Abstract
In the increasingly complex tapestry of community evaluation, the distinct narratives and challenges of rural areas often remain overshadowed by urban-centric methodologies and perspectives. Rural identities and histories have been largely preconstructed by outsiders as an oversimplified monolith (Brooke, 2003; Smith, 2012). Certainly, the field of evaluation has contributed to this myopic narrative, stemming from biases in evaluative criteria, methods, and interpretations that undermine the complexities and strengths of rural areas (White & Corbett, 2014). Evaluation in Rural Communities by Allyson Kelley fills this lacuna, offering a nuanced, comprehensive guide tailored to the unique contexts of rural settings. Kelley's insights, methodologies, and lived experiences working as an evaluator in rural America illuminate the often-overlooked intricacies of rural communities and how to engage them properly and respectfully in evaluation.
Kelley's book critically problematizes default urban-centric approaches as no longer sufficient to capture the full spectrum of community life across diverse settings. By focusing specifically on rural communities, she not only challenges the prevailing norms of the field but also enriches it by introducing rural-specific practices. Her work is an invitation to evaluators, community leaders, and scholars to adopt an inclusive and, by extension, culturally congruent approach to evaluation—one that respects and reflects the unique cultural, social, and economic fabrics of rural areas. Having spent years as an evaluator in various rural environments, I understand the significance of Kelley's project deeply. Kelley's central thesis—the need for evaluation practices tailored to rural communities—resonated with me, and I could clearly see my own evaluation practice mirrored throughout the book.
Evaluation in Rural Communities is structured to guide readers through the entire process of planning and implementing evaluations in rural settings, from understanding the foundational concepts and engaging with stakeholders to collecting data, analyzing findings, and ensuring the sustainability of evaluation impacts. Through this journey, Kelley centers the critical roles of cultural competence, relationships and relationality, and storytelling, providing readers with both the theoretical underpinnings and practical tools necessary for effective rural evaluation. The book is organized into 10 chapters, each beginning with an epistolary note to the reader from Kelley telegraphing the focus and importance of the chapter's content. Each chapter is replete with rural examples and case studies—some in the form of field notes from Kelley's own experience. Each chapter concludes with a succinct summary, key learning points, additional readings and resources, reflective questions, and a section that invites readers to apply the concepts discussed in each chapter through practical exercises and activities to promote critical thinking and skill-building.
Defining, Locating, and Imagining Rural Evaluation
Kelley sets the stage for rural evaluation in the first three chapters of Evaluation in Rural Communities by first delving into the complexities of defining, locating, and understanding the nuances of rural contexts. Across these chapters, she constructs a foundation for understanding rural evaluation as a deeply contextual and culturally sensitive practice. These chapters establish the critical importance of context, relationships, and cultural competence in conducting meaningful evaluations in rural settings. The emphasis on the evaluator's reflexivity, the recognition of rural diversity, and the advocacy for a strengths-based approach underline the book's commitment to elevating the complexity and richness of rural life in evaluation practices.
Chapter 1 lays the groundwork by examining the concept of “rural,” highlighting the diversity of definitions. I was initially disappointed by what appeared to be a fairly limited discussion of how rurality is constructed and measured. Specifically, the administrative definitions that Kelley spotlights (i.e., federally developed definitions constructed by the United States Census Bureau, the Office of Management and Budget, and the Federal Office of Rural Health Policy) generally base rurality on strict population size cutoff points and county-level designations. These are definitions and measurements commonly used by evaluators and researchers alike, though I’m not convinced that these fully capture the essence of rurality, especially in varied landscapes across the United States. For example, such definitions may work well for counties east of the Mississippi River but become less appropriate as one migrates west where counties tend to be much larger and are very problematic in states such as California and Alaska, where counties (or boroughs) have large cities as well as very large and remote rural areas. While this might, on the surface, seem to be a geographer's concern and not an evaluator's, how we define rural America has myriad repercussions for how we demonstrate cultural competence in rural America and, ultimately, how we evaluate it in rural America.
While Kelley's intention for Chapter 1 is to provide readers with a basic understanding of key terms that will be revisited throughout the text, a more robust discussion is warranted. For example, there are well over 20 definitions of “rural” that account for structural, social, and cultural factors beyond population size, including land use and settlement patterns, economic activities, infrastructure and availability of services, accessibility, and natural features. To this end, I was delighted that soon after the discussion of administrative definitions of rural, Kelley then invited us to consider what “rural” means to each of us, pointing out that rurality is a multisensory, felt experience: When you hear the term rural America, what do you see? How do you feel? What do you know? For some, rural America is characterized by farming and ranching, small towns, American Indian reservations, or isolated communities. These characteristics are important, yet there are cultural and historical differences in rural America…With vastly different histories, the cultures of rural America are unique. These cultures and the history that shaped rural America are critical considerations for rural evaluators. (p. 3)
Chapters 2 and 3 expand on the foundational building blocks of Chapter 1 by exploring the socio-political, economic, and cultural dimensions of rural communities. Here, Kelley poignantly argues that evaluators need to have a deep understanding of these contexts to build meaningful relationships and conduct successful evaluations. However, the rural context that Kelley depicts in this section of the book overwhelmingly focuses on the challenges and deficits faced by rural areas, such as lower educational attainment, limited internet access, and health disparities. I believe these chapters would have benefitted from a more balanced view that also celebrates the strengths and resilience of rural communities, including their close-knit social fabric, connection to nature, and innovative local enterprises. Preoccupation with the weaknesses, limitations, and dysfunctions of rural communities can render rural populations and communities in need of fixing, as well as inculcate a sense of saviorism in evaluators working in rural communities. Encouraging evaluators to recognize rural communities’ assets and capabilities is key to effective relationship building.
