Representative Study: Trophy Photos on Social Media Harm the Reputation of Hunting!

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More and more hunters are sharing their experiences on social media, reaching a broad, often non-hunting audience. In particular, so-called „trophy photos“— images of harvested animals —provoke strong and often polarizing reactions.

In my Master’s thesis, The Portrayal of Hunting on Social Media – An Examination of Its Perception by Generation Z, completed as part of my MBA studies in Digital Business at the University of Applied Sciences Burgenland, I comprehensively explore how young, non-hunting individuals react to these images. My research aimed to capture the emotional reactions of this target group to understand how trophy photos on social networks affect the perception and image of hunting.

Why Trophy Photos Influence Public Opinion

Social networks undoubtedly provide a new level of visibility and transparency for the craft of hunting. The exponential rise in the media depiction of hunting is seen as a result of technological advances in mobile communication. Trophy photos typically depict the successful conclusion of a hunt and the harvested animal. For hunters, these images are often an expression of their work and connection to nature, yet for many outside viewers, they are emotionally challenging to process. While hunting holds deep personal meaning for hunters, these depictions of harvested animals often conflict with social values shaped by concerns for animal welfare, sustainability, and social justice.

This discrepancy can trigger emotional responses. Generation Z, which deeply embraces these values and actively uses social media, has the potential to shape public discourse. The polarizing effect of trophy photos on this demographic makes studying their reactions to these portrayals particularly relevant.

Scientific Basis: Emotionalization and the Influence of Social Media

To capture the emotional impact of trophy photos, my thesis draws on research into emotionalization in digital spaces and analyzes the role of social media in shaping opinions. A key theoretical approach is the „Appraisal Process“ (Wirth, 2014), which explains how people develop emotional reactions to media content.

In addition to emotionalization research, the concept of „collective moral reflexivity“ by Mkono and Holder (2019) plays a central role in this analysis. Social networks function as spaces where societal values and moral concepts are negotiated and often take on their own dynamics through mobilization and polarization. Especially with topics that provoke controversial opinions—such as trophy photos—the collective sense of outrage intensifies the resonance of such content. These „affective publics“ (Papacharissi, 2015) are marked by emotional reactions that not only initiate a debate but can also influence it over time. Often, long-lasting public opinions form that shape the image of hunting in society.

The appraisal process suggests that emotions are influenced by an object of reference, whether an action, statement, situation, or object (such as a trophy photo on social media). To develop the corresponding emotion, this object must be interpreted. In this process, norms, principles, and values play a role, serving as a basis for the emotional stance towards the object. Emotions are also embedded in the social context in which they arise or are perceived. In the digital realm, particularly on social networks, such emotional reactions can unleash a strong dynamic, significantly impacting the spread and reach of content (Chawla & Mehrotra, 2021).

The Importance of Generation Z in the Discourse on Hunting in Social Networks

Generation Z is the first generation to grow up with social media as a central part of daily life. Their strong affinity for media and digital technology makes them not only an active user group but also a key cohort in societal discourse. Their values are strongly aligned with ethical concerns such as sustainability, animal welfare, social justice, and fair trade, and they are often willing to engage critically with societal issues. In my research, I analyze how Generation Z perceives trophy photos and the role of their fundamental ethical values in evaluating these images.

Methodology of the Study: Quantitative Analysis of Emotional Reactions

To ensure robust research results, I conducted a quantitative online survey with 1,050 participants from Generation Z (aged 18 to 29). The mobile-optimized questionnaire specifically captured emotional responses to different trophy photos and provided data on the affective perception of these depictions. The survey was conducted in collaboration with a specialized market research institute to achieve a broad and representative sample.

The study used the concept of „emotional charge“ by Barth and Bucher (2019) to precisely capture emotional reactions. This concept makes it possible to measure the impact of media content on social networks based on four central components: target affect (emotion directly triggered by the person or action depicted), observer affect (emotional response triggered by the overall image), emotional valence (general emotional tone of the image), and graduated emotional intensity (intensity of emotions felt). Applying this model provided valuable insights into the emotional intensity and polarizing power of trophy photos, allowing us to grasp dynamics of outrage and approval and their effects on public opinion.

