Images of the Mountains: Touristic Consumption and Gendered Representations of Landscape and Heritage in Gilgit-Baltistan

Touristic advertisements, development reports and government sources in Pakistan readily use the natural beauty of Gilgit-Baltistan, above all lavish shots of mountain peaks, to promote the country’s hospitality and global appeal. Since the public sphere is full of promotional material for this region, local people have also started posing in front of newly discovered sights for photos. While men often upload these on Facebook and WhatsApp, young women do also take part in outings and photo shoots, but behind a digital veil that does not allow them to advertize their photos so openly. Through visual examples from media both on- and offline, I will show how consumption and engagement with social media feed back into people’s (self-)perception of their natural and cultural environment. Popular representations of the region’s landscape even serve as a form of self-othering: looking at Gilgit-Baltistan’s assets through the eyes of outsiders allows many young people to appreciate things they previously ignored or took for granted, even seeing them as obstacles to development. Moreover, by actively contributing to public discourse, locals reclaim the represented and disseminated imagination of their homeland.