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Using social media to strengthen public awareness of wildlife conservation

机译：利用社交媒体增强公众对野生动植物保护的认识

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摘要

While heightening public awareness through social media can enhance wildlife conservation and management efforts, the influence of media content and quality in relation to these efforts is poorly understood. In this study, online news and related public comments on the Indo-Pacific humpback dolphin (Sousa chinensis), one of China's flagship species, was collected and evaluated to determine the performance of media news releases in strengthening public awareness. Media releases on the incidents of dolphins straying into freshwater systems at Dongping, Beijiang, and Baisha Rivers, in the Pearl River Delta of China were examined. WeChat, the largest social networking platform in China, was used as the data source. Generalized linear model (GLM) was used to test the news popularity by publisher type, title tone, picture counts, and word counts. Content analysis (CA) was used for mining wildlife conservation information in articles and identifying public opinions. GLM results showed that three publishers (traditional, governmental and private) as well as articles with more pictures attracted greater online readerships. CA results showed that articles were unable to popularize wildlife conservation knowledge, and the public was highly doubtful about conservation efforts by the government and experts. The finding here suggests that greater attention is needed for depicting and delivering conservation knowledge (e.g., rescue methods, biological features), negative impact on wildlife by diverse human behavior, and detailed proper descriptions to promote public awareness on wildlife conservation using multi-faceted thinking so as to reduce public misunderstanding of policymakers and experts. A. suggested concerted framework could help strengthen wildlife management through social media.
机译：尽管通过社交媒体提高公众意识可以加强野生动植物保护和管理工作，但人们对媒体内容和质量与这些工作有关的影响知之甚少。在这项研究中，收集并评估了关于印度太平洋驼背海豚（Sousa chinensis）（中国的旗舰物种之一）的在线新闻和相关公众评论，以确定媒体新闻稿在增强公众意识方面的表现。调查了中国珠三角的东平河，北江河和白沙河海豚闯入淡水系统事件的媒体报道。中国最大的社交网络平台微信被用作数据源。使用广义线性模型（GLM）通过发布者类型，标题音调，图片数和字数来测试新闻的受欢迎程度。内容分析（CA）用于挖掘文章中的野生动植物保护信息并识别公众意见。 GLM结果显示，三家出版商（传统，政府和私人出版商）以及带有更多图片的文章吸引了更多的在线读者。 CA结果表明，文章无法推广野生动植物保护知识，公众对政府和专家的保护努力表示高度怀疑。此处的发现表明，在描述和传递保护知识（例如营救方法，生物学特征），人类行为多样化对野生生物的负面影响以及进行详细的适当描述以提高公众对野生生物保护意识的过程中，需要多加注意。从而减少公众对决策者和专家的误解。答：建议的协调框架可以帮助通过社交媒体加强野生动植物的管理。

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  • 来源
    《Ocean & coastal management》 |2018年第3期|76-83|共8页
  • 作者

    Wu Yinglin; Xie Ling; Huang Shiang-Lin; Li Ping; Yuan Zengwei; Liu Wenhua;

  • 作者单位

    Shantou Univ, Marine Biotechnol Key Lab Guangdong Prov, Marine Biol Inst, Shantou 515063, Guangdong, Peoples R China;

    Shantou Univ, Marine Biotechnol Key Lab Guangdong Prov, Marine Biol Inst, Shantou 515063, Guangdong, Peoples R China;

    Shantou Univ, Marine Biotechnol Key Lab Guangdong Prov, Marine Biol Inst, Shantou 515063, Guangdong, Peoples R China;

    Shantou Univ, Marine Biotechnol Key Lab Guangdong Prov, Marine Biol Inst, Shantou 515063, Guangdong, Peoples R China;

    Nanjing Univ, Sch Environm, State Key Lab Pollut Control & Resource Reuse, Nanjing 210023, Jiangsu, Peoples R China;

    Shantou Univ, Marine Biotechnol Key Lab Guangdong Prov, Marine Biol Inst, Shantou 515063, Guangdong, Peoples R China;

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  • 正文语种 eng
  • 中图分类
  • 关键词

    Public awareness; Social media; Indo-Pacific humpback dolphin; Text mining;

    机译：公众意识;社交媒体;印度太平洋驼背海豚;文本挖掘;

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