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 -- 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 -- 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.
