In Romania, the European country with the biggest percentage of the population living in the rural area, the cultural consumption, especially when it comes to media products, is a consumption of an urban type. The media products dedicated to the rural world (print media, radio, TV or on-line), are scarce and prove to be uninteresting for their target audiences. The conference intends to refocus the academic dialogue on this area of media programming and media consumption in the rural world, by discussing national or regional examples and by identifying trends in the European context. Academic presentations of non-European realities are also welcomed.