Digitalization and social cohesion in rural communities

The social structure of rural communities has profoundly changed. Whereas in the last century social cohesion in rural communities used to be ensured by tight family networks, locally bound social circles, and community associations, today these associations are in decline and the remoteness of rural areas no longer guarantee caring communities and local support networks. As a result, rural communities have become more socially disin- tegrated and have left an increasing number of people vulnerable in terms of social inclu- sion, cultural participation, health, and general well-being. Digital communication and co-ordination tools might inspire new systems of local social support, attract new volunteers to engage in community work, change the ways members of local associations interact, and accordingly mitigate social disintegration and restore social cohesion in rural communities. Recent research estimates that digitalization may support volunteer engagement, since decentralized networks such as online volunteering platforms, online neighborhood help groups, mediated counselling, or location-based so- cial media groups are supposed to offer low-threshold opportunities for both, potential volunteers as well as clients and recipients of care. While it is considered likely that digi- talization is changing forms of civic participation and volunteer engagement in rural com- munities, there is still no scientifically sound evidence. To understand whether digitalization effectively might sustain social cohesion in rural ar- eas, it is paramount to investigate the actual usage of digital tools in the concrete prac- tices and interactions of volunteers in rural communities. The extensive digitalization of social interactions, caused by the restrictions on physical co-presence whilst the Covid- 19 lockdowns, not only accelerates the formerly isolated efforts to digitally assist commu- nity volunteering, but also subjects those efforts to a severe stress-test. Hence, we aim to exploratory investigate the factual practice of digitally mediated volunteer work either coordinated by formal organizations like local associations or organized in informal net- works. To empirically investigate these actual phenomena in both their breadth and depth we resort to exploratory field studies both in a variety of rural contexts and places as well as with a variety of digital tools and practices. A living lab shall be initiated to further harness best-practice measures and disseminate the lessons learned among regional developers, local volunteers, and practitioners, as well as social services, and public service institu- tions. Our focus should eventually turn toward not only investigating digital forms of en- hancing social cohesion in rural areas, but also toward contributing to identify and refine best-practice measures and to enable distributing them throughout different local com- munities.

Digitalization and social cohesion in rural communities Rural areas are still characterized by the fact that associations, as well as church and social organizations, play an important role in social cohesion. Digital tools influence the way members of rural communities interact: location-based digital platforms can provide opportunities for volunteering, social counseling can take place through digital channels, associations can organize themselves through social media groups. In our research project, we wanted to understand if and how digitalization can be used to support social cohesion in rural areas. To this end, we used qualitative interviews and ethnographic observations to investigate the actual use of digital tools in the concrete practices and interactions of volunteers in rural communities. The Covid-19 pandemic (2020-2023) provided us with an experimental setting: due to contact limitations, there was a need to use digital communication and coordination tools for social interactions that had previously been labeled "that doesn't work digitally". It seemed impossible to do social counseling online or to maintain community in a choir digitally. We explored these questions in our interviews: What were people doing in this situation? What tools did they try? What worked? What remained? Associations tried a wide range of digital tools. Overall, digital solutions have helped to sustain communities during Covid-19 lockdowns. The most successful solutions were tools that people were already familiar with, such as WhatsApp. We highlight four outcomes in particular: (1) The digital tools that worked best were those that could solve real, concrete problems faced by associations. (2) Digital tools for administrative and coordinating tasks generally worked well. (3) In contrast, digital solutions that were used to replace social gatherings were not successful; "socializing" cannot be digitalized. Sitting together in person after music practice is essential for social cohesion. (4) Digital solutions that compensate for typical rural problems such as physical distance or social control have been so well received that they are now being continued and further developed. Online (psycho)social counseling services can reach additional target groups because they don't require long journeys and also allow for anonymity. Our project has already had a great response, and we have been able to contribute our expertise in various practical areas. In collaboration with a project consortium in Lower Austria, we supported the development of a community app that residents can use to independently organize their own project ideas. Through a social aid organization, we gained insight into new digital tools and their potential to change the practice of social advice. In a follow-up project, we are working with a start-up company that offers comprehensive digital solutions for association management to evaluate the criteria that make associations successful and bring a sociological perspective.