Urban to rural migration is a less-researched phenomenon compared to its counterpart: rural to urban migration. In parts of Europe, an increasing number of people living in big urban centers within the country, or moving from other countries decide to relocate to rural areas. In this paper, we examine this phenomenon by analysing content posted on TikTok that documents this transition. We collected a corpus of 901 videos posted until late 2025, documenting urban to rural migration in Romania, under three hashtags, which have collectively been played a total of 24 million times at the time when we gathered the dataset. We analyse this corpus both quantitatively and qualitatively and discuss our findings through the lens of digital rurality - a theory based on Harvey's and Soja's spatial triad, applied to rural spaces, and based on the role of digital technologies as (re-)mediators of everyday lived experience. Specifically, we analyze the corpus as: (a) digital rural localities, (b) formal representations of the digital rural, and (c) everyday lives of the digital rural. We find that (a) Social media platforms enable new forms of paid labor that sometimes involve the commodification of the self in rural areas, although many of the creators we analyze do not explicitly acknowledge this with their audiences. (b) The digital rural gains new forms of representation, and rural areas in remote Romania are highly data-rich across TikTok. (c) The everyday lives represented through the digital rural are sometimes idealized or romanticised. However, they serve as promoters for tourism and are used as sites to document and discuss a variety of topics including giving ample health advice, typically by non-specialists and sometimes criticizing Western medicine, expressing and promoting religious and political views but also acting as forms of general self-expression.

翻译：城乡迁移相较于其反向的乡城迁移，是一个研究较少的现象。在欧洲部分国家，越来越多的本国大都市居民或来自其他国家的移民决定迁往农村地区。本文通过分析TikTok上记录这一过渡的内容来研究此现象。我们收集了截至2025年底发布的901个视频语料库，这些视频在罗马尼亚以三个标签记录了城乡迁移，在收集数据集时累计播放量达2400万次。我们对此语料库进行定量与定性分析，并借助"数字乡村性"理论——该理论基于哈维与索哈的空间三元组，应用于乡村空间，并强调数字技术作为日常体验（再）中介的作用——来阐释研究发现。具体而言，我们从三个维度分析语料库：(a)数字乡村定位、(b)数字乡村的形式表征、(c)数字乡村的日常生活。研究发现：(a)社交媒体平台催生了新型有偿劳动形式，有时涉及乡村地区的自我商品化，尽管我们分析的内容创作者大多未向受众明确承认这一点。(b)数字乡村获得新的表征形式，罗马尼亚偏远乡村在TikTok上呈现高度数据密集性。(c)通过数字乡村呈现的日常生活有时被理想化或浪漫化。然而，这些内容不仅成为旅游推广工具，还被用作记录和讨论多种话题的平台，包括由非专业人士提供大量健康建议（有时批评西医）、表达和宣扬宗教与政治观点，同时也作为一般性自我表达的形式。