Melissa Avdeeff is currently a Lecturer in Digital Media at the University of Stirling. In her transdisciplinary research, she uses multimodal approaches in the examination of popular culture texts and digital and/or emerging technologies to empirically explore such areas as: social media and discourse analysis; AI and computational creativity; and critical approaches to digital media and technology. Her research blends sociological methods and cultural theory within discourse/content analysis, feminist methods, digital ethnography, and/or quantitative digital research methods. She has recently published papers on AI popular music and the audio uncanny valley; Taylor Swift and LGBTQ+ allyship on social media; and Lil Nas X as a case study emerging pathways for music success on TikTok.
