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Consumerism as part of U.S. propaganda during the Cold War
 Gajdácsová, Jana ; Kozák, Kryštof (advisor) ; Calda, Miloš (referee)
This thesis examines the role of consumerism in American propaganda. Its main objective is to show the strategy by which the American government used consumerism and consumer goods to legitimize its regime abroad. This case study is mainly focused on the 1950s and it is divided into three parts. The first part addresses the attitudes of the world public towards the American consumerism at the beginning of the Cold War, the beginnings of the American information programs fighting against the rising anti-Americanism, and also the exhibitions promoting the Marshall Plan. The second part is dedicated to the United States Information Agency's operations, to the U.S. participation in international trade fairs, and to the development of the People's Capitalism concept. The third part dissects the American National Exhibition in Moscow, which represented one of the biggest achievements of the American overseas propaganda. This thesis, therefore, analyses how the consumerism was integrated into the American ideology and became a key element in the struggle of the Cold War.
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