Submitted and accepted as a plenary for the Symposium of Contemporary Conservation Practice (SCCP) 2016. Nominated for the KZN Premier's Award 2016.

1. Social media: A portal linking science and conservation with the general
public
*Kaveera Singh; Surina Singh; Deborah Robertson-Andersson and Gan Moodley
University of KwaZulu-Natal; School of Life Sciences, Westville Campus, Life
Sciences Building, University Road, Private Bag X54001; Durban 4000, South Africa
*kaveerasingh@gmail.com
ABSTRACT
A shift in the mindset of scientists has led to the concept that human behaviour plays
an integral role in determining the efficacy of a conservation initiative. Biodiversity
conservation education programs are found to be successful yet inefficient, due to the
way conservation messages are perceived. The key component is how to effectively
convey conservation messages to the general public. In a technologically advanced
era, people are exposed to vast amounts of information which contribute to information
overload; scientists, therefore, need to critically assess the methods in which
conservation messages are disseminated. Social media is a portal that can be used
as an effective platform to communicate with the general public. Popular YouTubeLLC
videos ranked on highest popularity (above 2000 views); and less than ten minutes in
length on biodiversity conservation were selected. Factors contributing to message
impact were identified by conducting a systematic meta-analysis on 20 selected
YouTubeLLC videos. A Two Step Cluster analysis determined the highest ranked
factors, with the main variables being the absence of scientific jargon and the level of
understanding that was low enough for a seven-year-old to understand. These factors
were used to create two YouTubeLLC videos (one which included the highest- and the
other the lowest-ranked criteria) which were compared using Likert Scale
questionnaires given to UKZN Honours and Bhejane Nature Training students, to test
the efficacy of conventional conservation message transmission. The first two minutes
of these videos will be shown to the audience to illustrate the impact of these factors.
In addition, FacebookTM memes were used to determine demographic responses to
conservation messages primarily in South Africa. The results indicate that science
communication coupled with conservation education should be used to promote
conservation activities which positively influences lifestyle preference and encourages
environmental sustainability.
KEYWORDS: Science communication; social media; conservation education; marine
plastic pollution.