How Commercial Myths Compete For Identity Value Through the Ideological Shaping of Collective Memories and Countermemories

Through a comparative case study of two influential New South myth makers, we analyze the ways in which the identity value of commercial myths is negotiated at the market system level. We identify several key historical tensions and marketplace pressures that impel these national magazine editors to employ ideological strategies, each tailored to their distinctive competitive agendas, for effacing racial countermemories that contradict their mythic representations of Southern identity. Based on this analysis, we develop a conceptual model which highlights ideological, competitive, and historical influences on commercial mythmaking that have not been addressed by prior accounts of the meaning transfer process.



Citation:

Craig Thompson and Kelly Tian (2007) ,"How Commercial Myths Compete For Identity Value Through the Ideological Shaping of Collective Memories and Countermemories", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 145-149.

Authors

Craig Thompson, USA
Kelly Tian, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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