Introduction : Selling Dixies / Anthony J. Stanonis
Buying memory : souvenirs of the American South. Introduction : Thoughtful souvenirs / Ted Ownby ; "There is an abundance of those which are genuine" : Northern travelers and souvenirs of the antebellum South / Eric W. Plaag ; Branding Dixie : the selling of the American South, 1890-1930 / Karen L. Cox ; The riddle of the horny hillbilly / Patrick Huber
Coloring the market : race and consumerism. Introduction : Identity market / W. Fitzhugh Brundage ; Refining religion : consumerism and African American religion in the Delta, 1875-1917 / John M. Giggie ; Hillbilly heaven : Branson tourism and the hillbilly of the Missouri Ozarks / Aaron K. Ketchell ; Behind the sombrero : identity and power at South of the Border, 1949-2001 / Nicole King ; Selling the civil rights movement : Montgomery, Alabama, since the 1960s / Glenn T. Eskew
Consuming the South : foodways and the performance of southern culture. Introduction : Southern eats / John Shelton Reed ; Just like mammy used to make : foodways in the Jim Crow South / Anthony J. Stanonis ; Mechanized southern comfort : touring the technological South at Krispy Kreme / Carolyn de la Peña ; The Café Hon : working-class white femininity and commodified nostalgia in postindustrial Baltimore / Mary Rizzo.
