Modern Zoological Gardens as sites for environmental communication: a qualitative research on three Italian zoos

In the midst of the ongoing biodiversity crisis, modern zoological gardens (commonly known as zoos), have emerged as hotspots to preserve species that might be facing threats of extinction in their natural habitat. While multiple studies have explored the multifaced roles of zoos in conservation, education, scientific research and recreation, very few scholars have concentrated on how these institutions communicate their mission to both visitors and non-visitors. Audiences are far beyond mere receivers of messages, they can engage with a reality that interweaves conservation, education, scientific research and entertainment within a single environment. The objective of this thesis is to explore the messages that modern zoological gardens seek to convey through their communication strategies. The qualitative research will primarily consist in the analysis of interviews conducted with employees from three Italian zoos: Parco Natura Viva of Bussolengo (VR), Parco Faunistico Le Cornelle of Valbrembo (BG) and Bioparco di Roma. Additionally, it will involve an inspection of these zoos’ websites and an interpretation of various media of communication that have covered their activities. This approach allows for the exploration of discourses originating from zoo workers and their alignment with the material available to the public. The findings from this study will be contextualized and compared with a wide-ranging literature review spanning conservation biology, the history of conservation, and environmental communication.