"Demonstrating how the methods of popular culture scholarship can be merged with those of marketing and consumer research, a mutually beneficial strategy of ana

As business interests have commercialized the American West and publishers and studios have created compelling imagery, the expectations of readers and moviegoe

Analyzes the modern myth of the cowboy as it appears in movies, advertising, the rodeo, and fiction, and gauges its effect on American thought

As business interests have commercialized the American West and publishers and studios have created compelling imagery, the expectations of readers and moviegoe

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