Moral framing and the thylacine: A historical example of shifting frames

Accounting, agricultural and financial interests have played a role in the treatment and extinction of many animals throughout the world. This article focuses on the framing and moral loading of the thylacine, or Tasmanian tiger, beginning during the colonial settlement of Tasmania and the related commercial sheep operations through to post the federation of the Australian colonies. In doing so, we reflect on the extinction of the thylacine and the role of financial interests that promoted, or profited from, bounties by using moralisation and framing. Moralisation brings within the moral sphere an activity or object that was considered outside it, thus making behaviours related to such activity or object subject to moral evaluation, praise and blame. Contrasting frames for the thylacine within the agricultural industry are used to chart the thylacine's demoralisation and eventual re-moralisation that occurred, particularly after its extinction, into a symbol of ecological hope. As such, this article offers a narrative of the changing conditions for which the commercial and colonial activities, including policy and resourcing, intertwined with the ultimate extinction of the thylacine.