LOCAL volunteers, community groups and environmental partners gathered at Cardigan Castle last month to learn how citizen science is helping protect Ceredigion’s rivers, coastline and marine wildlife.

The Ceredigion Marine Monitoring Conference, held on Tuesday (Feb 18), was organised by Ceredigion County Council in collaboration with the Nutrient Management Board.

The event brought together volunteers already involved in monitoring projects, along with people interested in getting involved, to share experiences and explore how community-led monitoring could expand across West Wales — including the Tŷwi and Cleddau catchments.

During the morning sessions, attendees heard how volunteers are working alongside councils, scientists and technology partners to collect important information about water quality.

Using simple equipment and digital tools, local people are helping to build a clearer picture of conditions in rivers and along the coast.

Volunteers from the Teifi catchment and neighbouring areas shared their experiences from the field, highlighting what works well, the challenges they face, and the support that would help them expand their work.

These discussions helped shape ideas for improving training, equipment and opportunities for volunteers in the years ahead.

The afternoon programme focused on technology used to monitor rivers and coastal waters, as well as wildlife monitoring along the Ceredigion coast.

Participants learned how members of the public can record sightings of seals, dolphins and other marine life, and how these observations contribute to protecting local ecosystems.

Councillor Clive Davies, Cabinet Member for Economy and Regeneration at Ceredigion County Council and Chair of the Nutrient Management Board, said the progress made since 2022 had been significant.

He said: “Local people have a vital role to play in caring for our rivers and coastline.

“This event showed how community knowledge, combined with simple monitoring tools, can make a real difference.

“We want to encourage more residents to get involved and become citizen scientists — you don’t need to be an expert, just curious and willing to take part.”

One volunteer who attended the event said: “I came along because I care about what’s happening to our rivers and coast, but I didn’t realise how much difference ordinary people can make.

“It was really encouraging to hear from others doing similar work and to see how our observations can actually help shape future decisions.”

Organisers also highlighted recent progress in developing a nutrient monitoring system in New Quay.

The system is designed to collect and share real-time data on nutrient levels, helping scientists and environmental groups better understand pressures on rivers and coastal waters.

The project reflects an effort to combine community-led monitoring with new technology to strengthen environmental protection.

Anyone interested in becoming a citizen scientist or attending future events can contact Ceredigion County Council’s Nutrient Management Officer, Liza Zanoni, by email at [email protected].

More information about the Teifi Nutrient Monitoring Project is available on the Ceredigion County Council website.

The project is funded by the UK Shared Prosperity Fund and administered by the Cynnal y Cardi team at Ceredigion County Council in partnership with the Nutrient Monitoring Board and its stakeholders.

THE FIRST concert of the new season for Pembroke and District Male Voice Choir took place among friends made during a Christmas visit to Kensington Court in Steynton, Milford Haven.

After singing carols for residents in December, the choir was invited back to perform a full concert, which was warmly supported by those living at the home.

Musical Director Juliet Rossiter selected a varied programme that included songs from the musicals Les Miserables and Chess, along with favourites requested by residents, including Calon Lan. The choristers themselves were treated to a special rendition of Myfanwy.

Accompanist William Lambert also entertained the audience, performing three solo items. He concluded with the much-loved Morecambe and Wise classic Bring Me Sunshine, with residents and choir members joining in.

Deputy MC Ed Morris rose to the occasion with a lively selection of jokes, many aimed at different sections of the choir — something that may yet see his popularity questioned among his fellow singers.

Thanking the choir and musical team, Rosemary Cooper presented Juliet Rossiter with a donation on behalf of the residents.

Refreshments and cakes were enjoyed afterwards, thanks to volunteers Gail, Jackie, Gareth and Linda.

Choir rehearsals are held every Tuesday evening at 7:00pm at St Teilo’s Church Hall in Pembroke Dock. Anyone interested in trying male choral singing is welcome to come along and join what members describe as a friendly and welcoming fraternity.

SOCIAL media influencers can significantly increase the spread and toxicity of misinformation online, according to new research led by academics at Cardiff Business School.

The study, published in the journal Psychology & Marketing, analysed brand-related misinformation and associated user comments across forty-seven brands in nine industries over a three-year period. Researchers say it is the first study to measure how online toxicity differs when misinformation comes from influencers rather than ordinary users.

Brands increasingly rely on social media influencers to reach audiences, with spending on influencer marketing hitting a record $33bn in 2025. While influencers can drive engagement and sales, the communities built around them can also amplify inaccurate claims and direct hostility towards brands.

The research found that regular social media users who spread misinformation are often challenged or criticised by other users. As a result, discussions tend to become more civil over time as inaccuracies are corrected.

Influencers, however, face the opposite incentive. Their visibility, engagement and profits often increase when posts generate controversy or strong emotional reactions.

The analysis found that online toxicity was particularly high when influencers discussed socio-political issues, where public emotions and stakes are greater.

Lead author Dr Giandomenico Di Domenico said: “Social media influencers often have huge followings that are extremely valuable for brands seeking to increase sales.

“But our research shows the negative consequences when influencers endorse or amplify misinformation. Under the same conditions that increase their visibility and influence, influencers also generate significantly more toxic engagement than regular users.”

He explained that the close relationships influencers cultivate with their followers play a key role.

“Unlike regular users, influencers form parasocial bonds with their communities. These relationships make followers far more likely to support or defend claims without critically questioning them.

“This means misinformation introduced within these networks does not simply attract attention — it can transform scattered reactions into collective, belief-driven antagonism.”

The researchers identified two key mechanisms that strengthen misinformation when it comes from influencers.

The first is “legitimation”, where the influencer’s endorsement lends credibility to a claim. The second is “community enmeshment”, where followers rally around the influencer and reinforce the narrative.

When combined, these factors can create what researchers describe as “toxic echo chambers”, producing a self-reinforcing cycle in which toxicity increases engagement — and engagement encourages further inflammatory content.

The study highlights how these dynamics played out in early 2025 when several TikTok influencers posted viral videos claiming luxury brands including Hermès, Louis Vuitton and Chanel secretly manufactured products in Chinese factories while marketing them as “Made in France” or “Made in Italy”.

The videos presented the claims as exposés of industry deception but offered no verifiable evidence. Despite this, they generated millions of views and fuelled widespread online debate about authenticity, ethics and transparency in the luxury industry.

Dr Di Domenico said the example illustrates a growing tension within influencer culture.

“Despite the positive impact influencers can have on marketing outcomes, their prominence also introduces new risks,” he said.

“When misleading or controversial claims are amplified by influencers, the resulting backlash can create highly toxic environments that damage brands and distort public understanding.”

The research paper, titled Don’t You Know That You’re Toxic? How Influencer-Driven Misinformation Fuels Online Toxicity, is published in Psychology & Marketing.