A new international study suggests the world may be slowly moving beyond the fear-driven legacy of 1975 Hollywood epic movie Jaws, with public perceptions of sharks far more mixed — and often more neutral — than Hollywood thrillers and sensational media reports.
Published in Wildlife Research, the study surveyed 371 people from the United States, Australia and the United Kingdom, asking them to describe sharks in three words, which generated 1,006 individual descriptors that were analysed using automated statistical tools and manual content coding.
While the three most common words were “teeth,” “ocean” and “predator,” the research found almost two-thirds of responses were neutral, suggesting that public attitudes toward sharks are not as fear-based as commonly portrayed.
Many of the neutral descriptors focused on the shark’s habitat or physical traits, indicating a growing public awareness of sharks as part of a wider marine ecosystem.
Lead author Dr Brianna Le Busque from the University of South Australia says the data shows a far more nuanced view of sharks than the stereotypical “ruthless killer” image often cemented in pop culture.
“The findings highlight that public perceptions of sharks are more nuanced than the stereotypical ‘menacing predator’ narrative often seen in the media,” Dr Le Busque said.
“While fear was a common theme, we also saw a substantial number of positive words, like ‘majestic,’ ‘beautiful’ and ‘fascinating’. This mix suggests that while fear persists, many people also recognise sharks as ecologically important and awe-inspiring animals.”
The study found that people’s descriptions strongly reflected their perception of risk.
Participants who viewed sharks as dangerous were more likely to use emotionally charged words like “ferocious,” “killer” and “danger.”
Perhaps amusingly, participants who viewed sharks as low-risk chose gentler terms such as “cute,” “misunderstood,” “calm” and “important.”
This variation suggests that fear is still an influence — but it is not universal. For conservationists and marine educators, the shifting language signals new opportunities to communicate more balanced, science-based messages about shark behaviour, ecology and conservation needs.
The study also emphasises the importance of perspective. According to the International Shark Attack File, fewer than 90 shark attacks occurred worldwide in 2024. In the same period, the International Transport Forum recorded 32,707 road fatalities.
Researchers say this comparison highlights how disproportionately sharks are represented as threats, despite their essential ecological role and the comparatively low risk they pose to humans.
Taken together, the findings point to a subtle but important cultural shift. Although sharks are still widely associated with teeth and predation, the dominance of neutral and positive descriptors signals a more informed public — one that may be increasingly open to shark conservation messages.
The researchers suggest that as fear-based narratives become less influential, there is potential for broader community support for shark protection efforts, promoting healthier oceans and improved coexistence between humans and marine wildlife.
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