Examining the Effect of Billboards in Shaping the Great Wolf Debate of the American West

• Published in: Human dimensions of wildlife Vol. 22; no. 3; pp. 267 - 281
• Main Authors: Hoffmann, Claire F., Montgomery, Robert A., Jepson, Paul R.
• Format: Journal Article
• Language: English
• Published: Philadelphia Routledge 04.05.2017; Taylor & Francis Ltd
• Subjects: Billboards; conflict; debate; Frames; Framing; human dimensions; Imagery; Mental task performance; Psychology; Tension; Visual perception; Visual system; Wildlife conservation; Wildlife management; Wolves
• ISSN: 1087-1209; 1533-158X
• DOI: 10.1080/10871209.2017.1314059

Large carnivore reintroductions have become commonplace in modern conservation. Despite the benefits of such initiatives, conflict with humans can jeopardize their success. Reintroductions of grey wolves (Canis lupus) in the American West are particularly polarizing, and opposing views are often popularized through visual media. We examined public billboards, both for and against wolves, in eastern Washington State. We used social science concepts-framing, affect, and the psychology of advertising-to assess the billboards' role in the wolf debate. We analyzed visual imagery, traced frames in newspaper articles, and conducted interviews with local stakeholders. Our results showed that the billboards attracted attention to the issue and increased tension within the debate. However, they were limited in their ability to stimulate engagement due to a discrepancy between their structure and intended impacts. Results suggested the necessity for careful selection of campaign techniques and focused alignment of imagery and frames.