Abstract
In New Zealand, the Australian brushtail possum (Trichosurus vulpecula) is widely reviled as an icon of environmental destruction (Holms, 2015; Potts, 2009). First successfully introduced by settlers in 1858 with the intent to establish a profitable fur trade, the arboreal marsupial was later declared a noxious animal in 1946 when its negative impacts on native flora and fauna were realised (Druett, 1983). Today, possum control remains central to the country’s conservation outreach, with the species listed among the five mammalian predators targeted for nationwide eradication under its Predator Free 2050 initiative (Department of Conservation [DOC], 2020).
Employing critical discourse analysis, this thesis analysed 70 online texts (including news media, government and local government webpages, blogs and industry and university webpages) to explore the communication of possums as ‘pests’ in New Zealand. Aligning with the growing literary critique of invasive species discourse, the findings revealed an exceptionally emotive dominant discourse that communicated the possum’s invasive-ness through the emphasis and metaphorization of three key characteristics: their non-nativeness, ability to proliferate and feeding behaviour. This discourse appeared to function in the interests of those responsible for possum control, to motivate and sustain both hatred toward the animal and support for eradication efforts in New Zealand.
Although intended to effectively mobilise possum eradication, current research suggests that such discourse may limit broader ecological understanding and engagement with conservation science. This highlights the need for more nuanced and balanced communication strategies that avoid the simplistic villainization of species. Above all, this thesis advocates for more reflexive and critical approaches to conservation communications, emphasising the importance of these approaches even during times of ecological crisis.