摘要：Rhinoceros (rhino) poaching has become a dominant topic in wildlife management in southern Africa since the poacher onslaught started in 2008. 1 As social concerns about rhino poaching have grown, so have various forms of persuasive communication in attempts to curb, discourage, stigmatise and stop rhino poaching as well as discourage end users. Governmental and conservation agencies, non-governmental organisations (NGOs) dedicated to stopping rhino poaching, international organisations, documentary film-makers, television producers, and international figures like Prince William and celebrities like Jackie Chan, DJ Fresh and South African football star Maps Maponyane 2 have tried many different methods to persuade end users, local communities or intermediaries that killing rhinos for their horns is wrong.
关键词：strategic communication;reactance theory;descriptive and injunctive norms;rhino poaching
