James Arness, the actor who portrays Marshal Matt Dillon in all twenty seasons of Gunsmoke (CBS: 1955-1975), had an interesting take on the ideologies behind the genre’s success. “A cowboy wasn’t tied down to one place or one woman,” he told TV Radio Mirror in 1964. “Nowadays people just don’t seem to have the intestinal fortitude to live the way they’d like. That’s why they tune in on Westerns, to get a breather from stifling conformity. They don’t want to see Matt Dillon—or any other lawman—come home and sweep the kitchen” (McBride 64).
While, perhaps, coy or playing to character, the assertion is odd given the nature of the television medium. The American Western, more than any genre, reflects the morals and cultural feelings of the era in which they were produced. However, unlike the film industry’s predication of rugged individualism dependent on the trope of cowboys riding off into the sunset, during the heyday of the television Western, heroes needed to be domesticated in recurring roles.
Arness’s ideologically ambiguous statement does any amount of cultural work. It presumes the television Western’s narrative is coded with rigid masculinity as well as insinuates its audience is (and its network would allow its program’s target to be) exclusively male. It ties (contrary to the ideological view of the very show he stars in) law and morality to non-conformity and self-government. It suggests the masculine ideal is too individualistic for community yet offers it through a social medium.
Though fragments of these assumptions share some truth with the early Western in print and film, the television Western largely subverts these assumptions through both their serial format and consumerist ideologies. Textual analysis of the first seasons of Gunsmoke and Deadwood (HBO: 2004-2006) will examine how the television Western, though employing traditional genre tropes and themes, does not perpetuate absolute ideologies but is elastic, reflecting the cultures and formats in which they were produced. As paranoid, commercial artifacts of the Eisenhower-era Cold War and the lingering shadow of post-9/11, these programs’ use of Western language exposes an ethnological rift as the culture shifts from the perspective of victor to that of victim in terms of foreign policy.
