The Cecil Moment: Celebrity environmentalism, Nature 2.0, and the cultural politics of lion trophy hunting

In 2015 Cecil the lion's death sparked international furore over the practice of lion trophy hunting. Celebrities and everyday citizens, traditional news and social media alike were aflame around the globe, most notably after American celebrity Jimmy Kimmel expressed disgust in Cecil's death during a monologue on his late-night talk show. This paper explores the Cecil Moment as a case study of the cultural politics of the environment at the intersection of celebrity environmentalism and ‘Nature 2.0’ applications like Facebook and Twitter. The research asks: what can the Cecil Moment can tell us about how celebrity and Nature 2.0 environmentalisms work and to what kind of conservation politics do they lead? Drawing on the celebrity environmentalism and Nature 2.0 literatures, I develop an analytic framework for analyzing the Cecil Moment which considers and evaluates the network of actors enrolled, the representations foregrounded and backgrounded, as well as the outcomes. Empirical insights are drawn from document and media review, and key informant interviews. I argue that the Cecil Moment operated through a more-than-human network which served to channel agency unleashed by Cecil’s death to the already-empowered lion conservation actors, as well as mutable meanings that shifted Cecil Moment focus away from trophy hunting and toward lion conservation in general. Ultimately, the Cecil Moment operated to dismiss the anti-trophy hunting politics that sparked and fuelled it in the first place; yet, the momentum of the Cecil Moment was grasped and re-directed toward other lion conservation priorities. Critically, this re-direction was not neutral; rather, it shifted the politics of the Cecil Moment in a way that reproduced longstanding patterns of conservation injustice wherein blame for biodiversity loss is directed away from powerful forces onto the racialized, rural poor from the Global South.