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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 Consumer culture theory, JAI Press, Oxford, U. K., pp.261-296.

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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
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