The influence of YouTube videos on human tolerance of sharks
Sharks are often depicted in the media as violent killers that actively seek out opportunities to harm humans. This framing may impact human tolerance and support of shark conservation, underscoring the need to identify strategies that counteract these negative representations. Social media, given i...
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| Veröffentlicht in: | Animal conservation 2023-04, Vol.26 (2), p.154-164 |
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| creator | Beall, J. M. Pharr, L. D. Furstenberg, R. Barber, A. Casola, W. R. Vaughn, A. Peterson, M. N. Larson, L. R. |
| description | Sharks are often depicted in the media as violent killers that actively seek out opportunities to harm humans. This framing may impact human tolerance and support of shark conservation, underscoring the need to identify strategies that counteract these negative representations. Social media, given its widespread use, could be an effective platform for shaping public tolerance for sharks and other wildlife species. In this experimental study, we conducted an online pre‐post survey in Spring 2020 to determine how viewing shark‐related YouTube videos impacted tolerance for sharks among residents (n = 335) in the coastal state of North Carolina (NC), USA and neighboring states. The study employed framing theory, which suggests that the ways in which information is presented influence how it is processed and the actions that result from it. Participants were randomly assigned to one of two video treatments where sharks were framed positively or negatively. Each video treatment impacted tolerance for sharks in the direction of their framing: positive framing influenced positive changes in tolerance (70% more positive attitudes toward sharks, a 130% increase in acceptance of sharks and a 46% increase in intended shark conservation behaviors), and negative framing influenced negative changes (25% more negative attitudes toward sharks, a 18% decrease in acceptance of sharks and a 3% decrease in intended shark conservation behaviors). These findings suggest positive messages about sharks on social media promote tolerance of sharks and can be more impactful than negative messages. At least one form of social media, YouTube, appears to be a valuable tool for encouraging tolerance for sharks.
Differences in change in attitudes, change in acceptance, and change in intended behaviors toward sharks between the positive shark video and negative shark video treatment groups. Change in each variable was calculated by subtracting the pre‐test score from the post‐test score for each variable. Significance levels: *P |
| doi_str_mv | 10.1111/acv.12808 |
| format | Article |
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Differences in change in attitudes, change in acceptance, and change in intended behaviors toward sharks between the positive shark video and negative shark video treatment groups. Change in each variable was calculated by subtracting the pre‐test score from the post‐test score for each variable. Significance levels: *P < 0.05, **P < 0.01, ***P < 0.001 for Welch’s t‐test comparing magnitude of change between the negative and positive treatments, adjusted with the Bonferroni correction for multiple comparisons. Error bars represent 95% confidence intervals. The dashed line represents a baseline of no change.</description><identifier>ISSN: 1367-9430</identifier><identifier>EISSN: 1469-1795</identifier><identifier>DOI: 10.1111/acv.12808</identifier><language>eng</language><publisher>London: Wiley Subscription Services, Inc</publisher><subject>Attitudes ; Carnivorous animals ; Coastal states ; communication ; Conservation ; Digital media ; Fish conservation ; human attitudes to wildlife ; Human tolerances ; human–wildlife conflict ; Marine fishes ; message framing ; Messages ; Selachimorpha ; Sharks ; Social media ; Social networks ; tolerance ; Video ; Wildlife</subject><ispartof>Animal conservation, 2023-04, Vol.26 (2), p.154-164</ispartof><rights>2022 The Authors. published by John Wiley & Sons Ltd on behalf of Zoological Society of London.</rights><rights>2022. This article is published under http://creativecommons.org/licenses/by-nc/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c3328-f6730579765aabd3d67194cadbcea995c5be6299701a5c679dd7f20d60bab5f53</citedby><cites>FETCH-LOGICAL-c3328-f6730579765aabd3d67194cadbcea995c5be6299701a5c679dd7f20d60bab5f53</cites><orcidid>0000-0002-2966-085X ; 0000-0001-9758-7239</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://onlinelibrary.wiley.com/doi/pdf/10.1111%2Facv.12808$$EPDF$$P50$$Gwiley$$Hfree_for_read</linktopdf><linktohtml>$$Uhttps://onlinelibrary.wiley.com/doi/full/10.1111%2Facv.12808$$EHTML$$P50$$Gwiley$$Hfree_for_read</linktohtml><link.rule.ids>314,776,780,1411,27901,27902,45550,45551</link.rule.ids></links><search><creatorcontrib>Beall, J. M.</creatorcontrib><creatorcontrib>Pharr, L. D.</creatorcontrib><creatorcontrib>Furstenberg, R.</creatorcontrib><creatorcontrib>Barber, A.</creatorcontrib><creatorcontrib>Casola, W. R.</creatorcontrib><creatorcontrib>Vaughn, A.</creatorcontrib><creatorcontrib>Peterson, M. N.</creatorcontrib><creatorcontrib>Larson, L. R.</creatorcontrib><title>The influence of YouTube videos on human tolerance of sharks</title><title>Animal conservation</title><description>Sharks are often depicted in the media as violent killers that actively seek out opportunities to harm humans. This framing may impact human tolerance and support of shark conservation, underscoring the need to identify strategies that counteract these negative representations. Social media, given its widespread use, could be an effective platform for shaping public tolerance for sharks and other wildlife species. In this experimental study, we conducted an online pre‐post survey in Spring 2020 to determine how viewing shark‐related YouTube videos impacted tolerance for sharks among residents (n = 335) in the coastal state of North Carolina (NC), USA and neighboring states. The study employed framing theory, which suggests that the ways in which information is presented influence how it is processed and the actions that result from it. Participants were randomly assigned to one of two video treatments where sharks were framed positively or negatively. Each video treatment impacted tolerance for sharks in the direction of their framing: positive framing influenced positive changes in tolerance (70% more positive attitudes toward sharks, a 130% increase in acceptance of sharks and a 46% increase in intended shark conservation behaviors), and negative framing influenced negative changes (25% more negative attitudes toward sharks, a 18% decrease in acceptance of sharks and a 3% decrease in intended shark conservation behaviors). These findings suggest positive messages about sharks on social media promote tolerance of sharks and can be more impactful than negative messages. At least one form of social media, YouTube, appears to be a valuable tool for encouraging tolerance for sharks.
