New Books In Communications

Antarctica is, and has always been, very much “for sale.” Whales, seals, and ice have all been marketed as valuable commodities, but so have the stories of explorers. The modern media industry developed in parallel with land-based Antarctic exploration, and early expedition leaders needed publicity to generate support for their endeavours. Their lectures, narratives, photographs, and films were essentially advertisements for their adventures. At the same time, popular media began to use the newly encountered continent to draw attention to commercial products. These advertisements both trace the commercialization of Antarctica and reveal how commercial settings have shaped the dominant imaginaries of the place. By contextualising and analysing Antarctic advertisements from the late nineteenth century to the present, Brand Antarctica: How Global Consumer Culture Shapes Our Perceptions of the Ice Continent (University of Nebraska Press, 2023) by Dr. Hanne Elliot Fønss Nielsen identifies five key framings of the