Alan DundesAlan Dundes (September 8, 1934 – March 30, 2005) was a folklorist at the University of California, Berkeley. His work was said to have been central to establishing the study of folklore as an academic discipline. He wrote 12 books, both academic and popular, and edited or co-wrote two dozen more. One of his most notable articles was called "Seeing is Believing" in which he indicated that Americans value the sense of sight more than the other senses.
He introduced the concept "allomotif" (coined in an analogy with "allomorph", to complement the concept of "motifeme" (cf. "morpheme") introduced by Kenneth L. Pike) as concept to be used in the analysis of the structures of folktales in terms of motifs identified in them. Provided by Wikipedia