Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species

Abstract Content published on social media may affect user’s attitudes toward wildlife species. We evaluated viewers’ responses to videos published on a popular social medium, focusing particularly on how the content was framed (i.e., the way an issue is conveyed to transmit a certain meaning). We a...

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Autores principales:	Fernando Ballejo, Pablo Ignacio Plaza, Sergio Agustín Lambertucci
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/777117e9283b497098f29b8b73fb01f6
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spelling	oai:doaj.org-article:777117e9283b497098f29b8b73fb01f62021-12-02T14:33:51ZFraming of visual content shown on popular social media may affect viewers’ attitudes to threatened species10.1038/s41598-021-92815-72045-2322https://doaj.org/article/777117e9283b497098f29b8b73fb01f62021-06-01T00:00:00Zhttps://doi.org/10.1038/s41598-021-92815-7https://doaj.org/toc/2045-2322Abstract Content published on social media may affect user’s attitudes toward wildlife species. We evaluated viewers’ responses to videos published on a popular social medium, focusing particularly on how the content was framed (i.e., the way an issue is conveyed to transmit a certain meaning). We analyzed videos posted on YouTube that showed vultures interacting with livestock. The videos were negatively or positively framed, and we evaluated viewers’ opinions of these birds through the comments posted. We also analyzed negatively framed videos of mammalian predators interacting with livestock, to evaluate whether comments on this content were similar to those on vultures. We found that the framing of the information influenced the tone of the comments. Videos showing farmers talking about their livestock losses were more likely to provoke negative comments than videos not including farmer testimonies. The probability of negative comments being posted on videos about vultures was higher than for mammalian predators. Finally, negatively framed videos on vultures had more views over time than positive ones. Our results call for caution in the presentation of wildlife species online, and highlight the need for regulations to prevent the spread of misinformed videos that could magnify existing human-wildlife conflicts.Fernando BallejoPablo Ignacio PlazaSergio Agustín LambertucciNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 11, Iss 1, Pp 1-10 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Fernando Ballejo Pablo Ignacio Plaza Sergio Agustín Lambertucci Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
description	Abstract Content published on social media may affect user’s attitudes toward wildlife species. We evaluated viewers’ responses to videos published on a popular social medium, focusing particularly on how the content was framed (i.e., the way an issue is conveyed to transmit a certain meaning). We analyzed videos posted on YouTube that showed vultures interacting with livestock. The videos were negatively or positively framed, and we evaluated viewers’ opinions of these birds through the comments posted. We also analyzed negatively framed videos of mammalian predators interacting with livestock, to evaluate whether comments on this content were similar to those on vultures. We found that the framing of the information influenced the tone of the comments. Videos showing farmers talking about their livestock losses were more likely to provoke negative comments than videos not including farmer testimonies. The probability of negative comments being posted on videos about vultures was higher than for mammalian predators. Finally, negatively framed videos on vultures had more views over time than positive ones. Our results call for caution in the presentation of wildlife species online, and highlight the need for regulations to prevent the spread of misinformed videos that could magnify existing human-wildlife conflicts.
format	article
author	Fernando Ballejo Pablo Ignacio Plaza Sergio Agustín Lambertucci
author_facet	Fernando Ballejo Pablo Ignacio Plaza Sergio Agustín Lambertucci
author_sort	Fernando Ballejo
title	Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
title_short	Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
title_full	Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
title_fullStr	Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
title_full_unstemmed	Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
title_sort	framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species
publisher	Nature Portfolio
publishDate	2021
url	https://doaj.org/article/777117e9283b497098f29b8b73fb01f6
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Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species

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