“…'Rural' is commonly used as both an adjective and a noun. Like many other media and cultural analysts, geographers and rural sociologists (Cloke, 2006;Halfacree, 1993Halfacree, , 2003Halfacree, , 2006Philo, 1997;Resina, 2013), I use the term in both grammatical forms in alignment with new approaches that consider that the imaginary and the media play a role in the social construction of the term. Paul Cloke (2006: 18) acknowledged its 'context-specific' meaning and pointed out that 'the concept of rurality lives on in the popular imagination and everyday practices of the contemporary world'.…”