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TITLE: Using social media as an effective tool for conveying conservation messages and
tracking the social impact ofconservation issues
*Shana Mian; Kaveera Singh; Surina Singh; Deborah Robertson-Andersson and Gan
Moodley
University of KwaZulu-Natal; School of Life Sciences, Westville Campus, Life Sciences
Building, University Road, Private Bag X54001; Durban 4000, South Africa
*mian.shana@gmail.com
ABSTRACT
Despite global concern and awareness of plastic pollution there is continuing use of plastic
products, due to its cost-effective and convenient nature, however improper waste disposal of
terrestrial plastics account for approximately 80% of the plastics found in marine
environments. Due to the far reaching effects of plastic pollution several marine conservation
education programs have been developed to address waste disposal/pollution. To date, these
have been largely ineffective. Scientists and psychologists now realise that human behaviour
plays an important role in determining the success or failure of any conservation initiative.
The main issue appears to be how conservation messages are conveyed to the general public.
In a changing world, citizens are experiencing an information overload and scientists
therefore need to critically assess the way in which conservation messages are conveyed.
Social media are found to be an effective way to communicate with the general public. This
study aims to 1) examine current strategies used by Social Media based awareness
campaigns, 2) determine certain public biases around plastic pollution and 3) track the spread
and impact of marine plastic pollution conservation messages. Twenty biodiversity-related
YouTubeLLC videos were selected, ranked on criteria related to message impact and a cluster
analysis was run to determine the 10 highest-ranked criteria. These were used to create two
YouTubeLLC videos (one which included the highest- and the other the lowest-ranked criteria)
which were compared using Likert Scale questionnaires given to focus groups, to test the
efficacy of conventional conservation message transmission. Memes of selected marine
animals and scenes affected by plastic pollution were uploaded on social media sites. The
number of ‘likes’, ‘shares’ and ‘comments’ were used to interpret reactions and determine
meme bias. The results indicate that conservation education messages should promote
conservation activities as a lifestyle preference to encourage sustainability.
KEYWORDS: Marine Conservation; social media; conservation education; marine plastic
pollution.

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Using social media as an effective tool for conveying conservation messages and tracking the social impact of conservation issues.

  • 1. TITLE: Using social media as an effective tool for conveying conservation messages and tracking the social impact ofconservation issues *Shana Mian; Kaveera Singh; Surina Singh; Deborah Robertson-Andersson and Gan Moodley University of KwaZulu-Natal; School of Life Sciences, Westville Campus, Life Sciences Building, University Road, Private Bag X54001; Durban 4000, South Africa *mian.shana@gmail.com ABSTRACT Despite global concern and awareness of plastic pollution there is continuing use of plastic products, due to its cost-effective and convenient nature, however improper waste disposal of terrestrial plastics account for approximately 80% of the plastics found in marine environments. Due to the far reaching effects of plastic pollution several marine conservation education programs have been developed to address waste disposal/pollution. To date, these have been largely ineffective. Scientists and psychologists now realise that human behaviour plays an important role in determining the success or failure of any conservation initiative. The main issue appears to be how conservation messages are conveyed to the general public. In a changing world, citizens are experiencing an information overload and scientists therefore need to critically assess the way in which conservation messages are conveyed. Social media are found to be an effective way to communicate with the general public. This study aims to 1) examine current strategies used by Social Media based awareness campaigns, 2) determine certain public biases around plastic pollution and 3) track the spread and impact of marine plastic pollution conservation messages. Twenty biodiversity-related YouTubeLLC videos were selected, ranked on criteria related to message impact and a cluster analysis was run to determine the 10 highest-ranked criteria. These were used to create two YouTubeLLC videos (one which included the highest- and the other the lowest-ranked criteria) which were compared using Likert Scale questionnaires given to focus groups, to test the efficacy of conventional conservation message transmission. Memes of selected marine animals and scenes affected by plastic pollution were uploaded on social media sites. The number of ‘likes’, ‘shares’ and ‘comments’ were used to interpret reactions and determine meme bias. The results indicate that conservation education messages should promote conservation activities as a lifestyle preference to encourage sustainability. KEYWORDS: Marine Conservation; social media; conservation education; marine plastic pollution.