Transformation of Place Memory and Social Cognition Following Spatial Changes Induced by Second Homes: A Neuroanthropological Study in Rural Communities of Mazandaran

The expansion of second homes and villa settlements in rural regions has become a defining feature of contemporary rural transformation in many parts of the world. In northern Iran, particularly in Mazandaran Province, this phenomenon has intensified over the past two decades, reshaping rural landscapes, social relations, and everyday experiences of local communities. While a substantial body of international and Iranian scholarship has addressed the physical, economic, and environmental consequences of second-home development, considerably less attention has been paid to its cognitive–emotional and experiential dimensions. Specifically, the ways in which spatial changes associated with second homes affect place memory, social cognition, and local identity among indigenous rural residents remain underexplored. This study seeks to address this gap by examining the lived experiences of local villagers through a neuroanthropological perspective that integrates ethnographic data with insights from cognitive and social neuroscience.



The primary objective of this research is to analyze how spatial transformations induced by second homes contribute to the transformation of place memory, the redefinition of insider/outsider boundaries, and the emergence of everyday strategies of adaptation and resistance. Drawing on neuroanthropology, the study moves beyond descriptive accounts of social change to explore how cultural practices, emotional responses, and cognitive processes are shaped by—and, in turn, shape—changing environments. From this perspective, place is understood not merely as a physical setting but as a neuroculturally embedded construct that is continuously produced through memory, emotion, and social interaction.



Methodologically, the study adopts a qualitative ethnographic approach. Fieldwork was conducted in four rural villages in Mazandaran Province—Ski-Mahalleh Harazpey, Mianrud Harazpey, Oji-Abad, and Alamdah-e Sharqi—selected due to their varying degrees of exposure to second-home development. Data were collected through 30 in-depth and semi-structured interviews with indigenous residents of different ages and genders, complemented by participant observation and systematic field notes. The interviews focused on residents’ perceptions of spatial change, experiences of coexistence with seasonal non-local residents, memories of past landscapes, and everyday practices related to land use, social interaction, and cultural continuity. The data were analyzed using a three-stage coding process (open, axial, and selective coding), allowing for the identification of recurring patterns and the construction of analytically robust themes.



The findings are organized around five interrelated themes. First, the transformation of place memory and place attachment emerged as a central concern. Many participants described a sense of emotional rupture associated with altered landscapes, restricted access to formerly shared spaces, and the disappearance of familiar environmental cues. These changes were frequently narrated as a loss of continuity between past and present, indicating disruptions in environmental memory and autobiographical place-based recollection. Second, the redefinition of insider/outsider boundaries was evident across all four villages. The presence of seasonal residents and non-local property owners prompted new social categorizations, ranging from cautious coexistence to symbolic exclusion, reflecting ongoing negotiations of trust, belonging, and social prediction.



Third, participants articulated changing meanings of ownership and belonging, as land and housing increasingly became commodities rather than collective or heritage-based resources. This shift contributed to feelings of alienation and moral ambivalence, particularly among older residents. Fourth, villagers developed everyday strategies of adaptation and resistance, including selective interaction with newcomers, reinforcement of local rituals, and the preservation of traditional agricultural practices. These strategies functioned as mechanisms for maintaining social coherence and emotional stability in the face of rapid spatial change. Finally, the weakening of intergenerational transmission of local knowledge and collective memory was identified as a growing concern, as younger generations appeared less engaged with local histories, ecological knowledge, and place-based practices.



Interpreted through a neuroanthropological lens, these findings suggest that the impacts of second homes extend beyond visible material transformations and are deeply intertwined with cognitive and emotional processes. Spatial changes influence environmental memory systems, social empathy, and mechanisms of identity formation, shaping how individuals perceive risk, predict social behavior, and regulate emotions. The study highlights that disruptions in place memory and social cognition can undermine social cohesion and long-term cultural sustainability in rural communities.



In conclusion, this research demonstrates the value of integrating neuroanthropology into rural studies and second-home research. By foregrounding place memory and social cognition, it provides a more comprehensive understanding of how rural communities experience and negotiate spatial transformation. The findings underscore the need for rural development policies and regulatory frameworks on second homes to consider not only economic and environmental factors but also the cognitive–emotional and cultural dimensions of place. Failure to account for these dimensions risks deepening social fragmentation and weakening the neurocultural foundations of rural life.Failure to account for these dimensions risks deepening social fragmentation and weakening the neurocultural foundations of rural life.