The Cowboy Hero and Its Audience: Popular Culture as Market Derived Art

Alf H. Walle

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Literature, Culture, and Aesthetics American History and Culture Modern American Literature Studies

Abstract

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 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 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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2006Performing Visual Discourse: Cowboy Art and Institutional Practice 2006Performing Visual Discourse: Cowboy Art and Institutional Practice1 Earlier versions of this paper were presented at the 2005 NCA annual conference, at the VISCOM 17 conference in 2003, and at the 2002 Canadian Museum Association annual meeting. It has benefited from helpful and insightful comments by Michael Bowman, Della Pollock, and two anonymous reviewers.

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