Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War
Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War
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古柯殖民与冷战：二战后美国在奥地利的文化使命
DOI：
10.5860/choice.32-4685
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发表时间：
1994
期刊：
影响因子：
0.4
通讯作者：
D. Wolf
中科院分区：
文献类型：
--
作者：
T. Saunders;R. Wagnleitner;D. Wolf
莱因霍尔德·瓦根莱特纳认为，在冷战期间，文化宣传在将奥地利人和其他欧洲人融入美国领域方面发挥了巨大作用。在《可可殖民和冷战》一书中，他指出，美国化不仅是市场力量和消费主义的结果，也是美国有系统地计划的结果。Wagnleitner追溯了民主奥地利的政治和经济重建与平行的文化同化过程之间的密切关系。最初，美国文化项目的发展是为了让欧洲人对美国高雅文化的成就印象深刻。然而，流行文化更容易被接受，至少在年轻人中是如此，因为他们是宣传运动的主要目标群体。可口可乐和摇滚乐的流行只是Wagnleitner提到的两个例子。很快，美国的文化霸权几乎出现在奥地利生活的各个方面：报刊、广告、漫画、文学、教育、广播、音乐、戏剧和时尚。事实证明，好莱坞在传播美国文化理想方面特别有效。Wagnleitner说，对于欧洲人来说，结果是第二次发现了美洲。这本书是1991年出版的奥地利版的翻译，该版本获得了路德维希·杰德利卡纪念奖。
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.