The goal of this research project was to examine how different messaging techniques, and especially expressions of emotionality surrounding the loss and recovery of biodiversity, can differently influence public attitudes about conservation and the environment. This question was explored using the case of de-extinction, an emerging and controversial conservation technology. De-extinction claims to “resurrect” extinct species, challenging widely held notions of extinction as permanent. Yet seeing extinction as reversible may shift how people feel about biodiversity loss and our moral responsibility to stop it.

In the early twentieth century, scientists and agriculturalists collected plants in greenhouses, botanical gardens, and fields. Seed collection efforts in the twentieth century coincided with the professionalization of plant breeding. When scientists became concerned over the loss of plant genetic diversity due to the expansion of a few agricultural crops around mid-century, countries and organizations created seed banks for long-term seed storage. Around 1979, environmental groups began to object to what they perceived as limited access to seed banks, and they questioned the ownership of the intellectual property of living organisms. Controversy also ensued over the uneven flow of genetic resources because many of the seed banks were located in the global North, yet plants were collected largely from countries in the global South. The environmental groups' campaigns, which some called the seed wars, and the movement for biodiversity conservation intersected in ways that shaped debates about plant genetic material and seed banking. Several significant shifts in governance occurred in 1994 that led to the creation of the International Plant Genetic Resources Institute in Italy, and to changes in the governance of several international seed banks.

Farmers have long relied on genetic diversity to breed new crops, but in the early 1900s scientists began to study the importance of plant genetic diversity for agriculture. Scientists realized that seed crops could be systematically bred with their wild relatives to incorporate specific genetic traits or to produce hybrids for more productive crop yields. The spread of hybrids led to less genetically diversity than normal plant populations, however, and by 1967, plant scientists led an international movement for conservation of plant genetic resources through the United Nations's Food and Agricultural Organization, and later through the Consultative Group for International Agricultural Research, both of which are headquartered in Europe. To conserve plant genetic resources, researchers must collect and store plant germplasm-the genetic material required to propagate a plant-usually in the form of a seed.