coldbihot · Cold Books in Hot Lands: Winning and Losing of Hearts and Minds in the Middle East

Cold Books in Hot Lands: Winning and Losing of Hearts and Minds in the Middle East

This is a research project that explores the history of an American Cold War book program, Franklin Publications, Inc. (Franklin Book Programs after 1964). Franklin was founded in 1952 to support the translation of American books. Franklin’s record was extensive: it operated for 27 years in 12 countries, publishing 3000 books. Existing scholarship sees Franklin as propaganda, a mistake, or a form of cultural imperialism. This project asks two main questions: 1) how and why did books come to play such a role in US cultural diplomacy, 2) how and why did Franklin fail to win the hearts and minds? The use of books in the American Cultural Cold War goes back to the days of the Second World War. Although the US was resourceful in telling its story to the world (e.g. Voice of America, news reels, libraries and exhibitions), books played a more important role in the early decades of the Cold War. In the words of US Doctrinal Program, books were considered “by far the most powerful means of influencing attitudes” outside the US. Franklin opened an office in Cairo in 1953 and a year later in Tehran, Iran. Franklin sponsored the translation and publication of more than 1200 titles in Arabic and 850 in Persian. It also sponsored the translation and publication of the first Arabic and Persian encyclopedias, textbooks and supplementary materials for school. Despite Franklin’s relationship with the American government in terms of finance, objectives and a top down approach, Franklin’s reliance on locals and strive for the quality of final products ultimately gave it a vibrant dynamic that more than anything else contributed to its long survival. Franklin made a major impact on cultural lives in both Iran and Egypt: it modernized their publishing industries, contributed to the professionalization of translation and was essential in the production of the first modern encyclopedias. Franklin’s legacy in Iran is more present and guarded than in Egypt. Franklin may have played a certain part in the winning of the “hearts and minds” of the people, but as in the case of Jazz diplomacy and William Faulkner’s worldwide tours for the State Department during the Cold War, admiration for Franklin’s sponsored books and by extension American culture did not automatically translate into admiration for the United States. The importance of the project can be better understood in the context of Russian invasion of Ukraine, fake news and disinformation. An understanding of the way “propaganda” and cultural diplomacy were used during the Cold War helps us better understand the current crises and the way they can affect us.

Текст от CORDIS, на английски · Данни: CORDIS, © Европейски съюз