國立高雄大學圖資館 |

登入

回首頁

Marketing America :Public culture and public diplomacy in the Marshall Plan era, 1947--1954

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing America :
其他題名:	Public culture and public diplomacy in the Marshall Plan era, 1947--1954
作者:	Garrett, Amy C.
面頁冊數:	356 p.
附註:	Adviser: Bruce Kuklick.
附註:	Source: Dissertation Abstracts International, Volume: 65-03, Section: A, page: 1082.
Contained By:	Dissertation Abstracts International65-03A.
標題:	History, United States.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3125824
ISBN:	0496731130

Marketing America :Public culture and public diplomacy in the Marshall Plan era, 1947--1954
Garrett, Amy C.

Marketing America :Public culture and public diplomacy in the Marshall Plan era, 1947--1954 [electronic resource] - 356 p.

Adviser: Bruce Kuklick.

Thesis (Ph.D.)--University of Pennsylvania, 2004.

Between 1947 and into the mid 1950s, the foreign assistance agencies of the United States developed an ambitious information program intended to support its foreign policy mission by shaping the every day behavior of average European citizens. This dissertation argues that the rationale behind this program was based on a corporatist vision of a productive political economy driven by consumption that became popular in American leadership circles as the means to combat global communism and support US foreign policy goals in Western Europe. Behind this world view lay a rhetoric of economic abundance its proponents advanced as a non-divisive, universally appealing language they believed would cut across class boundaries to neutralize the draw of socialist arrangements without alienating left-leaning groups whose support the US needed to secure stable European governments. This rhetoric thus dominated the American information efforts that accompanied US assistance to Europe in an effort to encourage the foreign audiences to restructure certain aspects of their economies to secure the abundance US diplomats felt was needed to maintain social peace and political stability. This work also argues that European response to this American project was complicated and was determined not by communist sympathies or level of support for the US as the American diplomats anticipated, but instead by native European issues. In focusing on advertising the merits of increasing productivity and consumption to secure abundance in Europe, American officials, rather than smoothing potential social divisions, inadvertently stirred deep-seated concerns among certain segments of the European public who feared US suggestions might marginalize their traditional roles and instigate disruptive social and economic change. For example, US efforts to encourage consumption by promoting self-service shopping arrangements to European housewives raised the ire of more traditional male retailers who felt threatened by such US supported market reform. These European responses help reveal the inherent contradictions in US policy and propaganda efforts and contribute to a better understanding of the complex European view of the US in the post WWII era.

ISBN: 0496731130Subjects--Topical Terms:

212533
History, United States.

Marketing America :Public culture and public diplomacy in the Marshall Plan era, 1947--1954
LDR:03306nmm _2200301 _450 001 162490
005 20051017073452.5
008 230606s2004 eng d
020 $a 0496731130
035 $a 00148991
035 $a 162490
040 $a UnM $c UnM
100 0 $a Garrett, Amy C. $3 227631
245 1 0 $a Marketing America : $b Public culture and public diplomacy in the Marshall Plan era, 1947--1954 $h [electronic resource]
300 $a 356 p.
500 $a Adviser: Bruce Kuklick.
500 $a Source: Dissertation Abstracts International, Volume: 65-03, Section: A, page: 1082.
502 $a Thesis (Ph.D.)--University of Pennsylvania, 2004.
520 # $a Between 1947 and into the mid 1950s, the foreign assistance agencies of the United States developed an ambitious information program intended to support its foreign policy mission by shaping the every day behavior of average European citizens. This dissertation argues that the rationale behind this program was based on a corporatist vision of a productive political economy driven by consumption that became popular in American leadership circles as the means to combat global communism and support US foreign policy goals in Western Europe. Behind this world view lay a rhetoric of economic abundance its proponents advanced as a non-divisive, universally appealing language they believed would cut across class boundaries to neutralize the draw of socialist arrangements without alienating left-leaning groups whose support the US needed to secure stable European governments. This rhetoric thus dominated the American information efforts that accompanied US assistance to Europe in an effort to encourage the foreign audiences to restructure certain aspects of their economies to secure the abundance US diplomats felt was needed to maintain social peace and political stability. This work also argues that European response to this American project was complicated and was determined not by communist sympathies or level of support for the US as the American diplomats anticipated, but instead by native European issues. In focusing on advertising the merits of increasing productivity and consumption to secure abundance in Europe, American officials, rather than smoothing potential social divisions, inadvertently stirred deep-seated concerns among certain segments of the European public who feared US suggestions might marginalize their traditional roles and instigate disruptive social and economic change. For example, US efforts to encourage consumption by promoting self-service shopping arrangements to European housewives raised the ire of more traditional male retailers who felt threatened by such US supported market reform. These European responses help reveal the inherent contradictions in US policy and propaganda efforts and contribute to a better understanding of the complex European view of the US in the post WWII era.
590 $a School code: 0175.
650 # 0 $a History, United States. $3 212533
650 # 0 $a Political Science, International Law and Relations. $3 212542
650 # 0 $a History, European. $3 212425
650 # 0 $a Business Administration, Marketing. $3 212494
690 $a 0335
690 $a 0337
690 $a 0338
690 $a 0616
710 0 # $a University of Pennsylvania. $3 212781
773 0 # $g 65-03A. $t Dissertation Abstracts International
790 $a 0175
790 1 0 $a Kuklick, Bruce, $e advisor
791 $a Ph.D.
792 $a 2004
856 4 0 $u http://libsw.nuk.edu.tw/login?url=http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3125824 $z http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3125824