Professionalisation and the spectacle of nature: Understanding changes in the visual imaginaries of private protected area organisations in Australia

Imaginaries of protected areas as state-based fortresses have been challenged by expansion of the global nature conservation estate on non-government lands, notably in contexts such as Australia where neoliberal reform has been strong. Little is known about the implications of this change for the meanings, purposes and practices of nature conservation. Images are central to public understandings of nature conservation. We thus investigate the visual communication of environmental non-government organisations (ENGOs) involved in private protected areas in Australia, with particular focus on Bush Heritage Australia (BHA). We employ a three-part design encompassing quantitative and qualitative methods to study the visual imaginaries underlying nature conservation in BHA's magazines and the web homepages of it and four other ENGOs over 2004–2020. We find that visual imaginaries changed across time, as ENGOs went through an organisational process of professionalisation comprising three dynamics: legitimising, marketising, and differentiating. An imaginary of dedicated Western volunteer groups protecting scenic wilderness was replaced by the spectacle of uplifting and intimate individual encounters with native nature. Amenable to working within rather than transforming dominant political-economic structures, the new imaginary empowers professional ENGOs and their partners as primary carers of nature. It advertises a mediated access to spectacular nature that promises positive emotions and redemption for environmental wrongs to financial supporters of ENGOs. These findings reveal the role of non-government actors under neoliberal conditions in the use of visual representations to shift the meanings, purposes and practices of nature conservation.