The importance of cultural knowledge and scale for analysing internet search data as a proxy for public interest toward the environment

摘要: Recent analyses of Internet search behaviour conclude that the public’s interest in environmental issues is falling (McCallum and Bury, Biodiv Conserv 22:1355–1367, 2013). Ficetola (Biodiv 22:2983–2988, 2013) argued nature underpinning data processing may create an artificially declining trend, even when absolute number searches increases public growing. These findings are highly relevant for applied conservation strategies media have quickly picked message alarming fading worldwide, possibility devastating repercussions calls rapid responses communication. We challenge both analysis by evaluating English non-English speaking users. The inclusion information on linguistic background reveals a much more differentiated picture, with some cultures displaying increasing others decreasing interest. allow better understanding importance global—local viewpoints, cultural knowledge differences interpretation human from patterns. Despite methodological problems limiting utility summary provided engines, they can offer powerful spatially temporally restricted analysed alongside suitable benchmark indicators. discuss due consideration caveats essential to inform general about relevance without triggering sensationalist or over-generalizing conclusions. Conservation communication needs considering engines do not necessarily mirror many people who biodiversity.