Social Representations and Citizenship Practices in a Rural Community: A Strategic Communication Contribution

The community of Las Calles, located in Traslasierra Valley, in the westof CórdobaProvince, Argentina, is characterised by a unique combination of rural and touristiclife anda largeurban to rural migration movement. In this sense, a diversity of cultural groups and identities coexist in thiscommunity. These cultural groups are part of “culture” as a strategic arena for the understanding of the tensions that tear apart and reconcile the “being together”continuum.This paper analyses social representations and interactions among actors from emergingand existing cultures (hippies and paisas, respectively) in this rural community, as well as the emergence of newcodesand citizenshippractices. Citizenship interactions and practices demand the review and redesign of the “current” sociocultural integration and management policies. Here is where strategic communication can and must contribute to the promotion of this community’s territorial and local development.