David Met Goliath in Appalachia! A Case Study in the Organizational Identity, Identification and Rhetorical Vision of Appalachian Voices

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Abstract

This analysis examines the intersection of organizational identity and identification with Bormann’s (1972) fantasy theme analysis in a case study of Appalachian Voices’ use of YouTube videos and their textual responses. Three fantasy themes construct a David vs. Goliath master narrative, which has, as its most problematic element, the characterization of Appalachian Voices and its identifiers as moral underdogs. I conclude with suggestions for future research regarding Appalachian Voices and establishing a virtual identity.

Author

• Joshua Ewalt, University of Nebraska, Lincoln