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Recent literature analyses the role of territorial specificities, as the core of territorial rural development strategies based on differentiation. Unfortunately, the proliferation of quality assurance schemes is provoking a "labyrinth of labels" which diffuses the local efforts for capitalizing rural specificities. A second-generation of labels is currently being developed to simplify the territorial differentiation message. A number of territories in Southern Europe are basing their rural development strategies joining the so-called European Territorial Quality Mark ( E T Q M ) Project. This paper proposes an original methodology, designed and developed by authors, for the evaluation of some of these second-generation labels. This methodology has been validated in i5 rural territories as the pioneers of the E T Q M in Spain. [ABSTRACT FROM AUTHOR]

The object of this paper is to analyse changes in the collective imaginary regarding Spanish rurality from 1940 to the present. For this purpose a historical-sociological methodology was used that allows for the differentiation of three different phases in the evolution of this imaginary. These phases are: 1) conservative mystification of rurality; 2) contempt and disdain for rural life; 3) current tendencies towards the revalorisation of rural areas, which came about simultaneously with growing consideration for rural areas as places for leisure and tourism. The study of these transformations shows that the Spanish collective imaginary on rurality is not intrinsic and indifferent to time and context, but the product of a social construction in constant social and historical change. [ABSTRACT FROM AUTHOR]