Rural depopulation has become one of the most acute territorial and demographic challenges in Europe, particularly in regions affected by ageing populations, low fertility rates and structural imbalances in public service provision. This phenomenon has prompted renewed academic and political interest in understanding the dynamics of rural decline and the conditions necessary to address it, with growing attention to the role played by the media in shaping public awareness and framing institutional responses. The study focuses on the Region of Valencia (officially known as the Valencia Community, in Spain) and examines how rural depopulation has been addressed in regional press coverage over time. Based on a mixed-methods approach combining quantitative content analysis and qualitative discourse analysis, we analyse more than 1000 news articles published between 1996 and 2024. The research aims to identify the evolution of thematic priorities in media narratives and to explore the discursive frameworks through which the rural world is portrayed. The results reveal a clear shift in media coverage: from earlier focus areas such as tourism or demographic ageing, towards increased emphasis on public policy, basic services, and entrepreneurship. Contrary to some prior studies highlighting idealised or romanticised visions of rural life, our findings show a predominance of critical or even pessimistic narratives, often emphasising structural limitations and institutional inertia. This study highlights the strategic role of regional media in articulating both political agendas and social perceptions regarding depopulation. It contributes to communication geography by revealing how media discourse not only reflects rural decline but also helps define its public meaning. • Rural depopulation is increasingly framed as a political and social issue. • Regional newspapers in Spain shape public discourse on territorial challenges. • Media narratives have shifted from idealised to critical perspectives. • Coverage now focuses more on policy, services, and rural entrepreneurship. • Thematic analysis reveals how media shape rural issues and public narratives.
Pla-Bañuls et al. (Fri,) studied this question.