Framing Entertainment and Wild Gorillas: Effects on Public Perception and Endangered Status A Conceptual Review

Abstract

Schroepfer, Rosati, Chartrand, and Hare (2011) found that the use of chimpanzees in entertainment leads people to believe that they are not endangered and that they would make suitable pets. As gorillas have also featured in entertainment, be it circuses, film or advertising, there could be potentially devastating effects for the conservation of this highly endangered animal as well. Specifically, I explored whether featuring gorillas in entertainment could influence the public's perception of their endangered status and their suitability as pets. Unlike Schroepfer et al. (2011), I suggest that the use of gorillas in media images may not influence the public's perception along these lines; studies show that people are generally more aware that gorillas are highly endangered and do not make suitable pets as compared to chimpanzees. As gorillas are usually portrayed these days with CGI effects and/or humans in costumes, the negative consequences of media exposure to gorillas are not as apparent as they are for chimpanzees. Additionally, I examined whether the common Kong-esque representation of gorillas in the entertainment industry (as a large, dangerous beast) could affect the public perception of gorillas’ natural behaviour, size and likability with possible effects on conservation efforts. I suggest that the imagery may negatively affect public perception of their natural behaviour and habits, however the Kong-esque representations may only be perceived as entertainment and is likely inconsequential to conservation-related matters. Further research should delve into the use of anthropomorphism and morality when framing gorillas in documentaries to enhance conservation efforts for gorillas in the wild.