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It seems even in this current age of scientific enlightenment our spineless invertebrate cousins are still being ignored and despised. It remains a hard call for anyone wishing to use the electronic media to push the case for the importance of invertebrates in biodiversity research and nature conservation. Not only do the prejudices of the general public have to be overcome , but so too do the negative pre-conceptions of those in editorial and financial control of the outlets. This is especially true of television, the major vehicle for getting a generalist message into the family home.

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