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The profession of social work continues to struggle with the provision of services that must be culturally sensitive to the values and traditions of the people who live in rural neighborhoods and colonias along the U.S.–Mexico border. The diverse populations that live in the border environment are self-reliant and distrust outsiders. This most salient fact creates opportunities for social work programs to adopt the person-in-the-environment approach to assessment. In so doing, the gente (people) in need of services are more apt to feel respected and will facilitate access to their families and communities. The rurality paradigm was developed to provide an understanding of the underlying ideologies of the community first and foremost. Rurality views people’s self-image as constructed by their interactions with each other and the environment. Social work practice in rural areas continues to be at the forefront of both educational and professional concerns. A paradigm shift is advocated to capture the “rurality”- defined lifestyle found along the U.S.–Mexico border of South Texas. This approach provides a more in-depth view of the social interactions necessary for competent, culturally sensitive social work practice.