a sign of the European conquest.

8 Today, El Dorado is encapsulated by Dallas, Dynasty, and Miami Vice. The part of Hernando Cort├ęs and the robber barons has been usurped by the Ewings and Carringtons; the role of the savage barbarian by Marlon Brando and all his successors. In an ironic twist, the Old Empire seems to have struck backwith Arnold Schwarzenegger. These stereotypes, "that the United States is a country where ," are socially transmitted. At the same time they function like a hall of mirrors of the superstructure, in which information and experiences are reflected by the distorting mirrors of deeply ingrained prejudices.

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