Othering the rural: About the construction of rural masculinities and the unspoken urban hegemonic ideal in Swedish media

Studies within the field of rural geography have lately to a noticeable extent enriched the theme of the creation of masculinities and femininities focussing on social constructions of the rural, as well as social constructions of gender. In this study I aim to discuss some expressed discourses of the rural in order to illuminate the power relation between the urban and the rural and the spatial implications of the construction of masculinities and femininities.Taking three Swedish television productions as a point of departure, I will argue that an urban hegemony exists and that the programmes reveal how rural masculinities are constructed. The aim is firstly to add a spatial dimension to the constructions of masculinities, and secondly to show how media builds up and emphasises a gap between the rural and the urban in these constructions. Cutting-edge media is of interest, as it is active in reproducing certain practices and also in identifying who is following the norm and who is deviating from it. The three television productions highlight the construction of rural masculinities in terms of seeking help and being ‘backward’; that rural men are unequal and traditional as well as deviating and out of place.

► Othering processes can be based on regional belonging within a national context.
► Rural masculinities are subordinated to another ‘accepted’, undefined masculinity.
► The regional divide will affect identity building, everyday practice and politics.
► Rural men are presented as help-seeking, gender unequal and deviant in contemporary docusoaps.