Reconstructing the South: How Commercial Myths Compete for Identity Value through the Ideological Shaping of Popular Memories and Countermemories
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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
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