Coca-Colonization and the Cold War


Book Description

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.







Consuming Germany in the Cold War


Book Description

Sitting in the ruins of the Third Reich, most Germans wanted to know which of the two post-war German states would erase the material traces of their wartime suffering most quickly and most thoroughly. Consumption and the quality of everyday life quickly became important battlefields upon which the East-West conflict would be fought. This book focuses on the competing types of consumer societies that developed over time in the two Germanies and the legacy each left. Consuming Germany in the Cold War assesses why East Germany increasingly fell behind in this competition and how the failure to create a viable socialist "consumer society" in the East helped lead to the fall of the Berlin Wall in 1989. By the 1970s, East Germans were well aware that the regime's bombastic promises that the GDR would soon overtake the West had become increasingly hollow. For most East German citizens, West German consumer society set the standards that East Germany repeatedly failed to meet.By exploring the ways in which East and West Germany have functioned as each other's "other" since 1949, this book suggests some of the possibilities for a new narrative of post-war German history. While taking into account the very different paths pursued by East and West Germany since 1949, the contributors demonstrate the importance of competition and highlight the connections between the two German successor states, as well as the ways in which these relationships changed throughout the period. By understanding the legacy that forty-plus years of rivalry established, we can gain a better understanding of the current tensions between the eastern and western regions of a united Germany.




The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies


Book Description

With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades. Includes over 200 A-Z entries varying in length from 500 to 5,000 words, with a list of suggested readings for each entry and cross-references, as well as a lexicon by category, and a timeline Brings together the latest research and theories in the field from international contributors across a range of disciplines, from sociology, cultural studies, and advertising to anthropology, business, and consumer behavior Available online with interactive cross-referencing links and powerful searching capabilities within the work and across Wiley’s comprehensive online reference collection or as a single volume in print www.consumptionandconsumerstudies.com




De-Coca-Colonization


Book Description

A novel theoretical account of globalization, this book argues that we must move away from top-down visions of the processes and concentrate on how ordinary people locked out of power structures create "globalities" of their own.




We'll Always Have Paris


Book Description

For much of the twentieth century, Americans had a love/hate relationship with France. While many admired its beauty, culture, refinement, and famed joie de vivre, others thought of it as a dilapidated country populated by foul-smelling, mean-spirited anti-Americans driven by a keen desire to part tourists from their money. We'll Always Have Paris explores how both images came to flourish in the United States, often in the minds of the same people. Harvey Levenstein takes us back to the 1930s, when, despite the Great Depression, France continued to be the stomping ground of the social elite of the eastern seaboard. After World War II, wealthy and famous Americans returned to the country in droves, helping to revive its old image as a wellspring of sophisticated and sybaritic pleasures. At the same time, though, thanks in large part to Communist and Gaullist campaigns against U.S. power, a growing sensitivity to French anti-Americanism began to color tourists' experiences there, strengthening the negative images of the French that were already embedded in American culture. But as the century drew on, the traditional positive images were revived, as many Americans again developed an appreciation for France's cuisine, art, and urban and rustic charms. Levenstein, in his colorful, anecdotal style, digs into personal correspondence, journalism, and popular culture to shape a story of one nation's relationship to another, giving vivid play to Americans' changing response to such things as France's reputation for sexual freedom, haute cuisine, high fashion, and racial tolerance. He puts this tumultuous coupling of France and the United States in historical perspective, arguing that while some in Congress say we may no longer have french fries, others, like Humphrey Bogart in Casablanca, know they will always have Paris, and France, to enjoy and remember.




Cold War Encounters in US-Occupied Okinawa


Book Description

This book examines roles of gender, race and nation in the geopolitics of Cold War East Asia on the Island of Okinawa.




The Origins of Cocaine


Book Description

In the 1960s, the governments of Colombia, Peru, and Bolivia launched agricultural settlement programs in each country’s vast Amazonian frontier lowlands. Two decades later, these exact same zones had transformed into the centers of the illicit cocaine boom of the Americas. Drawing on concepts from both history and anthropology, The Origins of Cocaine explores how three countries with divergent different mid-century political trajectories ended up with parallel outcomes in illicit frontier economies and cocalero cultures. Bringing together transnational, national, and local analyses, the volume provides an in-depth examination of the deep origins of drug economics in the Americas. As the first substantial study on the shift from agrarian colonization to narcotization, The Origins of Cocaine will appeal to scholars and postgraduate students of Latin American history, anthropology, globalization, development and environmental studies.




A History of the World in 6 Glasses


Book Description

An offbeat history of the world traces the story of humankind from the Stone Age to the twenty-first century from the perspective of six different drinks--beer, wine, spirits, coffee, tea, and cola--describing their pervasive influence during pivotal eras of world history, from humankind's adoption of agriculture to the advent of globalization. Reprint. 40,000 first printing.




From Cold War to Coca War


Book Description