Since the mid-20th century, Bigfoot has become increasingly relevant in popular culture and is the subject of film, television, advertising, music, literature and more.
Bigfoot has been featured in a wide variety of television and has been the focus point such as in documentaries and programs depicting the search for the creature, or referenced in many other ways within shows of varying genres and types.
It follows the story of a gentle, dignified talking Sasquatch named Arthur, his interactions with the human characters of the surrounding Pacific Northwest area, and the issues revolving around Sasquatch-human relations.
[85] There are annual Bigfoot-related conventions and festivals, and the creature notably plays a role in Pacific Northwest tourism, such as the annual "Sasquatch Daze" held for several years in Harrison Hot Springs, British Columbia and the Oregon "Bigfoot Festival" held in Troutdale, Oregon which draws thousands in attendance from all over.
It can no longer be considered simply as a natural phenomenon that can be studied with the techniques of a naturalist; the entrepreneurs have moved in and folklore has become fakelore.