Exploring representations of, and attitudes towards, snakes in online media: an ethnozoological approach

Ethnozoological assessments of human cultural associations with different animal groups are useful for conservation planning and wildlife public education programs. Vicarious learning can impact human attentional biases and fear acquisition associated with snakes; the portrayals of snakes across different media sources might impact the potential for human hostility and conservation resistance or acceptance. I investigated the portrayals of snakes across online media content to discuss the potential impact on human acceptance of snake conservation. I assessed media content specific to two spheres of cultural importance: 1) formal scientific publications available online, and 2) informal social media content; using this comparison structure, I assessed whether snakes were notably framed as a cultural symbol or biological entity with conservation potential. To identify unique portrayals of snakes posted online, I compared snake-specific representation to those associated with bears, a mammalian group that, while sometimes threatening to humans, shares different cultural and perceptual associations with humans compared to snakes. I investigated scientific literature using both a comprehensive scoping review and mixed-methods qualitative content analysis. I also assessed animal-specific Facebook content using a mixed-methods qualitative content analysis that was thickened with a quantitative assessment of content engagement metrics. By conducting an exploratory topical and qualitative document analysis of sampled online media, I identified snake-specific representations and thematic patterns so as to synthesize a profile of snake-specific human attitudes for informing conservation strategists. I found cultural influence across formal scientific and informal non-scientific boundaries via the observed differences in themes between animal groups. Across the scientific literature, the conservation emphasis was similar for both groups, but the relationship between conservation and human threat was imbalanced for snakes. Venom as a concept was prominent in snake-specific literature, potentially misrepresenting the taxon. Snakes in social media content were often framed symbolically and associated with negative attitudes. By being framed symbolically rather than biologically, as well as being portrayed negatively, I assert that this might create difficulty in promoting snake conservation.

Name thesis:degree_name

Ph D

Discipline thesis:degree_discipline

Biology

Grantor dc:publisher

The University of Western Ontario

Year dc:date.issued

2026

Author dc:creator

• Laur, William J.

Advisors dc:contributor.advisor

• Henry, Hugh
• MacDougall-Shackleton, Scott
• Martin, Ruth

• Ethnozoology
• snake conservation
• bear conservation
• social media research
• scientific literature
• qualitative content analysis
• scoping review
• human attitudes
• animal representations
• online media portrayals
• online content engagement

Statement dc:rights

• Attribution 4.0 International

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/20.500.14721/39567

OAI identifier oai:identifier

oai:uwo.scholaris.ca:20.500.14721/39567