Journal Article

Reconstructing the South: How Commercial Myths Compete for Identity Value through the Ideological Shaping of Popular Memories and Countermemories

Craig Thompson and Kelly Tian

in Journal of Consumer Research

Volume 34, issue 5, pages 595-613
Published in print February 2008 | ISSN: 0093-5301
Published online July 2007 | e-ISSN: 1537-5277 | DOI: http://dx.doi.org/10.1086/520076
Reconstructing the South: How Commercial Myths Compete for Identity Value through the Ideological Shaping of Popular Memories and Countermemories

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This study explicates the coconstitutive relationships between commercial mythmaking and popular memory that arise through myth market competitions for identity value. We develop a genealogical analysis of the representational strategies and ideological rationales that two prominent New South mythmakers use to shape popular memories in relation to their competitive goals and to efface countermemories that contradict their mythologized representations. We then derive a conceptual model that highlights competitive, historical, and ideological influences on commercial mythmaking and their transformative effects on popular memory, which have not been addressed by prior theorizations of the meaning transfer process.

Keywords: Communication; Social Class; Sociological Theories/Analysis; Depth/Long Interviews; Historical Analysis

Journal Article.  15480 words.  Illustrated.

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