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“Humans Are and Always will be the Greatest Predators“: Posts and comments about hunting on WWF Germany’s Facebook account
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The latest version of the International Red List of International Union for Conservation of Nature contains more than 23.000 animal and plant species as endangered. Conservation work is needed to prevent the extinction of these species. This study focusses on hunting as a determining factor when it comes to animal species endangered. The purpose of this study is to examine public engagement about hunting on Facebook. Therefore, the representation of hunting in social media by a conservation organisation, the World Wide Fund for Nature (WWF) Germany is analysed. On the one hand, social media has a lot of potential for organisations like the WWF, because they can reach out with their mission and their aims through Facebook. On the other hand, there might be barriers due to the social media logics applying on Facebook such as the use of dramatic pictures or the news value negativity. In order to find out if social media really helps WWF Germany and similar kinds of organisations to achieve their aims, it is asked what kind of content engages people and what their engagement looks like. In conclusion of a qualitative content analysis of three posts about elephant poaching, it is shown that posts which rely on pictures showing shocking scenarios, like brutally killed elephants tend to engage people. Here, the animals are represented as something threatened that has to be protected. People engage primarily by expressing their emotions, which range from compassion, fear, sadness and anger to aggression. Facebook posts, which explicitly call-to-action and do not follow the logics of social media, appear to be most suitable when it comes to achieving the organisational aims. However, in conclusion it is argued that a combination of posts that on the one hand focusses on organisational aims and on the other hand focusses on social media logics can help WWF Germany and similar kinds of organisations to achieve their aims. 

Place, publisher, year, edition, pages
2017. , 43 p.
Keyword [en]
Social Media, Network Society, Facebook, Conservation, Hunting, Engagement
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-36123ISRN: JU-HLK-MKA-2-20170106OAI: oai:DiVA.org:hj-36123DiVA: diva2:1110069
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Available from: 2017-06-16 Created: 2017-06-15 Last updated: 2017-06-16Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf