Working with the grain? Towards sustainable rural and community development

This paper explores some connections between the 'cultural turn' in recent social theory, and the emergence of new models of local and regional development which have potential importance for the pursuit of sustainable rural development. Two particular examples of attempted cultural engineering, centred on ideas of 'enterprise culture' and of 'corporate culture', are reviewed and both shown to be flawed by their weak conception of culture. A more convincing account of its importance is derived from work on regional development which emphasises the role of social networks and institutional thickness in enabling the growth of confidence and trust as preconditions for success. It is noted that these institutional conditions show some surprising similarities to traditional social features of rural areas, and so help explain the shift from failed strategies of rural development towards more integrated approaches. A number of examples of contemporary development practice in rural Wales are described, to support the suggestion that the attainment of sustainable economic and social development in rural areas depends upon creating social and institutional networks which embed change within the prevailing social and cultural resources of rural populations. (C) 1998 Elsevier Science Ltd. All rights reserved.