<i>Saludos Amigos</i> . Disney Propaganda for Latin America

Abstract: During World War II, Disney films on Nazism, health, and United States–Latin American friendship flickered across screens throughout Latin America. They were the centerpiece of an unprecedented propaganda program by the United States, and they were shown to Latin Americans both in theaters and through mobile projectors by the Office of Inter-American Affairs (OIAA). While the OIAA and the Disney films have received considerable scholarly attention, the complex collaboration between the government organization, communication scientists, the animation film studio, and local actors in creating, distributing, and measuring propaganda has not. With the goal of creating favorable attitudes toward the United States in the minds of individual Latin Americans, the OIAA and Disney developed a novel propaganda approach based on entertainment and education. They coupled it with a comprehensive distribution system based on local projectionists who showed the films to millions of Latin Americans and measured their reactions. Local governments allowed and supported these free screenings to bolster their own popularity. Latin American voices to criticize the US instrumentalization of Disney were few, and the overall reception of the films was very positive. On the basis of an inadequate evaluation that equated popularity and reach with effect, the Disney films were considered successful propaganda by the OIAA, paving the way for a global application of the new propaganda approach. Disney propaganda for Latin America was driven by the involved actor’s unbounded faith in film’s suitability for propaganda and must thus be understood as a hype around the untapped potential of a relatively new medium.