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Abstract
ABSTRACT
The new dynamics, which have arisen in the context of globalization, are transforming cultures and their relationships, productive and commercial activities, territorial vision and its management. This situation is due to the incorporation of strategies and activities which are more immaterial and impersonal by the day. It is not possible to deny that global effects and their virtual technological platforms are crossing urban and rural environments indistinctively, using a totalizing and uniting effect in which communications are the instrument and the means to integration or, perhaps, disintegration. This new global cultural perspective with the resulting influence of the media will change individual perceptions and will modify social relationships in communities and territories. Rural territory doesn’t escape this new global dimension, alternative functioning structures will penetrate every day activities, and country culture, its activities and times, will undoubtedly be transformed. The traditional farmer and his space—time relationship which historically has meant the “Eternal Return” time will possibly end or, at least, suffer notable transformations. Time in the rural environment, usually cyclic, in which day by day beginning to end are united, will be altered by the penetration and action of this new paradigm. The only thing left is just to consider the opportunities and challenges that emerge from this new scenario, as well as obtaining all of their potential in order to find their sustainability.
