Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
5-2025
Committee Chair or Co-Chairs
A. Chase Mitchell
Committee Members
Melanie Richards, Stephen Marshall
Abstract
This study investigates the role of digital media, specifically social media, and streaming platforms, in the resurgence of Appalachian country music. In recent years, niche music genres have found new life through online platforms, which offer unique avenues for discovery, engagement, and community building. Using a mixed methods approach, this research combines quantitative survey data and qualitative thematic analysis to explore how audiences discover Appalachian country music on platforms such as TikTok, YouTube, and Spotify. A cross-sectional survey was distributed to college students and social media users, collecting responses on participants' digital engagement habits, platform preferences, and motivations for exploring Appalachian music. The study contributes to the growing body of literature on digital music discovery and cultural preservation in digital spaces.
Document Type
Thesis - embargo
Recommended Citation
Powers, Jacob Cody, "Digital Revival: The Role of Social and Streaming Media in the Resurgence of Appalachian Country Music" (2025). Electronic Theses and Dissertations. Paper 4514. https://dc.etsu.edu/etd/4514
Copyright
Copyright by the authors.