Framing and communicating southern right whale – kelp gull biological interaction in Peninsula Valdés, Argentina: The effects of attribute frames on human's perceptions and decision-making policies

Abstract

Southern right whale-kelp gull biological interaction has been the focus of debates in Península Valdés, Argentina, not only within the academia but also in the public domain. This interaction is perceived as an important and imminent threat to whale conservation and thus to the whale watching activity. When stakeholders complain, sometimes the management actions are not necessarily based on reality itself, but how reality is perceived. The contrasting perceptions of the biological interaction reflect differences in the frames that shape how individuals and institutions conceptualize the relevant aspects of this issue. This study compares the relative impact of attribute frames on tourists' attitudes and perceptions concerning interaction effects on whales, examining how frames could be used to shape decision strategies for management. Results from 100 interviews revealed that gender and attribute frames affected tourists' perception of interaction effect and damage. Greater perception of damage and more negative effects perception were found among women who had received the negative frame. Television, radio and whale watching at Puerto Pirámide are the main sources from which the “kelp gulls produce damage to whales” information is gathered (57.15%). Tourists are less interested in gulls than in whales and present a positive attitude towards gulls. These results offer new insights for resource managers and policymakers and highlight the need of the use of the frame theory in delivering information as a part of any policy. The use of positive frame adjusting exaggerated perceptions of the interaction, is recommended to promote environmental education and awareness.