What’s in a name? A content analysis of environmental NGOs’ use of “iconic species” in press releases

• Published in: Biodiversity and conservation Vol. 29; no. 8; pp. 2711 - 2728
• Main Authors: Horsley, Sarah, Hohbein, Rhianna, Morrow, Kristen, Green, Gary T.
• Format: Journal Article
• Language: English
• Published: Dordrecht Springer Netherlands 01-07-2020; Springer; Springer Nature B.V
• Subjects: Biodiversity; Biodiversity appreciation and engagement; Biomedical and Life Sciences; Climate Change/Climate Change Impacts; Communication; Conservation; Conservation Biology/Ecology; Content analysis; Ecology; Environmental organizations; Environmental policy; Life Sciences; Megafauna; NGOs; Non-governmental organizations; Nongovernmental organizations; Original Paper; Policies; Public opinion; Public relations; Qualitative research; Regional development; Species; Wildlife; Wildlife conservation; Wildlife management; Environmental communications; Nongovernmental organizations; Wildlife; Flagship species; Conservation
• ISSN: 0960-3115; 1572-9710
• DOI: 10.1007/s10531-020-01995-7

There are many designations people give to species in the context of conservation, some ecological (e.g., umbrella, keystone) and some cultural (e.g., flagship). However, “iconic” is a term with uses in conservation discourse scholars have yet to examine. Environmental nongovernmental organizations (ENGOs) can shape public opinion on conservation issues; hence, understanding their use of the term “iconic species” could help conservation managers assess and respond to stakeholder’s attitudes regarding proposed conservation policies or efforts. This content analysis covered four years’ worth of press releases (n = 203) containing “iconic species” (or an equivalent phrase; e.g., “iconic wildlife”) from six large ENGOs. We examined the species referenced, affiliated terms (including referenced places), press release objectives, and conservation topics. Results indicate that within ENGO communications, the term iconic species is rarely explicitly defined but is generally used to describe species that share taxonomic similarities with the charismatic megafauna of flagship species. However, iconic species appear to represent specific geographic places and are referenced in relation to diverse conservation topics. Thus, iconic species may serve as conduits for communicating regional issues, such as development and species management policies.