Cold Books in Hot Lands: Winning and Losing of Hearts and Minds in the Middle East

Project Information

coldbihot

Grant agreement ID: 845798

DOI

10.3030/845798

Project closed

EC signature date 4 April 2019

Start date 1 May 2019

End date 30 April 2022

Funded under

• EXCELLENT SCIENCE - Marie Skłodowska-Curie Actions

Total cost

€ 281 358,72

EU contribution

€ 281 358,72

Coordinated by

UNIVERSITEIT LEIDEN
Netherlands

Periodic Reporting for period 1 - coldbihot (Cold Books in Hot Lands: Winning and Losing of Hearts and Minds in the Middle East)

Reporting period: 2019-05-01 to 2022-04-30

Summary of the context and overall objectives of the project

This is a research project that explores the history of an American Cold War book program, Franklin Publications, Inc. (Franklin Book Programs after 1964). Franklin was founded in 1952 to support the translation of American books. Franklin’s record was extensive: it operated for 27 years in 12 countries, publishing 3000 books. Existing scholarship sees Franklin as propaganda, a mistake, or a form of cultural imperialism. This project asks two main questions: 1) how and why did books come to play such a role in US cultural diplomacy, 2) how and why did Franklin fail to win the hearts and minds? The use of books in the American Cultural Cold War goes back to the days of the Second World War. Although the US was resourceful in telling its story to the world (e.g. Voice of America, news reels, libraries and exhibitions), books played a more important role in the early decades of the Cold War. In the words of US Doctrinal Program, books were considered “by far the most powerful means of influencing attitudes” outside the US. Franklin opened an office in Cairo in 1953 and a year later in Tehran, Iran. Franklin sponsored the translation and publication of more than 1200 titles in Arabic and 850 in Persian. It also sponsored the translation and publication of the first Arabic and Persian encyclopedias, textbooks and supplementary materials for school. Despite Franklin’s relationship with the American government in terms of finance, objectives and a top down approach, Franklin’s reliance on locals and strive for the quality of final products ultimately gave it a vibrant dynamic that more than anything else contributed to its long survival. Franklin made a major impact on cultural lives in both Iran and Egypt: it modernized their publishing industries, contributed to the professionalization of translation and was essential in the production of the first modern encyclopedias. Franklin’s legacy in Iran is more present and guarded than in Egypt. Franklin may have played a certain part in the winning of the “hearts and minds” of the people, but as in the case of Jazz diplomacy and William Faulkner’s worldwide tours for the State Department during the Cold War, admiration for Franklin’s sponsored books and by extension American culture did not automatically translate into admiration for the United States. The importance of the project can be better understood in the context of Russian invasion of Ukraine, fake news and disinformation. An understanding of the way “propaganda” and cultural diplomacy were used during the Cold War helps us better understand the current crises and the way they can affect us.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

Trip to the US and Iran for the collection of data
Analysis of data
Attended: “Diplomacy: History, Theory and Practice,” 2019-2020,; NATO, the Netherlands and the Cold War, 2019-2020; Modern United States Foreign Policy, 2019-2020,; Nederlands voor anderstaligen, ERK-niveau B2, ILT.
Submitted a proposal for an Honours College course on the Cultural Cold War in Spring 2021. This course was taught and ran by the PI as well.
Continued to act as a co-supervisor of a doctoral dissertation at RMIT University, Australia
External examiner of the PhD dissertation, “The Role of Translators in Contemporary Iran: New Perspectives on Collaboration, Retranslation, and Visibility at the University of Melbourne
Maintaining and updating the project website, Coldbihot (Coldbihot.net)
Managing the administrative/financial aspects of the project
The guest editor of the special issue of “Translation and the Cultural Cold War” of the journal Translation and Interpreting Studies
Monitoring, managing, and promoting the project in consultation with the supervisor
Prepared the outline for the Coldbihot final conference in 2021-2022 and sought external funding
A two-month secondment at Graduate Institute of International and Development Studies, Geneva, Switzerland, research was presented at a public event (see Presentation of Research section). Discussed the Book Diplomacy volume with Brill’s editor of “New Perspectives on the Cold War”
Trip to Cairo/Egypt (Jan. 2022) for the collection of data and interview
Reviewed and selected (with the help of the supervisor) the papers for the Book Diplomacy conference
Organized the International conference “Book Diplomacy in the Cultural Cold War: Interdisciplinary Perspectives” at Leiden University
Developed a new research project for external funding
Applied for an academic position at the University of Utrecht
Initiated the idea of a possible digitization of the endangered archive of Franklin/Cairo with possible stakeholders in Cairo
Wrote and submitted the proposal for an edited peer reviews volume on Book Diplomacy
Networking and identification of contacts for the formation of a future research group should the PI’s application for funding be successful

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

While the focus of the research project has been on a single Cold War book program, it has inspired more research on the topic and a move towards interdisciplinary research on Cold War book programs and book diplomacy. The research project has also resulted in some collaboration with Fehras Publishing Practices. In addition, a small research group, Franklin Research Group, has also been created that aims to further the study of Franklin Book Programs on a global scale, sharing resources and identifying areas for further research. The research has also received attention in mainstream media such as the Financial Times in connection with the Russian invasion of Ukraine and the role of books in the “war of words.” The researcher hopes to solicit a major European grant (e.g. Advanced, Consolidator, etc.) to form his own research group on the subject on a global scale. This includes members from the countries where Franklin had an office (e.g. Afghanistan, Lebanon, Indonesia, Africa) or countries where research can be expanded. It will include a number of PhD and postdoctoral researchers who will be funded by the group. The PI himself will be also able to secure and negotiate a permanent academic position.
Research has also attracted the public’s attention. For example, the daughter of a former employee of Franklin/New York office has been in touch with the PI and has provided him with valuable information and documents. Some of these documents were used at the project's exhibition. Similarly, the PI has been contacted by the son of a former director of Franklin/Tehran office and some arrangements have been made for an interview. These personal accounts will enrich the PI’s understanding of Franklin’s operations on a more personal level.

The poster developed by the PR for the final conference