The Cowboy Hero and Its Audience: Popular Culture as Market Derived Art (Paperback)Alf H. Walle (author)
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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.
Publisher: University of Wisconsin Press
Number of pages: 216
Weight: 386 g
Dimensions: 229 x 152 x 15 mm