THE MARILYN MONROE DOCTRINE OR MARILYN MONROE CINEMA AS AN INSTRUMENT OF US SOFT POWER IN THE 1950S

Abstract

The US and the USSR, who fought against a common enemy in the Second World War but whose
ideological differences became apparent after the war, began a struggle called the Cold War. This
struggle, which did not turn into a hot conflict due to the nuclear weapons possessed by both sides,
was carried into almost every aspect of life, from art to sports, from technology to literature.Cinema was undoubtedly one of the fields of this struggle. Countries used various elements to
convince others that their ideology, values and economic systems were right and to win them over
to their side. In this struggle for people's hearts and minds, the US has utilized a powerful
instrument in Hollywood. The US administration has encouraged other countries to show
Hollywood films in their theaters, while directing the studios to enrich Hollywood films, which are
already shown almost everywhere in the world, with elements that emphasize the American lifestyle
and wealth. Thus, it was a win-win for Hollywood by increasing its profitability while reaching out
to new people who could become allies in the Cold War. This study examines the role of Marilyn
Monroe, one of Hollywood's iconic figures and a symbol of femininity, and her films in conveying
American values and wealth to other people and creating soft power during the Cold War. For this
purpose, the four most watched Marilyn Monroe films between 1950-1960 were identified and the
pursuit of wealth, the praise of fashion and luxury, the promotion of consumer culture and the
obsession with sexuality in the films were analyzed in the context of the Cold War.