Strength Through Joy: Consumerism and Mass Tourism in the Third Reich
Cambridge University Press
Edition: Illustrated, 6/13/2014
EAN 9780521705998, ISBN10: 0521705991
Paperback, 100 pages, 22.9 x 15.2 x 1.8 cm
Language: English
Originally published in English
Based on extensive archival research, this book was the first major one on the Nazi leisure and tourism agency, Strength through Joy (KdF). The Third Reich aimed to unify Germans in preparation for war and the acquisition of 'living space'. Strength through Joy became the Nazi regime's most determined attempt to ease the tension between collective goals and individual desires, as well as between 'guns and butter'. Its factory beautification, organized sports, cultural events, and mass tourism, sought to raise the status of workers and integrate them in the nation, while keeping its costs low so that its clientele could afford its programs. Although the motivations of Strength through Joy's constituencies often diverged from the Nazi ideal of a united, politicized 'racial community', KdF's accommodation to consumer expectations made it the regime's most popular institution. KdF mitigated present sacrifices while presenting visions of a prosperous future once 'living space' was acquired.
Introduction
1. Nazism, popular aspirations, and mass consumption on the road to power
2. 'A volk strong in nerve'
Strength through Joy's place in the Third Reich
3. The beauty of labor
'plant community' and coercion
4. Mass tourism, the cohesive nation, and visions of empire
5. Racial community and individual desires
tourism, the standard of living, and popular consent
6. Memories of the past and promises for the future
Strength through Joy in wartime
7. Epilogue
the end of 'German' consumption.