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The sociology of the South, as a substantive area research interest, emerged during the 1800s as a means to rationalize and preserve the cultural norms of slavery era whites who would soon experience seismic social shocks including the Civil War and emancipation of enslaved blacks. The person singularly cited as the architect of this area of study is Howard W. Odum. Although Odum is identified as the person most responsible for the development of this field, archival data indicate that W. E. B. Du Bois and the men and women of the Atlanta Sociological Laboratory were its first practitioners. In this paper evidence is offered to show that Du Bois's Atlanta University efforts predated Odum's North Carolina research program. Additionally, an explanation for Du Bois's marginalization in the existing sociology of the South literature is offered. [ABSTRACT FROM AUTHOR]