Book excerpt: Although the importance of Elvis Presley's Southern heritage has long been recognized, few have considered the complex connection between the performer's career and his Southern roots. This study investigates how that identity affected each stage of Presley's career. Elvis Presley's career can be divided into three phases, each of which is signified by a specific image. Each image is coded by a certain style of music, mode of dress, and arena of performance. The evolution from one career phase to another was instigated by a specific event and represented a deliberate calculation on the part of Presley's manager to attract a wider audience. The first stage spans the years 1956 through 1958, after the singer was introduced to a national audience and before he was drafted into the army. His image as a notorious rock 'n' roller created a national controversy and was spurred by negative depictions of Presley in the media-many attributing his controversial performing style and appearance to his Southern background. His music was a fusion of rhythm and blues and country-western; or, two types of music indigenous to the South and foreign to the mainstream entertainment industry based in New York City. The second phase of Elvis' career included his stint as a movie star, in which most aspects of his Southern identity were extracted from his leading man image to enhance his appeal to the mainstream. And, finally, the last stage of his career focused on his image as a Las Vegas performer. Despite the gaudy costumes, Elvis reconnected to his identity as a Southerner in the 1970s by returning to country music and songwriters as a source of inspiration.