"How can purple seem elusive amid a range of reds and blues? Jon Smith locates the problem in scholarly desire—the quest for a better world that, paradoxically, obscures the one we inhabit. Ranging from witty provocations to nuanced psychoanalytic inquiry—and from Faulkner's fashion sense to Ruben Studdard's rebranding of Birmingham—Finding Purple America provides an incisive and even inspiring argument concerning the contemporary role of the humanities."
—Leigh Anne Duck, author of The Nation's Region: Southern Modernism, Segregation, and U.S. Nationalism
"Provocative and provoking on every page, Finding Purple America is not calculated to please; yet even in a book committed to 'disrupting everyone's enjoyment,' Smith's dazzling pop-culture readings and witty prose remain accessible, compelling, and—dare I say it?—entertaining throughout."
“In new southern studies, the old historically driven southern studies—with an emphasis on race, the Civil War, and agrarianism—is replaced by a desire to understand the South in a global context with lots of exploration of pop culture. This book’s pages are full of southern hipsters, recent country music (“alt-country”), and Gen X anxieties: this is a very different work from W.J. Cash’s classic The Mind of the South (1941). . . .The style is breezy and hip to the point of archness. . . .Smith has made a real contribution to American studies.”
—B. Almon, Choice
“In this eclectic book, Smith analyzes a wide variety of sources ranging from Southern literature to photographs of Faulkner’s sartorial choices and from punk music to urban branding initiatives. . . . Overall, Smith’s book is likely to inspire deeper understanding of the new Southern studies movement and is a welcome addition to its literature.”
—Amanda Brickell Bellows, Southern Humanities Review
“Smith’s book makes good on its promise to impel southern studies forward as a model for what American studies should look like in the future– or more properly, in the now.”
—Daniel Cross Turner, Coastal Carolina University
The new southern studies has had an uneasy relationship with both American studies and the old southern studies. In Finding Purple America, Jon Smith, one of the founders of the new movement, locates the source of that unease in the fundamentally antimodern fantasies of both older fields.
The old southern studies tends to view modernity as a threat to a mystic southern essence—a dangerous outside force taking the form of everything from a "bulldozer revolution" to a "national project of forgetting." Since the rise of the New Americanists, American studies has also imagined itself to be in a permanent crisis mode, seeking to affiliate the field and the national essence with youth countercultures that sixties leftists once imagined to be "the future." Such fantasies, Smith argues, have resulted in an old southern studies that cannot understand places like Birmingham or Atlanta (or cities at all) and an American studies that cannot understand red states.
Most Americans live in neither a comforting, premodern Mayberry nor an exciting, postmodern Los Angeles but rather in what postcolonialists call "alternative modernities" and "hybrid cultures" whose relationships to past and future, to stability and change, are complex and ambivalent. Looking at how "the South" has played in global metropolitan pop culture since the nineties and at how southern popular and high culture alike have, in fact, repeatedly embraced urban modernity, Smith masterfully weaves together postcolonial theory, cultural studies, Lacanian psychoanalysis, and, surprisingly, marketing theory to open up the inconveniently in-between purple spaces and places that Americanist and southernist fantasies about "who we are"have so long sought to foreclose.
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