A Fistful of Dollars . This violent, cynical and visually stunning film introduced The Man With No Name, the anti-heroic gunslinger for whom money is the only motivation and the villains are merely obstacles to be removed. Many later films followed this formula of the lone gunman in pursuit of money to the exclusion of all else. Leone's unique style, artistic camera angles, extension of time and raw, explosive violence presented a skewed view of the West, making his film different from any Western that had come before. Critics panned it for its brutal depiction of an unromantic West, but audiences loved it, and the Spaghetti Western took off." (Excerpt from Spaghetti Westerns)
The Genre had evolved to include a plot where a “Hero” could be a man with no name whom was out for his own interests – money. The character was violent and masculine.
“Westerns made during the 1960's and 1970's displayed even more biting social commentary. In this era a change occurred in women's movie images that reflected society's growing awareness of female capabilities. At the same time, sex and violence began to dominate the westerns…the “spaghetti” westerns of Sergio Leone starring Clint Eastwood… are vivid examples of this tend. These sex and violence-ridden films maked the beginning of adult Westerns… these decades mark a turning point for women's roles away from traditional stereotypes [vamp, nurturer, civilizer] that had characterized the genre since the silents.” (McDonald 1987: 197)
Alternatively in the 50's John Wayne had developed the just the opposite on-screen character- “The Duke”. This “guy” was the “do the right thing” character, whom never sought fights, but always overcame them.
“His demeanor and his roles were those of a man who did not look for trouble but was relentless in tackling it when it affronted him.” (Excerpt from John Wayne)
See also The Star System and The Music