The Mountain Man Myth: A Contemporary Consuming Fantasy
- 1 December 1998
- journal article
- review article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 25 (3), 218-240
- https://doi.org/10.1086/209536
Abstract
Modern mountain men form temporary consumption enclaves focused on reenacting the 1825-40 fur-trade rendezvous held in the Rocky Mountain American West. In the process, they become part of a transient consumption community predicated on invented traditions and the invocation of a mythic past to create and consume fantastic time and space. Based on ethnographic methods employed over a five-year period, we develop a historically contextualized understanding of this consumption fantasy. We analyze how modern mountain men enact fantasy experiences of a primitive alternative reality within the bounded ritual space of the modern rendezvous. We conclude that participation in this fantasy world offers a special opportunity for transformative play, while reinforcing a romanticized set of beliefs.This publication has 5 references indexed in Scilit:
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