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Cowboy Hero & Its Audience
Popular Culture As Market Derived Art
Alf H. Walle
University of Wisconsin Press, 2000
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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The Roman Theatre and Its Audience
Richard C. Beacham
Harvard University Press, 1992
Drawing on recent archaeological investigations, new scholarship, and the author’s own original research and staging experience, this book offers a new and fascinating picture of theatrical performance in the ancient world. Richard Beacham traces the history of the Roman theatre, from its origins in the fourth century B.C. to the demise of formal theatrical activity at the end of antiquity. He characterizes the comedy of Plautus and Terence and the audience to which the Roman playwrights were appealing; describes staging, scenery, costuming, and performance style; and details a variety of theatrical forms, including comedy, tragedy, mime, pantomime, and spectacles.
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