The Study of Folklore by Alan Dundes

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Prentice Hall, 1965. 

'Alan Dundes was a folklorist at the University of California, Berkeley. His work was said to have been central to establishing the study of folklore as an academic discipline. He wrote 12 books and edited or co-wrote two dozen more. One of his most notable articles was called "Seeing is Believing" in which he indicated that Americans value the sense of sight more than the other senses.'