Key Findings of the Study: Systematic Negative Perception of Trophy Photos

The study is the first to provide concrete data on how Generation Z, specifically non-hunters, perceive trophy photos and how these portrayals can influence opinions on hunting. Between 96.1% and 98.5% of the image evaluations were negative, while only 1.5% to 3.9% of reactions were positive.

The survey showed that viewing trophy photos significantly affected respondents‘ associations and attitudes toward hunting. The analysis of 30 predetermined statements and associations before and after viewing the trophy photos revealed significant changes. Of the participants, 73.3% would like trophy photos on social media to include a warning label. In total, 69% would prefer not to see trophy photos on social networks, and 66.5% felt pity for the animals in the photos. Negative associations, such as „contempt“ (up by 18.2%), „trophy-hungry people“ (up by 18.6%), „lack of empathy“ (up by 16.9%), and „violence“ (up by 18.6%) increased sharply after viewing the photos. In contrast, positive or neutral terms were mentioned less frequently.

These findings suggest that viewing trophy photos on social media generally worsens the perception of hunting and reinforces pre-existing reservations among non-hunting individuals. Interestingly, there were differences in emotional charge among the various trophy photos—some images triggered fewer negative reactions than others—but these differences were not significant enough to alter the overall negative perception. The rejection remained consistently high regardless of whether the images showed the wildlife, the hunter, or other compositions.

Conclusions and Implications: Sensitive Handling of Trophy Photos on Social Media

The findings of my research suggest that trophy photos on social media carry significant potential for conflict and can negatively influence the image of hunting in the public sphere. Among Generation Z, the first generation to fully harness the reach and dynamics of social media, such portrayals are met with misunderstanding and rejection. Therefore, to foster a constructive and respectful debate on hunting, a sensitive and reflective approach to hunting content on social media is necessary.

One possible approach to improving public perception could be to emphasize the ecological aspects of hunting, such as wildlife population management and the preservation of natural habitats. This could help convey a more nuanced view of hunting and break down prejudices. At the same time, my research shows that while social networks provide a platform for authentic portrayals, they also pose a risk of distorted perception and polarization. We must not forget that social networks are often the first point of contact with a topic and shape whether users feel repelled or intrigued.

For the German version of the article, click here.

References:

Barth, C. & Bucher, H-J. (2019). Zwischen Hatespeech und Deliberation: affektive Öffentlichkeiten und politische Kommunikation in sozialen Medien. In: Hauser, S., Luginbühl, M. & Tienken, S. (Eds.): Mediale Emotionskulturen, Bern, Berlin, Bruxelles, New York, Oxford, Peter Lang, S. 57–81.

Chawla, S., & Mehrotra, M. (2021). Impact of emotions in social media content diffusion. Informatica, 45(6). https://doi.org/10.31449/inf.v45i6.3575

Fiehler, R. (2008): Emotionale Kommunikation. In U. Fix, A. Gardt, J. Knaper (Hrsg.), Rhetorik und Stilistik: ein Handbuch historischer und systematischer Forschung. Berlin: De Gruyter (Handbücher zur Sprach- und Kommunikationswissenschaft 31.1), S. 757–772.

Mkono, M., & Holder, A. (2019). The future of animals in tourism recreation: Social media as spaces of collective moral reflexivity. Tourism Management Perspectives, 29, pp. 1-8. https://doi.org/10.1016/j.tmp.2018.10.002

Papacharissi (2015). Affective publics. Sentiment, technology, and politics. Oxford Press.

Wirth, W. (2014): Zur Rezeption von Infotainment: Informations- und Unterhaltungserleben als Konstituenten der Infotainment-Rezeption. In M. Dohle, G. Vowe (Hrsg.): Politische Unterhaltung Unterhaltende Politik: Forschung zu Medieninhalten, Medienrezeption und Medienwirkungen. Köln: von Halem, S. 57–90.

Beitragsfoto: iStock Photo