Shifting baseline syndrome (SBS) is often referred to as a key issue for conservation, yet there is little evidence for its existence. The presence of SBS could influence the validity of participatory monitoring, local ecological knowledge, community based conservation, and conservation education. We outline two forms of SBS: (1) generational amnesia, where knowledge extinction occurs because younger generations are not aware of past biological conditions and (2) personal amnesia, where knowledge extinction occurs as individuals forget their own experience. Two conditions are essential to the identification of SBS: (1) biological change must be present in the system and (2) any perceived changes must be consistent with the biological data. If age or experiencerelated differences in perception are then found, generational amnesia may be occurring. Alternately, if individuals believe current conditions also occurred in the past, personal amnesia may be occurring. Previous studies have not fully addressed these conditions, and hence cannot provide indisputable evidence for the existence of SBS. We present three case studies to examine these issues, which demonstrate both forms of SBS. Shifting baseline syndrome is no longer a cautionary tale, but instead is a real problem for those using human perceptions of change to inform conservation policy-making or management.

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With the continuous growth of internet usage, Google Trends has emerged as a source of information to investigate how social trends evolve over time. Knowing how the level of interest in conservation topics—approximated using Google search volume—varies over time can help support targeted conservation science communication. However, the evolution of search volume over time and the mechanisms that drive peaks in searches are poorly understood. We conducted time series analyses on Google search data from 2004 to 2013 to investigate: (i) whether interests in selected conservation topics have declined and (ii) the effect of news reporting and academic publishing on search volume. Although trends were sensitive to the term used as benchmark, we did not find that public interest towards conservation topics such as climate change, ecosystem services, deforestation, orangutan, invasive species and habitat loss was declining. We found, however, a robust downward trend for endangered species and an upward trend for ecosystem services. The quantity of news articles was related to patterns in Google search volume, whereas the number of research articles was not a good predictor but lagged behind Google search volume, indicating the role of news in the transfer of conservation science to the public.

Conservation science needs to engage the general public to ensure successful conservation interventions. Although online technologies such as Twitter and Facebook offer new opportunities to accelerate communication between conservation scientists and the online public, factors influencing the spread of conservation news in online media are not well understood. We explored transmission of conservation research through online news articles with generalized linear mixed-effects models and an information theoretic approach. In particular, we assessed differences in the frequency conservation research is featured on online news sites and the impact of online conservation news content and delivery on Facebook likes and shares and Twitter tweets. Five percent of articles in conservation journals are reported in online news, and the probability of reporting depended on the journal. There was weak evidence that articles on climate change and mammals were more likely to be featured. Online news articles about charismatic mammals with illustrations were more likely to be shared or liked on Facebook and Twitter, but the effect of news sites was much larger. These results suggest journals have the greatest impact on which conservation research is featured and that news site has the greatest impact on how popular an online article will be on Facebook and Twitter.

Chimpanzees produce acoustically distinct calls when encountering food. Previous research on a number of species has indicated that food-associated calls are relatively widespread in animal communication, and the production of these calls can be influenced by both ecological and social factors. Here, we investigate the factors influencing the production of food-associated calls in wild chimpanzees and examine whether male chimpanzees produce food-associated calls selectively in the presence of important social partners. Male chimpanzees form stable long-term social relationships with each other, and these social bonds are vital in enabling a range of cooperative activities, such as group hunting and territory defence. Our data show that males were significantly more likely to produce food-associated calls if an important social partner was nearby, regardless of the size of the audience or the presence of oestrus females. Call production was also mediated by the size of the food patch and by whether or not the food could be monopolised. The presence of important social partners explained most of the variation in male calling behaviour, indicating that food-associated calls are socially directed and serve a bonding function.