Abstract
This chapter introduces the annual broadcast of MGM’s Wizard of Oz in the context of Cold War America, the rise of television culture, and corporate program sponsorship. We then examine how the ritualized viewing of The Wizard of Oz both shaped the baby-boom generation and embedded Oz in the cultural imaginary. We analyze the conflict between librarians, educators, and fans over L. Frank Baum’s legacy and Oz’s literary heritage. On the one hand, librarians sought to pull books from the shelves; on the other, educators and Oz fans researched, preserved, and defended Baum and his works. As a result of their efforts, we conclude, Baum became an American mythic figure in print and on screen.
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