2 For a detailed presentation, see Hans Petschar, Die junge Republik: Alltagsbilder aus Österreich 1945-1955 (Vienna: Ueberreuter, 2005). For U. S. information policy in Austria, see Oliver Rathkolb, “Politische Propaganda der amerikanischen Besatzungsmacht in Österreich 1945 bis 1950: Ein Beitrag zur Geschichte des Kalten Krieges in der Presse-, Kultur-und Rundfunkpolitik,” 2 vols., Ph. D. diss., University of Vienna, 1981.

3 On American photography documenting the difficult social life of the 1930s, see Gilles Mora and Beverly M. Brannan, Les Photographes de la Farm Security Administration. Archives d’une Amérique en crise 1935 – 1943 (Paris: Seuil, 2006). The original pictures can be found in the Library of Congress.

4 Okamoto’s photographic eye of Vienna was published many years later, see Yoichi R., Okamoto and Paula Okamoto, eds., Okamoto sieht Wien: Die Stadt seit den 50er Jahren (Vienna: Kremayr & Scheriau, 1987).

5 On American aid programs in postwar Austria see Wilfried Mähr, Der Marshall Plan in Ősterreich (Graz: Styria, 1989), Günter Bischof, “Between Responsibility and Rehabilitation Austria in International Politics 1940-1950,” PhD Diss., Harvard University 1989.

6 A transcript of the speech and an audio file have been published on the U. S. Department of State website: http://www.america.gov/st/texttrans-english/2007/May/20070521153224MVyelwarC0.4675867.html (accessed on Feb. 2, 2012).

7 Photographs documenting the Marshall Plan are analyzed by Herbert Friedlmeier, Hans Petschar, and Michaela Pfundner, “U. S. Photography and the Marshall Plan,” in Günter Bischof and Dieter Stiefel, eds., and Hannes Richter, digital ed., Images of the Marshall Plan in Europe: Films, Photographs, Exhibits, Posters (Innsbruck: Studien Verlag, 2009), 169-201.

8 The Marshall Plan’s contribution to the reconstruction of the various sectors of the Austrian economy is analyzed in Günter Bischof, Anton Pelinka, and Dieter Stiefel, eds., The Marshall Plan in Austria (Contemporary Austrians Studies 8) (New Brunswick, NJ: Transaction, 2000).

9 The Austria Wochenschau also featured international contributions, including from the Soviet occupation element; on the Austria Wochenschau, see Hans Petschar and Georg Schmid, Erinnerung & Vision: Die Legitimation Österreichs in Bildern; Eine semiohistorische Analyse der Austria Wochenschau 1949 – 1960 (Graz: Adeva, 1990).

10 Wiener Kurier Bildbeilage, 17 Aug. 1949. Now also published in the exhibit catalogue of the Technical Museum Österreich baut auf: Reconstruction and the Marshall Plan/Wieder-Aufbau & Marshall-Plan (Vienna: Technical Museum, 2005), 111.

11 The Westernization of Austria and Austrians is covered in Günter Bischof and Anton Pelinka, The Americanization/Westernization of Austria (Contemporary Austrian Studies 12) (New Brunswick, NJ: Transaction, 2004).

12 On the Fulbright program see the historical documentary made for the 60th anniversary of the program, Fulbright at Sixty: The Austrian-American Fulbright Program, 1950-2010, dir. and ed. Georg Steinböck; script Lonnie R. Johnson and Georg Steinböck, Vienna 2010.

13 Reinhold Wagnleitner, Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War (Chapel Hill: University of North Carolina Press, 1994), Günter Bischof, “Two Sides of the Coin: The Americanization of Austria and Austrian Anti-Americanism,” in Alexander Stephan, ed., The Americanization of Europe: Culture, Diplomacy, and Anti-Americanism after 1945 (New York: Berghahn Books, 2006), 147-81.

14 Oliver Kűhschhelm, “Selbstbedienung und Supermärkte,” in: Susanne Breuss, ed., Die Sinalco-Epoche: Essen, Trinken, Konsumieren nach 1945 (Vienna: Czernin Verlag, 2005), 45-60 see also Victorian de Grazia, Irresistible Empire: America’s Advance through Twentieth-Century Europe (Cambridge, MA: Harvard University Press, 2006).

15 On the Cold War in Austria, see James Jay Carafano, Waltzing into the Cold War. The Struggle for Occupied Austria (College Station, Texas A & M University Press, 2002); Gűnter Bischof, The Leverage of the Weak: Austria in the First Cold War, 1945-55 (Basingstoke: Macmillan, 1999).

16 On Marshall Plan propaganda, see the essays in Bischof/Stiefel/Richter, Images of the Marshall Plan.

17 Memorandum, Okamoto to Hopman, 31 Aug. 1950, p. 2, Record Group 260, National Archives and Records Administration, College Park, Maryland.

18 Ibid.

19 We suggest to use the concept of “visual power politics” to stress the crucial role that images and visual strategies have played in the construction and implementation of soft power politics.