British “Heritage” and the Transatlantic Marketplace
British “Heritage” and the Transatlantic Marketplace
This chapter offers a discussion on British “heritage” and the transatlantic marketplace. The U.S. market expanded for British cultural commodities. The 1970s revealed the mounting intensity of the tourist-driven market but also an Americanized ethos. Alistair Cooke was fundamental to the noteworthy success in the transatlantic media-marketing of Heritage Britain in an era of dystopian malaise. He significantly played as explicator of the American scene to a curious public. It is shown that the survival of Wimbledon as both a distinctive “English” ritual and the primary grand-slam international championship offers an interesting and instructive example of a curious conjunction of modernity and the marketing of “heritage” in the late 1960s and 1970s. Wimbledon was generally a “bone fide, certified British tradition”.
Keywords: transatlantic marketplace, Heritage Britain, Alistair Cooke, Wimbledon, modernity, marketing, U.S. market
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