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, both academic and popular, 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.
Accidentally found this book for free. I was surprised that many of our nowadays social media posts root back to this 1975 book. Lovely sarcastic language. Recommended for before sleeps light reading