June 14, 2019

This seminar, organized by El Hueco , the National Rural Network , and the Rural Journalists Network , discussed how the media portrays rural Spain and how they are perceived. The meeting highlighted the existence of two approaches to addressing rural areas: that of the national media and that of the regional and local media. The need to bridge the gap between the two perspectives was also emphasized .

The mainstream media have been showing increasing interest in incorporating the issue of rural depopulation into their agendas , although this is marked by its intermittent nature and lack of dedicated sections . At this journalistic level, the media have been trying to strike a balance between the associated problems and responses through successful experiences that focus on social innovation .

For their part, regional and local media have proven themselves to be true sources of information on rural issues , highlighting local correspondents and official reporters as activist journalists who champion rurality . However, these communication channels have struggled to survive in recent years due to a shortage of financial and human resources , as well as other problems associated with access to this information in smaller towns.

Audiovisual media have the ability to shape public opinion and produce mental and social changes. This is why the dichotomy between focusing on denouncing the shortcomings of rural areas or on conveying an image that makes them attractive to the population has been discussed. Along these lines, the semantics and terminology used to describe depopulation have also been debated, leading to the conclusion that this issue is irrelevant and that efforts need to be focused on addressing the demographic challenge .

The National Rural Network is currently designing a Communications Plan , as explained by Lourdes Barona, Deputy Assistant Director of Rural Environment Promotion at MAPA . This Plan seeks to continue raising awareness and sensitizing the population to the importance of rural areas, as well as to inform them about the possibilities offered by Rural Development Programs . The National Rural Network has also offered itself as a source of information and content to publicize exemplary projects and best practices .

Queen Letizia attended the closing ceremony of the seminar, expressing her interest in Spain's demographic challenge . The Queen also presided over the Princess of Girona Awards ceremony at the El Hueco headquarters two years ago. She was accompanied by the Acting Minister for Ecological Transition, Teresa Ribera .

The seminar on media and repopulation has been described as the first forum of its kind to be held , bringing together a wide and interesting mix of stakeholders, creating a breeding ground and fostering positive synergies to narrate and tell the story of empty, emptied, inland or abandoned Spain , which ultimately all mean the same thing and aim to highlight the challenge we face: repopulation of rural areas .