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Researchers will now study the audience of a popular moose show

Published: 25 April 2024

Why are you watching the the Great Moose Migration (Den stora älgvandringen)? Do you watch alone, with friends or family? Researcher Minh-Xuân Truong will study the audience of the Great Moose Migration. The aim of the project is to learn more about how digital

"Both new and experienced viewers will be able to answer a survey focusing on why and how they watch the Great Moose Migration. And I also want to know if they also follow nature on Instagram or nature programmes," says Minh-Xuân Truong.

The Great Moose Migration (Den stora älgvandringen) is a live, uncommented nature program that showcases animals and nature at a location in Sweden. It is a prime example of slow TV.

"When I moved to Sweden from France, I was advised to watch the great elk migration. As a researcher, I am interested in the link between digital nature experiences and interest in real nature. So it feels great to be able to do a study on the programme," says Minh-Xuân Truong.

Over the next few years, he will conduct a total of four surveys, each with a slightly different focus.

“There are so many things that I find exciting. I want to know if this is part of people's experience of spring. If it is something they talk about and look forward to. And if it is different in different parts of Sweden.”

The survey will be available in both Swedish and English, as there is also an international audience.

“I have friends in France who watch, so that's interesting too. For them, Swedish nature can be a bit more exotic.”

He will also study social media discussions about the tv show. 'There is a Facebook group that is active all year round.

Overall, the project focuses on whether experiences in computer games, social media and TV programmes can influence people's relationship with nature.

"Technology is becoming an increasingly integral part of our daily lives, including our experience of nature. At the same time, there's a biodiversity crisis and a climate crisis. I want to know if we can use technology to increase engagement and protect species and nature.," says Minh-Xuân Truong.

In previous studies, Minh-Xuan has found that video games have the potential to increase players' interest in nature and can also act as a substitute for nature when they can't spend time there for some reason.

The study is funded by Formas.

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