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

"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

Many legendary players and coaches, including Roger Staubach, Tom Landry, Pete Gent, and Bob Hayes, share the story of this famous football team, which has won

In the world of Western films, Randolph Scott, Joel McCrea, and Audie Murphy have frequently been overlooked in favor of names like Roy Rogers and John Wayne. Y