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Effects of amusing memes on concern for unappealing species
Author(s) -
Lenda Magdalena,
Skórka Pjoter,
Mazur Błażej,
Sutherland William,
Tryjanowski Piotr,
Moroń Dawid,
Meijaard Erik,
Possingham Hugh P.,
Wilson Kerrie A.
Publication year - 2020
Publication title -
conservation biology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.2
H-Index - 222
eISSN - 1523-1739
pISSN - 0888-8892
DOI - 10.1111/cobi.13523
Subject(s) - the internet , proboscis , social media , advertising , sociology , political science , business , biology , ecology , world wide web , law , computer science
There is limited knowledge of the mechanisms that can inspire people's concern and engagement in the protection of unpopular and unappealing species. We analyzed Polish people's interest in themed internet memes featuring the proboscis monkey ( Nasalis larvatus ) and the consequences of this interest for conservation marketing. We examined Google Trends data, used Google Search, and searched popular media materials to estimate interest in the proboscis monkey in Poland. Photos of the proboscis monkey when presented with humor in internet memes attracted as much interest as usually more popular species (e.g., koala, panda, and orangutan) used in marketing by nongovernmental organizations. Amusing internet memes spread by social media positively correlated with increasing interest in the unappealing species, such as proboscis monkey. Interest in amusing internet memes positively correlated with individuals’ decisions to donate to 6 crowdfunding actions. Thus, conservation marketing that includes amusing memes and social media may provide a worthwhile complement to traditional campaigns and are likely to influence individuals who are unaffected by the usual means.