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| Title: | 野生動物保育在新冠疫情下的組織傳播與數位參與: 以英國猿猴世界為例
Connecting rehabilitated animals and the world in the age of COVID-19: A case study of Monkey World’s communication strategies on Facebook |
| Authors: | 曹文羿
Tsao, Wen-Yi |
| Contributors: | 林怡潔
Lin, Yi-Chieh
曹文羿
Tsao, Wen-Yi |
| Keywords: | 社群媒體
動物保育
網路互動
人與動物關係
新冠肺炎
動員策略
Social media
Wildlife conservation
Online interaction
Human-animal relationship
Pandemic
COVID-19 |
| Date: | 2021 |
| Issue Date: | 2021-08-04 15:45:51 (UTC+8) |
| Abstract: | 隨著新冠肺炎的爆發，各國紛紛關閉邊界與採取封城隔離措施，許多仰賴門票、付費志工、 生態旅行，及募款活動為主要收入來源的國際野生動物救援組織，因而面臨資金短缺的危 機。然而，雖處在變動與不確定的世界中，組織也因而重塑出別與以往的社群互動、新科 技的應用方式，進而強化社群連結，串連國際資源，讓保育工作得以持續進行。這樣的轉 變凸顯了數位環境的參與不再被視為與現實脫節，而是透過線上與線下的互動中產生相互 影響，帶來實質的社會影響力。即便如此，在逐漸飽和、競爭的社群環境裡，保育組織仍 要努力在緊縮的行銷資源下，獲得大眾有限的注意力。因此本文專注於非政府野生動物保 育組織如何利用社群媒體的互動特性，以及新的傳播科技例如:網路直播、影片錄製、線 上募款挑戰計畫...等，建立新的社群連結，持續保育議題的推廣以及維繫第一線的工作。 汲取先前人類學於保育媒體動員策略，加上動物與人關係的相關研究，進而檢視語彙論述 和網路互動於野生動物保育組織的社群改變，並達到支持群眾與組織間的互助互惠關係。 本研究將透過數位民族誌的方式，採取論述分析及深度訪談法，針對全球最大的靈長類保 育機構 Monkey World 進行個案分析。藉由觀察 COVID-19 間臉書貼文訊息與活動的轉變， 呈現出保育工作與野生動物在社群媒體上的建構方式、與支持者互動參與的型態，在 時代的挑戰裡，重構關係，連結社群，並參與世界的改變。
In the COVID-19 era, when national borders are closed and places are under lockdown, the international wildlife rehabilitation and rescue centers are facing a shortage of financial support from visitors, volunteers, eco-tourism programs and fundraising events. But thanks to digital media people are able to build transnational networks where social issues can be addressed from the other side of the world. The role of digital participation in this pivotal time is no longer seen as detached from reality, and online and offline activism can have a reciprocate impact on each other. However, in an increasingly crowded digital environment, NGOs struggle to get attention with limited resources. This paper focuses on how wildlife NGO use the interactive nature of social media as well as how they build new outreach strategies with new technology to form new ways of interaction, such as “virtual tours”, “zoom sessions”, online fundraising challenges, and so on, all in the effort to keep the connection, to continue raising awareness as well as sustaining the work. Drawing from earlier anthropological analysis of the digital stage alongside human and animal relationships, this paper examines how the narratives and online interactions have shifted in a mutually beneficial way toward supporters and wildlife organizations themselves through a single case study approach employing contextual analysis and in-depth interviews on the world’s biggest primate sanctuary, Monkey World. Examining how its Facebook posts has changed during the COVID-19 pandemic, this research expects to illuminate the craft of conservation work and wildlife animals along with the form of participations that are generated in reconnecting the world through changes and new communication technology. |
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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
107461008 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107461008 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100454 |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
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