This paper examines rural conditions from three perspectives: education, demographics, and economics from national, state and regional data sources; Rural Attitude Survey data from students at Western Carolina University in the Appalachian mountain region; and concerns of teachers about education in the region derived from focus group discussions. A brief review points out that North Carolina's rural population is decreasing and growing older, has a lower median income than the urban population, and has higher proportions of poverty and the working poor. Nationally, the gap in high school completion rates between rural and urban populations has narrowed but the gap in college completion rates has increased. Western North Carolina is deficient in the areas of quality child care, adult functional literacy, college completion rates, and implementation of new technologies. Definitions of rural are ambiguous and ambivalent and characterized by negative images. Negative attitudes and stereotypes about rural people and Appalachians are prevalent and affect student self-concept. Nevertheless, a survey of 155 students in education classes at Western Carolina University revealed overwhelmingly positive feelings for rural areas and their home communities, a strong sense of community and connection, and positive attitudes toward the university and its surroundings. The responsibility of a rural university to its region's rural communities is discussed. (SV)