Rural studies: Modernism, postmodernism and the ‘post-rural’

In response to Philo [(1992b), Neglected rural geographies: a review. Journal of Rural Studies8, 193–207), who calls for rural studies to take the study of ‘others’ more seriously, we argue the need to take postmodernism more seriously. The paper focuses upon the production of knowledge about rural areas by academics. In the narrative that we provide here, the ‘rural’ had a strong presence until Pahl's critique of the rural-urban continuum which both diminished the status of the rural and emphasised the role of class in shaping particular spaces. Newby and his colleagues applied class analysis to agriculture, likewise undermining the significance of the rural. Further applications of general social theory, such as the political economy and restructuring approaches, show how modernist rural studies seem to be fighting a losing battle to posit the indispensability of the significance of the urban-rural division as an explanation; articulating and rearticulating the divide within a whole range of processes: economic, social and cultural. Rural social scientists have woven this modernist narrative, but, as Philo shows, one effect has been the neglect of certain social groups, cultures and identities. However, in contrast to Philo, we argue that a rather fundamental reassessment of social scientific approaches to the rural is required if these ‘neglected others’ are to be satisfactorily considered. We believe a ‘sociology of postmodernism’ would offer a more reflexive perspective on the processes which give rise to ‘the rural’. We thus call for an end to the use of universal or global concepts such as ‘rural’ (or the ‘urban’) and for a concern with the way places are ‘made’. This will entail a focus on ‘power’ as certain actors impose ‘their’ rurality on others. We term this the study of the ‘post-rural’.     

Socio-cultural representations of greentrified Pennine rurality

This paper examines the processes of change in two ‘rural’ environs of Hebden Bridge, West Yorkshire, associated with the in-migration and consumption practices of relatively affluent households. In doing so, we address the knowledge gap identified by Phillips (J. Rural Studies 9 (1993) 123) relating to the gentrification of rural locations. The term ‘rural greentrification’ is suggested to emphasise the varying cultural predilections of in-migrant households in the consumption of ‘green’ spaces. More specifically, a geography of greentrification is identified in the locale, which encompasses two socio-spatial relationships: ‘village’and ‘remote’. These are interpreted as distinct constructions of rural ‘habitus’ and thus exemplify the significance of Hebden Bridge as a special place, where the multiple appeals and meanings of different representations of greentrified Pennine rurality enable cultural and social differentiation. The findings reaffirm the value of viewing the rural as a socio-cultural construct, tied to place and time, which is specific to individuals and social groups.     

Counter-geographies: The campaign against rationalisation of agricultural research stations in New South Wales, Australia

This paper discusses an example of community action mounted in a rural region of New South Wales, Australia, in response to proposals by the State Government to rationalise agricultural research stations operated by the Department of Primary Industries. Informed by a Foucaultian understanding of power and the concept of governmentality, neoliberalism is theorised as being the broad governmental context in which rationalisation proposals were put forward. Recent literature drawing on this theoretical perspective has emphasised that neoliberalism is enacted through a relationship of power, and is not monolithic or inevitable. Neoliberalism is always negotiated by those seeking to govern and those who are the object of such governmental actions. This paper analyses how plans to rationalise publicly funded agricultural research stations were opposed by those seeking to keep research facilities open in the case study area. The paper discusses the methods and scope of community action and, drawing on interviews, identifies a series of discourses articulated by campaigners. Non-local actors were depicted as uncaring and insensitive. In contrast, campaigners discussed the emergence of a ‘city-country divide’ in domestic politics; the need for specialist agricultural knowledge given the region's unique geographical location; and local impacts of an economic, social and emotional nature. Central were discourses of maintaining community, tradition, and continuity in unique local places defined by their climate, biophysical environment and economy. These were ‘counter-geographies’ that sought (successfully, it would transpire) to disrupt the state's imagined geography of a homogenous and flexible administrative space in which research services could be relocated wherever most efficient. Important too were embodied resistances to the way rural industries and people were subjected. Campaigners refused to accept preferred codes of neoliberal behaviour (particularly mobility and rationality) and instead demanded respect for their careers, families and communities. Important considerations are suggested for further research on impacts and negotiations of neoliberalism. This study particularly highlights the successes—as well as contradictions and limitations—of arguments that construct rural places as socialised, unique and unfairly treated (by governments), in opposition to metropolitan dominance and ‘placeless’ neoliberalism.     

