Making Bavaria

The current medial governance of the rural by the BR Fernsehen

Abstract

How does modern popular media affect rural change in Europe? What is the role of the modern media in the constitution of rural spaces? As an exemplary case study of the current programs of the Bavarian television (Bayerisches Fernsehen/BR) the paper deals with the representation and construction of rural spaces by means of agenda-driven audiovisual governance. Based on the hypothesis that the modern popular media is a key player in the diversification of rural spaces and rural cultural identities, the paper asks in which way TV (and other media) influences the percep- tion of “ruralness” by shaping a distinctive visual cluster of images. Secondly, the text analyzes key elements of this new rural iconography which has re-emerged forcefully in television programs, magazines and popular culture in the 21st century. The reasons for this astounding re-vitalization of rural iconography are discussed against the background of Moscovici’s theory of social representations in order to ask about the consequences for everyday culture and rural politics.