Frontier Myth The E-Frontier "The Essay

Length: 5 pages Sources: 3 Subject: Business - Advertising Type: Essay Paper: #38830393 Related Topics: Mice And Men, Political Cartoon, Manifest Destiny, Cigarette
Excerpt from Essay :

Such ads have become increasingly common within the last fifty or so years, as other elements of cultural life tell Americans that the western frontier is closed. Therefore, commercialism is playing off our yearning for a new frontier, one which we can still romanticize.

The next step of the western frontier is through the World Wide Web. As print advertising has moved into massive online advertising, the western romanticized image has also gone digital. The online world itself represents a new frontier to be conquered, both by capitalism and the individual consumer; "Like the western frontier, the e-frontier is vitally significant to American economic and strategies of interests that were manifested first in continental (and now wired) expansion;" (McLure 458). It embodies the feeling of discovering a whole new world, a whole new playing ground which is then to be settled and explored. According to research, "the cyber frontier also appeals on a popular level to many romantic, nostalgic western myths about endless horizons, unlimited opportunity, and untrambled freedom," (McLure 458). Even the words used to describe the internet harkens back to western ideology with words being used such as "cyberspace," "netscape," and "internet pioneers." Online advertising and shopping is currently in the midst of an online gold rush, where there are big profits to be made, "Elements of the Old West survive in the gold rush mentality and the lawlessness and crime that have accompanied the opening of the electronic frontier," (McLure 459). It has become obvious over the success of the internet that there are massive amounts of money to be made. Therefore, it is repeating the old gold rush mentality; "Suddenly everyone is headed for cyberspace, scrambling to stake their claim to a domain name right before someone else grabs...


Companies are now spending more money on online advertising than traditional print advertising. One advertisement in particular was an interactive shooter. The task was simple, to point the mouse at the wild horses and click, attempting to wrangle five buckers. Once the task was complete, it automatically forwarded the page into their product of advertisement. Companies are developing revolutionary and interactive technologies to stay one step ahead of the game and dominate this new frontier.

However, just as in the real days of the Old West, this new frontier also comes with its dangers. Hiding behind the opportunities and cheap deals the internet has to offer are spammers, online predators, and con artists with elaborate schemes to steal from the average internet consumer. It is clear that the romanticized image of the west fits in with a repetition of real dangers faced by original pioneers; "As did the men who flocked to the various gold and silver rushes of the American West, day traders are engaging in risk-taking behavior with a high probability of failure," (McLure 462). Spammers are especially hated within online communities. They represent an invasion of space and a lack of concern for pioneer privacy. According to research "Because the electronic frontier is still generally a lawless territory, vigilantism is often he preferred -- and sometimes the only effective -- response to what cybersettlers perceive as crimes against both property and people," (McLure 463). Therefore, cybersettlers have begun taking justice into their own hands.

As we get further and further into the new millennium, it is clear that the internet is the next frontier, and that companies are exploiting the romanticism of the old frontier in this new one. With more developed technologies at their fingertips, ads are continuing to exploit romanticized images of the Old West, but with more interesting and interactive technologies. It will be interesting to see where capitalism drives this newly regenerated romanticized image of the Old West as technologies continue to develop.


McLure, Helen. "The Wild, Wild Web: The Mythic American West and the Electronic Frontier." The Western History Quarterly. 2000. 31(4):457-476.

Limerick, Patricia Nelson. "What on Earth is the New Western History?" Trails: Toward a New Western History.…

Sources Used in Documents:


McLure, Helen. "The Wild, Wild Web: The Mythic American West and the Electronic Frontier." The Western History Quarterly. 2000. 31(4):457-476.

Limerick, Patricia Nelson. "What on Earth is the New Western History?" Trails: Toward a New Western History. 1991.

West, Elliot. "Selling the Myth: Western Images in Advertising." Montana: The Magazine of Western History. 1996. 46(2):36-49.

Cite this Document:

"Frontier Myth The E-Frontier The" (2009, December 01) Retrieved July 30, 2021, from

"Frontier Myth The E-Frontier The" 01 December 2009. Web.30 July. 2021. <>

"Frontier Myth The E-Frontier The", 01 December 2009, Accessed.30 July. 2021,

Related Documents
Play, a Novel, and a Film: Three Worthy Fictional Presentations
Words: 1542 Length: 4 Pages Topic: Mythology Paper #: 36541553

American frontier in a comparative analysis using two books (Luis Alberto Urrea, In Search of Snow, 1994; Sam Shepard, True West, 1981) and a film, No Country for Old Men, Directed by Ethan and Joel Coen, 2007. These books will be presented in a comparative analysis with the film. The analyses used in this paper will focus on values, setting, conflicts and the way of life presented in each. How

Legends and Superstitions in Hawaii
Words: 1849 Length: 6 Pages Topic: Mythology Paper #: 96584905

Stealing Rocks From Paradise: Pele and Her Vengeance The Hawaiian Islands are home to a diverse population. Much of this population comes from Polynesian roots, and culturally, there exist many different forms of religious and superstitious ideas that permeate modern Hawaiian culture. One of these superstitions surrounds the ancient Polynesian goddess of fire and lava Pele. It is said that if a person steals a lava rock from the island that

Spiegelman's Maus and the Literary
Words: 2242 Length: 8 Pages Topic: Mythology Paper #: 23032158

The function of myth in social cultures is explored by Mary Barnard in her the Mythmakers in which she investigates the origins of ritual in folklore, history, and metaphor. In addressing such a wide scope of material, she came to the conclusion that the origins of many mythical personas/deities related to a single familiar theme: intoxication (4). Her discoveries became offshoots of CG Jung's definition of mythology: Myths are original revelations of

Social and Economic Circumstances Leading
Words: 1241 Length: 5 Pages Topic: Mythology Paper #: 80066088

Salem and the surrounding Essex County (the witch hunt itself went beyond merely Salem) (Norton; Linder) viewed the results of the First, and now the Second Indian War, and their own loss of material prosperity from these wars, as God's punishment for their sins (Norton). It was at about this time that several of Salem's teenage girls began having fits on which they (and their parents and others) blamed the

Global Changes in the Missiology
Words: 9755 Length: 35 Pages Topic: Mythology - Religion Paper #: 77300433

" It caused missionaries to deal with peoples of other cultures and even Christian traditions -- including the Orthodox -- as inferior. God's mission was understood to have depended upon human efforts, and this is why we came to hold unrealistic universalistic assumptions. Christians became so optimistic that they believed to be able to correct all the ills of the world." (Vassiliadis, 2010) Missiology has been undergoing changes in recent years

Jesus a Glimpse of the
Words: 4187 Length: 13 Pages Topic: Mythology - Religion Paper #: 94485593

He describes how he dines with the members of Antipas' court, "thus maintaining the table-fellowship connection of Mark and Daniel," (Freyne 98). Therefore, the account of government practices which can be validated by other reliable sources show the New Testament as presenting clear and reliable sources for the historical validity of the figure of Jesus. Thus, modern researchers have found great truths and reliable correlations between the figure of