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
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