Browsing by Author "Gainer, David J"

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    Hollywood, African Consolidated Films, and "bioskoopbeskawing," or bioscope culture : aspects of American culture in Cape Town, 1945-1960
    (2000) Gainer, David J
    This thesis examines the deep-rooted history and structure of American culture in South Africa during the twentieth century. It examines one aspect of that cultural penetration in particular, the cinema industry, in Cape Town, a region ofpredominantIy British influence, in order to illustrate a process in which America displaced Great Britain as South Africa's political, economic, and cultural centre. Based on a wide range of unpublished government documents, oral interviews, periodicals, and a survey of motion pictures in Cape Town between 1946 and 1960, this thesis illustrates that not only did American images and products dominate the South African market, but American methods of mass marketing and advertising intensified South Africa's development of a consumer culture.