In this study, I analyze the connection between local media organizations and the rural areas these local media organizations are operating, assuming that these rural media organizations contribute to the formation of representations about the region in which the respective media organizations operate. Therefore, in the case of Szeklerland, the local Romanian and Hungarian-language media organizations contribute to the development and distribution of different images of Szeklerland. In this article, I present some features of the Romanian and Hungarian media ecosystem in Romania, an ecosystem a part of which are the local, rural media organizations, therefore the media outlets operating in Szeklerland as well. I present some of the characteristics of the media ecosystem – ownership system, demographic characteristics of journalists, professional self-image of journalists, the perception of journalism among journalists and readers, general characteristics of media discourse – based on the Romanian and Hungarian literature published in the last more than three decades in Romania.