The changes derived from globalization in Latin America acquire a determining function since they influence the transformation of spaces and social dynamics; In this sense, the present work particularly addresses a trend in Mexico where rural life converges, the reproduction of the urban lifestyle and the technological revolution focused on the generation of renewable energy. The above is involved in the changes that are generated in rural areas, in which agricultural production is displaced in quality and quantity by tertiary activities that reconfigure the space, social relationships and rurality itself, giving way to new problems, challenges and opportunities that will be exposed from the implications that they envision in a specific case. Thus, the case study presented exposes its complexity since the rent of land for the development of projects producing renewable energy becomes relevant as it becomes economically profitable for the landlord and the tenant; in fact, the analysis carried out is a comparison with respect to said profitability as opposed to agricultural production, giving results that infer a panorama that reinforces the emerging rurality and its multiple context for the population that lives there.
