Finally, Patagonia has been produced as a place of contestation
and empowerment, where citizens defend their rights and protect
their environmental and cultural heritage. After the massive
mobilisations in May 2011, an ad was published with three pictures
(Fig. 5). The first picture showed a landmark local event that
consisted of a horseback parade organised by local pioneers in
2007.9 The second one was taken when more than 80,000 Chileans
demonstrated against the approval of HidroAysen, on 20th May
2011 in Santiago. The last picture shows a smiling accordionist wearing
a traditional Aysen beret-style hat. The ad condenses various
scales and perspectives – local, regional, national – and representations
– contestation, empowerment, nature, local culture – in one
poster. It also points to some of the tensions and complexities of representing
Patagonia through a campaign like PWD; for instance,
whether to foreground local culture and people or Patagonia’s ‘‘pristine’’
nature. At the same time, the image points to ways of finding
convergence, as various scales and perspectives can come together
in one poster.