Ideologia da Substituição: Persistências e Transformações na Representação do Rural Português

Abstract

This research analyses the representation of spaces typically characterised as "rural" in the media and in contemporary Portuguese visual culture, seeking to understand the extent to which these images influence the construction of the collective imagination and the processes of transformation and modernisation in these territories. Drawing on the study of representation, visual culture and cultural geography, the research examines audiovisual content, digital platforms and other forms of visual mediation. A critical reading is proposed of the dominant narratives that associate the so-called "rural" with an aesthetic of authenticity and tradition, contrasting them with the growing presence of technological infrastructure and economic dynamics in these territories. The aim is to legitimise a restructuring of forms of audiovisual production and representation in order to facilitate the integration of the hybrid nature of the contemporary "rural" world and contribute to a broader understanding of its cultural image.