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.

巴基斯坦的旅游广告、发展报告和政府消息来源很容易利用吉尔吉特-巴尔蒂斯坦的自然美景，尤其是山峰的奢华照片，来宣传该国的热情好客和全球吸引力。由于公共领域充满了该地区的宣传材料，当地人也开始在新发现的景点前摆姿势拍照。虽然男性经常在 Facebook 和 WhatsApp 上上传这些照片，但年轻女性也确实参加了郊游和拍照，但在数字面纱的背后，不允许她们如此公开地宣传自己的照片。通过在线和离线媒体的视觉示例，我将展示消费和社交媒体参与如何反馈到人们对自然和文化环境的（自我）感知。对该地区景观的流行表现甚至可以作为一种自我他人的形式：通过外人的眼光看待吉尔吉特-巴尔蒂斯坦的资产，让许多年轻人能够欣赏他们以前忽略或认为理所当然的东西，甚至将它们视为发展的障碍。此外，通过积极参与公共话语，当地人重新获得了他们家乡的代表和传播的想象力。