Reference no: EM133824756
Assignment:
In 1958, during a "thaw" in the Cold War, the United States and the Soviet Union agreed to exchange national exhibitions in order to allow citizens of each "superpower" to become acquainted with life in the other. The Soviet Exhibition, unveiled in New York City in June 1959, featured factory machinery, scientific advances, and other illustrations of how communism had modernized a backward country. The following month, the American National Exhibition opened in Moscow. A showcase of consumer goods and leisure equipment, complete with stereo sets, a movie theater, home appliances, and twenty-two different cars, the exhibit, Newsweek observed, hoped to demonstrate the superiority of "modern capitalism with its ideology of political and economic freedom." Yet the exhibit's real message was not freedom but consumption-or, to be more precise, the equating of the two.
When Vice President Richard Nixon prepared for his trip to Moscow to launch the exhibition, a former ambassador to Russia urged him to emphasize American values: "We are idealists; they are materialists." But the events of the opening day seemed to reverse these roles. Nixon devoted his address, entitled "What Freedom Means to Us," not to freedom of expression or differing forms of government, but to the "extraordinarily high standard of living" in the United States, with its 56 million cars and 50 million television sets.
The United States, he declared, had achieved what Soviets could only dream of-"prosperity for all in a classless society."The Moscow exhibition became the site of a classic Cold War confrontation over the meaning of freedom-the "kitchen debate" between Nixon and Soviet premier Nikita Khrushchev. Twice during the first day Nixon and Khrushchev engaged in unscripted debate about the merits of capitalism and communism. The first took place in the kitchen of a model suburban ranch house, the second in a futuristic "miracle kitchen" complete with a mobile robot that swept the floors. Supposedly the home of an average steelworker, the ranch house was the exhibition's centerpiece. It represented, Nixon declared, the mass enjoyment of American freedom within a suburban setting - freedom of choice among products, colors, styles, and prices. It also implied a particular role for women. Throughout his exchanges with Khrushchev, Nixon used the words "women" and "housewives" interchangeably. Pointing to the automatic floor sweeper, the vice president remarked that in the United States "you don't need a wife."
Nixon's decision to make a stand for American values in the setting of a suburban kitchen was a brilliant stroke. Nixon recognized that "soft power"-the penetration across the globe of American goods and SOS popular culture-was an even more potent form of influence than military might. Indeed, his stance reflected the triumph during the 1950s of a conception of freedom centered on economic abundance
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