Producing Postman Pat: The popular cultural construction of idyllic rurality

This paper concerns the popular cultural representation of English rurality. It focuses upon Postman Pat, a popular cultural phenomenon which has come to be routinely cited as exemplary and iconic of contemporary imaginings of the English countryside as idyllic. The idea that Anglocentric popular culture (re)produces this sort of ‘rural idyll’ – and that these idylls are particularly laden with cultural and ideological baggage – has been well rehearsed. However, this paper considers a question which has too often been overlooked or taken for granted: how, exactly – and I mean literally, actually, in detail, in practice – does this sort of idyllic rurality come to be constructed? Through conversations with two key figures in the creation of Postman Pat, the paper begins to develop an understanding of some of the everyday, banal, nitty gritty practices, decisions and encounters which must be understood as fundamentally part of the production of (this) ‘rural idyll’.     

Chilling out in ‘cosmopolitan country’: Urban/rural hybridity and the construction of Daylesford as a ‘lesbian and gay rural idyll’

This paper advances scholarship on ‘lesbian and gay rural idylls’. A growing literature examines how ‘lesbian and gay rural idylls’ are not only produced in opposition to the urban, but are themselves urban constructs. We extend these contentions by exploring the processes of idyllisation suffusing lesbian and gay festival tourism in Daylesford, a town in non-metropolitan Victoria, Australia. We find that Daylesford’s idyllisation by the lesbian and gay tourism industry blurs the urban/rural binary, and instead hybridises rurality and urbanity in the tourism images and practices of ‘cosmopolitan country’ associated with the town. Research findings from Daylesford are analysed to examine how the dynamics of tourism marketing and festival attendance help produce and articulate this hybrid variant of the ‘lesbian and gay rural idyll’. We utilise two sets of mostly qualitative data for this inquiry: travel commentaries in the news media, and a survey conducted in Daylesford at the 2006 ChillOut Festival, Australia’s largest lesbian and gay rural festival.     

‘The Rotten Banana’ fires back: The story of a Danish discourse of inclusive rurality in the making

The popularity of a particular term – the Rotten Banana – has paralleled the one-sided centralisation of public services since the Danish Municipal Reform of 2007. The Rotten Banana denotes peripheral Denmark, which takes a geographically curved form that resembles a banana, and it symbolises the belief that rural areas are backward and (too) costly. This article shows how the negative connotations of rural areas have come to outweigh the positive ones and to legitimise liberal visions of the ‘sustainable’ welfare state. Whereas previous studies on the perceptions of rural dwellers have focused on the discourses of rurality that produce rural outsiders, this article builds on the work of de Certeau and of Laclau and Mouffe. Based on both quantitative and qualitative data, the study shows how, in Denmark, negative connotations and centralisation have together spurred a new and political mobilisation in many parts of the ‘banana’. Through skilful ‘consumption’, rural dwellers have adapted the alienating liberalist ‘logic of equivalence’ to their own use and produced a ‘logic of difference’, thus challenging the predominant political discourse of rurality. As a result, the Danish Liberal government was forced to introduce a new and more inclusive rural policy in September of 2010 and grant rural dwellers a political voice in parliament.     

Relational rurals: Some thoughts on relating things and theory in rural studies

This paper considers how shifts within the social sciences towards conceptualising spatiality in relational terms have unfolded in rural studies in particular ways over the past decade or so. A period in which networks, connections, flows and mobility have all established themselves as compelling conceptual frames for research, the rural has increasingly been recast in relational terms as a multi-authored and multi-faceted space, constituted through local-global interconnections and their place specific, sometimes contested, manifestations. In this way, the multiple meanings of the rural continues to be a focus of critical concern, as are the implications ‘of’ and ‘in’ rural spaces for some of the major issues currently being faced by governments and citizens around the world; including climate change and food security. Apprehending the complexity of the rural in these terms, we argue, requires not only thinking space relationally, but at the same time being epistemologically relational or theoretically pluralist. That is, recognising the co-constituent production of rural space through material and discursive phenomenon, processes and practices, and thus the value of existing theoretical resources (social constructionism, political and economic materialism) in relation with the critical and rigorous appraisal of ‘new’ concepts and ideas to better comprehend rural space in its multidimensional complexity and particularity. To this end, we identify Cindi Katz's notion of ‘countertopography’ as a promising conceptual and methodological addition to the rural scholar's toolkit insofar as it attends to a politics of location and differentation in relation to global processes. We conclude our discussion by sketching out possible objects of countertopographical analysis for understanding ongoing processes of change in rural space(s).     

Characterising rural businesses – Tales from the paperman

A case study of a self-termed ‘rural business’ is used to deconstruct the concept of a rural business and shed light on specific features of ‘operating in a rural area’ and ‘serving a rural population’. Alongside ‘selling a rural product’, the paper claims that these make up three parameters for categorising rural businesses. Highlighting these unique or niche features of a rural business makes is possible to recognise values that extend beyond financial measures. As such, this research provides a mechanism to support rural policy aimed at delivering both economic and community development objectives.     

