Framing rhino horn demand reduction in Vietnam: Dismissing medical use as voodoo

Abstract

According to Milliken and Shaw (2012) a surge in illegal rhino poaching in South Africa since 2006 was linked to increasing demand for rhino horn in Vietnam. This article examines one of the key frames, the ‘Voodoo Wildlife Parts’ (VWP) frame, which Environmental Non-Government Organisations (ENGOs) in Vietnam have been using in rhino horn demand reduction media campaigns. The VWP frame emerged from the findings of a research project that investigated the news frames present in the media outputs of seven ENGOs, both local and international, opposing the Illegal Wildlife Trade (IWT) in Vietnam. This article will briefly outline the four frames that emerged from that research, then discuss the two subthemes of the VWP frame and its scientific basis and the nature of the feedback from journalists and the public that influenced the frame’s production.

Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam

“…Although several organizations have evaluated their campaigns based on exposure, there is no evidence that those exposed have changed their behaviours. For example, WildAid 2016 Our results indicate a relatively high level of exposure to demand reduction campaigns, especially those featuring celebrities and framed by the medical subtheme (Smith, 2018). However, we find that these campaigns are unlikely to change the behaviours of rhino horn users for a number of reasons.…”

“…Our results indicate a relatively high level of exposure to demand reduction campaigns, especially those featuring celebrities and framed by the medical subtheme (Smith, 2018). However, we find that these campaigns are unlikely to change the behaviours of rhino horn users for a number of reasons.…”

“…Using the fingernails metaphor comparing rhino horn to human nails and attempting to discredit the medicinal efficacy of rhino horn appears unlikely to change this entrenched belief (Dang & Nielsen, 2018). Instead, it has resulted in outrage and angered both traditional medicine practitioners and rhino horn users in Vietnam (Patton, 2011; Smith, 2018).…”

“…First, while celebrities can be useful in promoting a campaign (Duthie, Veríssimo, Keane, & Knight, 2017), this reference group seems to have very little or no influence on respondents in our study. Second, the campaign messages are considered an oversimplification lacking scientific evidence (Smith, 2018). Using the fingernails metaphor comparing rhino horn to human nails and attempting to discredit the medicinal efficacy of rhino horn appears unlikely to change this entrenched belief (Dang & Nielsen, 2018).…”

“…The effectiveness of conservation strategies depends on influencing consumers' attitudes and behaviours (Balmford & Cowling, 2006; Hilborn & Ludwig, 1993). In Vietnam, various conservation organizations have implemented campaigns using different reference groups to attempt to influence the demand for rhino horn (Olmedo, Sharif, & Milner‐Gulland, 2018; Smith, 2018). Several campaigns used informational referents, including traditional medicine practitioners and doctors to deliver messages about the efficacy of rhino horn (WildAct, 2014a; WildAid, 2016).…”