Exporting the ‘British Model’ to the African Colonies: The British Way of Life as a Late Colonialism Cultural Project Tool (1945-Mid 1950’s)

Abstract This article contributes to the history of the British cultural project in the late empire by examining the role of the “British way of life” (BWL) in the rhetoric of late colonialism. In the decade between the end of the Second World War and the first African independence, British colonial policy balanced two objectives: redefining the legitimacy of empire while preparing the transition to independence through a shift from direct control to sustained influence in postcolonial states. The promotion of the BWL formed a key component of this strategy. Conceived by the Colonial Office as a set of values, social norms, and political ideals associated with modernity, it aimed to strengthen ties between Britain and colonial populations and to encourage continued affiliation with the Commonwealth after independence. This article defines the concept of the BWL and analyses two principal instruments of its dissemination: Colonial Office publications and the activities of the British Council in East Africa, especially Kenya. It argues that cultural policy was central to Britain’s attempt to transform imperial authority into post-imperial influence.