Shaping Imaginaries: On Patagonia’s constructions of nature and the implications of this practice
(2023) HEKM51 20231Human Ecology
Department of Human Geography
Human Geography
- Abstract
- This paper examines constructions of nature as communicated in three films by outdoor company Patagonia. By employing discourse analysis and the theory of spectacle, the films are seen to construct nature as wilderness and thus apart from humans. Speaking as an authority on the matter, Patagonia suggests wilderness ideals as a method of conservation. Together with representations of nature as spectacle, a dichotomy between humans and nature is created where ordinary nature, as seen in cities for example, is subsumed under the human realm. In shaping human imaginaries of nature as a spectacular wilderness, actual space runs the risk of change to fit the idea. In exploring the spectacle as created by Patagonia, it is found that a... (More)
- This paper examines constructions of nature as communicated in three films by outdoor company Patagonia. By employing discourse analysis and the theory of spectacle, the films are seen to construct nature as wilderness and thus apart from humans. Speaking as an authority on the matter, Patagonia suggests wilderness ideals as a method of conservation. Together with representations of nature as spectacle, a dichotomy between humans and nature is created where ordinary nature, as seen in cities for example, is subsumed under the human realm. In shaping human imaginaries of nature as a spectacular wilderness, actual space runs the risk of change to fit the idea. In exploring the spectacle as created by Patagonia, it is found that a fetishization of images occurs which blurs the origin of images. This renders Patagonia’s position as a business, rather than an NGO or public media, and its underlying political, social, and ecological relations opaque. From Patagonia’s position as authority, the audience of the films are prompted to be activists. Otherwise, the suggested best choice is to conserve nature through consumption of Patagonia’s products and take part in the ‘we’ that is constructed as an inclusive force working to save the planet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9114569
- author
- Walldo, Mikkel LU
- supervisor
-
- Eric Clark LU
- organization
- course
- HEKM51 20231
- year
- 2023
- type
- H2 - Master's Degree (Two Years)
- subject
- language
- English
- id
- 9114569
- date added to LUP
- 2023-07-26 11:02:18
- date last changed
- 2023-07-26 11:02:18
@misc{9114569,
abstract = {{This paper examines constructions of nature as communicated in three films by outdoor company Patagonia. By employing discourse analysis and the theory of spectacle, the films are seen to construct nature as wilderness and thus apart from humans. Speaking as an authority on the matter, Patagonia suggests wilderness ideals as a method of conservation. Together with representations of nature as spectacle, a dichotomy between humans and nature is created where ordinary nature, as seen in cities for example, is subsumed under the human realm. In shaping human imaginaries of nature as a spectacular wilderness, actual space runs the risk of change to fit the idea. In exploring the spectacle as created by Patagonia, it is found that a fetishization of images occurs which blurs the origin of images. This renders Patagonia’s position as a business, rather than an NGO or public media, and its underlying political, social, and ecological relations opaque. From Patagonia’s position as authority, the audience of the films are prompted to be activists. Otherwise, the suggested best choice is to conserve nature through consumption of Patagonia’s products and take part in the ‘we’ that is constructed as an inclusive force working to save the planet.}},
author = {{Walldo, Mikkel}},
language = {{eng}},
note = {{Student Paper}},
title = {{Shaping Imaginaries: On Patagonia’s constructions of nature and the implications of this practice}},
year = {{2023}},
}