The Cowboy Hero And Its Audience

Overview

Elements of popular culture, such as literature and films, are major industries. If scholars are to fully understand how popular culture evolves and functions, techniques for dealing with the impact of business need to be factored into the analysis.
    Using the history of the cowboy story from 1820 to 1970 as an extended example, Alf H. Walle combines popular culture scholarship with marketing theory to provide a hybrid analysis. Wall examines major authors and ...

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Overview

Elements of popular culture, such as literature and films, are major industries. If scholars are to fully understand how popular culture evolves and functions, techniques for dealing with the impact of business need to be factored into the analysis.
    Using the history of the cowboy story from 1820 to 1970 as an extended example, Alf H. Walle combines popular culture scholarship with marketing theory to provide a hybrid analysis. Wall examines major authors and genres of Western American literature and film; he also explores why certain respected authors were unable to significantly impact the cowboy story even though their innovations were embraced by later generations. Finally Wall provides a hybrid analysis combining business and popular culture theory in an overarching analysis.

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Product Details

  • ISBN-13: 9780879728120
  • Publisher: University of Wisconsin Press
  • Publication date: 1/1/2000
  • Pages: 224
  • Product dimensions: 5.90 (w) x 9.00 (h) x 0.50 (d)

Table of Contents

Acknowledgments
Preface 1
Theory and Method 9
1 The Cowboy Hero: A Suggestive Overview 11
2 Consumer Response, Qualitative Methods, and Critical Analysis 21
3 Criticism, Collective Response, and Popular Culture 41
4 Relevant Tools from Marketing and Consumer Research 55
Literary/Film Traditions 71
5 James Fenimore Cooper and His Innovation: A Noble But Vulnerable Product of the Frontier 73
6 Owen Wister's All-Conquering Hero: The Turner Thesis Restarts the Life Cycle 91
7 Zane Grey and the Defeat of the Hero 113
8 Walter Clark and the Emergence of the Antihero 131
9 The Fatalistic Western: Alienation and Cultural Evolution 147
10 The Modern Antiheroic Cowboy: Survivor in an Amoral Desert 163
11 The Cowboy Story, 1820-1970: A Composite Analysis 179
Index 207
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