Winning women's hearts and minds: selling Cold War culture in the US and the USSR
Throughout the Cold War, Russian citizens had limited access to US life and culture. Amerika, a glossy Russian-language magazine similar to Life, provided a rare exception. Produced by the United States Information Agency (USIA), America's first peacetime propaganda organization, Amerika was us...
Gespeichert in:
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Toronto
University of Toronto Press
[2023]
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| Online-Zugang: | FHA01 UBY01 Volltext |
| Zusammenfassung: | Throughout the Cold War, Russian citizens had limited access to US life and culture. Amerika, a glossy Russian-language magazine similar to Life, provided a rare exception. Produced by the United States Information Agency (USIA), America's first peacetime propaganda organization, Amerika was used to influence Russians, and convince women in particular that an American-style consumer culture and conservative gender norms could better their lives. Winning Women's Hearts and Minds relies on USIA archives, issues of Amerika, and American women's magazines such as the Ladies' Home Journal to show how, during the postwar period, USIA officials deployed idealized images of American women as happy, fulfilled, and feminine wives, mothers, and homemakers. This study analyses how Amerika was used to appeal to Russian women. Portrayed in the US media as "babushkas," they were considered unfeminine, overworked, and deprived of consumer goods and services by a repressive regime. Diana Cucuz provides a gendered analysis of the USIA and of Amerika, whose propaganda campaign relied heavily on postwar conservative gender norms and images of domestic contentment to convey positive messages about the American way of life in the hopes of undermining that Soviet regime. Winning Women's Hearts and Minds sheds light on the significance of women, gender, and consumption to international politics during the Cold War. |
| Beschreibung: | 1 Online-Ressource (336 Seiten) Illustrationen |
| ISBN: | 9781487518721 |
| DOI: | 10.3138/9781487518721 |
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| 520 | |a Throughout the Cold War, Russian citizens had limited access to US life and culture. Amerika, a glossy Russian-language magazine similar to Life, provided a rare exception. Produced by the United States Information Agency (USIA), America's first peacetime propaganda organization, Amerika was used to influence Russians, and convince women in particular that an American-style consumer culture and conservative gender norms could better their lives. Winning Women's Hearts and Minds relies on USIA archives, issues of Amerika, and American women's magazines such as the Ladies' Home Journal to show how, during the postwar period, USIA officials deployed idealized images of American women as happy, fulfilled, and feminine wives, mothers, and homemakers. This study analyses how Amerika was used to appeal to Russian women. Portrayed in the US media as "babushkas," they were considered unfeminine, overworked, and deprived of consumer goods and services by a repressive regime. Diana Cucuz provides a gendered analysis of the USIA and of Amerika, whose propaganda campaign relied heavily on postwar conservative gender norms and images of domestic contentment to convey positive messages about the American way of life in the hopes of undermining that Soviet regime. Winning Women's Hearts and Minds sheds light on the significance of women, gender, and consumption to international politics during the Cold War. | ||
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| author | Cucuz, Diana |
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| discipline | Politologie |
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| doi_str_mv | 10.3138/9781487518721 |
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| isbn | 9781487518721 |
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| spelling | Cucuz, Diana Verfasser (DE-588)1286934362 aut Winning women's hearts and minds selling Cold War culture in the US and the USSR Diana Cucuz Toronto University of Toronto Press [2023] © 2023 1 Online-Ressource (336 Seiten) Illustrationen txt rdacontent c rdamedia cr rdacarrier Throughout the Cold War, Russian citizens had limited access to US life and culture. Amerika, a glossy Russian-language magazine similar to Life, provided a rare exception. Produced by the United States Information Agency (USIA), America's first peacetime propaganda organization, Amerika was used to influence Russians, and convince women in particular that an American-style consumer culture and conservative gender norms could better their lives. Winning Women's Hearts and Minds relies on USIA archives, issues of Amerika, and American women's magazines such as the Ladies' Home Journal to show how, during the postwar period, USIA officials deployed idealized images of American women as happy, fulfilled, and feminine wives, mothers, and homemakers. This study analyses how Amerika was used to appeal to Russian women. Portrayed in the US media as "babushkas," they were considered unfeminine, overworked, and deprived of consumer goods and services by a repressive regime. Diana Cucuz provides a gendered analysis of the USIA and of Amerika, whose propaganda campaign relied heavily on postwar conservative gender norms and images of domestic contentment to convey positive messages about the American way of life in the hopes of undermining that Soviet regime. Winning Women's Hearts and Minds sheds light on the significance of women, gender, and consumption to international politics during the Cold War. HISTORY / Russia & the Former Soviet Union bisacsh Consumption (Economics) United States History 20th century Cultural diplomacy United States History 20th century Popular literature United States History and criticism Propaganda, American Soviet Union History 20th century Women consumers United States History 20th century Women Soviet Union Social conditions Women's periodicals, American History 20th century Erscheint auch als Druck-Ausgabe 9781487503772 (DE-604)BV048818726 https://doi.org/10.3138/9781487518721 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Cucuz, Diana Winning women's hearts and minds selling Cold War culture in the US and the USSR HISTORY / Russia & the Former Soviet Union bisacsh Consumption (Economics) United States History 20th century Cultural diplomacy United States History 20th century Popular literature United States History and criticism Propaganda, American Soviet Union History 20th century Women consumers United States History 20th century Women Soviet Union Social conditions Women's periodicals, American History 20th century |
| title | Winning women's hearts and minds selling Cold War culture in the US and the USSR |
| title_auth | Winning women's hearts and minds selling Cold War culture in the US and the USSR |
| title_exact_search | Winning women's hearts and minds selling Cold War culture in the US and the USSR |
| title_exact_search_txtP | Winning women's hearts and minds selling Cold War culture in the US and the USSR |
| title_full | Winning women's hearts and minds selling Cold War culture in the US and the USSR Diana Cucuz |
| title_fullStr | Winning women's hearts and minds selling Cold War culture in the US and the USSR Diana Cucuz |
| title_full_unstemmed | Winning women's hearts and minds selling Cold War culture in the US and the USSR Diana Cucuz |
| title_short | Winning women's hearts and minds |
| title_sort | winning women s hearts and minds selling cold war culture in the us and the ussr |
| title_sub | selling Cold War culture in the US and the USSR |
| topic | HISTORY / Russia & the Former Soviet Union bisacsh Consumption (Economics) United States History 20th century Cultural diplomacy United States History 20th century Popular literature United States History and criticism Propaganda, American Soviet Union History 20th century Women consumers United States History 20th century Women Soviet Union Social conditions Women's periodicals, American History 20th century |
| topic_facet | HISTORY / Russia & the Former Soviet Union Consumption (Economics) United States History 20th century Cultural diplomacy United States History 20th century Popular literature United States History and criticism Propaganda, American Soviet Union History 20th century Women consumers United States History 20th century Women Soviet Union Social conditions Women's periodicals, American History 20th century |
| url | https://doi.org/10.3138/9781487518721 |
| work_keys_str_mv | AT cucuzdiana winningwomensheartsandmindssellingcoldwarcultureintheusandtheussr |