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Given that many wildlife management agencies consider hunting to be central to wildlife conservation, a growing body of research describes ethical hunting using characterization framing (created by outsiders). This article describes an identity frame (created by insiders) of ethical hunting in the United States, based on analysis of hunter education manuals and official statements of hunting nongovernmental organizations (NGOs). Similar themes permeated texts from both sources (e.g., obeying law, fair chase). NGOs, however, placed significantly more emphasis on being skilled (15% vs. 6%) and being motivated by experiencing nature (10% vs. 2%), whereas government agencies placed significantly more emphasis on respecting landowners (28% vs. 15%). Agencies may frame ethical hunting as more socially interdependent and rule abiding because they perceive a need to prioritize government authority (law) and property owner interests. These findings highlight a need for identity frames focusing on how hunting impacts biodiversity and humane treatment of animals.
