Smokey the ‘Praying’ Bear: Changing Cultural Attitudes Towards Nature in America During the Postwar Era, 1948 - 1958
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Smokey Bear is one of America’s most beloved icons. Today, only the image of Santa Clause is more widely recognized. He is featured in all forms of media, and his fire prevention message, “Only You Can Prevent Forest Fires,” is taught in classrooms across the nation. Since his creation in 1944, Smokey Bear taught culturally relevant messages to the American public about the protection of nature. This study examines Smokey’s role promoting nature in the Unit ed States following World War II. Specifically, this academic work evaluates how Smokey Bear sacralized nature in American culture. This paper contests that those behind the Smokey Bear campaign used the bear’s rising stardom to promote cultural metaphors that linked nature and spirituality. Beginning in 1948, and continuing through 1958, a series of Smokey public service announcements were produced that depicted America’s favorite bear in devotional settings. Each image projected Smokey as a transcendent and reverent creature among the holy forest. By examining the postwar religious attitudes American’s held towards faith and nature, it became apparent that a sacralized Smokey Bear reflected changing cultural dynamics in American society following World War II. The Cold War was in full swing and the Advertising Council, the
people who created and maintained the Smokey Bear campaign, were waging a holy war against “godless communism.” The Advertising Council conducted various campaigns during the post war years that were dedicated to religion and faith. The rhetoric and dogma of those campaigns bled into Smokey’s fire prevention message. Concurrently, during the postwar years, Americans flocked to nature in record numbers. The United States Forest Service, the government agency Smokey worked for, actively promoted nature as a moral and spiritual force. Various forest rangers – including Smokey’s caretaker, Rudolph Wendelin – used their talents to teach recreationally minded Americans about the sanctity of the wilderness they visited. This paper will focus on the dual foundations that gave rise to a holy Smokey Bear. As a cultural study, this project will conclude with how Smokey Bear reinforced cultural attitudes about nature and faith in American society. While Smokey is just small facet in the greater study of nature, he played a significant role in teaching people about the moral and spiri tual fortitude needed to protect wilderness. For many environmentalists and conservationists to day, the line between faith and nature has blurred. Nature has developed into a quasi-religion of its own with its holy temples, sacred texts, and a slew of prophets. Smokey has become one such prophet, and his followers are devout, and they are currently crusading for the protection of their beloved forests.
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Introduction -- Smokey Bear's origin story -- Rise of the cult of Smokey -- The Cold War and Praying Smokey -- Hunting, camping, fishing, and praying Smokey -- Conclusion
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M.A.