Rural development as the propagation of regional ‘communities of values’: A case study of local discourses promoting social innovation and social sustainability.

Discourses on rural areas and their development concurrently encompass both negative narratives of them dying out and discussions on how to constitute future visions for a ‘living’, ‘good’ and ‘sustainable’ countryside to work towards. As a solution, ‘social innovation’ has been proposed to counter the economic, demographic and sociocultural challenges disadvantaged rural regions are facing. Accordingly, this article contributes to the growing literature on the dynamics of social innovation initiatives by investigating how rural areas and their communities are communicatively re‐constructed, as part of socio‐spatial processes emerging from the work of rural development initiatives, fostering potential social change towards more sustainable societies. Building on fieldwork from the rural Austrian region of Mühlviertel, it is shown how social innovation aiming at instigating positive territorial developments is linked to intertwined processes of the re‐figuration of social bonds and re‐figuration of space, which is centred around the propagation of regional ‘community of values’ founded on ideas about changing values and social sustainability. [ABSTRACT FROM AUTHOR]