Context Matters: How Decontextualization Influences Public Perception and Conservation Attitudes Toward Barbary...

The decontextualization (the portrayal of wildlife removed from their natural ecological context through social media), can distort the public perception of these animals and harm conservation efforts. This paper presents an exploratory case study based on two highly visible Facebook videos. To explore this, we analyzed Facebook comments (n = 720) and emoji-based reactions (n = 23,024) regarding Barbary macaques (Macaca sylvanus) in two contexts: entertainment (macaque dressed in sports attire during political protests) and natural habitat (macaque being fed soda by tourists in its forest environment). This is the first study to examine how social media context influences public perception of Barbary macaque conservation status and welfare through analysis of viewer engagement on viral videos. The results indicated that videos depicting macaques in their natural habitat elicited significantly more positive conservation sentiments (68.4% of comments) compared to entertainment contexts (6.04% of comments). Conversely, the entertainment video generated predominantly negative conservation sentiments (54.95% of comments), with viewers expressing amusement rather than concern for species protection. Videos showing macaques in natural settings, particularly when depicting problematic feeding behaviors, prompted more critical engagement and awareness of conservation issues. This pattern suggests that anthropomorphized contexts may obscure recognition of species threats and normalize inappropriate human-wildlife interactions. Given the small dataset, these findings should be interpreted cautiously and as illustrative rather than generalizable. These findings lend preliminary support to the animal decontextualization hypothesis and underscore the importance of context in shaping public perceptions of wildlife and conservation priorities.