This article analyzes the conceptual trajectory of rural - rurality, proposing the discussion on the approach towards new rurality. The present dynamics of the labor market, of global agri-food chains, of demographic processes impacting on the rural family structure, and the configuration of urban networks in rural areas raises new relationships between the urban and the rural. The progressive complexity of Latin American rural society demands a careful epistemological implementation of the new rural approach, given that it does not have the same degree of validity for all regions.