Pop Culture and Conservation: How Does Social Media Impact Local Zoos

Social media has become an increasingly powerful tool in not only the connection of people, but also the dissemination of information. Particularly when it comes to issues of conservation, social media has profoundly influenced what is given a platform; species like the Capybara or Pygmy Hippo have all been targeted by social media campaigns which have simultaneously exalted and commodified them. Local zoos are by and large the harbingers of this online attention – posts about Moo Deng, a baby pygmy hippo from a zoo in Thailand, for instance, has led to international discussions about species endangerment. Hundreds of tourists have flocked to see Moo Deng, but thousands more may have turned up at smaller facilities, like Zoo Boise, after the multi-year virality of Capybaras on the internet. This paper sets out to examine the multifaceted role of social media in not only bringing attention to conservation, but also, its material impact on foot traffic, donations, and education at local zoos and facilities. Using preexisting case studies and data regarding zoo profits and post viewership, this research aims to create a review of best practices and compile the tangible impacts, if any, of social media on zoo growth, development, or attendance.