Digital media including social platforms (YouTube, Instagram, Facebook), community radio online presence, podcasts and digital archives is changing how rural folk cultures are performed, preserved, circulated and monetized. From being marginal, localized practices, many folk arts are now visible to national and transnational publics. This paper uses a sociological lens to ask: How is digital media contributing to the revival (and transformation) of rural folk culture in India? Drawing on theoretical frameworks of invented tradition (Hobsbawm & Ranger), cultural reproduction (Bourdieu), and networked publics (boyd), this study synthesizes recent empirical studies, policy discussions, and case evidence (community radio initiatives, YouTube/Instagram revival projects, digital archiving efforts). Findings show that digital media acts both as a space of revitalization (by giving visibility, enabling new audiences and creating economic opportunities) and of transformation (reshaping forms, meanings, and local control). The paper concludes with policy and programmatic recommendations for ethically supporting folk practitioners, strengthening community-led digital archives, improving access and digital literacy in rural areas and protecting intangible cultural heritage from commodification.
Gautam Gupta (Wed,) studied this question.