Abstract: Social Media: A portal linking science and conservation with the general public

Abstract: Social Media: A portal linking science and conservation with the general public

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  Social media: Aportal linking science and conservation with the general public *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 *[email protected] ABSTRACT A shift in the mindset of scientists has led to the concept that human behaviour plays an integral role in determining the efficacy of a conservation initiative. Biodiversity conservation education programs are found to be successful yet inefficient, due to the way conservation messages are perceived. The key component is how to effectively convey conservation messages to the general public. In a technologically advanced era, people are exposed to vast amounts of information which contribute to information overload; scientists, therefore, need to critically assess the methods in which conservation messages are disseminated. Social media is a portal that can be used as an effective platform to communicate with the general public. Popular YouTubeLLC videos ranked on highest popularity (above 2000 views); and less than ten minutes in length on biodiversity conservation were selected. Factors contributing to message impact were identified by conducting a systematic meta-analysis on 20 selected YouTubeLLC videos. A Two Step Cluster analysis determined the highest ranked factors, with the main variables being the absence of scientific jargon and the level of understanding that was low enough for a seven-year-old to understand. These factors 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 UKZN Honours and Bhejane Nature Training students, to test the efficacy of conventional conservation message transmission. The first two minutes of these videos will be shown to the audience to illustrate the impact of these factors. In addition, FacebookTM memes were used to determine demographic responses to conservation messages primarily in South Africa. The results indicate that science communication coupled with conservation education should be used to promote conservation activities which positively influences lifestyle preference and encourages environmental sustainability. KEYWORDS: Science communication; social media; conservation education; marine plastic pollution.