The Dissemination of Relevant Information on Wildlife Utilization and Its Connection With Illegal Trade

Abstract

Taking African elephant (Loxodonta africana), tiger (Panthera tigris) and totoaba (Totoaba macdonaldi), whose populations are more threatened by illegal trade, as examples, this study aims to analyze the generation and dissemination mechanism of relevant information on wildlife utilization, and explore their association with illegal wildlife trade. We compared illegal wildlife trade with related information in order to find potential associations, searched for relevant information on major international websites to summarize similarities of related information production and dissemination, and used “Zhiwei” dissemination analysis platform to analyze the dissemination of information circulated at Microblog. The results show that the most influential information related to the use of wildlife is mainly generated from news media websites and new self-media platforms, mainly from non-governmental organizations concerned with wildlife protection. The main factors that affect the depth and breadth of disseminating relevant information on wildlife utilization include participation of relatively influential opinion leaders, the verification ratio of forwarding users, the number of fans, and affective commitment. Misleading information can stimulate and promote poaching and smuggling of wildlife, regardless of the real market demand for them or their products. Therefore, we should carefully examine all links in the course of information dissemination to purify the information environment and reduce the adverse effects of misleading information on wildlife protection.