The University of Wisconsin Press
The Cowboy Hero and Its Audience
Popular Culture as Market Derived Art
Alf H. Walle
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.
Media & bookseller inquiries regarding review copies, events, and interviews can be directed to the publicity department at firstname.lastname@example.org or (608) 263-0734. (If you want to examine a book for possible course use, please see our Course Books page. If you want to examine a book for possible rights licensing, please see Rights & Permissions.)
LC: 99-051870 PS
224 pp. 6 x 9
Cloth $49.95 t
Paper $16.95 t
Add titles to your shopping cart by clicking on the bulleted lines above. You can submit your order electronically, paying for it with your credit card.
Click here for a further explanation of the shopping cart feature
Never ordered from us before?
Read this first.
Home | Books | Journals | Events | Textbooks | Authors | Related | Search | Order | Contact
If you have trouble accessing any page in this web site, contact our Web manager.
Updated November 18, 2009© 2008, The Board of Regents of the University of Wisconsin System