Wilderness and the Media Politics of Place Branding

Place branding in Tasmania has depoliticized the term 'wilderness,' shifting mediated conflict from environmental protection to tourism. The study found that while the Tasmanian Wilderness World Heritage Area was initially valorized by environmental movements, its branding has routinized the concept of wilderness, reducing its political significance. Using content analysis and qualitative methods, researchers analyzed local media coverage and international travel journalism over time, revealing that branding efforts may inadvertently valorize 'wilderness' transnationally—an outcome the environmental movement could not achieve alone.

McGaurr, L., Tranter, B., & Lester, L. (2014). Wilderness and the Media Politics of Place Branding. Environmental Communication, 9(3), 269–287. https://doi.org/10.1080/17524032.2014.919947