The Influence of Social and Mass Media on Public Perception of Ecology: A Case Study Highlighting Misconceptions in Biodiversity Conservation

Yuliya Kozlova

Bakalářská práce

Abstract:

Abstract This bachelor's thesis explores the transformative impact of social and mass media on public perceptions of environmental issues and biodiversity conservation. The research addresses a critical contemporary problem: the systemic shift of information consumption from formal academic sources toward digital platforms, which often prioritize engagement over factual accuracy. The primary objective is to examine the perceived credibility of scientific authorities versus digital influencers and to assess how this shift affects the general understanding of complex ecological systems. The methodology employs a quantitative analysis of a unified dataset of 242 respondents from diverse geographical backgrounds. The findings reveal a significant paradox in public engagement: while there is a widespread desire to contribute to planetary preservation, this motivation is frequently undermined by "greenwashing" and commercial marketing. These media-driven narratives often misdirect public efforts toward superficial actions, eroding the long-term effectiveness of environmental initiatives. Furthermore, the study identifies a "complexity barrier," in which academic data remains inaccessible to the layperson, leaving a void filled by sensationalized digital content. The thesis concludes that a fundamental reform in ecological communication is required, advocating for the democratization of scientific knowledge and strategies that bridge the gap between scientific reality and media-driven perception.

Keywords

Biodiversity conservation, Science communication, Greenwashing, Ecological literacy, Social media

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 3. 2026

Obhajoba závěrečné práce

• Vedoucí: Yanina Benedetti, Ph.D.
• Oponent: Peter Mikula, Ph.D.

Česká zemědělská univerzita v Praze

Fakulta životního prostředí

Bakalářský studijní program:
Environmental Engineering