A recent study published in the journal Environmental Communication sheds light on how social media platforms, particularly Facebook and Instagram, can play a significant role in advancing wildlife conservation efforts.
With their ability to raise public awareness and boost engagement, these platforms hold promise for initiatives aimed at protecting various species.
Understanding the Caracal
Focusing on the caracal, a unique wild cat native to Africa characterized by its tufted ears, the research underscores the critical role of social media in building support for these often-misunderstood predators.
Many farmers view caracals as pests, leading them to resort to harmful practices like shooting or poisoning.
However, the caracal’s physical resemblance to domestic cats has attracted a considerable online following for conservation initiatives associated with this species, utilizing the internet’s fascination with feline content to its advantage.
The researchers suggest that charismatic smaller mammals, like caracals, can effectively serve as “flagship species” in conveying the essential goals of scientific conservation efforts, especially in areas undergoing rapid urbanization.
By highlighting such an aesthetically pleasing animal, conservationists can capture the public’s interest, emphasizing the importance of protecting urban wildlife.
The Urban Caracal Project
The study also brought attention to the vital need for public involvement in conservation, particularly in biodiversity-rich regions threatened by urban growth.
Some of these areas harbor unique species that face the risk of extinction.
Notably, Cape Town stands out as a biodiversity hotspot, where caracals frequently contend with misconceptions, often being labeled as vermin by farmers in different parts of South Africa.
In response to growing concerns about caracal populations, the Urban Caracal Project (UCP) was established in December 2014.
This innovative initiative leverages social media to enhance awareness and reshape public attitudes towards caracals living in urban environments.
Managed by a dedicated team from the Institute for Communities and Wildlife in Africa at the University of Cape Town, the UCP emphasizes the use of social media for interaction and outreach.
To evaluate the effectiveness of the UCP, the researchers analyzed Google Trends data to track worldwide interest in caracals from 2004 onward, making comparisons with another African wildcat, the serval.
They also delved into data from Facebook and Instagram to assess UCP posts and the level of direct public engagement, which included reported sightings, rescues, and roadkill incidents involving caracals.
Promising Findings
The findings were promising, revealing a remarkable spike in global searches for “caracal,” which has doubled since the UCP’s inception.
Interest in caracals increased by 91%, while servals saw a 76% rise in the same period, indicating the UCP’s success in raising awareness of the species globally.
Moreover, the UCP has successfully amassed a following of over 16,800 on Facebook and more than 7,300 on Instagram, achieving the status of a “micro-influencer.” While a significant portion of the followers is from South Africa, interest has also come from individuals in countries like the UK, India, and the US.
The project has also embraced amusing interactions with social media accounts linked to the “Big Floppa” meme, which features an overweight caracal, highlighting the connection between internet cat culture and wildlife conservation initiatives.
Additionally, community-generated reports of caracal mortality shared via social media and messaging apps like WhatsApp enable researchers to perform valuable analyses on threats to caracal populations, including insights into roadkill incidents.
Tissue samples collected indicate exposure to various pollutants, including harmful pesticides like rat poison, some of which were identified in areas that would otherwise be difficult to access without public assistance.
Feedback from social media sightings offers critical insights into caracal interactions within human-dominated environments.
Encounters often occur along roadways, where individuals are frequently described as calm before they gracefully retreat.
Interestingly, most social media comments reflect a positive sentiment, calling caracals “beautiful,” while negative remarks usually express sorrow over dead individuals or dangers to their populations.
This trend suggests a growing public empathy towards caracal welfare, bolstered by increased social media engagement.
Source: ScienceDaily