Social media as part of Caracal conservation

Wild Cats on the Internet: The Role of Social Media in Popularising
Caracals in South Africa

Leightona,G.R.M. & Serieysb,L.E.K.

Environmental Communication, 2024

ABSTRACT
In the digital age online platforms provide new models of engagement between science and society. Garnering sufficient involvement in conservation relies largely on communicating the aims and findings of research projects. Here, the role of social media in understanding the ecology of an elusive wildcat, the caracal (Caracal caracal), in Cape Town, South Africa is explored. There has been sustained growth in the Urban Caracal Project’s social media following since its inception in 2014 (>16,800 followers on Facebook; > 7,300 on Instagram). The public has made valuable contributions to core research aims, including reporting of sightings and mortalities. Encounters with Cape Town’s caracals are positive experiences with social media revealing positive attitudes and care for the species. Social media has been a launchpad
for other forms of media engagement, enhancing the project’s scientific and outreach reputation. The project’s success and appeal likely stems from the phenomenon of “cats on the internet,” relying on the use of domestic cats in popular meme culture. Using an aesthetic species, such as the caracal, is an effective way to capture public attention to communicate the importance of conserving urban wildlife. These findings highlight the use of smaller carnivores as flagship conservation species for rapidly urbanizing areas.