Abstract
We analyzed the generation and dissemination of relevant information on wildlife utilization based on the African bush elephant (Loxodonta africana Blumenbach.), the tiger (Panthera tigris L.) and the totoaba, a species of marine fish, (Totoaba macdonaldi Gilbert) as examples, whose populations are more threatened by the illegal wildlife trade. We compared the illegal trade in wildlife with related information in order to find possible associations, searched for relevant information on major international websites to summarize similarities in information production and dissemination, and used a “Zhiwei” dissemination analysis platform to analyze the dissemination of information circulated at Microblog. The results show that the most influential information related to the trade in wildlife is mainly generated from news media websites and new self-media platforms, usually from non-governmental organizations concerned with wildlife protection. The main factors that affect the depth and breadth of disseminating relevant information on wildlife utilization include the participation of relatively influential opinion leaders, the verification ratio of forwarding users, the number of followers, and affective identification. Misleading information can stimulate and promote poaching and smuggling, regardless of their real market demand or their products. Therefore, all links in the course of information dissemination should be carefully examined in order to purify the information environment and reduce adverse effects of misleading information on wildlife protection.
Highlights
The unsustainable trade in wildlife is an important reason for much of the loss of global biodiversity (Harris et al 2017)
The results show that the most influential information related to the trade in wildlife is mainly generated from news media websites and new selfmedia platforms, usually from non-governmental organizations concerned with wildlife protection
The stated aims of media and non-governmental organizations (NGOs) are to disseminating relevant information to the public through education, advertising and marketing activities to help them establish the concept of wildlife protection and to persuade consumers to stop using wildlife products, reducing demand (Daut et al 2015; Wang 2016b; Sun and Xie 2019)
Summary
The unsustainable trade in wildlife is an important reason for much of the loss of global biodiversity (Harris et al 2017). Numerous efforts have been made by the international community to combat the illegal wildlife trade, it continues for many protected species (Jiang 2013; Challender and MacMillan 2014) Factors that drive this trade are global population growth and increased wealth, better transportation networks, differing levels of legal loopholes and enforcement dilemmas in various countries, limited government capacity to tackle poaching and smuggling, varying degrees of corruption, a growing demand for illegal wildlife products, and the public’s lack of awareness of the consequences of this demand (Nijman et al 2018; Sadovy de Mitcheson et al 2018; Martyr 2020). The stated aims of media and non-governmental organizations (NGOs) are to disseminating relevant information to the public through education, advertising and marketing activities to help them establish the concept of wildlife protection and to persuade consumers to stop using wildlife products, reducing demand (Daut et al 2015; Wang 2016b; Sun and Xie 2019)
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