Dharma in none of its shades of meaning can discriminate minds based on topography as urban and rural.

 He cannot misuse a word like dharma to explain distinct collective mindset/attitude ( which by itself in Indian context is blind over generalization). 

There are hundreds of other ways of conveying, I can list at least 25 that come to my mind. 

Even the word Karma can be used with various connotations to suit an argument/ statement/ justification. 

But Dharma in none of its shades of meaning can discriminate minds based on topography as urban and rural. 

Dharma is from Sanskrit root 'dhr' which means to sustain, hold, bear, uphold certain time tested or lasting values ( it has nothing to do with corporate conduct)  the same root gives the words Dharti ( earth)dhruva( pole star) indicating the connective support or stability).  

Dharma in Mahabharata means cosmic laws that sustain life or as swadharma- ethical values - which supports living in harmony as per the context/ situation. It is well explained by Lord krishna to Arjuna (when his emotions make him hesitate to perform the appropriate action in that situation ) asking him to proceed with the war. 

It is indeed our duty to praise from the bottom of our hearts the bravery, duty consciousness and loyalty to the corporate BODY' often it has no  SOUL. In retrospect one could think of many possibilities but it is difficult to act in an emergency like that when panic and fear are the major reactions