ABSTRACT
In this chapter, Veblen’s theory on business principles is applied to the charro cowboy community’s relationship with capitalistic ventures. This chapter introduces the concept of the charro cowboy jefe, who operates like the bank for charro cowboy teams. The charro cowboy jefe, or boss, is the owner of a charro cowboy team, whose sole responsibility is to win charro cowboy competitions. Due to the growing pressure to win competitions, charro cowboy competitions have become more standardized and the safety of both animals and charro cowboys have become more compromised. The changing nature of the charro cowboy community due to the emphasis on business has resulted in a growing rift among the new generation and the older generation of charro cowboy men. My argument in this chapter is centered on the fact that business principles have contaminated the original intentions of the charro cowboy community from peaceable to barbaric and predatory.
