Focusing on the master-slave relationship in Louisiana's antebellum sugarcane country, The Sugar Masters explores how a modern, capitalist mind-set among planters meshed with old-style paternalistic attitudes to create one of the South's most insidiously oppressive labor systems. Richard Follett explains that in exchange for increased productivity and efficiency sugar planters offered their slaves a range of incentives, such as greater autonomy, improved accommodations, and even financial remuneration. These material gains, however, were only short term. According to Follett, many of Louisiana's sugar elite presented their incentives with a "facade of paternal reciprocity" that seemingly bound the slaves' interests to the apparent goodwill of the masters. Slaves responded to this display of paternalism by trying to enhance their rights under bondage, but the constant bargaining process invariably led to compromises on their part, and the grueling production pace never relented. Until recently, scholars have viewed planters as either paternalistic lords who eschewed marketplace values or as entrepreneurs driven to business success. Follett offers a new view of the sugar masters as embracing both the capitalist market and a social ideology based on hierarchy, honor, and paternalism. His stunning synthesis of empirical research, demographics study, and social and cultural history sets a new standard for this subject.