The rhetoric of the American western myth

Abstract

Expanding upon the Social Value Model of Rushing and Frentz, this essay argues that the fundamental values of the American Western myth exist in the paradoxical form of Individualism vs. Community. Four historical eras are discussed in terms of how the Western film rhetoric of each was patterned in response to threats to the myth. Early Westerns enacted a pattern of “dialectical emphasis” (of Community): classic Westerns, “dialectical reaffirmation “; sixties Westerns, “dialectical emphasis” (of Individualism). It is claimed that reaffirmation of the dialectical tension between the values best strengthens the archetype, and thus America's image of itself. In contrast, the current revival of Western rhetoric, as depicted in the political realm in the elections of Jimmy Carter and Ronald Reagan, and in the popular culture realm in The Electric Horseman, Urban Cowboy.,and “Dallas,” enacts a pattern of dialectical pseudo‐synthesis, and thus is seriously subversive of the fundamental archetype.