Date of Award

2025

Document Type

Honors Thesis (Open Access)

Department

Colby College. Environmental Studies Program

Advisor(s)

Philip Nyhus

Second Advisor

Caitlin Cleaver

Third Advisor

Kimberly Besio

Abstract

The Formosan black bear (Ursus thibetanus formosanus) is an endangered subspecies of the Asiatic black bear endemic to Taiwan. The largest mammal on the island, the Formosan black bear is also the country’s official tourism mascot and unofficial national animal. Sightings of the bear are rare, yet cartoon depictions of the bear in media, transportation, and advertisements are prevalent. Understanding how this media presence impacts public attitudes towards the bear, and subsequently, how these attitudes are impacting conservation outcomes, is an under-researched aspect of its conservation. I interviewed 36 people at three locations in Taiwan to understand Taiwanese public attitudes towards the bear. I found that a majority of individuals across demographic groups not only view the bear in a positive light, but they also show strong support for conservation and research initiatives. Aesthetic factors were influential on formation of personal attitudes, but representativeness of Taiwan was influential for why people believe the bear is important. Media also played a role in making the bear appear cuter and less dangerous, diminishing negative associations of danger commonly associated with other bear species. Yet despite this, media presence did not appear to impact levels of knowledge surrounding the species, with many participants unaware of the species’ decline. From this research, I suggest that authorities and conservationists should build off existing positive attitudes and utilize the bear’s media presence to increase environmental education and awareness.

Keywords

Formosan Black Bear, Taiwan, Attitudes, Media, Conservation

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