I've got to agree with Ranger REG. John Wayne is the ultimate cowboy, indeed possibly even the ultimate American because he is the archetype of the Rugged Individualist, a view of life that is sadly increasingly lacking in our modern world. A man like John Wayne is what every American ought to aspire to be -- independent, lives by his own judgement, live-and-let-live with anyone who will reciprocate, agressing against none yet won't tolerate being agressed against.
Despite the disparagements of some, he never was a genocidal maniac. Although the portrayal of Indians in the movies may not have been the most positive, Wayne's character often had respectful friendships with non-whites, and he never went out on racist killing rampages just for the sake of killing Indians. His characters nearly always always sought some aspect of Justice, and only went after those who had done wrong, e.g. raiding and killing settlers.
John Wayne is cool. Always has been, always will be! It's people who don't like John Wayne who are not cool.