The cowboy hero and its audience
Subtitle: popular culture as market derived art
By: by Alf H. Walle.
Publisher: Bowling Green State University Popular Press
Published: 2000
Place of publication: Bowling Green, OH
Language: eng
Number of pages: 211
Subjects: Western stories -- History and criticism.; Cowboys in literature.; Books and reading -- United States -- History -- 20th century.; Popular literature -- United States -- History and criticism.; Popular culture -- United States -- History -- 20th century.; American fiction -- 20th century -- History and criticism.; American fiction -- West (U.S.) -- History and criticism.; Frontier and pioneer life in literature.; Western films -- History and criticism.; West (U.S.) -- In literature.
Description: "Using the history of the cowboy story from 1820 until 1970 as an extended example, Alf H. Walle combines popular culture scholarship with marketing theory to provide a hybrid analysis of great explanatory value. After a theoretical introduction sets the stage for analysis, individual chapters examine major authors/genres of Western American literature and film.

Additional chapters explore why certain respected authors were unable to significantly impact the cowboy story even though their innovations were embraced by later generations. The book culminates with a truly hybrid analysis that combines business and popular culture theory in an overarching analysis bridging 150 years of Western American literature.".

"Demonstrating how the methods of popular culture scholarship can be merged with those of marketing and consumer research, a mutually beneficial strategy of analysis is showcased."--BOOK JACKET.
Notes: Includes bibliographical references and index.