气候变化领域集成服务门户(CCPortal): Investigating public biodiversity conservation awareness based on the propagation of wildlife-related incidents on the Sina Weibo social media platform

CCPortal

DOI	10.1088/1748-9326/ab9ed1
	Investigating public biodiversity conservation awareness based on the propagation of wildlife-related incidents on the Sina Weibo social media platform
	Wu Y.; Xie L.; Yuan Z.; Jiang S.; Liu W.; Sheng H.
发表日期	2020
ISSN	17489318
卷号	15 期号:9
英文摘要	The use of social media platforms (e.g. Twitter and Facebook) to raise public awareness towards wildlife conservation is an emerging discussion. However, little is currently known about the propagation pattern of wildlife-related information on social media. In this study, a quantitative model was developed based on 230 independent cetacean stranding incidents (2008-2018) across mainland China from a popular Chinese social media platform (Sina Weibo). This model enabled analysis of the post formation process, identification of the key factors influencing the popularity of the posts and wildlife-related incidents, and allowed investigation of public opinions. The results showed that central media users can increase the overall possibility of elevating incident popularity by ∼75 times, an attractive species or incident by ∼5 times, and a negative social ethics incident by ∼3 times. Traditional media users and celebrity influencers performed key roles in affecting the level of re-posting. Online audiences of highly popular posts predominantly encompassed both users from relatively developed regions and female users. It was observed that posts which became popular within ∼12 h retained their influence for ∼3 d. Post popularity was closely related to comment counts rather than forwarding in the first day of posting and the whole status retention time. Public opinion generally expressed a supportive attitude towards wildlife conservation, but lacked in-depth thinking, and individual responsibility was expressed through revival incidents. In order to raise public awareness towards biodiversity conservation, social media-based wildlife information dissemination should balance the content of attractive and non-charismatic species or incidents and include more positive emotions. Posts via traditional users (especially central media users) and opinion leaders (celebrities) can attract a highly educated audience and females, and thus evoke increased comment numbers during the first day of posting. This will help to popularise conservation knowledge and legislation with continuous efforts. © 2020 The Author(s). Published by IOP Publishing Ltd.
英文关键词	Big data; Biodiversity conservation; Data mining; Ordinal multi-nominal logistic model; Public perceptions
语种	英语
scopus关键词	Animals; Biodiversity; Information dissemination; Social aspects; Social networking (online); Biodiversity conservation; Developed regions; Formation process; Positive emotions; Propagation pattern; Quantitative modeling; Social media platforms; Wildlife conservation; Conservation; biodiversity; nature conservation; perception; social media; Cetacea
来源期刊	Environmental Research Letters
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/153719
作者单位	School of Life Science and Technology, Lingnan Normal University, Zhanjiang, Guangdong, 524048, China; State Key Laboratory of Pollution Control and Resource Reuse, School of the Environment, Nanjing University, Nanjing, 210023, China; School of Management Science and Engineering, Nanjing University of Information Science and Technology, Nanjing, 210044, China; Marine Biotechnology Key Laboratory of Guangdong Province, Marine Biology Institute, Shantou University, Shantou, Guangdong, 515063, China
推荐引用方式 GB/T 7714	Wu Y.,Xie L.,Yuan Z.,et al. Investigating public biodiversity conservation awareness based on the propagation of wildlife-related incidents on the Sina Weibo social media platform[J],2020,15(9).
APA	Wu Y.,Xie L.,Yuan Z.,Jiang S.,Liu W.,&Sheng H..(2020).Investigating public biodiversity conservation awareness based on the propagation of wildlife-related incidents on the Sina Weibo social media platform.Environmental Research Letters,15(9).
MLA	Wu Y.,et al."Investigating public biodiversity conservation awareness based on the propagation of wildlife-related incidents on the Sina Weibo social media platform".Environmental Research Letters 15.9(2020).