Biosocial reciprocity in environmental communication: a study of giant panda conservation communication in China
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Date
2007-04-25
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Texas A&M University
Abstract
This study proposes biosocial reciprocity framework in environmental
communication, which suggests the interdependent relationships between mass media,
people's attitudes, and the physical environment. Biosocial reciprocity is applied to
analyze the mass media's possible roles in giant panda conservation in China. The mass
media's image construction of giant pandas is assessed through a content analysis of
People's Daily (1995 to 2004); the conservation awareness, activities, and environment
changes are assessed by a review of the country's giant panda conservation history and
policies. The result suggests active interrelations among the media, Chinese attitudes
toward wildlife, and the loss of wild panda population and habitat. The study urges that
to positively influence the natural world, much needs to be done to improve the Chinese
media's effectiveness in fostering grassroots environmental value and awareness.
Biosocial reciprocity provides a practical conceptual framework for this study to sort out
media-related linkages between the social and physical world of giant panda
conservation.
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Keywords
biosocial reciprocity, enviromental communication, giant panda, attitudes toward wildlife, environmental value, newspaper, content analysis