In recent years, American popular culture has demonstrated a notable paradox: despite the country’s increasing racial and ethnic diversity and record-high foreign-born population, cultural forms traditionally linked to a predominantly white, rural America—such as country music and television westerns—have experienced significant growth and prominence.
Country music, long considered emblematic of a rural, white demographic, has risen to unprecedented heights on the charts. Ella Langley’s song “Choosin’ Texas” maintained the number-one spot on the Billboard charts for 21 consecutive weeks, surpassing enduring hits like Mariah Carey’s “We Belong Together” and Whitney Houston’s “I Will Always Love You.” In the first week of August 2024, for the first time ever, the top five songs on the Billboard Hot 100 were country tracks. Even pop artist Taylor Swift, who moved away from country years ago, marketed her latest release associated with the “Toy Story 5” soundtrack within the country genre.
Television trends similarly reflect this rural revival. Nielsen’s multiplatform ratings indicate that four of the top 10 shows of the 2024 season fall into the western or neo-western categories, including titles like “Landman” and “Dutton Ranch.” Despite Gen Z’s status as the most diverse generation in U.S. history, young audiences have actively engaged with rural-inspired cultural practices, such as line dancing, alongside embracing country music icons like Shania Twain and products like Coors beer.
This cultural resurgence contrasts sharply with earlier trends, particularly the "rural purge" of 1971, when several rural-themed television shows such as “Green Acres,” “Hee Haw,” and “The Beverly Hillbillies” were canceled. That purge, driven by commercial desires to attract younger, urban, and affluent viewers, also reflected prevailing cultural attitudes that deemed rural entertainment and its audiences unfashionable. CBS executive Fred Silverman notably criticized such programming as “mindless rural pap.”
The current embrace of rural culture appears to be linked to broader demographic and societal shifts. With urban and coastal populations growing more diverse, and white non-Hispanic Americans approaching minority status, the cultural markers of rural working-class America are increasingly seen as authentic and unconstrained. Economic, social, and institutional changes have left rural communities feeling marginalized amid globalization, an urban knowledge economy, and heightened diversity and inclusion initiatives, fueling a cultural identity that stands apart from mainstream institutions.
The boundary-breaking role that Black art forms like hip-hop once played has shifted. Previously identified with social marginalization and countercultural appeal, hip-hop has become mainstream and commercially dominant, peaking near 30 percent market share in 2020. Today, country music occupies a new space as a symbol of the underdog in cultural terms.
This rural cultural resurgence has also intersected with politics. Former President Donald Trump capitalized on rural anti-establishment sentiment to galvanize support, and other political figures, such as Minnesota Governor Tim Walz and progressive candidates like Graham Platner and Dan Osborn, embody elements of this rural cultural identity. Moreover, demographic trends show the South and Mountain West experiencing significant working-age population growth, with Southern universities increasingly attracting students from outside their traditional regions.
While some analysts interpret a recent decline in Trump’s poll numbers as indicative of a political shift, cultural trends suggest that the country continues to lean toward the values and aesthetics associated with rural America. The tension between urban and rural identities remains a defining feature of contemporary American culture, with many consumers and communities metaphorically “choosing Texas” as their cultural touchstone.