Types of stable network structures based on exhaustive search

Based on the works of Doreian [Doreian, P., 2006. Actor network utilities and network evolution. Social Networks 28, 137–164] and Xie and Cui [Xie, F., Cui, W., 2008b. A note on the paper ‘cost range and the stable network structures’. Social Networks 30, 102–103], the paper applies exhaustive search and inductive approaches to analyze possible transitions among isomeric social networks with five vertices. A total of seven types of stable network structures are identified, which include the complete, star, chain, cycle, near-chain, near-cycle and null graphs. Then, a modified theorem for the equilibrium forms which corrects the previous work is presented.     

Voluntarism as a mediator of the experience of growing old in evolving rural spaces and changing rural places

This paper examines voluntarism as a response to the challenges faced by people growing old in rural communities that are themselves being transformed in fundamental ways, both socially and demographically. Informed by evolving theorisations within the rural aging and geographies of voluntarism literatures, we outline the key processes in space and consequent impacts in place that have affected the experience of growing old in rural communities. We identify the changes in service systems that have led to concerns about ‘vulnerable people in vulnerable places’ and explore this idea in regional contexts ranging from the agricultural heartland to the resource hinterland of Canada. We argue that a distinction needs to be made between the impacts of long and short cycles of change flowing across rural space and attention paid to voluntarism as a critical process at the intersection of broad shifts in service and settlement systems and particular changes in rural communities. Specifically, we suggest that the ‘local dynamics of voluntarism’ involving the activities of voluntary organisations, community groups and individual volunteers in particular communities can be understood, at once, as a ‘barometer of change’, a ‘mechanism of adjustment’ and a ‘space of resistance’, and we draw on recent case studies of rural voluntarism to illustrate this three-part distinction. In considering the transformative potential of voluntarism for the experience of aging in place, our findings suggest that public discourse, as reflected in media coverage, tends to romanticise voluntarism at the expense of a more nuanced and critical appreciation of its importance to the future of aging rural communities and their elderly residents. The research raises timely questions about academic-versus-popular conceptions of aging in evolving rural spaces and changing rural places.     

Power in the production of spaces transformed by rural tourism

The article critiques Halfacree's conceptualisation of rural space for masking the workings of power within ‘black boxes’ such as structural coherence and trial by space. One consequence is that rural change's social activities and also their social and personal consequences are cloaked, thereby rendering the localised fault lines of rurality analytically out of reach. Halfacree's conceptualisation is developed further by attaching a conceptual extension comprising three hubs: an immaterial hub, a material hub, and a personal hub. This is done as an attempt to give Halfacree's tool for deconstructing the social production of rural space analytical sensitivity to the actors engaged in the processes implied by social production. In order to demonstrate the analytical potential of the extended Halfacree approach, the conceptual model is applied to a case study: data from two communities undergoing rapid change, as they shifted from being dominated by primary industry to becoming tourism destinations.     

Agriculture,communities, and new social movements: East European ruralities in the process of restructuring

This paper examines the usefulness of the new social movements (NSMs) paradigm in the changing context of East European post-communist societies and their agricultural systems and rural communities. Starting with statements formulated in Western sociology in the context of Western democratic societies about NSMs as a protest against modernity, the paper analyses the role of such movements in the still modernizing Eastern European reality. The first part of the paper briefly examines some basic elements of the NSMs paradigm in European and American social science. The goal of this section is not only to identify the basic characteristics of NSMs, but also to identify the typical frames used by them. The second part of the paper focuses on the presence of NSMs in the communist era. Drawing on the idea of NSMs as indicators of a ‘post-materialist shift’ as well as of ‘anti-establishment’ and ‘pro-participatory democracy’, the paper examines the frames of democratic opposition in Eastern Europe before 1989. The final part of the paper considers several selected examples from Poland, Hungary, and the Czech Republic to explore the role of NSMs in the process of shaping new ruralities during the post-communist transformation.     

The village in the mind: Applying Q-methodology to re-constructing constructions of rurality

In recent years rural studies have focused on the analysis of different notions of ‘the rural’ and how they are constructed in expert discourses as well as in everyday life. Dealing empirically with such patterns of meaning, poses special challenges to social science. In this article I want to explore Q-methodology that approaches subjectivity in a particular way. Instead of beginning with the individual – as it is done in case study approaches – or with socio-demographic categories – as surveys usually do – Q-methodology attempts to put the focus of inquiry on the content of subjectivity itself, i.e. the integral views and their internal frame of reference. Q-methodology can be conceived as a hybrid of qualitative and quantitative methodology since it combines mathematical procedures like factor analysis with a genuine constructivist and interpretative approach to ‘reality’. An example of a study in which Q-methodology was applied is presented. The aim of this analysis was to explore the different views of village development and community life that existed in a municipality of the exurban hinterland of Hamburg. As a result of this study three distinct perceptions of rurality are identified: an idyllic, a reform-oriented and an anti-conservationist view. Based on a structured comparison of these three views it is shown how Q-methodology can contribute new perspectives and insights to the debate about social representations of rurality.     

