Cowboys and Indians: Perceptions of Western Films Among American Indians and Anglos

摘要: I examine sociological models of how people use and interpret cultural materials. My focus is on minorities participate in rework the central myths dominant culture. After viewing a Western film, matched groups American Indian Anglo males answered written questionnaires participated focus-group interviews. Indians Anglos both liked thefilm, but for different reasons. perceived Westerns as representing set values about land, autonomy, andfreedom, while linked myth to their own history turned it into an affirmation ancestors strove imposed West. These results imply that meaning imputed works varies over social space. Lack data audience interpretations products has rendered existing significance films other genres speculative. T he approach understanding typically selects particular popular genre analysis hope generating conclusions societal expressed product (some exceptions are Radway 1984; Griswold 1987; Liebes Katz 1990).1 For example, Cawelti (1970, 1976), basis his reading novels, concluded these novels vehicle exploring value conflicts, such communal ideas versus individualistic impulses, traditional ways life progress. argued formulaic provide readers with escape moral fantasy. In major study films, Wright (1977) used most movies from 1931 1972 argue resemble primitive myths. Drawing Levi-Strauss, developed cognitive theory mythic structures which "the receivers learn act by recognizing situation it" (p. 186). Wright's main thesis narrative themes resolve crucial contradictions modern capitalism viewers strategies deal economic worlds. The popularity Westerns, argued, lies genre's reflection changing system, allows guide living. explanations Western's attend texts ignore viewers, whose motives experiences crucial. lack solid various formulas renders