Strength through Joy: Consumerism and Mass Tourism in the Third Reich

by Shelley Baranowski

The giant Nazi leisure and tourism agency, Strength through Joy (KdF)'s low cost cultural events, factory beautification programs, organized sports, and, especially, mass tourism mitigated the tension between the Nazi regime's investment in rearmament and German consumers' desire for a higher standard of living. Shelley Baranowski reveals how Strength through Joy de-emphasized the sacrifices of the present while its programs presented visions of a prosperous future--that would materialize as soon as "living space" was acquired. As an agency open to racially acceptable Germans only, it segregated the regime's victims from the Nazi "racial community."

Genres: History

Paperback

First published March 29, 2004

Reviews

[David Crumm · Rating 5 out of 5]

The Nazis 'Take' on Bread and Circuses

Long before the Nazis launched "Strength through Joy" (NS Gemeinschaft Kraft durch Freude and known mainly as KdF), overly controlling nationalist leaders had tried similar schemes to closely examine their laborers' lives with the aim of creating a happier, more unified and ultimately more productive workforce.

Much of my half-century career in journalism has been in Michigan, where nearly everyone knows that Henry Ford shocked the world with his pioneering $5-a-day wage offer. What is often forgotten is that this was part of Ford's naive-but-determined attempt to avoid labor unions. Ford was notoriously poorly educated and often embraced foolish—even racist—schemes, so it is not surprising to folks who know Ford's life that his $5 day was accompanied by a scheme to have a "sociology" department, headed by Ford's own Episcopal church pastor, the Rev. Samuel Marquis, to run a multi-year "experiment in applied Christianity." Those workers who wanted that $5 per day had to submit to intrusive home visits by Ford minions who examined their lives so closely that even Marquis himself eventually soured on the idea. And, of course, labor unions proved to be the way for workers' needs to really find a voice with auto industry moguls.

I know fewer details about Mussolini's Opera Nazionale Dopolavoro, or After Work Club, launched in 1925—but I do know this was another Bread and Circuses effort to court support among Italian workers and the popular YMCA system was one model that shaped OND programs.

So, given the Nazis affection for Henry Ford and Mussolini's Fascist regime, there is little surprise that KdF was one of the first major programs Hitler's party launched in 1933, long before World War II in the era when Nazis were consolidating power and were especially eager to ramp up industrial production to rearm the nation.

For 50 years, I have read extensively—and reported myself—on the legacy of World War II and Holocaust issues. But, until now, I have never found a complete book on the history of KdF—most likely because, as Shelley Baranowski points out proudly, there was no such book before Cambridge University Press published hers. (Now that her history is out in the world, though, I noticed that KdF was mentioned at least briefly in the new six-part Netflix documentary on the Nazis. That's what prompted me to pull out my copy and finally read it.)

If you enjoy reading about this era, I need to emphasize: This reads like a deeply researched, peer-reviewed history rather than, let's say, some of the "popular" books about the era that are written in a more magazine-like style with lots of vivid anecdotes. In fact, Baranowski—a noted scholar and teacher on this era of German history—does include some fascinating anecdotes and viewpoints of many people caught up in this enormous German tourism and entertainment campaign. I found it so compelling that I finished the book in two evenings of reading—but, again, this is not a casual "page turner." However, I do think that most readers will find her photographic selections quite compelling—in many cases showing us the Nazi visual "ideal" vs. the reality of German life in various cases related to the overall KdF effort.

Until I read her book, I knew much more about the Third Reich's massive investments in media projects, especially the film and radio industries. I also knew more about German sports and recreation efforts and individual campaigns like the one leading to the 1936 Olympics.

In fact, I now realize, Hitler's leadership won over the hearts and minds of Germans through multiple efforts and KdF was considered a massive success for years before Hitler launched the war. Under close monitoring by Third Reich minions (in ways that Henry Ford hoped his "sociology" department could achieve), the Third Reich got into the business of providing very affordable tours especially to breathtaking areas of northern Europe, Scandinavia and even North Africa. A closely related KdF program sought to streamline, sanitize and improve conditions in heavy industry, as well. Thus, Baranowski is able to show us those striking "here's what it actually looked like" and here's what the Nazi program "expects it to look like."

We are in an era now in which dangerously over-reaching "nationalist" movements are on the rise again around the world and I am recommending this book so that more folks will understand the often very attractive appeal of these movements, which often have very dark motives moving beneath the idealized exteriors.

[Bjarke Knudsen · Rating 4 out of 5]

It took me longer than expected, but was an enlightening, if somewhat intense read.

[Otto]

A scholarly work of real quality. Breathtakingly extensive, with workmanship, intelligence, and attention to detail in every page. Fascinating and largely free of bias in presenting an understanding of mass recreation and mass organization during the national socialist period.

[Valentina · Rating 4 out of 5]

Too much too fast too furious. Someone call The Rock.

[Bee]

Informational and eye opening.