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Neolocalism and Beyond - Sexing Up Rural Places

Honkaniemi, Tuomas; Syrjälä, Henna; Lundström, Niklas; Rajala, Arto (2021)

 
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https://doi.org/10.1111/ruso.12368

Honkaniemi, Tuomas
Syrjälä, Henna
Lundström, Niklas
Rajala, Arto
Wiley
2021
doi:10.1111/ruso.12368
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe202102185346

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vertaisarvioitu
© 2021 The Authors. Rural Sociology published by Wiley Periodicals LLC on behalf of Rural Sociological Society (RSS). This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
Tiivistelmä
In this paper, we revise the concept of neolocalism by showing how companies that sex up rural places update and add novel nuances to neolocalist marketing. As the positive aspects drawn from tradition, stories and history are at the center of neolocalism, we aim to highlight how the usually negatively perceived images of the rural may be turned into something positive, trendy, desirable, and eventually sexy in the marketing of rural areas and businesses. The data of this study consists of nine company interviews and four consumer focus groups (n = 17). Our findings show how three features—namely, the hybridization of rural and urban, generational experience of millennials, and minimalist visualization—combined construct ideas for new image creation for rural areas. The concept of sexing up places ushers in new possibilities for rural actors and regions by reducing the distinction between rural and urban via visual imagery that is a particularly good match for the generational experience of the millennials. In this way, the study offers a novel way to tackle the challenges faced by rural areas, such as depopulation and image loss.
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