Situating the Evaluation Process in Rural Settings
In her comprehensive description of rural evaluation, Kelley situates the process within a broader context of evaluation theory and practice before delving into the nuances and unique challenges that define the rural landscape. Through Chapters 4 to 10, she embarks on a detailed journey through the adaptation of evaluation methods to the distinct realities of rural communities. Kelley balances general evaluation concepts and rural-specific considerations, aiming to equip evaluators with the tools necessary to navigate the complexities of rural settings effectively. This approach to situating rural evaluation starts with an overview of evaluation approaches, models, and designs in Chapter 4, followed by evaluation planning and stakeholder engagement methods (Chapter 5), data collection and analysis techniques (Chapter 6), and reporting and dissemination strategies (Chapters 7 and 8). The book concludes with a dedicated chapter on practical issues and considerations for rural evaluators (Chapter 9), followed by final thoughts on rural evaluation as a tool to promote social change and community transformation (Chapter 10).
Generally, Kelley's treatment of rural-focused evaluation, which she executes by providing an overview of key evaluation concepts similar to what one would find in a standard evaluation methods text, and then sign-posting rural-specific examples of or caveats to those concepts, works quite effectively. In Chapter 5, for instance, Kelley successfully highlights the key principles of rural community engagement, including building trust, engendering respect, establishing credibility, and authentically listening. In Chapter 8, Kelley discusses several best practices for disseminating evaluation results in a distinctly rural context, pointing out that the economy of language and impactful data visualization is especially important in communicating evaluation data to diverse rural stakeholders.
However, the narrative occasionally struggles to highlight the specific adaptations and considerations necessary for rural contexts. For example, Chapter 4 introduces readers to a variety of evaluation approaches, designs, and models; yet, understanding how these frameworks operate or what makes them unique in a distinctly rural context is a bit buried. Kelley describes and advocates mixed methods approaches to evaluation, noting their increasing relevance and popularity in rural evaluation. However, I believe that the use of these methods could be linked to her earlier arguments on the necessity for culturally competent methodologies that align with rural ways of knowing, suggesting a holistic approach that values diverse perspectives and forms of knowledge.
Reflections
The prevailing currents of evaluation have long been guided by Eurocentric and, by extension, urban-centric methodologies. For instance, Kelley points out that the so-called “gold standard” of impact evaluation has been dominated by the randomized control trial, which requires significant staffing and budgetary resources, as well as large sample sizes to account for differential and overall attrition. While feasible for evaluating impact in urban (or nonrural) settings, such approaches are often very challenging, if not impossible, to execute in a rural context where small population size and limited resources are commonplace. The privileging of these traditional approaches is not only tone-deaf to the realities of rural community structures, but also overlooks the rich tapestry of rural life, with its unique challenges, strengths, and ways of knowing. Evaluation in Rural Communities problematizes these epistemic blind spots and offers a vital correction to the field's urban-biased trajectory. Kelley not only acknowledges but also deeply engages with the particularities of rural contexts, providing a comprehensive guide for evaluators committed to understanding and uplifting these communities. Kelley's achievement lies in her ability to weave together theoretical insights with practical guidance, all while grounding her work in the lived realities of rural settings.
Her use of field notes stands out as a particularly effective pedagogical tool by bringing to life the principles she advocates for. These vignettes of real-world experience demonstrate the importance of storytelling and lived experience as potent and credible forms of evidence within rural evaluations. If the author pursues a second edition of this book, I hope she considers building these out even further to demonstrate the sheer power of the story. The theme of the most recent American Evaluation Association conference, “The Power of Storytelling!” underscores the significant role and influence storytelling has as a method within the field of evaluation. Its usage, especially in rural and rural Indigenous settings, is profoundly impactful and deserves emphasis.
Besides serving as an essential tool for evaluation scientists, Evaluation in Rural Communities also offers insights for project managers, program coordinators, rural community leaders, and others engaged in carrying out evaluations in rural environments. Although the primary emphasis of the book and the examples therein are on evaluating in rural areas within the United States, its crucial insights are also relevant to rural settings worldwide. For instance, the United States Agency for International Development's learning and evaluation work frequently affects rural populations abroad and favors the adoption of the rural-focused approaches that Kelley champions in this text. (For example, see the resources at https://usaidlearninglab.org.)
Despite some areas that call for further development, such as a more nuanced exploration of rural strengths and a clearer articulation of rural culture and values, Kelley's book is a significant contribution to the field. As the gap between rural and urban experiences widens, exacerbated by the forces of modernization and globalization, Evaluation in Rural Communities offers a crucial framework for engaging with the rural imagination and ensuring that rural voices are heard and honored in evaluative discourses.
