If anyone from the UK or US is asked this question the prompt and often only answer is "The Sound of Music". To me this was a big surprise. But this is not surprising if you consider the fact that the movie has been aired around Christmas every year in the UK ever since it was premiered and that the musical show itself has been a success in London for 50 years now, whereas it came to Austria only in 2005.
Therefore, we Austrians have to realize that people from abroad often imagine Austria to be the country of sound and music: A beautiful place where people climb up mountains and walk around in Lederhosen and Dirndl dresses, yodelling and dancing the Schuhplattler all the time, eating schnitzel and noodels and apple strudel. The movie (an American production) as well as the musical show have branded Austria in the typical American cliché-ridden way. They have become the stereotypical image of Austria and as such can be seen as a PR label for Austria created by non-natives.
Therefore, we Austrians have to realize that people from abroad often imagine Austria to be the country of sound and music: A beautiful place where people climb up mountains and walk around in Lederhosen and Dirndl dresses, yodelling and dancing the Schuhplattler all the time, eating schnitzel and noodels and apple strudel. The movie (an American production) as well as the musical show have branded Austria in the typical American cliché-ridden way. They have become the stereotypical image of Austria and as such can be seen as a PR label for Austria created by non-natives.
On the one hand, I get really annoyed when telling my nationality the only thing people associate with Austria is The Sound of Music. Even more because I personally hate the movie. It is simply too long, packed with stereotypes and clichés. Last but not least it evokes the whole "American Dream" idea - Austria is lovely, beautiful, musical and everyone loves each other...
I have to admit, however, that I really liked the musical show, which I saw in London in 2008. On the stage the musical was a completely different experience for me, much more attractive because of being condensed, although still stereotypical. Besides, the stage setting was amazing and fascinating.
I have to admit, however, that I really liked the musical show, which I saw in London in 2008. On the stage the musical was a completely different experience for me, much more attractive because of being condensed, although still stereotypical. Besides, the stage setting was amazing and fascinating.
On the other hand, I think that the whole Sound of Music hype helped Austria to become known all over the world. As a very small country eclipsed by Germany, very often mixed up with Australia, people simply don't know much about it and even though the musical shows an inaccurate and idealized image of our country it is at least a memorable one, which people easily remember. I have actually met people, who have never heard of Austria in their whole life or thought it was a part of Germany or even confused Austria and Australia so that in my opinion Austria has to put much more effort into information and communication campaigns in order to create an authentic and more realistic image abroad. So far The Sound of Music might have been a first step in the process of making Austria known to the people all over the world.
Finally, let me put some things right: You would never eat Schnitzel with noodles in Austria, which the story might make you believe; only very few people live high up in the mountains or in isolated villages; we definitely don't wear Dirndl dresses and Lederhosen in our everyday life and we speak German not Austrian. There is no such official language as Austrian but there are different dialects and accents, regional variations in pronunciation, and sometimes different words as well. Nevertheless we still speak German. :)