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For many people throughout much of the world today, the terms ".Amazon" and "rain forest" are synonymous-- indeed, it seems as if the two must have always intertwined. However, while this much-invoked realm of shimmering, fragile nature, together with its ferocious jungle alter ego, does have deep roots in the past, its present-day incarnation has much to do with the global environmental movement that began emerging in the 1960s and has continued to morph over time. This article examines contemporary representations of the Amazon with an eye to what is now changing, as well as why. It underscores the key role that these depictions play in shaping policy, which gives them an importance far transcending purely narrative concerns. [ABSTRACT FROM AUTHOR]