One of the first cultural exchanges, considered part of American public diplomacy, occurred when Nelson Rockefeller, coordinator of trade and cultural affairs for the American republics, encouraged Latin American journalists to travel to the United States in 1940 as part of program exchanges with Latin America.  Over the past decade, prominent musicians from the region have been invited to new York`s cbs broadcast studios to participate in the Viva America radio program for the State Department`s Office for the Coordination of Trade and Cultural Relations (OCCCRBAR) and the Office of the Coordinator of Inter-American Affairs.    At first, the United States was surprised by the proposal and U.S. officials proposed limited programs. The Eisenhower administration responded to Soviet criticism of the West`s anti-Soviet rhetoric by underlining the true impenetrability of Soviet censorship and proposing that both countries take the first step in allowing uncensored radio and television broadcasts in other countries. In 1958, the two nations signed a cultural agreement that provided not only for the exchange of programs, but also for films, air flights, magazines and people, including students, athletes and artists. By signing the agreement, the Soviet Union had access to information on American technology and industry. For the United States, the initial usefulness was not obvious, but the agreement offered the possibility of introducing American culture into the Soviet bloc. In the long run, many have argued that this contributes to the weakening of the Soviet state. 58Chrochev`s 1959 visit to the United States was supposed to promote and celebrate the Soviet Union`s achievements in the United States and thus impress the red fear of American public opinion. Khrushchev`s personal goal was to see that the Soviet Union was the equal of the United States. The country may lack the availability of consumer goods, but it was at the forefront of space racing and education and should therefore be taken seriously. But by 1957, it had become clear that Soviet leaders had underestimated the power of the cultural Cold War and should play the role, standard of living, comfort, leisure and fashion.
Thus, Khrushchev`s visit made more impression on Soviet public opinion, which reacted enthusiastically to the trip to the official tropics, in this case in the name of peaceful coexistence with America. 60The memories of 1959, especially the memories of Sokolniki and Khrushchev in America, became important reference points when the Soviet people later remembered their discovery of America and the West. Peaceful coexistence has succeeded in changing the official discourse on the United States and has highlighted new ways of experimenting with America. The Stalinist image of the former American war ally as a bellicose and potential aggressor has diminished, and instead, a well has been presented, inviting America. Soviet citizens contributed to the campaign for peaceful coexistence. They may have done so only out of patriotism, but they may also have adopted the concept of peaceful coexistence because it seemed reasonable to them. Repeated references to World War II suggest that at least some people were relieved to include the alliance with the United States in the powerful myth of the Great National War in the Soviet Union.