Passing Pappy’s Biscuits
Passing Pappy’s Biscuits
Dynamics of Uneven Modernization in Regional Radio Voices
This chapter examines The Hillbilly Boys and other programs like it in the context of the musical genre of western swing, radio advertising, consumer culture, and the Depression-era culture of Texarkana. Each element of the program performed specific work to appeal to audiences and sell flour. In so doing, The Hillbilly Boys employed a mode of address that articulated a set of multivalenced values that combined nostalgia for an imagined past, engagement with multiple genres of popular and traditional music, and both secular and religious advertising appeals. These values reflected a cultural context of uneven modernization in which sensibilities and attitudes rooted in preindustrial agrarian life existed side by side with those associated with an era of mass production and mass consumption.
Keywords: articulation, consumer culture, Depression, radio, radio advertising, Texarkana, The Hillbilly Boys, western swing, uneven modernization
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