Beyond bifurcation: Examining the conventions of organic agriculture in New Zealand

The last 10 years have witnessed numerous attempts to evaluate the merits of new theoretical approaches – ranging from Actor Network Theory to ‘post-structural’ Political Economy and inhabiting a ‘post-Political Economy’ theoretical space – to the explanation of global agricultural change. This article examines Convention Theory (CT) as one such alternative approach, assessing its potential in the context of ongoing change within commercial organic agriculture in New Zealand. More specifically, CT is used to expose the insufficiency of recent ideas of conventionalisation and bifurcation, both reflecting more traditional Political Economic approaches, as explanatory concepts for the emerging condition of the New Zealand organic sector. In this paper, the concept of worlds of justification as developed in CT is utilised to address the emerging complexity of organic production. While farmers supplying a more diversified domestic market can be distinguished from those supplying export markets, an exclusive focus on such distinctions ignores the influential role of extra-economic factors on the viability of organic production systems. Thus, in addition to what are classified as market and industrial worlds in CT, the paper addresses aspects of civic, green, domestic, inspired and renown worlds. Producers' selections of organic certification organisations are used to demonstrate the interaction of these worlds in the development of the organic sector in New Zealand. The article concludes with the imperative to move ‘beyond bifurcation’ and acknowledge the greater complexity of negotiated outcomes that might be achieved from a CT perspective than from existing political economy-derived models like conventionalisation and bifurcation.     

Ageing in the bush: The role of rural places in maintaining identity for long term rural residents and retirement migrants in north-east Victoria,Australia

As a consequence of local population ageing, which is more pronounced in rural areas, the issue of maintaining a positive quality of life for rural older people is attracting significant attention. While environmental psychology theory has advocated the role of place identity in defining the self, there has been little applied research exploring how this occurs in later life. This exploratory, qualitative study (n = 16) utilises 6 and 7 identity process theory to investigate how rural older Australians (retirement migrants and long-term residents) use place to sustain and build a sense of self at a time when many are susceptible to age-related loss. The paper draws on the concepts of distinctiveness, continuity, self-esteem and self-efficacy in order to explore how place identity is supported and maintained. Findings suggest that rural places are beneficial in terms of identity maintenance, with differences between long term and more recent rural residents. Furthermore, findings also highlight that place-related change or growth can potentially threaten older people’s identification as a ‘rural’ person.     

Local perspectives on rural housing affordability and implications for the localism agenda in England

Drawing on consultation meetings with eight community groups across rural England, this paper examines local perspectives on housing affordability, and the consequences of low levels of ‘within area’ housing access for rural economies and communities, contrasting the reflective understanding of residents with normative and established perspectives on the same issues. Because it now seems likely that rural planning policy in England will, in some measure, be reconstructed from the bottom-up, prioritising local control, an analysis of residents' perspectives gives some insight into the shape of future policy intervention. The research reveals a highly nuanced understanding of affordability and the development needs of villages. Sometimes local views – particularly those of commuting or retired households – are dismissed as being motivated by NIMBYism. But this is a partial truth, with rural residents displaying reflective dissatisfaction with official perspectives on rural housing problems.     

Managing politics and storytelling: Meeting the challenge of upgrading informal housing in South Africa

Many in situ upgrade projects in developing countries fail. I tell the story of how one in South Africa (Oukasie) succeeded, both in the eyes of residents as well as the wider development community. I noticed that the residents of Oukasie managed to accomplish far more than other similar upgrades within the same timespan. Within just three years, from being ‘illegal’ and on the bucket sewage system, all households had their own water connection and toilet as well as access to a range of community facilities. The leadership of the community were getting job offers from the private-sector, and the former ‘whites-only’ town of Brits was beginning to play an integral part in Oukasie's development. I wanted to understand how this was all possible. My paper addresses this question and shows how, through using politics (e.g. political tactics and links to politicians) and storytelling, the community built a much more successful project than otherwise would have been the case. Throughout this paper I use Oukasie as a ‘model’ to demonstrate that successful in-situ upgrading is both feasible and desirable in the South African context, given the scarcity of government resources relative to the housing backlog. Oukasie, thus, becomes a vehicle for discussing a broader range of issues which are relevant to development projects in general and in situ upgrade projects in particular.     

