Reach and messages of the world's largest ivory burn

Braczkowski, Alexander, Holden, Matthew H., O'Bryan, Christopher, Choi, Chi-Yeung, Gan, Xiaojing, Beesley, Nicholas, Gao, Yufang, Allan, James, Tyrrell, Peter, Stiles, Daniel, Brehony, Peadar, Meney, Revocatus, Brink, Henry, Takashina, Nao, Lin, Ming-Ching, Lin, Hsien-Yung, Rust, Niki, Salmo, Severino G., Watson, James Em, Kahumbu, Paula, Maron, Martine, Possingham, Hugh P. and Biggs, Duan (2018) Reach and messages of the world's largest ivory burn. Conservation Biology, . doi:10.1111/cobi.13097

Author Braczkowski, Alexander
Holden, Matthew H.
O'Bryan, Christopher
Choi, Chi-Yeung
Gan, Xiaojing
Beesley, Nicholas
Gao, Yufang
Allan, James
Tyrrell, Peter
Stiles, Daniel
Brehony, Peadar
Meney, Revocatus
Brink, Henry
Takashina, Nao
Lin, Ming-Ching
Lin, Hsien-Yung
Rust, Niki
Salmo, Severino G.
Watson, James Em
Kahumbu, Paula
Maron, Martine
Possingham, Hugh P.
Biggs, Duan
Title Reach and messages of the world's largest ivory burn
Journal name Conservation Biology   Check publisher's open access policy
ISSN 1523-1739
Publication date 2018-03-01
Sub-type Article (original research)
DOI 10.1111/cobi.13097
Open Access Status Not yet assessed
Total pages 24
Place of publication Malden, MA, United States
Publisher Wiley-Blackwell Publishing
Language eng
Abstract Recent increases in ivory poaching have depressed African elephant populations. Successful enforcement has led to ivory being stockpiled. Stockpile destruction is becoming increasingly popular, and most destruction has occurred in the last five years. Ivory destruction is intended to send a strong message against ivory consumption, both in promoting a taboo on ivory use and catalyzing policy change. However, there has been no effort to establish the distribution and extent of media reporting on ivory destruction events globally. We analyze media coverage across eleven important nation states of the largest ivory destruction event in history (Kenya, 30 April 2016). We used a well-accepted online media crawling tool and key language translations to search online and print newspapers. We found most online news on the ivory burn came from the US (81% of articles), while print news was dominated by Kenya (61% of articles). We subjected online articles from five key countries and territories to content analysis and found 86-97% of all online articles reported the burn as a positive conservation action, while between 4-50% discussed ivory burning as having a negative impact on elephant conservation. Most articles discussed law enforcement and trade bans as effective for elephant conservation. There was more relative search interest globally on the 2016 Kenyan ivory burn than any other in five years. Our study is the first attempt to track the spread of media around an ivory burn and is a case study in tracking the effects of a conservation-marketing event. This article is protected by copyright. All rights reserved.
Keyword Africa
Conservation marketing
Ivory burn
Media reach
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
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Created: Wed, 07 Mar 2018, 11:05:33 EST