The Cowboy

The cowboy is the quintessential American — fiercely independent, brave and laconic. The episode examines the myths and realities of this archetype, which remains as potent as ever in the 21st century.

Buffalo Bill and his Rough Riders' dramatic reenactments of conflicts such as The Battle of Summit Springs cast cowboys as heroic fighters, coming in to save the day against "hostile" Native Americans. The international success of these Wild West Shows led to a skewed perspective of the role of real cowboys in the American West.

In the 1920s, the rise of a new form of militant white racism had a big impact on the motion picture industry. Consequently, Hollywood Westerns downplayed the significant role that women, Black people and other marginalized groups and minorities played in settling The West, in favor of promoting the mythic image of male-dominant, gun-toting cowboys.

The Homestead Act of 1862 provided that any citizen who had never borne arms against the U.S. government could claim 160 acres of government land as long as they cultivated their plot.

Philip Morris understood that The West as a cultural backdrop, held great appeal to Americans. By tapping into the magic of Marlboro Country, the cigarette company created an ultramasculine cowboy icon, The Marlboro Man, whose ads ran successfully for decades.