This book investigates the calculated construction of Ernest Hemingway's public persona and its intricate relationship with 20th-century mass media. Leonard J. Leff, a noted literary scholar, examines how Hemingway, a figure of immense literary talent, actively leveraged emerging promotional and advertising strategies to craft his image. The narrative details the symbiotic, and at times contentious, creation of Hemingway as a cultural icon, exploring the forces of publicity, media, and commerce that shaped his public life, often beyond his own command.

The book is recognized for its in-depth examination of how Ernest Hemingway's public image was meticulously crafted through the burgeoning mass media of the 20th century. Critics have noted Leff's exploration of the complex relationship between the author and the forces of promotion, advertising, and publicity that shaped his persona. The work is seen as providing a nuanced perspective on the creation of a literary icon, highlighting both Hemingway's active participation and the media's eventual influence over his public life. It offers a compelling account of the personal and commercial construction of a significant cultural figure.