Risking the rural: nature, morality and the consumption of unpasteurised milk

The BSE crisis, concern over genetically modified foods, and E. coli and Salmonella food scares have prompted widespread public disquiet over food safety. For consumers, this has led to a demand for new ‘safer’ foods which are usually ‘local’, ‘natural’ and/or organic. Research into reactions to food risk has to a large degree focussed on this ‘quality turn’. In doing so, there is a danger of failing to fully problematise risk and providing a dualistic appreciation of ‘good’ and ‘bad’ natures, rather than exposing nature's fluid and multiple identities. Moreover, it suggests that consumers always attempt to minimise risk and do not challenge the need to change their behaviour. Instead, drawing on ethnographic fieldwork from an English village, the paper uses a case study of unpasteurised milk to analyse why rural consumers continue to buy foods labelled by official scientific discourses as ‘risky’. The paper argues that food risks in rural areas are configured by a concern to protect a rural identity from one implicated in scientific discourses of safety. These identity-related definitions of risk are also constructed by various moral behaviours which are integral to the process of becoming rural. In particular, the paper shows that these moral behaviours include establishing relations with specific forms of nature, maintaining community relations and adopting rural knowledgeabilities which together configure food safety and define rural status.     

Conflicting rationalities, knowledge and values in scarred landscapes

Incorporating public or local preferences in landscape planning is often discussed with respect to the difficulties associated with accurate representation, stimulating interest and overcoming barriers to participation. Incorporating sectoral and professional preferences may also have the same degree of difficulty where conflicts can arise. Planning theory calls for inclusiveness and collaboration, ideally egalitarian, and analysis of the process often uses case study scenarios that may offer examples for practice and further research. Much of the literature takes case studies in urban landscapes as the starting point for discussion and little is known of the collaborative process in rural landscapes, especially damaged landscapes such as those that may occur after extreme resource extraction. In this paper, we use industrially mined, or ‘cutaway’, peatlands as illustrative examples of the remaining ‘scarred’ landscapes. Using narratives of ‘knowledge-holders’ as iterative examples, we explore the perspectives of key actors within scarred landscape after-use planning. It is shown that though there is agreement that community ‘stakes’ are important, there are conflicts relating to the exact level of collaboration or to the extent that it is necessary at all. Traditional sectoral approaches predominate with community level narratives following established pathways. The prevailing rationalities revolve around protectionism and differing opinions of knowledge. Where a policy vacuum exists in relation to after-use of damaged landscapes, the resulting conflict may be an impediment to non-tokenistic stakeholder collaboration.     

Re-discovering the social: neo-liberalism and hybrid practices of governing in rural natural resource management

Since the 1980s, natural resource management (NRM) in rural Australia has been underpinned by rationalities and technologies of governing that constitute agricultural landscapes and resource managers in economically rational terms. While it is tempting to interpret these forms of regulation as part of a broad shift away from social forms of governing, this paper argues that ‘the social’ remains of crucial significance in understanding how both natural environments and the capacities of individuals to manage these environments are constructed. Drawing upon recent work in the Foucauldian-inspired literature on governmentality and, in particular, Stenson and Watt's (Urban Studies 36(1) (1999) 189–201) concept of hybrid governance, this paper examines how particular representations of ‘the social’ are assembled through strategies of NRM. Using the National Landcare Program (NLP) and Natural Heritage Trust (NHT) as examples, we consider how ‘social’ data is being incorporated into resource management strategies, and how this re-shapes both ‘the social’ and NRM as domains of governance. While the NLP and NHT incorporate concerns about social responsibility, they define these in terms of the capacity of individuals to respond to changing economic circumstances. This effectively defines land managers as socially and ecologically responsible only to the extent that they have the managerial capacities to pursue economically ‘rational’ practices. In concluding, we argue that hybrid practices of governing are indeed evident in NRM in Australia and that the concept of ‘hybrid governance’ requires further attention in understanding how rural spaces are made knowable and shaped as objects of knowledge.     

On the moral economy of country life

The role that elite rural women play in the fields of community service and social networking ensures the creation and reproduction of cultural and symbolic capital. Their work, which contributes a necessary ‘service’ for the functioning of village life, also serves to enact women's positions in these fields. Through these strategies and distributions of capital one can see that the social world is mirrored in a homologous symbolic system which is organised according to a specific logic of differences specific to New Zealand rural communities. This paper focuses on how this moral economy of service structures a North Island hill country farming community.     

