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A paradox lies at the heart of the environmental movement. Often characterized as comprising tree huggers, Luddites, and New Age hippies, the environmental movement is and always has been the highest of high-tech social movements with respect to media technology. The form and substance of the environmental movement's messages have been inextricably linked to and born of the new media of the moment. The paradox is that the environmental movement emerges as a reaction to the excesses of industrialism, while simultaneously depending on the technological products of industrialism.

Taking media seriously suggests a complementary history of environmental activism that can account for its impressive global force. While the environmental movement has clearly been inspired by solitary curmudgeons scribbling in the wilderness (such as Henry David Thoreau and Edward Abbey), people around the world have been moved by image-based media campaigns to save their places and their world. This entry charts the impact of high-tech media in enabling people to see the planet anew and motivating them to act on their new visions.

Origin Stories and Landscape Photography

The origin myth of environmentalism usually posits Henry David Thoreau or John Muir as the fount of eco-wisdom that challenged industrialism and inspired the environmental movement. There is no need to downplay Thoreau or Muir. Still, it is worth noting that such tales imagine Thoreau as the lone heroic individual at Walden Pond or Muir as the irrepressible explorer of the High Sierras, while little noting that their efforts relied on the medium of writing and the technologies of the printing press and a distribution system for books and magazines. In addition, Muir was both subsidized by, and an ally of, Southern Pacific Railroad.

More significantly, such origin myths overshadow a parallel tale of the role of new media technologies in the founding and propagation of environmentalism. Long before Walden became an American classic and Muir set foot in Yosemite, the new medium of photography conspired with industry to play a pivotal role in preserving Yosemite Valley as the world's first wilderness park.

Yosemite Valley

The fundamental role of landscape photography in the creation of Yosemite as the world's first wilderness area created “for the benefit of the people, for their resort and recreation, to hold them inalienable for all time” (Yosemite Grant, 1864) points to the crucial role of images in environmental politics and confirms that such image politics did not start with the advent of television. Survey photographer and Yosemite's first major documentarian Carlton Watkins embodied the multiple discourses of his time—romantic and artistic, to be sure, but also commercial, industrial, and technological. This is reflected in the breadth of his subjects, from the wilderness landscapes of Yosemite to the industrial mining at Mariposa. Watkins established dual legacies as both founder of landscape photography and chronicler of industrial progress, celebrator of sublime nature and creator of the technological sublime.

Watkins's early photos of Yosemite highlight, more than anything else, the sublime. Watkins's photography transforms the spectacular sublime into the domestic spectacle, the private possession of tourists, East Coast urban dwellers, and armchair adventurers. Yosemite is captured. It is at the mercy of the viewers. Viewers can contemplate the image at their leisure, put it away, return to it later, compare it to other collected images, and, indeed, own it, so that sublime nature is now commodified nature, a private possession, nature as cultural capital. The sublime is further domesticated within the photographs themselves as Watkins often created a safe space for the spectator—the beautiful place—from which to view the sublime spectacle. This dynamic, at work in many of the photographs, is particularly evident in the photograph “Yosemite Falls.”

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