We review the ecological rationale behind the potential compatibility between top predators and biodiversity conservation, and examine their effectiveness as surrogate species. Evidence suggests that top predators promote species richness or are spatio-temporally associated with it for six causative or noncausative reasons: resource facilitation, trophic cascades, dependence on ecosystem productivity, sensitivity to dysfunctions, selection of heterogeneous sites and links to multiple ecosystem components. Therefore, predator-centered conservation may deliver certain biodiversity goals. To this aim, predators have been employed in conservation as keystone, umbrella, sentinel, flagship, and indicator species. However, quantitative tests of their surrogate-efficacy have been astonishingly few. Evidence suggests they may function as structuring agents and biodiversity indicators in some ecosystems but not others, and that they perform poorly as umbrella species; more consensus exists for their efficacy as sentinel and flagship species. Conservation biologists need to use apex predators more cautiously, as part of wider, context-dependent mixed strategies.
Some conservation organizations publish magazines that showcase current conservation and research projects, attract new subscribers and maintain membership, often using flagship species to promote these objectives. This study investigates the nature of flagship species featured on the covers of ten representative US conservation and nature magazines, Defenders, National Wildlife, Wildlife Conservation, Zoonooz, Nature Conservancy, Outdoor America, Sierra, Audubon, California Wild and Natural History. Operationally defining flagship species by diet, taxonomic order, body size and IUCN status, we found that magazines tend to use mammal and bird species rather than invertebrate, fish, amphibian, reptile or plant taxa on their covers. Featured birds were mostly omnivorous or piscivorous, large-bodied and of little conservation concern; featured mammals were mainly carnivorous or herbivorous, large-bodied and of considerable conservation concern. These analyses confirm, for the first time, anecdotal observations about conservation organizations focusing their publicity and programmes on large, charismatic species to raise awareness and funds and raise the spectre that the public may be exposed to only a selected sample of conservation problems.
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