Here we describe an experimental survey study that aimed to identify the specific characteristics of media representations of chimpanzees that may influence the public's perception of this species. the pet trade) remains unexplored in any empirical way. Furthermore, the degree to which these media portrayals affected public attitudes on domestic use of chimpanzees (i.e. However, the specific means by which these images affected how people characterize chimpanzees was largely unknown. These results were the first to link the manner in which chimpanzees are portrayed in popular media to public attitudes that may influence support for critical in-situ conservation efforts. This phenomenon was linked to the prevalent use of chimpanzees in movies, television shows and advertisements, where chimpanzees are often inaccurately displayed. presented survey data that illustrated how the public is less likely to consider chimpanzees as endangered compared to other great ape species. As such, chimpanzees are found not only in accredited zoos, sanctuaries and research facilities but there are also over one hundred chimpanzees kept as personal pets and as performers for the entertainment and advertising industry where they are often dressed in clothing and trained to perform unnatural acts for the amusement of human consumers. While the trade and commerce of endangered species is usually carefully regulated, chimpanzees are bought and sold on the open pet market without any significant federal legislation to regulate such trade. These findings shed light on the way that media portrayals of chimpanzees influence public attitudes about this important and endangered species.Ĭhimpanzees are an endangered species across their native range in equatorial Africa but their domestic use in countries like the United States often does not reflect this important conservation designation. We also found that respondents seeing images in which chimpanzees are shown in typically human settings (such as an office space) were more likely to perceive wild populations as being stable and healthy compared to those seeing chimpanzees in other contexts. Likewise, the presence of a human in the photograph increases the likelihood that they consider chimpanzees as appealing as a pet. We found that those viewing a photograph of a chimpanzee with a human standing nearby were 35.5% more likely to consider wild populations to be stable/healthy compared to those seeing the exact same picture without a human. Here, we use an experimental survey paradigm with composite images of chimpanzees to determine the effects of specific image characteristics. In 2008, survey data revealed that the public is less likely to think that chimpanzees are endangered compared to other great apes, and that this is likely the result of media misportrayals in movies, television and advertisements. Chimpanzees are endangered in their native Africa but in the United States, they are housed not only in zoos and research centers but owned privately as pets and performers.
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