Advertising Switzerland by the Swiss Broadcasting Corporation’S Transcription Service (1946–1961)

Abstract

Radio, especially with the development of shortwave programmes, has become an indispensable tool for the Swiss government to respond to criticisms made by the Allies about the country’s ambiguous attitude during the Second World War. In reaction to the need for more communication in the post-war period, the Swiss government was able to continue to rely on the support of the Swiss Broadcasting Corporation (SSR) and the establishment of the Transcription Service within it. The transcriptions refer to any radio programme recorded on disc or on tape that was intended to be broadcast by foreign stations. While maintaining formal and financial independence from the government, Swiss radio has nevertheless been its voice and its spokesperson. In this article, we will study the genesis of the Transcription Service, a new tool that strengthens the activities of the SSR in favour of the cultural outreach of Switzerland abroad in the post-war period. This paper examines more broadly the role of radio in Swiss cultural diplomacy and its impact in building a positive image of the country abroad. Analysing public service radio in order to understand international cultural relations is an original perspective.