‘How to be a rural man’: Young men's performances and negotiations of rural masculinities

This paper is concerned with young rural men and how they ‘do’ identity politics living in a rural area of Norway. Focusing on how masculinity and rurality are constructed and interrelated in young men's narratives of living in a remote community, it is identified that young rural men reproduce, negotiate and transform local discourses of rural masculinity. First, the article shows that young men living in rural areas believe it is important to express rural masculinity through hunting and outdoor life as well as by exhibiting skills as handymen. Second, it reveals that it is important for young rural men to communicate a particular stance in the ongoing and controversial Norwegian debate over snowmobiles and carnivores, as these topics are related to rural men's sense of loyalty to place. Third, the article shows how rural men negotiate ‘the tough man’ images related to hunting, motors and handyman skills by constructing new and alternative masculinities. The analysis reveals that young rural men enact alternative masculinities, expressed in relation to new working life opportunities in the service sector, through emotional openness and caring, and in relation to traditional ‘masculine spaces’ such as hunting and snowmobiling. It is concluded that, little by little, rural communities are opening up for more flexible masculinities.     

New community governance in small rural towns: the Australian experience

State and federal governments in Australia have developed a range of policy instruments for rural areas in Australia that are infused with a new sense of ‘community’, employing leading concepts like social capital, social enterprise, community development, partnerships and community building. This has encouraged local people and organisations to play a greater role in the provision of their local services and has led to the development of a variety of ‘community’ organisations aimed at stemming social and economic decline. In Victoria, local decision-making, before municipal amalgamations, gave small towns some sense of autonomy and some discretion over their affairs. However, following municipal amalgamations these small towns lost many of the resources—legal, financial, political, informational and organisational—associated with their former municipal status. This left a vacuum in these communities and the outcome was the emergence of local development groups. Some of these groups are new but many of them are organisations that have been reconstituted as groups with a broader community focus. The outcomes have varied from place to place but overall there has been a significant shift in governance processes at community level. This paper looks at the processes of ‘community governance’ and how it applies in a number of case studies in Victoria.     

Crossing divides: Ethnicity and rurality

This paper draws on research with people from African, Caribbean and Asian backgrounds regarding perceptions and use of the English countryside. I explore the complex ways in which the category ‘rural’ was constructed as both essentialised and relational: how the countryside was understood most definitely as ‘not-city’ but also, at the same time, the English countryside was conceived as part of a range of networks: one site in a web of ‘nature places’ across the country, as well as one rural in an international chain of rurals – specifically via embodied and emotional connections with ‘nature’. I argue that alongside sensed/sensual embodiment (the non-representational intuitive work of the body), we need also to consider reflective embodiment as a desire to space/place in order to address the structural socio-spatial exclusions endemic in (rural) England and how they are challenged. I suggest that a more progressive conceptualisation of rurality – a ‘transrural’ open to issues of mobility and desire – can help us disrupt dominant notions of rural England as only an exclusionary white space, and reposition it as a site within multicultural, multiethnic, transnational and mobile social Imaginaries.     

Investigations of the british rural middle classes — Part 1: From legislation to interpretation

This is the first of two papers concerned with understanding the causes and consequences of middle class presence in rural areas. This paper explores debates over the future of class analysis and in particular whether it is possible to avoid a dualistic choice between a ‘modernist class analysis’ or a ‘postmodernism’ where class has completely receded from view. Attention is drawn to notions of an ‘interpretative approach’ to class, which while accepting many of the claims of postmodernism still sees value in the notion of class and in conducting class analysis. Drawing on a number of recent discussions of class within and beyond rural studies it is argued that class analysis should be seen as an ‘interpretative accomplishment’ and that attention needs to be paid within it to at least four issues: (i) the processes of knowledge construction and communication; (ii) differences in conceptualisations of power and related concepts such as domination and exploitation; (iii) differences within the processes of class formation; and (iv) the impact of identity recognition on class analysis, class relations and classes practices. In a later paper these issues will be explored in a more substantive manner through consideration of some of the results of research conducted in five locations in rural Britain.     

There's more to the picture than meets the eye: Measuring tangible and intangible capital in two marginal communities in rural Denmark

