Political, economic, social, and cultural modernization
dramatically transformed twentieth-century Austria. Innovative new
methods of production and management, such as the assembly line,
changed Austrian business after World War I, much as the Marshall
Plan shaped the economy after World War II. At the same time, jazz,
Hollywood movies, television programming, and mass commodities were
as popular in Austria as elsewhere in Western Europe. Even
political campaigns followed American trends. All this occurred
despite the fact that in West Germany, American nostrums and models
had been rejected, modified, or "translated" into milder versions.
Ultimately, Austria was "Western Europeanized" when it joined the
European Union in 1995. How Western are the Austrians? This volume
analyzes trends toward Americanization and Westernization in
Austria throughout the twentieth century. Reinhold Wagnleitner's
lead essay studies the foreign politics of American pop
culture.
Anna Schober and Monika Bernold analyze the influence of
Hollywood movies and television on postwar Austrian society.
Reinhard Sieder follows changing discourses on family life, while
Ingrid Bauer looks at American influences on Austrian women.
Maria-Regina Kecht, Kurt Drexel, and Christina Hainzl follow the
American impact on Austrian literature, opera, and art. Banker
Anton Fink examines American banking and finance practices. Andre
Pfoertner and Matthias Fuchs study the Americanization of Austrian
business and tourism. Helmut Lackner describes how well-heeled
Austrian travelers to the United States brought back innovative
American production methods and other ideas gleaned from world
expositions before World War I. American influences on Austrian
politics and political science are dissected by Gunter Bischof,
Martin Kofler, Fritz Plasser, and Anton Pelinka. The
Americanization of Vienna is the subject of journalist Armin
Thurnher's essay. Comparisons with West Germany are presented by
Michael Hochgeschwender. These essays prove that "Americanization,"
"Westernization," and "globalization" need to be carefully defined
before generalizations can be made.
General
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