Microscope and spectacle: on the complexities of using new visual technologies to communicate about wildlife conservation.
Microscope and spectacle: on the complexities of using new visual technologies to communicate about wildlife conservation.
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DOI：
10.1007/s13280-015-0715-z
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发表时间：
2015-11
期刊：
影响因子：
6.5
通讯作者：
Fischer A
中科院分区：
文献类型：
--
作者：
Verma A;van der Wal R;Fischer A
与野生动物保护相关的组织越来越多地在其科学传播和公众参与工作中采用新的视觉技术。在这里，我们研究使用这些技术的野生动物保护运动。我们从四个英国的组织，通过半结构化访谈和参与观察的经验数据。视觉技术被用来提供知识，并产生组织认为是必要的情感反应，以激发对野生动物的关怀感。我们把这两个方面称为“显微镜”和“斗争”，隐喻性的概念表示这些技术对认知和情感的双重性。由于保护依赖于公众的支持，组织必须被视为提供信息，不仅是足够详细和科学可信的，但也足够壮观，以吸引公众的兴趣。我们的调查表明，平衡科学和娱乐对野生动物相关组织来说是一项艰巨的任务，因为存在设计自然体验和模糊保护目标的风险。
Wildlife conservation-related organisations increasingly employ new visual technologies in their science communication and public engagement efforts. Here, we examine the use of such technologies for wildlife conservation campaigns. We obtained empirical data from four UK-based organisations through semi-structured interviews and participant observation. Visual technologies were used to provide the knowledge and generate the emotional responses perceived by organisations as being necessary for motivating a sense of caring about wildlife. We term these two aspects ‘microscope’ and ‘spectacle’, metaphorical concepts denoting the duality through which these technologies speak to both the cognitive and the emotional. As conservation relies on public support, organisations have to be seen to deliver information that is not only sufficiently detailed and scientifically credible but also spectacular enough to capture public interest. Our investigation showed that balancing science and entertainment is a difficult undertaking for wildlife-related organisations as there are perceived risks of contriving experiences of nature and obscuring conservation aims.