Performing Rurality in Online Community Groups*

In this paper, we investigate how rurality is performed in online community groups, attending in particular to outdoor recreation and engagement with local nature. The starting point for our performative approach is that when places are digitally mediated, the technological intermediary is never innocent or neutral. Methodologically, we conducted an online ethnography in 20 rural community groups on Facebook during one full year, collecting every post and associated comment threads relating to outdoor recreation and other forms of engagement with local nature. An iterative, heuristic coding process was employed to engage with and further develop existing performative approaches to the sociological study of rural places. Distinguishing throughout between staged and quotidian performances, our findings detail how the routines, pleasures, and tasks of everyday rural life are performed online. Important distinctions that emerge from this include routines that are given vis-à-vis those that are in-the-making; pleasures based on impression and expression respectively; and tasks relating to carework and sharework. The paper contributes valuable new insights regarding the performance of rurality in the age of the everyday Internet