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This article considers the position of sociology in a nonsociological context, that is, the Czech Agricultural U in Prague. The substance of the paper is a consideration of the role of sociology in relation to rural issues, including their practical dimension as relates to rural development. The background of the paper is constituted by both discussions in the Czech lands & abroad, which address the role & position of sociology & its relation to the lay public, & the question of how (& also if) it is possible to cope with the skepticism of lay people (a skepticism that the authors have experienced in the exercise of their professional activities) in relation to the findings & information provided by sociology. The authors suggest that the possibility exists of presenting non-trivial findings & information for lay people. Sociologists have at their disposal many instruments for mapping the actions & ideas of specific people when investigating such issues. If the results of sociological research are embedded within specific practical measures addressing rural issues, then the chance for social acceptance increases & the project is more likely to be sustainable. In such a situation, sociology is both related to concrete practices & circumstances (the doubts of lay persons about its meaninglessness disappear), yet it also retains its academic discourse, as a part of sociology, as a science. As a reflection of the latter, the article demonstrates the interconnections between general sociology & rural sociology, because of the centrality of the countryside & agriculture in contemporary society.