Folklore is the country mouse talking. Taken to the city, cheapened by charlatans and opportunists, folklore became fakelore, as the mass took over from the folk. To some, the tale ends here. But waitthere's another mutation. Using new urban material with its chrome and kitsch, imaginative artists, ad men, and scriptwriters are developing a poplore which is as true to its environment as was folklore to an earlier one. Call it poplore.