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Myths and metaphors that occur in media frames play an important role in influencing public perceptions of an issue in times of war, political conflict, crisis and disaster. This, in turn, influences policy makers and (inter)national assistance and aid programmes. We investigated whether a metaphoric spill-over of frames used in connection with political events could explain the misrepresentation in the framing of wildlife conservation. Zimbabwe experienced a severe political conflict and economic downturn in 2000 when land reforms took place. We analyzed newspaper articles on Zimbabwe's wildlife conservation published between 1989 and 2010 from newspapers in Zimbabwe, the United Kingdom and the United States of America. We selected three issues about wildlife conservation in Zimbabwe in the local and international media, namely, the ivory ban, rhino protection, and Communal Areas Management …