Nature is trending: Social media, viral landscapes, and digital environmental activism in Oman

Influenced by social media and COVID-19, human relations with ‘nature’ are increasingly shaped by media infrastructures and logics, leading to a global surge of interest in nature tourism and outdoor activities. This article examines the mediatization of relations with nature—or, the more-than-human world—in the Arabian Gulf country of Oman, where nature tourism has developed in the past decade. Through a mixed-methods approach involving fieldwork and interviews between 2022–2024, relations with nature in Oman are shown to be informed by global social media logics, as with the trend of ‘viral landscapes’ in which a nature destination is popularized due to its high value in social media attention economies. However, local practices are also platformed, as Instagram users in Oman exploit three affordances to address the environmental problem of litter. Mediatization may thus entail a circulation of global discourses and practices as well as the emergence of syncretic sociocultural formations.