Marketing the recreational sublime: Jumbo Wild and the rhetorics of humans in nature

Since Carleton Watkins and Ansel Adams captured the sublime landscapes of Yosemite, immense technological changes have occurred that demand we revisit discourses about the sublime. Panmediation combined with ever-reaching capitalist practices have shifted the ways in which the sublime is imaged, conceptualized, and utilized. In this paper, we turn to DeLuca and Demo’s (2000. Imaging nature: Watkins, Yosemite, and the birth of environmentalism. Critical Studies in Media Communication, 17(3), 241–260.) and Stormer’s (2004. Addressing the sublime: Space, mass representation, and the unpresentable. Critical Studies in Media Communication, 21(3), 212–240.) essays on the sublime to trace the trajectory of the sublime’s domestication and the ways in which its use in contemporary environmentalist discourses, led by corporations like Patagonia, have reinforced human–nature binaries and anthropocentric discourses. To do so, we examine the 2015 documentary Jumbo Wild, which represents one example of a new turn in depictions of the sublime—what we term the recreational sublime—and how it is rhetorically grounded in visual discourses.