Blood Origins Podcast Episode 561 - Elena Rubino || Trophy Hunting Perceptions

Introduction

In Episode 561 of the Blood Origins podcast, host Mike Axelrod welcomes Dr. Elena Rubino, a distinguished conservation social scientist from the University of Arkansas at Monticello. The episode delves into Dr. Rubino’s insightful research on the public perceptions of trophy hunting, exploring how societal views shape conservation efforts and the efficacy of communication strategies in altering these perceptions.

Guest Background

Dr. Elena Rubino’s Journey into Conservation Social Science

Dr. Rubino begins by sharing her academic and professional journey. She holds an adjunct professorship at the University of Arkansas at Monticello and identifies as a conservation social scientist. Her work intersects human behavior, natural resources, and conservation management, employing theories from economics, psychology, sociology, and political science to understand and influence conservation outcomes.

“Human behavior change for improved conservation outcomes is really what underpins all of my research,” (06:20).

Her initial exposure to trophy hunting was during her master's studies at the University of Delaware, where she explored the feasibility of legalizing the sale of invasive axis deer meat in Hawaii—a pivotal moment that introduced her to the complexities and benefits of controlled hunting practices.

Research on Trophy Hunting Perceptions

Dr. Rubino discusses her PhD research at the University of Florida under Dr. Elizabeth Panar, focusing on wildlife ranching in South Africa. Her fieldwork coincided with the high-profile Cecil the Lion incident, providing a unique perspective on how media portrayals impact public perception.

“I saw Cecil the Lion handled from a public perception side of things and communication side of things,” (16:00).

This experience underscored the importance of effective communication in shaping the narrative around trophy hunting, motivating her to investigate American perceptions of the practice.

Survey Methodology

To understand U.S. residents' perceptions of trophy hunting, Dr. Rubino conducted a comprehensive survey involving 2,000 participants through a Qualtrics panel. The survey was meticulously designed to align with demographic metrics from the 2020 U.S. Census, ensuring a representative sample.

“We went out to 2,000 US residents. It went through a Qualtrics panel,” (36:19).

The survey encompassed general wildlife conservation attitudes, perceptions of hunting, and specific attitudes toward trophy hunting. Additionally, it included a messaging experiment that tested the impact of framing trophy hunting in terms of ecological and socioeconomic benefits.

Key Findings

1. Low Approval for Trophy Hunting: The survey revealed a significantly low approval rate for trophy hunting, ranking between 1 and 2 on a 1-5 scale.

   “When those scores in terms of legitimacy, credibility, and trust went up, approval for hunting, trophy hunting specifically went up. So that was kind of the checkbox there.” (38:44)

2. Higher Approval for General Hunting: In contrast, general hunting practices received a more favorable response, averaging around 3.5 on the same scale.

   “Approval for hunting generally as like that final measure and that was maybe like 3.5, something like that.” (40:09)

3. Effectiveness of Framed Messaging: Messaging that emphasized ecological and socioeconomic benefits led to a slight increase in approval rates compared to a control group, indicating the potential of targeted communication.

   “Both of those benefit related messages resulted in a higher approval rate in the post test compared to the control.” (51:07)

4. Limited Impact of Value Priming: Attempts to prime respondents based on their values, a strategy effective in climate change communication, did not yield significant changes in perceptions of trophy hunting.

   “We just didn't see that here in this study.” (51:55)

Communication Strategies

Crafting the Narrative

Dr. Rubino emphasizes the critical role of effective communication in altering public perceptions. She advocates for storytelling that highlights the conservation and community benefits of trophy hunting, rather than focusing solely on the act of killing.

“Talk about the chase. Talk about the time that you spent with your family and how you got to bond with your friends...” (49:50)

Blood Origins’ Approach

Mike Axelrod shares Blood Origins Inc.’s strategies for engaging with and reshaping public narratives around hunting:

• Gentlemanly Conduct: Maintaining a respectful and factual tone in all communications.

  “We have very much adopted an attitude of gentlemanly. We've been accused of being gentlemanly, which is fine.” (28:00)

• Honest Responses: Acknowledging negative images and reframing the conversation to emphasize positive outcomes.

  “If there's the classic photograph... we'll respond saying, yeah, it's a terrible picture...” (28:00)

• Consistent Messaging: Continuously planting positive narratives to shift the overall sentiment in social media spaces.

  “We're planting seeds constantly.” (25:36)

Elena’s Personal Experience

In a revelatory turn, Dr. Rubino shares her recent decision to become a hunter herself, aiming to enhance her credibility and understanding of the hunting community.

“I've gone and I've shot two small female white tailed deer and process them myself and eaten everything.” (52:28)

She reflects on the potential impact of this choice on her professional credibility and personal philosophy, underscoring the complex interplay between personal experience and professional advocacy.

Conclusions and Implications

The conversation concludes with a consensus on the necessity of proactive and positive communication to improve the public’s perception of trophy hunting. Both Dr. Rubino and Mike Axelrod agree that reframing the narrative to highlight conservation successes and community benefits is essential for garnering broader support.

“The social license to operate is so important... You don't have to be a part of it, you don't have to agree with it whatever, but you have to be okay with it being here.” (34:35)

Notable Quotes

• “Human behavior change for improved conservation outcomes is really what underpins all of my research.” (06:20)
• “There are legitimacy, credibility and trust are basically kind of these three levels to this pyramid.” (35:24)
• “Making sure that people are aware of... properly resonating with people.” (22:53)
• “We have this idea that killing is fun in the moment it may be, but actually afterwards it means it's over.” (47:13)

Where to Find More

Dr. Elena Rubino encourages listeners to explore her research through Google Scholar and her personal website rubinoresearch.com.

“Please drop me an email. Would love to chat, would love to collaborate.” (58:24)

Final Thoughts

This episode of Blood Origins provides a profound exploration of the societal perceptions surrounding trophy hunting and emphasizes the pivotal role of communication in bridging gaps between conservation goals and public opinion. Dr. Rubino’s research offers valuable insights and actionable strategies for advocates aiming to foster a more informed and supportive community around hunting practices that benefit conservation efforts.