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This article examines the way feminists engage with gender mainstreaming in their attempt to transform gender inequalities in Newfoundland and Labrador, a province on Canada's east coast. It employs an anthropological perspective to explore one aspect of gender mainstreaming, namely the way gender analysis models are deployed in specific encounters, to consider how such equality templates can both reproduce and challenge pre-existing social relations. I argue that a feminist practice approach in anthropology, in particular its reflexive and practice orientation, can foreground the way gender models are actually implemented and interpreted. Through this analysis I argue that gender mainstreaming at this point reproduces wider relations of power - governmental and normative - and cannot yet accommodate preexisting social cleavages in the province.

Since the 1992 cod fishing moratorium, the province of Newfoundland and Labrador has redefined social-environmental relationships with coastal landscapes in pursuit of tourism development. We explore how coastal landscapes are defi ned for tourists through traditional and digital media produced by Newfoundland-based tourism operators and the provincial government. We examine how these discourses are then translated by "outsider" mass media in Canada, the US, and the UK, thereby connecting local environments to global flows of tourism. To understand this process of translation and circulation we analyze television ads, websites, and newspaper articles. Additional insight is provided through interviews with tourism operators and promoters about their media work. Drawing on a co-constructionist approach and tourism mobilities literature, we argue that the post-moratorium shift toward tourism has resulted in the packaging and insertion of Newfoundland landscapes into global tourist/travel discourses in multiple ways that depend on medium of circulation and target audience.