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Social Mediatization of Biodiversity: The Case of Mount Pulag National Park in the Northern Philippines
Abstract
In January 2018, the Mount Pulag National Park in the northern Philippines caught fire. As a key biodiversity area and popular ecotourism and mountaineering site, the burning also lit a fire among social media users. This article follows the viral posts and the social media commentary using social mediatization as a lens. It aims to look into the constructs on biodiversity of social media users using textual analysis. Without using scientific terminology, social media users have been able to show a profound understanding of biodiversity. These includes the concepts of natural regeneration, ecological balance, deep ecology, and normative constructs on how the public should treat nature following the ‘leave no trace' philosophy. They have also issued calls for better management of the national park and bringing to justice of those responsible for its degradation.
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