Exploring media representation of the exotic pet trade, with a focus on welfare: taxonomic, framing and language biases in peer-reviewed publications and newspaper articles.

The trade in non-domesticated animals for pets (exotics) is a global industry with considerable implications for a range of taxa and stakeholders. The scale of the trade means it receives coverage in both popular and scientific media, and some narratives may receive more attention than others. As these media play an important role in shaping public opinion, policy and legislation, we should consider and acknowledge biases and language use when reporting on the exotic pet trade. We use 320 peer-reviewed journal articles, and 191 newspaper articles on the trade between 2001 and 2020 to investigate how the trade is framed, focused and communicated within and between media types, paying particular attention to animal welfare as a framing. Our results suggest consistent variation in reporting of the trade within and between media types, with aspects of welfare being under-represented in peer-reviewed articles, while it was the most common focus of newspaper articles. If the exotic pet trade is to develop into a more ethical, sustainable sector, then reassessing our narratives, addressing knowledge gaps and identifying how communication styles can lead to desired behaviour change will be essential parts of the process.