| Abstract: | To date, historians have worked on the assumption that NationalSocialism used the media to powerful propaganda effect. Yetat an early stage a few voices, especially within Anglo-Saxonscholarship, questioned whether the process was so direct. Increasinglythe individual media have been examined, both technically andin terms of their public the reactions they provoked. This essayexamines how the media can be said to have modernized underNational Socialism, and how newspaper readers, radio listenersand cinema audiences reacted to the development of the media.There were major differences. Radio was conceived as a mediumfor music and entertainment; new formats were developed in responseto listeners turning to programmes from abroad, so that Germanradio could no longer keep a monopoly on information. The majorityof feature films were melodramas and light entertainment, andalthough many carried a ‘message’, the cinema wasfundamentally a commercial, non-political sphere. Newspapersremained relatively conservative in presentation. The presswas largely concentrated in the hands of the party, so informationwas highly controlled, and due to difficulties of productionin wartime they became increasingly unattractive, and by 1942were trusted by few readers. The corpus of the media generallybecame technically more efficient, and sought to please itsgrowing audience. Total control of the media by the politicalleaders was not achieved. Particular elements, such as war films,or the ‘Wehrmacht Request Show’, had memorable success.Agenda setting by the media planners put certain key politicalideas into the forefront, and they were able to disseminatekey symbols and rituals of National Socialism. The media werebut one of many agents used, though, to foster political loyalty.The régime also, and more importantly, achieved thisby using existing attitudes, and through its permanent threatof violence towards the population, whom they also seduced withmaterial ‘treats’. It emerges that it is both possibleand helpful in studying the development of the media to examineit as a process of modernization in the media, in their organizationaland technical structures. This process was however underminedwherever in German society anti-modernist ideology and practicespersisted or fought back. |