A missing link in economics has been what Veblen in 1908 termed intangible capital. This includes common norms, trust and high levels of cooperative performance. Intangibles are invisible to the eye and not easily measured in quantitative terms. They nevertheless involve visible, socioeconomic outcomes and should therefore rightly be seen as productive, like tangibles. Thus, uneven levels of intangible capital would explain Differential Economic Performance (DEP) between, say, two firms containing exactly the same stock of physical, economic and human capital. Despite this common sense observation, most economists have failed to see that ‘there's more to the picture than meets the eye’, as Neil Young once sang. We use statistical, historical and fieldwork data from two Danish, marginal rural communities both rich on intangible capital. This to show how intangible capital in the form of social, organisational and cultural capital is accumulated and utilised in situ, at the microlevel. We suggest that the difference between these two, very similar communities should be explained in their varying ability to utilise local stocks of tangible and intangible capital. Drawing on seminal ideas from Bourdieu [The forms of capital. In: Richardson, J.G. (Ed.) Handbook of Theory and Research for the Sociology of Education. Greenwood Press, New York, Westport, CT and London, 1986, pp. 241–58] and the DORA project [Bryden, Differential economic performance in rural areas. In: International Conference on Rural Communities and Identities in the Global Millennium. Malpasino University College, Nainamo, BC, Canada, 2000], we want to develop a ‘total capital’ assessment tool for mapping and measuring socioeconomic development in marginal rural communities. In this way, we hope to count in ‘all’ capital as Schultz [Investment in human capital. In: Kiker, B.F. (Ed.) Investment in Human Capital. Columbia, 1971, pp. 3–21] prophesised. This in order to explain what we term Differential Local Development (DLD), where ‘good’, sustainable development is associated with high economic performance and increase in population.     

From ‘sustainable rural communities’ to ‘social sustainability': giving voice to diversity in Mangakahia Valley, New Zealand

Despite widespread interest in the notion of sustainability, little progress has been made towards an understanding of its social dimensions. Nonetheless, the concept of ‘sustainable rural communities’ is embedded in popular, policy and academic discourses, where the needs of ‘rural communities’ are usually equated with those of farm families. Our ethnographic research in Northland, New Zealand illustrates the diverse interests to be found within ‘rural communities'. Interviews and participant observation were undertaken between August 1995 and July 1996 in the Mangakahia Valley. The increasing divergence in the ethnic, class and occupational makeup of the population has brought with it complexities in terms of what can be said to contribute to ‘sustainable rural communities'. We suggest that ‘sustainable rural communities’ be treated as a folk category, and instead, social science discourse should resort to the broader concept of social sustainability, which will have a locally defined content, not a universal definition, but will include elements of livelihood, social participation, justice and equity.     

Understanding the use of rural space: the need for multi-methods

Although the late 1990s saw increasing use of qualitative data in rural studies and a turn towards issues such as identities and the construction of rurality, many rural researchers still rely on a range of different methods and use both qualitative and quantitative data. However, the challenge of combining quantitative and qualitative data and using different methods is a theme not often dealt with in rural studies, at least not explicitly. This paper (re-)turns the attention to implications of using various methods and combining different types of data for studying a subject matter called ‘the use of rural space’. It concerns both physical land use and the practice and values of individual actors influencing the land use. We emphasise interplay between methodology and philosophy throughout the research process and argue for using multi-methods without compromising the integrity of the different methods. The methodological approach is a combined study of practice and values of individual actors. Two examples—one concerning Senegalese pastoralists’ livelihoods and their use of mobility and one concerning landowners’ location of field afforestation in Denmark—illustrate how the approach facilitates quite different studies of both practice and values and how quantitative and qualitative data can be combined in a non-eclectic way.     

The role of networks of practice and webs of influencers on farmers' engagement with and learning about agricultural innovations

Drawing on the UK research project, ‘Farmers’ understandings of GM crops within local communities’, this paper considers the application of the concepts of communities of practice and networks of practice in the agricultural context. A brief review of theories about communities of practice and networks of practice is given and some of our findings are discussed in the context of those theories.Farmers were found to be a particular type of network of practice, characterised by a weak organisational framework but with a relatively stable network of other communities of practice (or networks of practice) they interact with, which we have called a ‘web of influencers on practice’. Together, farmers’ network of practice and their web of influencers on practice represent the whole environment in which learning may occur, and so provide insights into their social learning system. Most farmers have to work at the boundary of their network of practice and their web of influencers, which creates a significant load on their knowledge management. This is in contrast to other networks of practice where only some members take on this boundary brokering role. The paper concludes that these theories (on networks and communities of practice) provide a useful lens through which to view farmers and their practice, highlighting important points for policy. However, in such contexts these theories need to be extended to include the role of a broader ‘web of influencers on practice’.     

Sylvanian families: The production and consumption of a rural community

Concepts relating to consumer behaviour are brought together with notions of the idyllic English rural community to begin examining the importance of material culture in the formation of attitudes towards the English village. The resulting commodification of rurality is examined with the help of case studies of producers and consumers of Sylvania, a ‘collectable toy’.     

The syntax of ‘tactic(s)’ in public relations research

Strategies and tactics are foundational to the teaching of public relations, yet little scholarly reflection on the term ‘tactic(s)’ itself exists in our research. We content analyzed 30 years of research in Public Relations Review for references to the term ‘tactic(s).’ Our research reveals that of the 174 studies reviewed, 13% elaborated on the term, but none defined it. Moreover, the term ‘tactic(s)’ appeared more frequently with ‘strategies’ (31.5%) than in conjunction with ‘ethics’ (2%). We conclude our research note with a call for greater reflection on core concepts related to our public relations teaching and research.     

