The civic identity of rural communities is transmitted through such images which demoralize resident and non-resident alike. They are struck by the lack of commerce, lack of public services, and so have a disbelief that industry would ever want to locate there. This sense of hopelessness, the belief that the community is dying and the conviction that others would not choose to live in such a place undermines the community's will to build its own future. Until these images of civic identity are radically altered, small communities will be unable to generate the motivation and enthusiasm needed to carry out development.