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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."

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Book Details

ISBN: 9780879728120
ISBN-10: 0879728124
Format: Paperback
(229mm x 152mm x 15mm)
Pages: 216
Imprint: Bowling Green University Popular Press,US
Publisher: University of Wisconsin Press
Publish Date: 15-Jun-2006
Country of Publication: United States

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