Youtube for the environment: characteristics, themes and communication approaches of Philippine biodiversity videos

Digital and visual media such as YouTube videos could be powerful tools in communicating to the public about environment and biodiversity issues. They can provide a creative and engaging way for the younger generation to learn about the importance of biodiversity conservation and environmental accountability. Hence, this study is a preliminary yet pioneering study in the Philippines to content analyze 95 purposively sampled videos from YouTube featuring Philippine biodiversity and uploaded during the period January 2011 to January 2013. Analyzed, were the characteristics of the videos (classification, lengths, dates and source of upload, languages and characters), emerging themes, communication approaches, and viewership. Biodiversity is a a major environmental concern in Southeast Asia where the Philippines is one of the 17 mega-diverse countries and where 34 of the world's recognized biodiversity hotspots are located. The videos were viewed 19,759 times in 2011 and 37,629 times in 2012-January 2013 or almost double. Almost half (42.11%) were about aquatic biodiversity. These run from 12 seconds to 49 minutes with majority (62%) lasting for only about 5 minutes or less. Majority of the videos (54.74%) have been uploaded in 2012, especially in January, and 41 (43.16%) in 2011, especially in June. These events coincided with biodiversity national programs of the discovery of new species in the country. The themes that surfaced in the videos were the following (in order: (1) environmental beauty/aesthetics; (2)species information; (3)species richness; (4)backlash/deterioration; (5)call for action; (6)environmental/ecological research; (7)tourism; (8)conservation; (9)advertisement; (10)species extinction; (11)environmental protest and (12)climate change. Some aspects of the videos could be improved upon to maximize the infotainment potentials. Majority of the videos (56.84%) use the English language with few in the local dialect; majority (60%) presented neutral characters rather that heroes or villains (20% each) to the environment; their predominant themes played up more environment aesthetics/beauty (28.42%) and species richness rather than on a call for action, conservation or environmental protest; and most (37.89%) used the entertainment approach rather than the persuasion or advocacy approaches. There may also be a need to engage more government agencies or credible public organizations as majority (about 80%) of the sources of videos were independent/individual sources and private companies.