Cowgirls: a Gendered Western Lifestyle

Ownership and mastery of a horse are the central narrative elements that connect horsewomen who self-identify as cowgirls to Wild West mythology. Our research describes how Western mythology, long-term experience with horses, and the microculture of Western horse sports, create a crucible where traditionally masculine and feminine qualities – tough and tender – can be fully integrated into feminine identities.


Mary Celsi, Doan Nguyen, and Sayantani Mukherjee (2015) ,"Cowgirls: a Gendered Western Lifestyle", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 779-779.


Mary Celsi, California State University Long Beach, USA
Doan Nguyen, California State University Long Beach, USA
Sayantani Mukherjee, Central Washington University


NA - Advances in Consumer Research Volume 43 | 2015

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