Differences in change in attitudes, change in acceptance, and change in intended behaviors toward sharks between the positive shark video and negative shark video treatment groups. Change in each variable was calculated by subtracting the pre‐test score from the post‐test score for each variable. Significance levels: *P < 0.05, **P < 0.01, ***P < 0.001 for Welch’s t‐test comparing magnitude of change between the negative and positive treatments, adjusted with the Bonferroni correction for multiple comparisons. Error bars represent 95% confidence intervals. 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M.</au><au>Pharr, L. D.</au><au>Furstenberg, R.</au><au>Barber, A.</au><au>Casola, W. R.</au><au>Vaughn, A.</au><au>Peterson, M. N.</au><au>Larson, L. R.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The influence of YouTube videos on human tolerance of sharks</atitle><jtitle>Animal conservation</jtitle><date>2023-04</date><risdate>2023</risdate><volume>26</volume><issue>2</issue><spage>154</spage><epage>164</epage><pages>154-164</pages><issn>1367-9430</issn><eissn>1469-1795</eissn><abstract>Sharks are often depicted in the media as violent killers that actively seek out opportunities to harm humans. This framing may impact human tolerance and support of shark conservation, underscoring the need to identify strategies that counteract these negative representations. Social media, given its widespread use, could be an effective platform for shaping public tolerance for sharks and other wildlife species. In this experimental study, we conducted an online pre‐post survey in Spring 2020 to determine how viewing shark‐related YouTube videos impacted tolerance for sharks among residents (n = 335) in the coastal state of North Carolina (NC), USA and neighboring states. The study employed framing theory, which suggests that the ways in which information is presented influence how it is processed and the actions that result from it. Participants were randomly assigned to one of two video treatments where sharks were framed positively or negatively. Each video treatment impacted tolerance for sharks in the direction of their framing: positive framing influenced positive changes in tolerance (70% more positive attitudes toward sharks, a 130% increase in acceptance of sharks and a 46% increase in intended shark conservation behaviors), and negative framing influenced negative changes (25% more negative attitudes toward sharks, a 18% decrease in acceptance of sharks and a 3% decrease in intended shark conservation behaviors). These findings suggest positive messages about sharks on social media promote tolerance of sharks and can be more impactful than negative messages. At least one form of social media, YouTube, appears to be a valuable tool for encouraging tolerance for sharks.
Differences in change in attitudes, change in acceptance, and change in intended behaviors toward sharks between the positive shark video and negative shark video treatment groups. Change in each variable was calculated by subtracting the pre‐test score from the post‐test score for each variable. Significance levels: *P < 0.05, **P < 0.01, ***P < 0.001 for Welch’s t‐test comparing magnitude of change between the negative and positive treatments, adjusted with the Bonferroni correction for multiple comparisons. Error bars represent 95% confidence intervals. The dashed line represents a baseline of no change.</abstract><cop>London</cop><pub>Wiley Subscription Services, Inc</pub><doi>10.1111/acv.12808</doi><tpages>164</tpages><orcidid>https://orcid.org/0000-0002-2966-085X</orcidid><orcidid>https://orcid.org/0000-0001-9758-7239</orcidid><oa>free_for_read</oa></addata></record> |
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| ispartof | Animal conservation, 2023-04, Vol.26 (2), p.154-164 |
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| source | Wiley Online Library Journals Frontfile Complete |
| subjects | Attitudes Carnivorous animals Coastal states communication Conservation Digital media Fish conservation human attitudes to wildlife Human tolerances human–wildlife conflict Marine fishes message framing Messages Selachimorpha Sharks Social media Social networks tolerance Video Wildlife |
| title | The influence of YouTube videos on human tolerance of sharks |
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