Podcast Summary: “Rurality 2.0”: How City Migrants are Reshaping Norway’s Rural Regions

Podcast: New Books Network, "Anthropology on Air"
Guest: Tom Bratrud (Associate Professor, University of Bergen)
Host: Sadie Hale
Date: December 8, 2025

Overview

In this episode, Sadie Hale interviews anthropologist Tom Bratrud about his extensive fieldwork and forthcoming book, Rurality 2.0: Redefining Urban-Rural Divides in the Mountains of Norway. They delve into how waves of urban migrants—both part-time and permanent—are transforming rural Norwegian valleys, particularly Valdres. The conversation explores political-economic structures, the changing cultural meaning of “rural Norway,” digitalization, class and value conflicts, and the lived experience of returning “back home” to do anthropology.

Key Discussion Points & Insights

1. The Urban-Rural Divide in Norway

• Historical Context: Unlike the UK (class) or the US (race), Norway’s main social divide has been labeled “center vs. periphery” (04:28–09:12).
  • “There’s been ... going back to the 70s, 80s onwards ... the main sort of dividing or conflict line in Norwegian society [is] urban versus rural.”—Tom Bratrud (05:42)
• Political, Cultural, and Economic Dimensions:
  • Urban areas: higher education, salaries, cosmopolitan tastes, mobility.
  • Rural areas: rootedness, less mobility, lower incomes, distinct values.

2. Geography & Rural Policy

• Sparse Populations and Infrastructure:

  • Norway’s size and geography (fjords, mountains) make rural-urban disconnect significant (09:23–10:55).
  • Significant public investment in rural infrastructure (internet, airports, ferries) is politically and culturally important (12:02–15:57).
  • The oil economy enables sustained rural investment.

  “There’s still a very sort of rural-friendly form of politics in Norway...” — Tom Bratrud (13:28)

• Current Policy Debates: Cutting ferry subsidies and student loan discounts sparked intense rural protest, illustrating deep social attachments and their political salience.

3. Depopulation & Rural “Crisis” Discourse

• Decline Narrative: National reports warn that rural Norway can “no longer reproduce”—an existential crisis not seen “since the Black Death” (16:24–19:19).
• Identity and Value:
  • Rural decline triggers public debate because of Norwegians’ deep familial and cultural ties to rurality.
  • “Rural” is central to national identity and mythology (18:13–19:01).

4. The Inversion: Urban Migration to Rural Regions (“Rurality 2.0”)

• Case Study: Valdres

  • Once subject to out-migration, Valdres now attracts urbanites—mainly via “second homes”, but increasingly as permanent residents (20:21–23:56).
  • By 2018, second homes outnumbered permanent residents.
  • Economic impact: urban leisure-seekers sustain 30% of local jobs.

  “We’re dependent on these people coming in from the city who have more money than us, who like to spend it in a place like ours.” — Tom Bratrud (23:56)

• The “New Nordic” Movement: Urban “fantasies” of rural life (purity, authenticity, nature) drive migration, often reviving, and refining, local traditions (25:11–27:38).

• Urban Returnee Dynamic:

  • A new generation returns but imports their urban lifestyles—careers, networks, incomes—to rural settings; they want “the best of both worlds.” (27:38–29:59)

5. Digitalization & the Performative Rural

• Remote Work & Digital Infrastructure: Enables city jobs and lifestyles from scenic, rural bases (28:59–29:42).

• Social Media & Visibility:

  • Instagram and Strava activity shape both self-perception and community standing.
  • Sharing achievements digitally “confirms” the rural lifestyle choice to urban peers (34:32–40:36).

  “For some...the posting of stuff on social media...looks really good from their city friends’ perspective, and that can confirm that they made the right choice.” — Tom Bratrud (36:26)

• Negotiating Rural Egalitarianism & Status:

  • Open boasting is frowned upon locally, but digital spaces like Strava offer a workaround for recognition without violating local norms (41:05–45:47).

  “On Strava...it’s possible to actually get some standing in the local community, some recognition, even though you can’t really speak about it or show it to others in other ways.” — Tom Bratrud (44:19)

6. Tensions and Value Conflicts

• Creatives vs. Traditional Villagers:

  • Newcomers often belong to Norway’s urban, educated, creative class—with different priorities (environment/protection vs. land-as-livelihood) (54:43–58:27).
  • Conflicts arise over land use, tradition, environmental protection, and whether rural spaces primarily serve as sites of recreation or production.

