Images of ‘Cowboy Culture’

What a fantastic research trip to the Rodeo! I’m still sorting through data, reflecting, coding, analyzing, etc. etc. So, watch this space… However, if you’re interested, here’s a link to some of the photos that make up my visual ethnography:

https://flic.kr/s/aHsk9ujKQN

So far, I’ve coded them into five main themes: animals, food, landscape (includes sub-themes: marketing and sponsorship), merchandise, people.

Texas Longhorn

Willie Nelson

Rodeo Beauty Queens

Interesting cowboy boots

Cross-bow and weaponry stall

Baby clothes for sale

Mexican merchandise

Lots of food products on sticks

Youth education is big part of Rodeo Austin brand

Ram (sponsor) monster truck

Branded ferris wheel

Bull rider

Rodeo Austin

While focusing on the logistics for data collection, I’ve been doing some preliminary research on my case study, the Star of Texas Fair and Rodeo. Some initial thoughts:

Sponsors: Some Austin-based business as well as national and international companies. The main sponsors appear to be Ram and Coors. These are brands based on macho images of a nostalgic American (rural) West. They are based on traditional masculinity with idealised (so-called) American values of a hard work ethic and rugged individualism. The context is not urban here – it is pioneering and rustic. Consequently, the portrayal of masculinity is almost cartoonish in its simplicity and transparency. Check out some of their ads:

Traditional Masculinity Sells

Guts – Glory – Ram

Truck of Texas

Coors Banquet

Ram ‘Farmer’ Superbowl Ad

‘Macho’ Marketing

Music: Mainly white men and mainstream Country/Western. Rodeo Austin did tweet that it’s not all Country music since they also have Boyz II Men. Yes, you read that correctly. I remember them being popular when I was in high school. I can’t think of African-American performers less ‘threatening’ to white audiences than these guys. They are the classic boy band, like Backstreet Boys or ‘N Sync, who also happen to be African-American. Their music, I would argue, does not represent their ethnicity. However, I do suppose the tweet was factual, as they are not Country.

Education: There is an emphasis on scholarships. This seems to be in keeping with other rodeos as well. Pageants also are scholarship enterprises (allegedly). This may aligned with a specific cultural dimension for these kinds of special events, which aim to support local communities. The gender balance of recipients seems appropriate, and there are also a handful of ethnic minorities as well. I would imagine they are pretty attuned to equality agendas with this.

“Where Weird Meets Western”: This is the tagline for the rodeo. It’s essentially tied to Austin place marketing. “Keep Austin Weird” is the branding for the destination. The “Western” aspect is aligned with the event itself. It’s pretty classic image and reputation stuff, appealing to the range of state, national and probably even international tourists. There may be more musical elements, as Austin is known for its vibrant live music scene, but I’m not sure what makes this rodeo ‘weird’ based on the website. So, I’m looking forward to seeing Austin’s twist (if any) on what appears to be a pretty straightforward rodeo.

Rodeo Research

The first thing I tell my students when they are embarking on research is to make sure they have the who, what, where, how, and why of their project clearly set out. Therefore, I think it’s only proper that I start out my research process this way too.

Who: The research focuses on stakeholders (performers, sponsors, vendors, organisers) and audiences; thus, both producers and consumers of the event.

What: This research explores the role of a heritage and sporting event as a mechanism which reinforces or challenges the reproduction of male-dominated heteronormative narratives in sport participation. Certain dominant groups often define ‘what sport is’ or ‘what sport should be like’ and how it is actually experienced by various groups within various cultural contexts. Perceptions of women and LGBTQ athletes, especially those who participate in violent or traditionally ‘macho’ sport, are socially constructed within culture.

By focusing on the case study of the Star of Texas Fair and Rodeo, this research aims to: 1) examine gendered power relations and interactions to understand the effectiveness of masculinities in the legitimation of the gender order in this event landscape; and, 2) critically evaluate commercialised elements such as merchandise, branding materials, and marketing to audiences to discern if the literal selling of this cowboy ideal has an impact on normalising masculine dominance, especially in a family entertainment setting.

Where: Star of Texas Fair and Rodeo, Austin, TX, USA.

How: Post-structural intersectional approaches. Qualitative research methods include semi-structured interviews with key stakeholders and ethnography via participant (as an attendee) observation.

Why: It is suggested that there are gaps in the literature regarding the gendering of event spaces, and this research aims to contribute to the body of knowledge in this area by exploring the constructions and commodification of masculinity in rodeo spaces.