"A highly sophisticated reflection upon an important theme in the study of American culture that bends, among other things, theories of relation, ritual, production, and consumption to explain with great nuance why Elvis continues to profoundly shape America's understanding of itself." - Richard Weyhing, SUNY OswegoFor countless followers, Elvis means more than a rhinestone-studded jumpsuit and a pair of swinging hips. Elvis transcends this mortal coil. His influence on worldwide pop culture is stunning, ubiquitous, deeply profound. That so many find redemption in their own lives, as well as spiritual value in a poor boy from Tupelo, speaks volumes about our collective spirituality, as well as our conceptions of religion, commodity, and meaning. This book only scratches the surface of the rhinestone, examining the historical, spiritual, and cultural conditions that turned a poor southern boy into one of the most iconic images of the century.