ABSTRACT
Technological advances have created global ‘virtual’ or cyber-connections between people, and sometimes people, animals and environments. Concurrently, physical connectedness to nature – animals and environment – is declining. In Western societies, from a very young age, people’s perceptions of animals and the state of the environment are likely to be influenced by media portrayals, whether blockbuster movies, documentaries or print media. This chapter argues that scientists, film-makers and journalists must portray animals and environments in more accurate and responsible ways. Otherwise, current myths and misperceptions about species critical to healthy ecosystems and the real state of environments may impact negatively on conservation efforts relying on human behaviour change. For example, movies and media reports have demonized some species (e.g. leopard seals, wolves, hyenas) and glamorized others (e.g. tigers and monkeys), which has led to myths that harm conservation. Similarly, documentaries that artfully avoid showing people who are just out of shot (e.g. tourists, researchers, local communities) may create unrealistic perceptions of pristine wilderness areas, thereby potentially hindering conservation efforts directed at human behaviour change. Recent studies provide empirical evidence that visual media can either facilitate or hinder pro-environmental behaviour. The truthful portrayal of animals and environments and accurate labelling of products (such as palm oil), as well as creative use of social media and technology, may promote pro-environmental behaviour.
