Résumé
Faced with the significant degradation of biodiversity, particularly in a biodiversity hotspot like Madagascar, raising awareness of environmental conservation is crucial. However, the effectiveness of awareness tools is rarely assessed. Do they truly succeed in raising awareness?In the context of the VARUNA program, which aims to conserve biodiversity in the South-West Indian Ocean area, we are investigating whether an exhibition is an effective tool for making young Madagascans aware of biodiversity issues. Our objective is twofold: i) to identify the overall short- and long-term effect of the exhibition on perception – i.e. the way an individual understands and interprets an object – and ii) to determine if the composition of panels (illustrations, types of information, etc.) – referred to as “framing” – influences perception. Framing effects occur when a change in information presentation leads to a change in the observer's opinion.A unique experimental protocol was implemented last year with 550 students in Madagascar to address the dual objective. An exhibition, consisting of various panels, was developed. To test framing effects based on an ecological economics approach, we provided different types of information related to biodiversity values and individual actions that preserve nature.A questionnaire about biodiversity perception was created, including diverse sections. These aim to gather the respondent's definition of biodiversity, understand how they relate to nature - based on affirmations linked with the concept of values of nature, and on the New Ecological Paradigm -, and assess their willingness to act for preservation. Following our protocol, we divided our population into different groups, each of which saw different panels, with one group not viewing the exhibition. By responding to the questionnaire before and after visiting the exhibition, we measured the effect on perception.First results show an exhibition effect on some aspects of biodiversity knowledge, and framing effects are visible in certain value types. However, the overall stance, sometimes referred to as individual “beliefs” – anthropocentric vs. ecocentric – remains unchanged.The exhibition seems to be an effective tool for sensitizing young Madagascans. Nevertheless, raising awareness alone is not sufficient to bring about changes in beliefs and, consequently, potentially in behaviours.