As Seen on TV (and Social Media) - Hunt Fair Chase

An endless stream of hunting content floods our screens, reshaping (or affirming) the non-hunter’s perception of hunting. Are hunters losing control of their own narrative to algorithms that reward sensationalism over the ethics and traditions that define us? Is there a bright side to this content revolution? 

Thirty years ago, when hunting shows really began to blossom on cable TV, the industry had a dozen or so hunting celebrities and a handful of networks paying for these shows. Now, with YouTube, TikTok, Facebook, and myriad other social media outlets, you can’t fling an arrow without hitting a hunting celebrity. Hundreds (perhaps thousands) of camo-clad content creators battle for clicks and comments. To be honest, most of it is junk. The relentless stream of hunting content flooding our screens through every possible channel reduces the complexity and ethics of hunting to fist-pumping celebrations over dead animals. And it’s not just hunters that are getting annoyed. 

Every day, non-hunters encounter hunting content through algorithms and viral videos that show up in their feed. What they're seeing increasingly defines what hunting means in the public consciousness. The question isn't whether we should portray hunting in the media; it's whether the hunting being depicted actually represents who we are as hunters, or if we've lost control of our own narrative.

An Evolution of Sorts

Hunting on television began as a harmless pursuit, but quickly evolved into a competition for viewers, ratings, and sponsors. This resulted in a race for the next best thing, which led to the kill. More specifically, how many ways can we show game being killed? How many kills can we fit into a 30-minute show? How many angles can we show the impact of a bullet or arrow? The story of the people, game, and the hunt was cut short to make room for more results. It could be argued that producers were just providing the product that would sell. It could also be argued that they were selling us the kill, and the unintended consequence of the kill is now defining hunters and hunting.

And then, the digital revolution changed everything. Social media platforms opened the floodgates for anyone with a smartphone to become a hunting content creator. With competition reigning supreme and virtually no governing standards (unlike traditional TV networks with their “quality” standards), anything goes still rules the day. The barriers to entry disappeared entirely. There is no need for network approval, production budgets, or broadcast standards. Now, a single impressive kill shot on Instagram can garner a million likes, or a dramatic hunting moment on TikTok can go viral overnight. 

This access to hunting media has amplified both the best and worst tendencies of hunting television. The race for engagement, followers, and sponsorship deals has intensified the focus on kill content, complete with increasingly dramatic reactions. Algorithms reward extreme content that generates strong reactions, whether positive or negative, encouraging creators to adopt more sensational approaches. All of this leads up to one question. 

From cave walls to man caves, the hunt has been a staple of storytelling since the dawn of time.​​​​​​​

Who Cares?

Hunting content on social media is more accessible than ever to anyone scrolling through their feeds. Unlike television, where someone might accidentally land on a hunting channel, social media algorithms actively push hunting content to broader audiences, including those who may have never sought it out. For the curious non-hunter stumbling across a hunting video on their Instagram explore page or TikTok feed, what are we telling them about hunting and ourselves while dancing over a big ole buck? Hunters get it. Success is sweet, worth feeling good about, and is a great reason to celebrate. However, anyone who has spent considerable time watching the body of work across television and social platforms has to admit that lines have been crossed.

What about the parent trying to teach their kids about the right way to hunt? Are their teachings being supported by what young hunters are seeing played out on screens everywhere? The influence is now constant and unavoidable. Is a compilation of kill shots set to trending music something we all feel is fit for public consumption and representative of hunting culture? Some folks must think so, given the proliferation of such content across platforms.

The social media landscape has also created new challenges around context and nuance. Television shows, despite their flaws, typically had 30 minutes (minus commercials) to tell some semblance of a story. Social media platforms often reward bite-sized content—the 15-second TikTok, the single Instagram photo, the brief Twitter video—that strips away context and reduces the entire hunting experience to its most dramatic moments. The patience required for storytelling about conservation, tradition, and ethics doesn't translate to formats optimized for quick scrolling and instant gratification.

In today's tech age, we are constantly bombarded with images and algorithms whether we like it or not. Maybe dropping our phone from the treestand isn't so bad after all?​​​​​​​

The Good News

It’s not all doom and gloom. In fact, there are a handful of hunting content producers who provide entertaining and engaging content that isn’t just about grippin’ and grinnin’. They’re conveying a message of conservation, sustainability, and lifestyle. And get this—they are engaging with non-hunters. 

Professional Boone and Crockett Club member Randy Newberg comes to mind. At one time, Newberg was a mild-mannered accountant. Today, he has built a hunting media empire that promotes ethical, fair-chase hunting through his show, Fresh Tracks with Randy Newberg. Plus, he’s using that platform to inform his followers about threats to our public lands, an issue that both he and the Club take seriously. 

Let’s not forget Steve Rinella and the Meateater entourage. Rinella’s Meateater episodes on Netflix focus on the hunt and the meat, bringing to the forefront the reason many of us hunt in the first place—to fill the freezer. Why the hunting industry never picked up on this prior is a forehead slapper. Rinella’s timing couldn’t have been better. He speaks to a generation of hunters influenced by the locavore movement, who want to eat locally and know where their food comes from. Hunters have been doing this since the dawn of time, but hey, whatever works. Rinella, too, has been a staunch advocate of conservation. 

There are other content producers like Jason Matzinger who might not be a household name like Rinella, but his content and message are second to none. He’s one of those hunters who has a hunting show on a more traditional network, plus YouTube, Instagram, and the rest. His most recent project, “Selective,” is dedicated to the future of wild animals and wild places. It’s certainly worth an evening of your time.

We're seeing more storytelling across platforms, more human interest content highlighting the special nature of hunting, more coverage of wild game cooking and utilization, and more discussion of hunters' roles and contributions to conservation. Platforms like YouTube have enabled the creation of long-form, documentary-style content that rivals traditional television in terms of quality and depth. Even Instagram and TikTok creators are finding creative ways to educate others about wildlife biology, hunting ethics, and conservation within the constraints of their platforms. The end result is that there are more "watchable," interesting, balanced and wholesome hunting content options available now than ever before, across every conceivable platform.

However, the sheer volume and accessibility of content also means that poor examples of hunting representation spread faster and wider than ever before. A single problematic hunting video can be shared across multiple platforms, generating controversy and shaping public perception in ways that were impossible in the television-only era.

There are ethical standards in every meaningful human activity, including hunting. It's not unreasonable to expect these standards to be even higher for content that depicts hunting. Why? Like it or not, social media platforms often speak for hunters and hunting, reaching audiences who may have no other exposure to the hunting culture. Hunting is personal. Killing an animal is personal. It requires careful consideration before being shared on television, YouTube, Instagram, TikTok, or any other platform. Hunting demands common-sense guidelines that put a hunter’s best foot forward. If we want the hunting tradition to continue, we must represent the depth, respect, and responsibility that truly ethical hunting embodies.

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