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Marketing the South: Commercial mythmaking and reshaping of popular memories

The historical, competitive, and ideological factors that structure the practices of commercial mythmaking remain largely unexplored and undertheorized. Now, a study from the February 2008 issue of the Journal of Consumer Research investigates these interrelationships by performing a comparative analysis of two prominent New South mythmakers -- editors of nationally distributed magazines about the South -- who are seeking to ideologically reconstruct the historical legacy of antebellum, confederate, and segregationist South in ways that serve their commercial agendas.

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Keywords: marketing, south, commercial, mythmaking, reshaping, popular, memories, memory

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