Biodiversity loss poses profound challenges to ecosystems, economies, and human health and negative perceptions of wildlife driven by fear and misinformation hinder conservation efforts. These perceptions are often amplified by the media, which disproportionately emphasize perceived risks over actual threats, fostering biophobias and negative attitudes toward biodiversity. This thesis investigates the role of traditional and social media in shaping public perceptions of species considered potentially harmful to humans. Organized into four chapters, the research explores: (1) the content of traditional media coverage of potentially harmful species; (2) the interplay between traditional and social media in spreading news; (3) the socio-economic and environmental impacts of media portrayals; and (4) strategies to improve media communication for biodiversity conservation. My results suggest that the global media framing of potentially harmful species is often sensationalized and poorly contextualized, emphasizing danger and reinforcing phobias. For example, the overabundance of poorly contextualized reports on bat-associated diseases likely contributed to increased bat persecution following the COVID-19 outbreak. However, I also highlight how conservationists' communication interventions introduced more balanced and positive messages, likely mitigating further persecution. Additionally, the results suggest that the media tend to polarize public opinion, exacerbating conflict and fostering misinformation and mistrust toward institutions and scientists. Moreover, I found that social media acts as an echo chamber for sensationalistic news, and generated biophobias have multiple negative effects on the three pillar of the One Health approach (environmental, human and animal health). By addressing the intersection of communication, public perception, and conservation, this thesis highlights the urgent need for effective communication strategies to counter misinformation, foster coexistence and promote conservation efforts in an era of rapid ecological change. Thus, in the final chapter, I focused on possible solutions to enhance communication for wildlife conservation, suggesting the use of AI - among other tools- as a means to debunk fake and sensational wildlife news and art as a powerful communication channel.
MASS AND SOCIAL MEDIA ROLE IN PUBLIC PERCEPTION OF HEALTH RISK POSED BY WILDLIFE / Nanni, Veronica. - (2025).
MASS AND SOCIAL MEDIA ROLE IN PUBLIC PERCEPTION OF HEALTH RISK POSED BY WILDLIFE
Nanni Veronica
2025
Abstract
Biodiversity loss poses profound challenges to ecosystems, economies, and human health and negative perceptions of wildlife driven by fear and misinformation hinder conservation efforts. These perceptions are often amplified by the media, which disproportionately emphasize perceived risks over actual threats, fostering biophobias and negative attitudes toward biodiversity. This thesis investigates the role of traditional and social media in shaping public perceptions of species considered potentially harmful to humans. Organized into four chapters, the research explores: (1) the content of traditional media coverage of potentially harmful species; (2) the interplay between traditional and social media in spreading news; (3) the socio-economic and environmental impacts of media portrayals; and (4) strategies to improve media communication for biodiversity conservation. My results suggest that the global media framing of potentially harmful species is often sensationalized and poorly contextualized, emphasizing danger and reinforcing phobias. For example, the overabundance of poorly contextualized reports on bat-associated diseases likely contributed to increased bat persecution following the COVID-19 outbreak. However, I also highlight how conservationists' communication interventions introduced more balanced and positive messages, likely mitigating further persecution. Additionally, the results suggest that the media tend to polarize public opinion, exacerbating conflict and fostering misinformation and mistrust toward institutions and scientists. Moreover, I found that social media acts as an echo chamber for sensationalistic news, and generated biophobias have multiple negative effects on the three pillar of the One Health approach (environmental, human and animal health). By addressing the intersection of communication, public perception, and conservation, this thesis highlights the urgent need for effective communication strategies to counter misinformation, foster coexistence and promote conservation efforts in an era of rapid ecological change. Thus, in the final chapter, I focused on possible solutions to enhance communication for wildlife conservation, suggesting the use of AI - among other tools- as a means to debunk fake and sensational wildlife news and art as a powerful communication channel.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