Local rural product as a ‘relic’ spatial strategy in globalised rural spaces: Evidence from County Clare (Ireland)

Using a case study from County Clare (Ireland), this study critically analyses notions of ‘local’ rural production. It investigates where rural businesses source the different components of their products and how these interrelate with the locality, how local businesses use the notion of ‘local’ in their product branding, and what the socio-economic and political constraints and opportunities are for businesses seeking to foreground the ‘local’ in their business marketing. Echoing critical studies on the notion and use of ‘local’ in rural product branding (e.g. Burnett and Danson, 2004; Ilbery and Maye's; Feagan, 2007; Darby et al., 2008; Giovannucci et al., 2010), we argue that even remote rural areas such as County Clare in western Ireland have become so embedded in globalised economic and decision-making pathways that the ‘local’ in rural product branding only remains ‘local’ as a relic process associated with past localized rural production activities.     

‘Once a miner,always a miner’: Poverty and livelihood diversification in Akwatia,Ghana

This paper offers an alternative viewpoint on why people choose to engage in artisanal mining – the low tech mineral extraction and processing of mainly precious metals and stones – for extended periods in sub-Saharan Africa. Drawing upon experiences from Akwatia, Ghana's epicentre of diamond production since the mid-1920s, the analysis challenges the commonly-held view that the region's people are drawn to artisanal mining solely because of a desire ‘to get rich quick’. A combination of events, including the recent closure of Ghana Consolidated Diamonds Ltd's industrial-scale operation and decreased foreign investment in the country's diamond industry over concerns of it potentially harbouring ‘conflict’ stones from neighbouring Côte D'Ivoire, has had a debilitating economic impact on Akwatia. In an attempt to alleviate their hardships, many of the town's so-called ‘lifetime’ diamond miners have managed to secure employment in neighbouring artisanal gold mining camps. But their decision has been condemned by many of the country's policymakers and traditional leaders, who see it solely as a move to secure ‘fast money’. It is argued here, however, that these people pursue work in surrounding artisanal gold mining communities mainly because of poverty, and that their decision has more to do with a desire to immerse in activities with which they are familiar, that offer stable employment and consistent salaries, and provide immediate debt relief. Misdiagnosis of cases such as Akwatia underscores how unfamiliar policymakers and donors are with the dynamics of ASM in sub-Saharan Africa.     

Language as an issue in international internal communication: English or local language? If English,what English?

The present paper discusses internal communication in the global context, with a focus on language as an issue for the organization. Although ‘language’, naturally, is a resource that enables any – internal or other – communication, it has not been examined in public relations research but has been taken for granted or as given. The current pace of globalization in all sectors has rapidly globalized internal communication and the language issue needs to be addressed. On the basis of two empirical studies we discuss language strategy and language use in international internal communication. Our findings show that although a common ‘corporate language’ – which mostly today refers to English – enables internal communication, it is not a straightforward solution but a number of issues need to be considered. For example, as international communication in a business context is today mostly conducted by non-native speakers of English, their language can be characterized as BELF (English as Business Lingua Franca), which differs from ‘standard English’ in many ways. Also, language issues need to be considered for organizational credibility and knowledge sharing and for constructing trust and rapport in international interaction.     

Home sweet home: The emotional construction of places

The social sciences have recently shown a revival of interest in space and place. In this “spatial turn” the place is seen as a “place-in-process” (Thrift, 2008) and as the emergent result of constant re-involvement processes based on the continuous re-definition and re-construction of its meaning. Moreover, elderly people's homes have acquired a renewed importance in the wake of an aging in place strategy in social and health policies. This study describes the processes of situatedness of place that occur during the widowhood. Involving ten older widows, our analysis identifies four distinct processes in the construction of the situated meaning of a place: ‘Heart displacement’, ‘The showcase of the self’, ‘Refuge’ and ‘Introjection of external spaces’.     

The Uplands after neoliberalism? – The role of the small farm in rural sustainability

The modernist project foresaw no role for small farms, but this can no longer be regarded as axiomatic as neoliberalism enters what Peck et al. call its “zombie phase”. This paper asks what contribution small farms in the uplands can make to societies’ goals, what role they might play in the sustainability of rural communities in such regions, and how this contribution might be supported by state policies. In Scotland and in Norway these questions have recently been the subject of policy debates which appear to offer exceptions or alternatives to neoliberal universalism, and these are considered specifically in this paper. In each case support for small farms is seen as necessary to maintain ‘lights in the windows’ of remoter rural areas. Moreover, each highlights the vital role of the state in offering not only financial support but also in regulating land transfers and occupancy. It is argued that the dismantling of such regulatory powers depletes the state’s ability to manage the tensions between continuity and change which are at the heart of sustainable rural development. The paper concludes that small farms can persist and can contribute to rural sustainability in ways that have been infrequently recognised under neoliberalism.