The article looks at how cultural constructs of “urban” and “rural” are used in
policy measures. The question is opened by analyzing twenty-five short films
submitted for the competition Once upon a Time in Our Village organized by
the Estonian Ministry of Agriculture and Just Film (a nonprofit organization).
The competition calls for young people to “depict the future and possibilities
of rural life.” The aim was to prevent out-migration of young people from the
rural areas. As the data show, the films echo cultural constructions that depict
the rural as opposed to the urban: traditional, quiet, and a haven of the
national past. The future and technological possibilities are something that
are constructed as an urban phenomenon, and thus, not present in the films.