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Special RelationsThe Americanization of Britain?$
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Howard Malchow

Print publication date: 2011

Print ISBN-13: 9780804773997

Published to Stanford Scholarship Online: June 2013

DOI: 10.11126/stanford/9780804773997.001.0001

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British “Heritage” and the Transatlantic Marketplace

British “Heritage” and the Transatlantic Marketplace

(p.263) Chapter 11 British “Heritage” and the Transatlantic Marketplace
Special Relations
Stanford University Press

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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