A study published in the journal Environmental Communication highlights how social media platforms such as Facebook and Instagram can be utilized to support wildlife conservation efforts, specifically focusing on the caracal, a wild cat native to Africa. The researchers found that the caracal’s resemblance to a domestic cat has attracted thousands of followers to internet feeds dedicated to caracal conservation, similar to the phenomenon where cat-related content on the web goes viral. By utilizing the caracal as a ‘flagship species’, the researchers were able to effectively communicate the importance of conserving urban wildlife in rapidly urbanizing areas.
The study, conducted by Drs Gabriella Leighton and Laurel Serieys from the University of Cape Town, emphasizes the significance of public engagement in achieving conservation goals, particularly in biodiversity hotspots where unique and endangered species are facing increased urbanization and habitat loss. The Urban Caracal Project (UCP) was established in 2014 to study caracal ecology in an urban setting and to raise awareness and perceptions towards caracal conservation through social media. The project, hosted by the Institute for Communities and Wildlife in Africa at the University of Cape Town, uses various methods of communication to engage with the public, with a strong emphasis on social media platforms.
Using Google Trends data, the researchers assessed the global popularity of caracals before and after the establishment of the UCP, comparing it to a similar African wildcat, the serval. The results showed a significant increase in search interest for caracals since the launch of the project, indicating a growing awareness of the species worldwide. The UCP has also seen a substantial increase in followers on Facebook and Instagram, reaching ‘micro-influencer’ status with over 16,800 followers on Facebook and 7,300 on Instagram. The project’s engagement with the ‘Big Floppa’ meme, inspired by an overweight caracal from Ukraine, further demonstrates the influence of ‘cats on the internet’ in raising awareness for conservation efforts.
In addition to raising awareness, social media interactions have provided valuable data for conservationists, including reported caracal sightings, rescues, and post-mortem information on caracal deaths. By analyzing tissue samples from deceased caracals, researchers have been able to identify threats to the population such as pollutants and pesticides, including rat poison. Citizen reports on caracal behavior towards humans have also offered insights into how the animals interact with their urban environment, with most encounters described as positive and peaceful. Social media engagement has played a crucial role in fostering public concern and support for caracal welfare, with sentiments expressed in comments ranging from admiration for the animals’ beauty to sadness over population threats.
Overall, the study underscores the importance of utilizing social media platforms to promote wildlife conservation efforts, particularly in urban areas where human-wildlife interactions are increasing. By showcasing the caracal as a charismatic flagship species, the researchers have successfully captured public attention and fostered a sense of stewardship towards urban wildlife. The success of the Urban Caracal Project serves as a model for engaging the public in conservation awareness and action, demonstrating the power of social media in advocating for wildlife preservation and biodiversity protection.
