“Coca-Colonization” and Its Discontents
“Coca-Colonization” and Its Discontents
Marshall Plan officials hoped tourists inspired by the new kind of “purposeful travel” would return from Europe sympathetic to the Plan and to the American-led “Atlantic Community.” Despite the strength of the dollar, tourists continued to complain about French price scraping. Ambassador Bruce and his wife tried to show that the tourists were not representative of American taste by inviting French opinion makers to gala parties with fashionably dressed Americans offering fine French food and wine. The American government poured money into a number of efforts designed to show Europeans that America did produce high culture worthy of consideration. Government officials tried to repair the damage the tourists were thought to inflict on the American image by arranging for French journalists and intellectuals to visit America to see for them what it was like, but to no avail.
Keywords: Marshall Plan officials, purposeful travel, Atlantic Community, American government, French journalists
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