Cowboys and Aliens: Body Techniques and Audience Reception in Malaita, Solomon Islands

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Based on ethnographic fieldwork among the Lau of Malaita Province, Solomon Islands, this article revisits the “imperial cowboy problem” through an anthropology of technology approach. It examines audience preference for Westerns, or “cowboy movies,” and their rejection of science fiction, or “new technology movies.” Non-verbal, visual communication, material cultures and body techniques are shown to be particularly significant for how unintended audiences engage with foreign visual media, given their own sociocultural context.