Reinhold Wagnleitner - Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War

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Coca-Colonization and the Cold War The Cultural Mission of the United States in Austria after the Second World War REINHOLD WAGNLEITNER Translated by Diana M. Wolf The University of North Carolina Press Chapel Hill & London

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title	:	Coca-colonization and the Cold War : The Cultural Mission of the United States in Austria After the Second World War
author	:	Wagnleitner, Reinhold.
publisher	:	University of North Carolina Press
isbn10 | asin	:	0807821497
print isbn13	:	9780807821497
ebook isbn13	:	9780807866139
language	:	English
subject	Austria--Civilization--American influences, Austria--Intellectual life--20th century, United States--Relations--Austria, Propaganda, American--Austria, Austria--Relations--United States.
publication date	:	1994
lcc	:	DB91.2.W3413 1994eb
ddc	:	303.48//2436073
subject	:	Austria--Civilization--American influences, Austria--Intellectual life--20th century, United States--Relations--Austria, Propaganda, American--Austria, Austria--Relations--United States.

1994 The University of North Carolina Press All rights reserved Manufactured in theUnited States of America The paper in this book meets the guidelines for permanence and durability of the Committee on Production Guidelines for Book Longevity of the Council on Library Resources. Publication of this book has been supported by a generous grant from the L. J. Skaggs and Mary C. Skaggs Foundation, and its translation was underwritten by generous grants from the Stiftungs- und Frderungsgesellschaft der Paris-Lodron- Universitt Salzburg and the Austrian Ministry for Science and Research. Reinhold Wagnleitner is associate professor of history at the University of Salzburg. Library of Congress Cataloging-in-Publication Data Wagnleitner, Reinhold, 1949 [Coca-colonisation und Kalter Krieg. English] Coca-colonization and the Cold War: the cultural mission of the United States in Austria after the Second World War / by Reinhold Wagnleitner; translated by Diana M. Wolf. p. cm. Includes bibliographical references (p.) and index. ISBN 0-8078-2149-7 (cloth: alk. paper). ISBN 0-8078-4455-1 (pbk.) 1. AustriaCivilizationAmerican influence. 2. AustriaIntellectual life20th century. 3. United StatesRelations Austria. 4. Propaganda, AmericanAustria. 5. AustriaRelationsUnited States. I. Title. DB91.2.W3413 1994 303.48' 2436073dc2093-38431 CIP 98 97 96 95 94 5 4 3 2 1

FOR DIANA

Contents Foreword to the American Edition ix Acknowledgments xv Abbreviations xvii Introduction 1 1 The Problem of America as Artifact of European Expansion 8 2 The Development of United States Cultural Foreign Policy 46 3 United States Press Politics in Austria 84 4 "Howling and Noise": United States Radio Politics in Austria 108 5 The U.S. Information Centers, the U.S. Publications Section, and U.S. Literature in Austria 128 6 Psychology instead of a Teacher's Pedestal: The U.S. Education Division, Exchange Programs, and the Propagation of the English Language 150 7 Drama and Music from the United States 166 8 The Influence of Hollywood 222 9 The Result: The Children of Schmal(t)z and Coca-Cola 275 Notes 297 Bibliography 331 Index 363 A section of illustrations begins on page 173

Page ix Foreword to the American Edition We only have to teach German kids how to play baseball then they'll understand the meaning of democracy. An American general in Berlin, autumn 1945 When I was born in Upper Austria in 1949, Mauerkirchen was a small, sleepy market townbut it was also situated in the American occupation zone of Austria. Although during the period of occupation, 194555, the U.S. Army was barely visible in our part of the woods, we children religiously waited for the best action of the year: the annual U.S. Army maneuvers and our rations of chewing gum. For us, the horrors of the Second World War were in the distant past, but still they were everywhere. Our everyday experience included quite a few mutilated men, and for the nicer ones we picked up cigarette butts from the streets. It seemed absolutely normal that most men and many women looked old and tiredand not only because we were children and they wore dark clothes. But what a contrast when we saw pictures of GIs or, even better, met "the real thing." Somehow, they clashed with our images of soldiers. They looked young and healthy. Contrasted to our poverty, they seemed incredibly rich, and many were generous to us kids. Of course, their casualness and loudness were proverbialbut we admired them precisely for that.

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