Ruralwashing in web portals communication about depopulation
Abstract
This article analyzes the communication processes employed in certain websites focused in rural depopulation in Spain between 2018 and 2020. It focuses on identifying whether their communication aims to promote rural areas or responds to commercial marketing strategies that we have termed ruralwashing, in line with the phenomenon of greenwashing. A qualitative methodology is used, employing web content analysis from a gender perspective. The type of communication was examined in relation to ownership, sponsorship, and website structure, the content offered on their blogs, and a quantitative analysis of their social media presence was conducted. The results show a high level of involvement from large corporations behind these rural projects, which sometimes leads to the use of communication as a marketing strategy to improve their reputation.
Downloads
Publication Facts
Reviewer profiles N/A
Author statements
- Editor & editorial board
- profiles
- Academic society
- N/A
- Publisher
- Grupo de Investigación Cultura Digital y Movimientos Sociales. Cibersomosaguas
To learn about these publication facts, click 
PF is maintained by the Public Knowledge Project
Article download
License
In order to support the global exchange of knowledge, the journal Teknokultura is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
