Abstract
Intense media coverage of Appalachian Pentecostal-Holiness serpent handling sometimes causes a switch in signifier/signified relationships. The snakes used symbolically in this practice are grounded less in traditional religious meaning, and more in a certain recent secular meaning: from signifying faith in the Holy Spirit to indicating the value of celebrity status. This phenomenon is analyzed in a framework of theories about symbols and rituals, and is then described in a series of ethnographic observations at a serpent-handling church in Kentucky. This case study raises some troubling issues about how cosmopolitan media represent a distinctive local culture.
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