This book arises out of an ESRC project devoted to an examination of the economic, social and cultural impacts of the 'service class' on rural areas. The research was an attempt to document these impacts through close empirical work in a set of three rural communities, but something happened on the way. The authors found that the 'rural' became a real sticking point. Respondents used it in different ways - as a bludgeon, as a badge, as a barometer - to signify many different things - security, identity, community, domesticity, gender, sexuality, ethnicity - nearly always by drawing on many...