This collection of ten essays focuses on how southerners have marketed themselves to outsiders. The cultural ironies and contradictions that have arisen from southerners' efforts to commodify their identity reveal regional anxieties about consumerism, tourism, and memory.

A collection of ten essays that focuses on how southerners have marketed themselves to outsiders. It views a region often at odds with itself on matters like race and religion, and identifies spaces, services, and products that construct various Souths that exaggerate, refute, or self-consciously safeguard elements of southernness.