Research Shows Damaging Influence Of Media On Public Perceptions Of Chimpanzees

The authors found the way that chimpanzees are portrayed leads to skewed understanding of the size and strength of the animal as well as an erroneous belief that they are not an endangered animal. Specifically, portraying chimpanzees with humans led to respondents being less likely to think that they are endangered. The study's author suggests that media portrayals actually hurt conservation efforts:

"The research findings demonstrate that the negative outcomes of media use of chimpanzees likely extends beyond individual animal welfare issues and potentially undermines important conservation efforts for this endangered species. According the International Union for the Conservation of Nature, wild chimpanzees are severely endangered and could become extinct within 10 – 50 years if current trends continue."