Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West

Purpose This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming. Design/methodology/approach Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021. Findings Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced. Originality/value This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.

Performance and Performers

Indian chiefs in the city attracted curiosity and crowds. They were often “onstage,” expected to comport themselves in certain ways, as both “wild Indians” and dignified diplomats. Some were invited to and participated in the ceremonial meetings of the Tammany Society; others not only attended the theater and the circus but sometimes participated in the shows, with displays of Native dances or horsemanship. Like later performers in the Wild West shows, they “played Indian” for white audiences, but they did so for their own purposes, mastering the arts of diplomatic theater and proclaiming their tribal identity in centers of colonial power.

Buffalo Bill and Patriotism: Criticism of the Wild West Show in the Polish-Language Press in Austrian Galicia in 1906

The article juxtaposes two perspectives guiding the perception of ethnographic shows, namely, a contemporary and an earlier one. The article uses the example of Buffalo Bill’s Wild West shows, staged in 1906 in the Polish territories under Austrian rule. Deriving from present criticisms of ethnographic shows and their interpretation through the prism of colonial studies, the author examines the types of reception of such performances met in places in which the inhabitants did not identify with colonialism. Analyzing reactions to the Wild West shows published in the Polish-language dailies, the author offers an interpretation of these performances as foreign, distant from the local social context, and evoking antipatriotic acts. While presently, criticism of ethnographic shows inspires reflection on human rights and equality, the article looks at how the philippics directed against Buffalo Bill’s performances contributed to the promotion of patriotic attitudes by the intellectual elites of the time.

Circulating Regalia and Lakȟóta Survivance, c. 1900

This essay offers object biographies of two examples of Lakȟóta beaded regalia that traveled with Wild West performers to France in 1889 and in 1911, respectively, as exemplars of Gerald Vizenor’s concept of survivance. By examining the production of the objects by women artists within the Lakȟóta community and visually analyzing their designs, this article highlights the regalia as an opposition to both settler colonial political suppression and enforced attempts of cultural assimilation. The article stresses that the beadwork’s materiality bears traces of its intended circulation and public display that are enacted when Lakȟóta individuals wore the regalia in the context of Wild West performance in France. Both when rooted in the Lakȟóta community and when circulating through Wild West shows, the objects evince Lakȟóta survivance. When the regalia was acquired by non-Native individuals in France, who projected new meanings onto the objects, the function of the regalia as a public statement of Lakȟóta survivance subtly continued to operate through generated revenue for the community and through the visibility of Lakȟóta culture through continued circulation.

Poor Lo

While based on local families expressing their blended Native and African legacies, the development of the Mardi Gras Indian cultural system was also shaped by the stereotyped notion of the “American Indian.” Throughout the nineteenth century, as the United States expanded westward across the continent, theatrical and musical productions increasingly incorporated stereotypes of Native Americans, sometimes appearing in Wild West shows. This fell within a larger pattern of minstrelsy, a form of entertainment based on ethnic caricatures especially popular at that time. This chapter examines how minstrelsy, including the Wild West shows, influenced local enactments of “Indianness” in New Orleans. Conventional historiography has often seen the Wild West shows as the point of origin for Mardi Gras Indian traditions. This historical axiom is dispelled, however, and the nineteenth century entertainment industry is instead revealed as a phenomenon which reinforced previously existing cultural practices.

The Social Life of Dances

Chapter 3 pursues the thesis that commodity and gift forms of exchange are interconnected and inseparable. It does this through an examination of three case studies: hip-hop, private dance studio instruction, and powwow. The recent histories of these three examples is examined alongside some of their antecedents at the beginning of the twentieth century. Hip-hop is located along a continuum with the early twentieth-century African American social dances that fueled a dance craze taking place in the urban United States. Private studio instruction is traced back to the social and modern dance instruction offered by entrepreneurial teachers who codified and sold those dances. Powwows are connected to the Wild West shows and other exhibitions of Native dances that brought Native peoples into greater contact with one another and with white audiences. Analyzing the development of these dance practices over time enables a more focused inquiry into the values and belief systems that infuse dance in a given historical moment and the ways that these connect to larger systems of shared values. Each example also calls attention to the way that commodification yields values that collude with forms of social and political domination including racialization and racist ideologies, Orientalism and exoticism, and colonial settler logics.

Beyond Feathered War Bonnets

Despite the messages of power and progress that museums, exhibitions, and even Wild West shows created and encouraged, Kiowa and other Native people negotiated and transformed them, making cultural and political spaces and opportunities. Creating these spaces for cultural expression was also work, and Kiowa people engaged in cultural production as labor and as a means to maintain cultural life during the assimilation era. The spaces that Kiowa and other Native people created at the turn of the century would later be taken up by subsequent Kiowa cultural producers.

Visualizing Winchester: a brand history through iconic Western images

Purpose This paper aims to present a visually documented brand history of Winchester Repeating Arms through a cultural analysis of iconic Western images featuring its lever action rifles. Design/methodology/approach The study applies visual culture perspectives and methods to the research and writing of brand history. Iconic Western images featuring Winchester rifles have been selected, examined, and used as points of departure for gathering and interpreting additional data about the brand. The primary sources consist chiefly of photographs from the nineteenth century and films and television shows from the twentieth century. Most visual source materials were obtained from the US Library of Congress, the Smithsonian Institution, the Buffalo Bill Center of the West and the Internet Movie Firearms Database. These have been augmented by written sources. Findings Within a few years of the launch of the Winchester brand in 1866, visual images outside company control associated its repeating rifles with the settlement of the American West and with the colorful people involved. Some of these images were reproduced in books and others sold to consumers in the form of cartes de visite, cabinet cards and stereographs made from albumen prints. Starting in the 1880s, the live Wild West shows of William F. Cody and his stars entertained audiences with a heroic narrative of the period that included numerous Winchesters. During the twentieth century and into the present, Winchesters have been featured in motion pictures and television series with Western themes. Research limitations/implications Historical research is an ongoing process. The discovery of new primary data, both written and visual, may lead to a revised interpretation of the selected images. Originality/value Based largely on images as primary data sources, this study approaches brand history from the perspective of visual culture theory and data. The research shows how brands acquire meaning not just from the companies that own them but also from consumers, the media and other producers of popular culture.