Reaping identity meanings from an agrarian past : southern harvesters of commercially cultivated regional heritage Tian, Kelly and Thompson, Craig 2007, Reaping identity meanings from an agrarian past : southern harvesters of commercially cultivated regional heritage. In Belk, Russell W. and Sherry Jr., John F. (ed), Consumer culture theory, JAI Press, Oxford, U. K., pp.261-296. Attached Files Name Description MIMEType Size Downloads Title Reaping identity meanings from an agrarian past : southern harvesters of commercially cultivated regional heritage Author(s) Tian, Kelly Thompson, Craig Title of book Consumer culture theory Editor(s) Belk, Russell W. Sherry Jr., John F. Publication date 2007 Series Research in consumer behavior Chapter number 13 Total chapters 23 Start page 261 End page 296 Total pages 36 Publisher JAI Press Place of Publication Oxford, U. K. Summary Extending knowledge of the cultural shaping and variegating of white identity that occurs through the commercial diffusion of identity myths, we examine the reception of Southern identity myths promoted in the oppositional narratives of New South commercial media. We characterize oppositional narratives as texts which operate by eliciting an interpretive reading that devalues rather than supports the surface narrative, and explain the duplicitous text as one intended to seduce a dominant power, while empowering and bolstering identity of a marginalized group. After elaborating how oppositional discourse can serve to reinforce the identity frame constructed by regional media producers, we report on a study examining how urban and rural Southerners read and respond to this discourse. Our findings highlight mediators in the relationship between individuals’ oppositional readings and their alignment of identity in a manner responsive to it. ISBN 9780762314461 076231446X ISSN 0885-2111 Edition 1st Language eng Field of Research 159999 - Commerce, Management, Tourism and Services not elsewhere classified Socio Economic Objective 970115 - Expanding Knowledge in Commerce, Management, Tourism and Services HERDC Research category B1.1 Book chapter ERA Research output type B Book chapter Copyright notice ©2007, Elsevier Ltd. Persistent URL http://hdl.handle.net/10536/DRO/DU:30042462 Document type: Book Chapter Collection: School of Management and Marketing   Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Tue, 21 Feb 2012, 09:13:51 EST Mon, 27 Feb 2012, 08:48:05 EST Mon, 27 Feb 2012, 08:50:11 EST Mon, 27 Feb 2012, 08:52:24 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 46 Abstract Views, 1 File Downloads  -  Detailed Statistics Created: Tue, 21 Feb 2012, 09:13:51 EST

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