Abstract:
This thesis examines WildAid’s mission, as an environmental NGO, to curb the shark fin trade to prevent the global shark populations from extinction and the collapse of marine ecosystem. This thesis analyzes how WildAid applied advocacy approach through public awareness campaign as an instrument of Public Diplomacy to address the Chinese public perception of shark fin due to China’s big role in the global shark fin market. This thesis also discusses WildAid’s efforts such as celebrity endorsement, media utilization, and public protests in China as a part of their awareness campaign to engage with the Chinese public. Therefore, this thesis is important for international actors and similar NGOs, which aims for a specific policy change in a targeted country, to understand the environment of human action in different cultural context in order to avoid failure. This study uses a qualitative method with descriptive approach using data collection techniques through document studies. The document studies use secondary data obtained from official government websites, journals, thesis, books, and news. The determining factor of the establishment of the shark fin ban from government banquets was based on the austerity measure that was a part of the incoming President Xi Jinping’s eight provision programs. However, celebrity and environmental activism could possibly be a significant force for social change in China, given the limited spaces available for broader political participation in that country.
