For the last twenty years, "rural" towns in the Valle de Traslasierra, in the province of Cordoba, Argentina, have undergone fast social transformations attributed to the impact of urban migrations. Through an ethnographic case study in the hill town of Las Calles, we analyse the features of a population trend involving middle and upper class sectors from the big cities. These "neo-rural" subjects are tagged by the receiving society as "gringos" both because they flaunt financial, cultural, and symbolic capital, and also because they are a second migratory wave after the one started in the 1940s which involved English immigrants. Based on a transdisciplinary approach, we will reflect on the establishment of a sociability model we have named illuminated circle. Said conceptualization helps understand certain traits in the Argentinean "neo-rurality" phenomenon.