(Shiyam, 2012)
In the past few years there is a growth in manta ray hunting. This is due to its gills being advertised as a traditional chinese remedy. It is said that these gills can help “increase the amount of breast milk, detoxify the blood, cure chickenpox, heal tonsillitis and clear a smoker’s lungs” (Levin, 2016). These are the claims the vendors are using to sell Peng Yu Sai (manta gills). Guangzhou, China, is the main area for manta gill trade. 99% of gill trades are in Guangzhou (Whitcraft, 2014, p. 4). Wild Aid has estimated that the market has grown 168% within the last three years (Whitcraft, 2014, p. 4). Manta rays produce an offspring once every two to five years (Manta Ray Reproduction, n.d.). With the increasing demand for Peng Yu Sai, the populations of manta rays are dropping even faster (Croll, 2016).
(Croll, 2016, p .564)
People are also searching for the products online via TaoBao (Whitcraft, 2014, p. 6), an online market site. Two pages of Peng Yu Sai can be found on TaoBao site, they are even on sale. A Google search also revealed 263,000 results on how to prepare Peng Yu Sai and suggested recipes (Whitcraft, 2014, p. 6). There is also a show called “Good Soup, Special Find”, a Cantonese television show, that features Peng Yu Sai. The show displays different techniques on how to cook the dish and recommends it as a dish that promotes a healthy life (Whitcraft, 2014, p. 6).
(Manta Trust n.d)
WildAid has tried to lower the demand of manta rays by creating an awareness video about Peng Yu Sai. The video features Wu Xiubo, one of the most popular actors in China who advocates against the consumption of Peng Yu Sai (WildAid, 2015). Wild Aid has also set up 100 billboards around Guangzhou subway to spread more awareness of what Peng Yu Sai contains (Peng Yu Sai: A Toxic Health Tonic, 2015). A toxicology was also done on Peng Yu Sai and they have found out that it contains Arsenic, Cadmium, Mercury and Lead. The level of Arsenic and Cadmium found in the gills are exceeding the acceptable level of consumption for a human (Whitcraft, 2014, p. 12). Peng Yu Sai is also common to be consumed by lactating mothers and children. With such a high percentage of metals found in Peng Yu Sai. This effect will cause to children and mothers can be dangerous. In their survey, they have discovered 99% of the respondents are not aware of the amount of heavy metal in Peng Yu Sai (Whitcraft, 2014, p. 14). Considering that WildAid has concreate toxicological evidence regarding Peng Yu Sai. Will they be able to influence the people of Guangzhou to subsequently reject the consumption Peng Yu Sai?
(Whitcraft, 2014, p. 13)
Verdict
Looking at this case, it would be difficult for WildAid to influence the people of Guangzhou. One of the reasons is because of the perception the people would already have on the product. As stated in the continuing threat to manta and mobula report (2014). People that has been going to the markets are told again and again on how Peng Yu Sai is good for you. Not only that but other vendors say the exact same thing. Promoting all the good aspects of it and how it should be taken monthly (Whitcraft, 2014, p. 10).
(Whitcraft, 2014, p. 5)
According to the survey conducted (Whitcraft, 2014, p.14), 92 out of 100 respondents are made aware of the product through their family or peers. The report also states the effects of mainstream media and how it disseminates this information to a wider reach of people. Due to the combination of all these factors, I believe that the general public of Guangzhou is trapped in what is known as the "echo chamber" effect. The "echo chamber" effect basically describes an individual seeking out information that conforms to what he previously already believed in.
In such a case, vendors, friends, families and even televisional programs endorse Peng Yu Sai as a dish with numerous health benefits. This reinforces the general belief that Peng Yu Sai does, in fact, have health benefits when scientific evidence states otherwise. Besides that, one of the reasons the demand of Peng Yu Sai is still high in the market is due to habit as the people of Guangzhou have been eating said dish for years. In addition to that, vendors are strongly resisting these scientific evidence posed by Wild8 as it would most likely affect their source of income. Considering the overwhelming resistance towards the findings of WildAid, is it is clear that reducing the demand for manta gills at Guangzhou would be challenging one indeed.
WildAid 2015,
The video above is an effort by WildAid advocating against the consumption of Peng Yu Sai. It leverages on the popularity and fame of a Chinese actor, Wu XiuBo. However, the video itself managed to garner 2,419 views which ultimately means that the video did not manage to garner the attention it originally intended to (WildAid, 2015). As such, the media played very little in advocating this awareness. On the contrary, the media served as a platform for the people of Guangzhou to place orders purchase manta gills online via TaoBao. This has allowed manta gills to be easily accessible via online stores. In conclusion, manta gills are being sold and purchased by the people of Guangzhou due to its supposed health benefits. These "health benefits" have already been proven wrong by WildAid who has conducted a toxicology report on manta gills and discovered high levels of metals such as arsenic, cadmium, mercury and lead which are all detrimental to one's health (Whitcraft, 2014, p. 12). In this case, the media has been doing more harm than good as these manta gills are being sold online and little can be done to convince the general public of Guangzhou regarding the negatives of consuming manta gills due to the "echo chamber" effect.
(Shiyam, 2012)
Reference
Croll, D, Dewar, H, Dulvy, N, Fernando, D, Francis, M, Galván-Magaña, F, Hall, M, Heinrichs, S, Marshall, A, Mccauley, D, Newton, K, Notarbartolo-Di-Sciara, G, O'malley, M, O'sullivan, J, Poortvliet, M, Roman, M, Stevens, G, Tershy, B, & White, W 2016, 'Vulnerabilities and fisheries impacts: the uncertain future of manta and devil rays', Aquatic Conservation, 26, 3, p. 562 - 575, Publisher Provided Full Text Searching File, EBSCOhost, viewed 4 May 2017.
Guangzhou Population 2016, World Population Review, <http://worldpopulationreview.com/world-cities/guangzhou-population/>
IMDb n.d., Xiubo Wu, <http://www.imdb.com/name/nm5071399/bio?ref_=nm_ov_bio_sm>
Levin, D 2016, China Weighs Ban on Manta Ray Gills, Sold in Traditional Market as Modern
Panacea, New York Times, < https://www.nytimes.com/2016/01/07/world/asia/china-manta-ray-conservation.html?_r=0>
Manta Trust n.d., Gill Plate Soup, Image, Manta Trust viewed 1 June 2017, <http://www.mantatrust.org/threats/gill-plate-trade/>
Manta Ray Reproduction n.d., Mantaray-world - Manta Ray Facts and Information, <http://www.mantaray-world.com/manta-ray-reproduction/>
Shiyam, E 2012, Reef manta ray (Manta alfredi) at Dharavandhoo Thila, Image, Wikimedia Commons, viewed 1 June 2017, <https://commons.wikimedia.org/wiki/File:Dharavandhoo_Thila_-_Manata_Black_Pearl.JPG>
Peng Yu Sai: A Toxic Health Tonic 2015, WildAid, <http://www.wildaid.org/news/peng-yu-sai-toxic-health-tonic>
WildAid 2015, Wu Xiubo Manta Ray PSA , online video, January 12, viewed 23 May 2017, <https://www.youtube.com/watch?v=_4dKn10TZes>
Whitcraft, S., O’Malley, M. and Hilton, P., 2014. The Continuing Threat to Manta and Mobula Rays: 2013-14 Market Surveys, Guangzhou, China, p. 1 – 15, viewed 23 May 2017, <http://www.wildaid.org/sites/default/files/resources/The%20Continuing%20Threat%20to%20Manta-Mobula%20Rays_2013-14%20Report_FINAL.pdf >