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The Shortcomings of Shortwave
U.S. Programming to Latin America
during World War II
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Abstract 1
This paper revisits the early beginnings of (what wasto become) the Voice of America. More specifically, itanalyzes U.S. shortwave programming to LatinAmerica during World War II. Whereas previous
scholarship focused on the institutional settings andthe successive takeover of the shortwave sector bygovernment agencies, in our case, Nelson A.Rockefellers Office of the Coordinator of Inter-
American Affairs (most recently, Rabe 2007), thispaper explores the inherent potentials andlimitations of shortwave radioas a conduit for (what
is now commonly called) public diplomacy.
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Abstract 2
Based largely on archival sources, including
contemporary reception and audience research
conducted by the Office of the Coordinator of
Inter-American Affairs(OCIAA, 1940-6) and other
wartime agencies, it shows how the United States
was able to improve its relative standing vis--vis
other shortwave powers (including Germany andBritain), but it also shows the limits of success.
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Abstract 3
Whereas contemporary Hollywood films attractedmass audiences throughout Latin America (Usabel1982), U.S. radio proved to have a very limitedappeal. Despite considerable efforts to produce
informational and entertainment contents thatwould please larger audiences, U.S. shortwaveprograms continued to reach rather few listenerssouth of the Ro Grande; and even whenrebroadcast over popular local stations in LatinAmerica, most of the Spanish or Portuguese-language programs produced in the United States
seem to have failed to generate the desired results.
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Abstract 4
In order to highlight the particular difficultiesinvolved in transnational shortwave broadcasting
for public diplomacy purposes,
this paper distinguishes between various program
types and genres
and it contrasts the shortwave experience with a
different strategy employed during the war years:
the outsourcing of radio productions to Latin
America.
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Abstract 5
Vexed by the continuous failure of shortwave tobuild mass audiences south of the border,
Rockefellers OCIAA increasingly took tocomplementing U.S. shortwave broadcasts withprograms produced in Latin America to be fedinto regional and national networks, employinglocal scriptwriters and radio talent.
Whereas this was a strategy that allowed the
OCIAA to overcome many of the shortcomings oftransnational shortwave, it brought along a hostof new predicaments (e.g. censorship by localgovernments)
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Abstract 6
Thus, although shortwave fell short of the
highflying expectations that had accompanied
the expansion of U.S. transnational
broadcasting capacities in the late 1930s and
early 1940s, it continued to be viewed as an
indispensable component in the word war
over Latin America (and beyond).
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The OCIAA
Office of the Coordinator of Inter-American
Affairs (1940-6) = the Rockefeller Shop
OCIAAs Radio Division = set up to
cooperate with private shortwave providers
in order to counteract Nazi German and Axis
radio broadcasts directed at Latin America and (increasingly) to outdo other foreign
powers (BBC)
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OCIAA
In 1942, the OCIAA assumed responsibility
over all shortwave programming for Latin
America
After the war, the OIAAs functions were
integrated into the Voice of America
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U.S. Shortwave to LA in WWII
Striking expansion: in terms of bothtransmission facilities and program-hours
While Nazi-Germanys shortwave
programming directed at Western Hemispherewas actually declining (Boehlke, 1977)
By 1943: internal assessments of SW situation
suggest: OCIAA Radio Division view not the Axis, but
the British BBC as their main competitor
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The OCIAAs Radio Research
Increasing investments into audience research andprogram development
first systematic research into Latin Americascommunications systems and listening habits:
Few large-scale audience surveys: Brazil andArgentina, 1941 (Cramer forthcoming)
Many smaller-scale investigations (for Mexico, seeOrtiz Garza, 1992)
Plus: large amounts of ad-hoc analysis of feedback-groups in Latin America
Quality of research = highly uneven = Need tointegrate few quantitative with host of scattered
qualitative informacion
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http://flowtv.org/2007/04/el-inicio-de-la-investigacion-cientifica-de-la-comunicacion-social-en-america-latina/
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Rowland 1946, 62
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Some characteristics of US Shortwave
Outgrowth of private and, by and large
commercial, sector: NBC, CBS, etc.;
Except: Walter Lemmons World Wide
Broadcasting Foundation and WRUL
OCIAAs Radio Division Staff: drawn from private
sector (radio industry and advertising; news
agencies; expl. Pat Weaver)
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First hypothesis
Nature of Shortwave Sector =
At first: tendency to view shortwave
broadcasting for foreign audiences as an
extension of domestic broadcasting
Gave rise to optimism:
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optimism
U.S. radio seen as a far superior to Axis
competitors and to Latin American domestic
services
Hence: U.S. shortwave
will be so good it will blast all competitors
practically of the air
build large audiences in Latin America, by
providing news and entertainment
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Pan-America as imagined community
Americanos todos: interviews with visiting
statesmen from OAR
Is a Mexican interested in what Argentinian
politicians are saying, and viceversa?
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Disillusionment
From every possible source, we have been informedthat short-waving is not entirely satisfactory as amedia for the dissemination ofpropaganda.
music and practically all forms of dramatic shows are
badly butchered. And since these latter classificationsrepresent the major output of this office, it isreasonably to state that short wave is only partiallysuccessful.
the human voice registers pretty well hence let`s
concentrate on: straight news program, commentaryand special events program
Memo Roberts to Don Francisco, Feb 3, 1943
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News and shortwave: fading
The public found an element of drama in that
distant voice which came from a continent atwar, reported an Uruguyan analyst for the
OCIAA, The tolling of Big Ben, the fading, therealization that this short wave in its voyagetoward America had perhaps collided with thepropellers of the Nazi Bombers all these things
combined to create a paradoxically modern andlegendary atmosphere. Memorandum on Radio Broadcasting in Uruguay, by L.A. Ferreira, p. 3 (NARA II, RG 229, E14, Box
574, File No 2, Uruguayan Radio Project, August 1- Dec 31, 1942).
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Bibliography
Boelcke, Willi A., Die Macht des Radios: Weltpolitik undAuslandsrundfunk, 1924-1976, Ffm/M: Ullstein, 1977
Cramer, Gisela, Word War at the River Plate, in: AmricasUnidas!, eds. Gisela Cramer and Ursula Prutsch, Berlin/Madrid:Vervuert (forthcoming)
Fejes, Fred, Imperialism, Media, and the Good Neighbor: New DealForeign Policy and United States Short Wave Broadcasting to LatinAmerica (Norwood, N.J.: Ablex, 1986
Ortiz Garza, Jos Luis, La guerra de las ondas, Mxico: Planeta, 1992
Rabe, Robert A. Selling theOrtiz Garza, Jos Luis, La guerra de lasondas, Mxico: Planeta, 199 Shortwaves: Commercial Broadcastingto Latin America and the Limits of the AmericanSystem,American Journalism 24:4 (Winter 2007), 127-148
Usabel, Gaizka S. de, The High Noon of American Films in LatinAmerica, Ann Arbor:UMI Research, 1982
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Structure of Radio Division
Head of Division at first: James W. Young, a
former advertising expert with Lord &
Thomas; then
Don Francisco, advertising expert, also
associated with Lord & Thomas;
Most of production work carried out in NY