Shaping Imaginaries: On Patagonia’s constructions of nature and the implications of this practice
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 spec