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Books > History > World history > From 1900 > Postwar, from 1945
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Remaking France - Americanization, Public Diplomacy, and the Marshall Plan (Paperback)
Loot Price: R852
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Remaking France - Americanization, Public Diplomacy, and the Marshall Plan (Paperback)
Series: Explorations in Culture and International History
Expected to ship within 12 - 17 working days
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"A useful, well-researched monograph ... that connects] the policy
of Americanization that Marshall Planners overtly laid out in the
late 1940s to its actual implementation as a form of cultural
power. This is an aspect of the Marshall Plan experience that is
often completely absent from the earlier cold-war focused
scholarship." . H-France "This study opens up fascinating terrain
for further critical evaluation in France and Western Europe." .
International Studies Review "An intriguing analysis of the postwar
Marshall Plan as a form of public diplomacy to win the hearts and
minds of the recalcitrant French. It is a timely study given the
current calls for a revival of the Marshall Plan as part of
American global strategy? Rich and convincing evidence of the
bureaucratic turf battles, the haggling between European recovery
agencies, the naive propaganda experiments...There is much to learn
from this book about what happens when foreign policy distorts into
a vision of American national culture as a transformative model for
the rest of the world." . American Historical Review Public
diplomacy, neglected following the end of the Cold War, is once
again a central tool of American foreign policy. This book,
examining as it does the Marshall Plan as the form of public
diplomacy of the United States in France after World War Two,
offers a timely historical case study. Current debates about
globalization and a possible revival of the Marshall Plan resemble
the debates about Americanization that occurred in France over
fifty years ago. Relations between France and the United States are
often tense despite their shared history and cultural ties,
reflecting the general fear and disgust and attraction of America
and Americanization. The period covered in this book offers a good
example: the French Government begrudgingly accepted American
hegemony even though anti-Americanism was widespread among the
French population, which American public diplomacy tried to
overcome with various cultural and economic activities examined by
the author. In many cases French society proved resistant to
Americanization, and it is questionable whether public diplomacy
actually accomplished what its advocates had promised.
Nevertheless, by the 1950s the United States had established a
strong cultural presence in France that included Hollywood,
Reader's Digest, and American-style hotels. Brian A. McKenzie
teaches history and comparative government at Kutztown University.
His work has previously been published in French Politics, Culture,
and Society and presented at a number of professional conferences.
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