Media and Conservation:

News media has the ability to influence public attitudes of wildlife and conservation through framing¹

However, there are varying types of coverage and portrayal of wildlife issues, which may positively or negatively impact public support^{1, 2}

Hawaiian Monk Seal (Neomonachus schauinslandi):

One of only two terrestrial mammals native to Hawai'i and one of most endangered mammal species

Today, there is a lack of consensus in perceptions of monk seals, and while many celebrate and support monk seal conservation, others criticize monk seals as harmful for fishing, nonnative, and a means of government restriction³

Because of the challenge to conservation this division creates and the role of media in influencing public opinion, we chose to investigate the portrayal of monk seals in the media

Objectives: 

To use content analysis of news media to identify common themes, language, and attitudes associated with monk seals

To track changes in these factors against major events relating to monk seals

To suggest strategies for improved communication based on these trends

Data Collection:

From 2007 to 2017, the number of news articles about monk seals for each month was determined, and the 16 months with the most news activity were used for further analysis

The 16 months were chosen because they had greater than 1 standard deviation of news articles above the mean (40 articles)

For each of these months, all articles were downloaded from NewsBank, Inc. and cleaned for a total of 935 articles from 32 sources

Each article was read and major events for each month were recorded

Data Analysis:

Using NVivo 11, each statement in each article regarding monk seals or NOAA was coded according to the table below

Frequency of sentiment-coded statements were analyzed by:  

• Month
• NOAA activity
• Island of publication

An accuracy check is currently being conducted

1. Seal positive coverage months

The most positive months involve pups (i.e. Kaimana and KP2).
5/2008 - NOAA rescues KP2, state mammal - 48% positive
7/2017 - Kaimana born - 42% positive
8/2017 - Kaimana relocated - 51% positive

The most sympathetic months involve intentional seal attacks and killings.
1/2012 - Monk seal killed - 41% sympathetic
12/2014 - Seal pup killed on Kauai - 48% sympathetic
4/2016 - Video of monk seal assault - 45% sympathetic

2. Seal negative coverage months

The most negative months involve policy changes by NOAA, but percent small.
8/2011 - Critical habitat and relocation - 3.6% negative
1/2012 - Critical habitat comment period ends - 4.9% negative

3. NOAA positive coverage months

The most positive months involve seal rescues and other interventions.
5/2008 - NOAA rescues KP2 - 96% positive
12/2015 - NOAA tries to rescue hooked seal - 78% positive
7/2017 - Kaimana born - 80% positive

4. NOAA negative coverage months

The most negative months involve policy changes and seal deaths.
8/2011 - Critical habitat and relocation, aggresive male management - 21% negative
1/2012 - Critical habitat comment period ends - 24% negative
3/2017 - Monk seal death in fish pen - 51% negative

5. NOAA activity sentiments

Percent of statements about each NOAA monk seal activity that are positive, neutral, and negative and the sample size of those statements.

6. Print sentiments vary by island

For print media sources from each available island and nationally, the percent of statements about monk seals that are positive, neutral, and negative are shown. The sample size of statements is also provided for each.

1. Improved information about NOAA actions and policies

There were negative sentiments for both NOAA and seals with policy changes

There was also misinformation in news regarding both the critical habitat plan and the fish pen seal death

Being more proactive in sharing information and simplifying scientific explanations for the public could be helpful in conveying NOAA messages

2. Further outreach to other islands

6/16 months involve suspicious deaths or attacks on monk seals, all of which occurred on Kauai and Molokai

Kauai has the lowest proportion of positive statements towards seals; Molokai has the greatest proportion of negative statements

Although outreach and education about monk seals is easier on Oahu, it is important to expand these opportunities to the other islands as much as possible

3. Capitalize on positive events

Rescues and pups have been discussed very positively in the media (especially Kaimana)

"Pupdates" during Kaimana's weaning allowed NOAA to spread its messages effectively and positively

Although such events cannot be controlled by NOAA, they are an opportunity for NOAA to connect with and inform the public directly

Photo credit: Honolulu Civil Beat

References:

^1. Muter, B. A., Gore, M. L., Gledhill, K. S., Lamont, C., and Huveneers, C. (2012). Australian and U.S. news media portrayal of sharks and their conservation. Conservation Biology, 27(1), 187-196.

^2. Gusset, M., Maddock, A. H., Gunther, G. J., Szykman, M., Slotow, R., Walters, M., Somers, M. J. (2008). Conflicting human interests over the re-introduction of endangered wild dogs in South Africa. Biodiversity Conservation, 17, 83-101.

^3. Kittinger, J. N., Bambico, T. M., Watson, T. K., and Glazier, E. W. (2012). Sociocultural significance of the endangered Hawaiian monk seal and the human dimensions of conservation planning. Endangered Species Research, 17, 139-156.