The influence of video blogs on the formation of public opinion regarding animal protection and welfare

Animal-related video content carries both positive and negative implications for youth behavior and public consciousness. Millions of views on animal videos clearly demonstrate a high demand for such content, yet ethical standards in media production remain crucial [7, p. 45-62]. It is essential to foster a responsible approach to both producing and consuming animal-focused video blogs.

Over the past several decades, the internet has become a primary channel for information dissemination [8]. With the rise of social networks and video hosting platforms – particularly YouTube – a new form of communication has emerged: video blogs (vlogs) [2]. Animal-related video content occupies a significant portion of the media space, attracting millions of viewers, including children and adolescents, making this format a vital tool for shaping public opinion [10, p. 114-133]. Issues related to ethical treatment of animals, animal protection, and pet welfare have gained special prominence in recent years [4]. Animal vlogs can exert both positive and negative influences on public perceptions of these issues, thereby shaping cultural and social attitudes toward animal care and treatment.

Public opinion comprises a collective set of views, attitudes, and beliefs shared by a social group and actively influencing social life [6]. In the context of animal protection, media – especially video content – play a significant role in forming values and norms regarding attitudes toward animals. According to Albert Bandura’s social learning theory [1], individuals can adopt behaviors observed in others and modify their attitudes accordingly. The influence of video blogs on public opinion can also be understood through the lens of parasocial interaction [5, p. 215-229] – a specific type of one-sided relationship formed between viewers and video content personalities.

It is also important to consider the role of media platforms in value formation, where video blogs serve as crucial instruments for disseminating ideals and norms based on varying approaches to animal care and protection [9]. For instance, watching videos that promote responsible animal treatment can foster positive attitudes and encourage viewers to emulate these behaviors, whereas unregulated or cruel behaviors portrayed in videos can lead to disregard for ethical standards [7, p. 45-62].

On YouTube, several distinct types of animal-related video content can be identified:

1. Educational and Informative Content. These vlogs teach proper animal care, demonstrating methods of treatment, feeding, training, and maintenance. Channels like Magic Family serve as prominent examples [2]. They not only provide information but present it in an accessible and engaging manner, facilitating viewer comprehension and retention.
2. Entertainment Content. Videos featuring animals playing games, participating in pranks, or being anthropomorphized by attributing human emotions are common. Such videos often lack guidance on proper animal care, potentially distorting perceptions of pet care needs [4].
3. Commercial Content. These vlogs primarily promote pet products (food, toys, accessories, etc.) but frequently neglect to emphasize the importance of animal health and welfare, focusing instead on product marketing [10, p. 114-133].
4. Provocative and Controversial Content. Videos employing extreme or stressful treatment of animals to maximize views. Such content may violate ethical norms, cause animal distress, and propagate misleading notions of pet care [7, p. 45-62].

Video blogs wield considerable influence on public perception, especially among youth – the primary audience for such channels [10, p. 114-133]. Through visual imagery, emotional narratives, and personal stories, vlogs can foster responsible attitudes toward animals or, conversely, provoke misunderstandings about their needs. Below are several key mechanisms through which video blogs impact public opinion.

One of the most powerful tools is emotional engagement. Viewing content where animals express emotions such as joy, fear, or attachment elicits empathy in viewers. Emotional involvement encourages more responsible pet care and a heightened desire to care for animals. This process aligns with the theory of emotional contagion, which explains how emotions experienced by vlog subjects transfer to viewers and influence their attitudes toward the surrounding world [3, p. 96-99].

Vlogs that actively educate viewers about proper animal care, showcasing feeding, training, and maintenance methods, have a positive impact by providing useful information [1]. This supports informed and responsible decision-making regarding pet ownership and care. Animal protection vloggers emphasize animal needs, highlighting the importance of proper care, medical assistance, nutrition, and, importantly, protection from cruelty. These videos often include behavioral guidance, enhancing awareness and promoting conscientious approaches to pet welfare [2].

Vloggers who engage their audiences in animal protection initiatives further the spread of animal welfare values and motivate support for such causes – whether through financial donations or participation in campaigns.

Calls for adopting shelter animals, information about rescue campaigns, and appeals to support charitable actions strengthen public values related to animal protection and welfare [4].

Conversely, entertainment-focused vlogs often depict the keeping of exotic animals as household pets, which frequently distorts viewers’ understanding of these animals’ real needs. Videos showcasing exotic pets that do not meet natural requirements may foster false beliefs that such animals can comfortably live in domestic settings. This can lead to unprepared pet ownership decisions, adversely affecting both animal health and owner well-being [4].

Some vloggers, in pursuit of popularity and views, create provocative content that causes animals stress or pain [7, p. 45-62]. These videos may go viral and promote irresponsible attitudes toward animals. It is important to note that such content not only diminishes the perception of animals as sentient beings but can also foster a lack of empathy and respect, posing a dangerous trend particularly among adolescent audiences.

Channels like Magic Family exert a notably positive influence on public opinion regarding animal protection and welfare. They disseminate knowledge on proper pet care and the necessity of ethical treatment. For example, series documenting real animal rescue stories, adaptation in new homes, and training elevate viewer awareness and encourage thoughtful decisions about pet ownership, support for animal protection efforts, and adoption from shelters.

Moreover, such vlogs promote empathy and responsible attitudes. Viewers observing pets’ lives and interactions with owners gain a better understanding of animal needs and the importance of regular care, medical services, and safety precautions.

Nevertheless, there is a downside. Some vloggers, seeking to attract viewers, employ provocative content placing animals under stress or ridicule or artificially exposing them to unsafe conditions. This creates distorted views of pets as entertainment objects rather than living beings with needs and feelings.

Certain vloggers promoting exotic animals as pets fail to adequately address their natural needs, associated dangers, and ecological impacts. This content fosters stereotypes that any animal can be kept safely at home, which is misleading and potentially harmful to both animals and owners.

In conclusion, video blogs constitute a powerful media resource actively shaping public opinion on animal protection and welfare [2]. Their positive potential lies in disseminating knowledge about responsible pet care, increasing empathy through emotional engagement, supporting animal protection initiatives, and fostering a culture of respectful and responsible animal stewardship. This is most effectively achieved through educational vlogs that highlight real human-animal interactions.

On the other hand, the presence of unethical, exploitative content that romanticizes animal use or shows irresponsible treatment creates risks of distorted perceptions and can encourage negative attitudes, particularly among youth. Hence, advancing media education, implementing digital ethics principles, and institutionally supporting ethical animal-focused vlogs are imperative. Only through responsible media consumption and conscientious content creation can a sustainable public culture of animal care be established.