May 01, 2025

A paper co-authored by Dr. Adrienne Foos, assistant professor and Marketing Department chair, and Dr. Dharti Trivedi (pictured), assistant professor of Marketing, was presented at the Business Research Consortium of Western New York's annual conference on April 26.

The paper, titled "Bull Riding and Blue Jeans: An Interdisciplinary Perspective on the Cultural Revival of the American West," uses critical media studies with historical contextualization to examine shifting cultural values, ideologies, perceptions of representation and power, and consumption reflected, reinforced, and revised by the Western trend across media.

The paper's co-author is Dr. Benjamin Scharff of Mercyhurst University.