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Coca-Colonizat
US $28.50
ApproximatelyS$ 36.70
Condition:
Brand New
A new, unread, unused book in perfect condition with no missing or damaged pages.
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Located in: Las Vegas, Nevada, United States
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Estimated between Mon, 8 Sep and Sat, 13 Sep to 94104
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eBay item number:226879315771
Item specifics
- Condition
- Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
- Unit Type
- Unit
- ISBN
- 9780807844557
About this product
Product Identifiers
Publisher
University of North Carolina Press
ISBN-10
0807844551
ISBN-13
9780807844557
eBay Product ID (ePID)
192135
Product Key Features
Number of Pages
392 Pages
Language
English
Publication Name
Coca-Colonization and the Cold War : The Cultural Mission of the United States in Austria after the Second World War
Publication Year
1994
Subject
Europe / Austria & Hungary, United States / 20th Century, International Relations / General, Propaganda
Features
New Edition
Type
Textbook
Subject Area
Political Science, History
Format
Trade Paperback
Dimensions
Item Height
0.9 in
Item Weight
5 Oz
Item Length
9.2 in
Item Width
6.1 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
93-038431
Reviews
Fascinating. . . . Wagnleitner's research is exhaustive, and he has a keen eye for colorful detail and the telling anecdote.Emily S. Rosenberg, Macalester College, A masterpiece of a new genre which shows precisely the nexus of politics, diplomacy, and culture. H-German, A breathtaking account of the conquest of Austria by American culture.Gunther Barth, University of California, Berkeley, A masterpiece of a new genre which shows precisely the nexus of politics, diplomacy, and culture.H-German
Illustrated
Yes
Edition Description
New Edition
Synopsis
Reinhold Wagnleitner argues that cultural propaganda played an enormous part in integrating Austrians and other Europeans into the American sphere during the Cold War. InCoca-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., 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, Reinhold Wagnleitner 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., 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.
LC Classification Number
93-38431 [DB]
Item description from the seller
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- q***q (446)- Feedback left by buyer.Past monthVerified purchaseThanks!
- s***r (117)- Feedback left by buyer.Past 6 monthsVerified purchaseThis was new 30 years ago, yet the garments look fresh and attractive. The book is a home run. I can spend hours admiring the sweaters.
- c***3 (336)- Feedback left by buyer.Past 6 monthsVerified purchaseTrees came today in mint condition seller ships fastWoodland Scenics Trees 4 Pack (#226363817062)
Seller feedback (4,759)
- q***q (446)- Feedback left by buyer.Past monthVerified purchaseThanks!
- s***r (117)- Feedback left by buyer.Past 6 monthsVerified purchaseThis was new 30 years ago, yet the garments look fresh and attractive. The book is a home run. I can spend hours admiring the sweaters.
- c***3 (336)- Feedback left by buyer.Past 6 monthsVerified purchaseTrees came today in mint condition seller ships fastWoodland Scenics Trees 4 Pack (#226363817062)