This investigation was carried out in an attempt to respond to the issue of identification of codes for constructing meaning that yield to innovation. Based on the discourse of rural primary school teachers of la Araucania Region, Chile, we sought to expose key elements and codes that allow teachers to construct and/or re-elaborate meaning that may lead to change and innovation in educational contexts. The investigation was conducted through a qualitative approach, and based on the teachers' discourse. The obtained data analysed focused on intersubjective shared meanings, which may be visualised through the teachers' representation of change and innovation. Specific attention was drawn upon the meaning construction for transformation in schools of la Araucania Region in rural contexts. The obtained results reveal little relation between innovative discourses and the cultural context of reference. In addition, there is strong evidence of reduction of the innovative process on defined guidelines on behalf of the public school system.