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For ages an endeavor simply ignored and for decades a calling held in contempt, the study of popular culture has in our time been coming of age. For this, we can thank scholars such as Professor Lohof. In this volume he discusses some aspects of American popular culture: advertising and celebrities, architecture, short fiction and magazines, the academy. Professor Lohof analyzes these subjects with a variety of methodological approaches: the myth/image movement; the literature of sociology, structuralist theory and statistical content analysis.