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

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  • Craig Thompson
  • Kelly Tian

Abstract

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..

Suggested Citation

  • Craig Thompson & Kelly Tian, 2008. "Reconstructing the South: How Commercial Myths Compete for Identity Value through the Ideological Shaping of Popular Memories and Countermemories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 595-613, July.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:595-613
    DOI: 10.1086/520076
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    Cited by:

    1. Diaz Ruiz, Carlos, 2014. "Market Representations in Action," Thesis Commons vxjma, Center for Open Science.
    2. Vivien Blanchet, 2020. "Happy Christmases are all alike; each unhappy Christmas is unhappy in its own way," Post-Print hal-02437257, HAL.
    3. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    4. Dobscha, Susan & Foxman, Ellen, 2012. "Mythic Agency and Retail Conquest," Journal of Retailing, Elsevier, vol. 88(2), pages 291-307.
    5. Katja H Brunk & Markus Giesler & Benjamin J Hartmann & Darren DahlEditor & Craig ThompsonAssociate Editor, 2018. "Creating a Consumable Past: How Memory Making Shapes Marketization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1325-1342.
    6. Valentina Chkoniya & Ana Oliveira Madsen & Teresa Coelho, 2019. "The impact of information and communication technologies in fish consumption in Portugal: building a support for the coming generations," Economia agro-alimentare, FrancoAngeli Editore, vol. 21(3), pages 855-872.
    7. Bradford, Tonya Williams & Sherry, John F., 2014. "Hyperfiliation and cultural citizenship: African American consumer acculturation," Journal of Business Research, Elsevier, vol. 67(4), pages 418-424.
    8. Bryce, Derek & Murdy, Samantha & Alexander, Matthew, 2017. "Diaspora, authenticity and the imagined past," Annals of Tourism Research, Elsevier, vol. 66(C), pages 49-60.
    9. Bryce, Derek & Čaušević, Senija, 2019. "Orientalism, Balkanism and Europe's Ottoman heritage," Annals of Tourism Research, Elsevier, vol. 77(C), pages 92-105.
    10. Zanette, Maria Carolina & Brito, Eliane Pereira Zamith & Fontenelle, Isleide Arruda & de Camargo Heck, Marina, 2021. "Eating one’s own otherness: When producers commercialize their ethnicities," Journal of Business Research, Elsevier, vol. 129(C), pages 134-144.
    11. David Crockett, 2022. "Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach [The Ghetto Marketing Life Cycle: A Case of Underachievement]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 1-24.
    12. Hartmann, Benjamin J. & Brunk, Katja H., 2019. "Nostalgia marketing and (re-)enchantment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 669-686.

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