“The trash is ruining the picture”: social media, sustainability, and the semiotics of pristine nature

Abstract

ABSTRACT Images of improperly-discarded waste offer a case for examining the broader politics of “pristine nature.” As a global visual register in which the environment is depicted without human impact, an historicization of pristine nature reveals how it was enregistered through the Romantic and Transcendental movements as well as colonial ideologies of the wilderness. Informed by fieldwork in Oman and 300 Instagram posts collected between 2021–23, “untouched nature” and the “self-in-nature” are identified as two genres of pristine nature. Yet their citation in Oman spurs a question: does history always implicate a contemporary sign? The identification of a third genre, “anti-litter,” pursues this question by investigating what happens when the camera is turned upon trash. Despite the association of anti-litter with sustainability, the genre was similarly enregistered through a complicated history. Its citation in Oman, however, demonstrates that actors wield genres in response to sociocultural and political-economic context, suggesting the grounds from which a semiotics of sustainability might emerge.