  “There are some tensions...when people who have lived there for their whole life ... are sort of challenged and feeling displaced in their own place and at the bottom of the hierarchy.”—Tom Bratrud (61:47)

• Moral Capital and New Hierarchies:

  • Newcomers hold “moral capital” in progressive society, changing local social dynamics.

7. Methodological Reflections on “Going Home”

• Research Challenges:

  • Returning as an anthropologist to one’s home community carries unique challenges and privileges (62:29–67:56).
  • Navigating multiple identities (local, educated, interlocutor) and ethical dilemmas around proximity to informants.

  “When it’s good friends and family, it gets a little bit weird...with the extractive nature of anthropology.” — Tom Bratrud (65:26)

• Anthropological Openness:

  • Emphasizes the value of listening “unbiasedly” to all sides of community conflicts.

8. Theoretical Directions & Influences

• Center and Periphery Reversed:

  • Urbanites now perceive rural areas as central to their own lives and values.
  • Rural villages can become innovative “hubs” influencing urban culture.

  “From [the migrants’] perspective, this is the center of their universe...because this is the place that they get to realize the values that are important to them.” — Tom Bratrud (50:24)

• Conceptual Challenges:

  • The classic urban-rural divide is being destabilized by “Rurality 2.0”.

• Inspirations:

  • Joel Robbins’ “Anthropology of the Good” and Sherry Ortner’s work on “the suffering subject” and value as central to understanding how people seek to live meaningful lives amidst structural constraints (68:34–70:56).

  “In the midst of difficult times, people are also trying to live lives that are worth living. And...they try to realize values that are important for them.” — Tom Bratrud (69:38)

Memorable Quotes & Timestamps

• On Norway’s divide:

  “There’s been ... going back to the 70s, 80s onwards ... the main sort of dividing or conflict line in Norwegian society [is] urban versus rural.” — Tom Bratrud (05:42)

• On rural policy and infrastructure:

  “There’s still a very sort of rural-friendly form of politics in Norway, political economy in a sense.” — Tom Bratrud (13:28)

• On dependency on city migrants:

  “We’re dependent on these people coming in from the city who have more money than us, who like to spend it in a place like ours.” — Tom Bratrud (23:56)

• On value and meaning:

  “In the midst of difficult times, people are also trying to live lives that are worth living.” — Tom Bratrud (69:38)

• On new social media dynamics:

  “On Strava...it’s possible to actually get some standing in the local community, some recognition, even though you can’t really speak about it or show it to others in other ways.” — Tom Bratrud (44:19)

• On returnee struggles:

  “When it’s good friends and family, it gets a little bit weird...with the extractive nature of anthropology.” — Tom Bratrud (65:26)

Detailed Timestamps ([approximate for content, skipping ads/intro])

• 04:28: Defining Norway's "center-periphery" divide; historical & political dimensions
• 10:55: Rural policies, subsidies, and infrastructural investment
• 16:20: “Crisis” narrative – rural depopulation and its resonance in national identity
• 19:19: Introduction to the “Rurality 2.0” trend in Valdres; shift to urban-driven rural revival
• 23:56: Economic dependence on second home owners and city migrants
• 25:11: Urban settlers’ "fantasies" and the impact of the New Nordic movement
• 28:59: Digitalization and work-life migration ("Teams meetings in the middle of the mountains")
• 34:32: Digital performativity—using social media/Strava to build rural status and connection
• 41:05: Navigating egalitarian rural culture as an ambitious newcomer
• 54:43: Class tension: creative class migrants versus traditional villagers
• 62:29: Reflections on doing anthropology "at home"
• 68:34: Influential literature: Joel Robbins, values, and the anthropology of the good

Conclusion

This episode offers nuanced insight into how “Rurality 2.0”—urbanites seeking rural lives—reshapes Norwegian mountain valleys socially, economically, and culturally. Class, technology, land use, and values collide, creating both new opportunities and conflicts. Bratrud’s fieldwork, situated personally and theoretically, documents how rural Norway is being reimagined as a center for contemporary living and identity.

Recommended Further Reading Mentioned

• Joel Robbins, “Anthropology of the Good” (69:04)
• Sherry Ortner on suffering subjects and anthropology of value (69:11)
• Lisa Birkland, Norway Paradox (14:08)
• Tom Bratrud, “Reluctant Kings of the Mountain” (Strava article) (45:47)