Tamworth, Australia's ‘country music capital’: place marketing, rurality, and resident reactions

Since the 1970s, Tamworth has become well known as Australia's ‘country music capital’. Its annual Country and Western Music Festival has become the leading event of its type in Australia, attracting over 60,000 visitors every year. The festival, and country music more generally, have become central to the town's identity and tourism marketing strategies. This article discusses the social constructions that have surrounded Tamworth's transition to ‘country music capital’—of the ‘rural’, and of ‘country’—within the context of debates about the politics of place marketing. Textual analysis of promotional material and built landscapes reveals representations of rurality (or ‘senses of the rural’). In their most commercial form, representations of rurality converge on a dominant notion of ‘country’, quite different from the ‘countryside’ and ‘rural idyll’ in England. This dominant, or normative ‘country’ forms the basis of imagery for the festival, the Town's marketing strategy, and associated advertising campaigns by major sponsors. It is predominantly masculine, white, working class and nationalist. But links between musical style and discourses of place are complex. Colonial British histories, Celtic musical traditions and North American popular culture all inform ‘country’ in Tamworth, dissipating nationalist interpretations. Normative constructions also contrast with other, heterogeneous ruralities in Australia, that include the lived experiences of rural Australians, and on stage—in country music—where multiple ‘ruralised’ identities are performed. Even those who stand to benefit from place promotion have been uncertain about country music and ‘the country’, because of associated discourses of Tamworth as ‘hick’ and ‘redneck’. In the final section of the paper, reactions of residents to constructions of Tamworth as country music capital are discussed, via the results of a simple resident survey. In contrast to previous studies of the disempowering politics of place marketing, Tamworth residents were on the whole supportive of the new associations and images for the town, despite ‘hick’ connotations, as it has become a centre for ‘country’, and for country music. Reasons for this are explored, and resistances discussed. The result is a complex and entangled politics of national identity, gender, race and class, where meanings for place are variously interpreted and negotiated.     

Segregation and protectionism: Institutionalised views of Aboriginal rurality

Rurality is a complex and contested term, with multiple notions and gazes amid calls for theoretical pluralism. In Australia, the spatial categories of ‘remote’, ‘rural’, ‘regional’ and ‘urban’ are applied to places that vary in their distance from an economic and political core and have differing population densities. We argue that natural resources institutions in rural Australia demand an ‘authentic’ performance of Aboriginality that is framed within orthodox and stable constructions of an Indigeneity associated with the remote category. Dominant representations of remote Aboriginal people living on traditional homelands and engaged in ‘traditional’ environmental protection are assumed to hold for all places and transposed when natural resources institutions satisfy compulsory Indigenous engagement. Such institutional requirements for authenticity exclude alternative and multiple Indigenous voices in natural resources management. Rather, Aboriginal people seek engagement across a portfolio of natural resources activities typically found in rural areas (such as mining, grazing, forestry, water allocation planning, and natural resources service delivery and enterprise development), and not just isolated in natural and cultural heritage conservation. This broad participation would more completely match their expressed aspirations and the multiple lived realities of their fluid and networked rural worlds. Using the rural town of Eidsvold in Australia as a case study, we discuss the findings of participant observation and semi-structured interviews with Indigenous people at regional natural resources management meetings and at ‘home’ in Eidsvold. Rather than a generic institutional approach, a place-based approach to understanding the complex ruralities of Aboriginal people is needed.     

The new squirearchy and emergent cultures of the new middle classes in rural areas

In part prompted by a recent spate of media reports this paper explores the emergence of a ‘new squirearchy’ in the English countryside. In doing so, it aims to both illuminate a particular facet of rural social life and help reignite interest in the cultures of rural class. Whilst relationships between rural class and culture were a source of excitement during the 1990s, much of this interest has apparently spluttered if not died, despite class itself remaining very much a live issue for rural dwellers. The paper draws on the findings of an in-depth ethnographic study to highlight the significance of performance and symbolic boundary-marking in the construction and reproduction of social identity. The focus is the activities and sites of ‘the pub’, ‘the hunt’ and ‘the shoot’, which have been key in the emergence of the new squirearchy in the study area. The paper shows the importance of lay classifications based on evaluations of cultural (in)competence and morality, and suggests that the performance and boundary-marking of the new squirearchy in tandem with other identities is evidence of a more extensive, complex and ambiguous ‘culture of middle-classness’ in rural areas.