Television, social media, advertising, films, and other forms of media

are among the primary ways people encounter, learn about,

and develop an interest in wildlife and nature.

The way wildlife and nature  are framed, portrayed, and discussed in the media

shapes people’s perceptions, understanding, and actions.

It can inspire care and curiosity;

however, it can also lead to misunderstandings or unintended consequences.

biodiversity, building bridges between science and media.

Through this work, we support better decision-making

so that the choices we make today contribute to a future

where people and wildlife can thrive together,

rather than to the loss of nature.

ROOTs researches and visualizes the relationship between media and