Standing their ground: Southern white hegemonic defense of place through camouflaged narrative continuity

Public relations research typically conceptualizes the practice as organization-centric by emphasizing strategies, tactics, and tools used to achieve objectives that advance organizational interests. Often less organizational but essential to understanding community self-governance, grassroots actors use public relations to defend, advance, or challenge ideographs such as freedom, democracy or environmental quality. The ideograph analyzed in this case is the postbellum narrative continuity of “Southern Heritage not Hate” which served as camouflage for redeeming the Lost Cause, the argument that the South did not lose the Civil War. This essay normatively identifies, interprets and judges public relations strategies southern advocates used to “stand their ground” by defining place as a cultural issue and source of relational agency. This grassroots public relations campaign sought to defeat the post-Civil War Reconstruction narrative continuity that fostered the societal agency of African Americans; postbellum activists re-imposed a narrative favorable to Southern white male hegemony. To stand their ground, “Southern” voices used military textuality, focused on CSA General Robert E. Lee, as narrative continuity during the U.S. Civil War (1861–1865), Reconstruction (1865–1876), and Jim Crow (1877–1954). The term “camouflage” is used to explore this narrative and critically illuminate how text can define place so as to make it seem different than it is. Camouflage encodes messages differently to different decoders; it conceals as it reveals. Such strategies are typically more emergent contextually than the result of a grand plan. Through grassroots activism by groups such as the United Daughters of the Confederacy and Sons of Confederate Veterans, what once was overt became covert regarding national military culture.