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Body size can sometimes change rapidly as an evolutionary response to selection or as a phenotypic response to changes in environmental conditions. Here, we revisit a classic case of rapid change in body size of five species of Pacific salmon (Oncorhynchus spp.) caught in Canadian waters, with a six-decade analysis (1951–2012). Declines in size at maturity of up to 3 kg in Chinook (Oncorhynchus tshawytscha) and 1 kg in coho salmon (Oncorhynchus kisutch) during the 1950s and 1960s were later reversed to match or exceed earlier sizes. In contrast, there has been little change in sockeye salmon (Oncorhynchus nerka) sizes and initial declines in pink (Oncorhynchus gorbuscha) and chum salmon (Oncorhynchus keta) sizes have halted. Biomass of competing salmon species contributed to changes in size of all five species, and ocean conditions, as reflected by the North Pacific Gyre Oscillation and the Multivariate ENSO (El Niño – Southern Oscillation) indices, explained variation in four of the species. While we have identified a role of climate and density dependence in driving salmon body size, any additional influence of fisheries remains unclear.

The shifting baseline syndrome describes a gradual lowering of human cognitive baselines, as each generation accepts a lower standard of resource abundance or size as the new norm. There is strong empirical evidence of declining trends of abundance and body sizes of marine fish species reported from docks and markets. We asked whether these widespread trends in shrinking marine fish are detectable in popular English-language media, or whether news writers, like many marine stakeholders, are captive to shifting baselines. We collected 266 English-language news articles, printed between 1869 and 2015, which featured headlines that used a superlative adjective, such as ‘giant’, ‘huge’, or ‘monster’, to describe an individual fish caught. We combined the reported sizes of the captured fish with information on maximum species-specific recorded sizes to reconstruct trends of relative size (reported size divided by maximum size) of newsworthy fishes over time. We found some evidence of a shifting baseline syndrome in news media over the last 140 years: overall, the relative length of the largest fish worthy of a headline has declined over time. This pattern held for charismatic fish species (e.g. basking sharks, whale sharks, giant mantas), which are now reported in the media at smaller relative lengths than they were near the turn of the 20th century, and for the largest species under high risk of extinction. In contrast, there was no similar trend for pelagic gamefish and oceanic sharks, or for species under lower risk of extinction. While landing any individual of the large-bodied ‘megafish’ may be newsworthy in part because of their large size relative to other fish species, the ‘megafish’ covered in our dataset were small relative to their own species—on average only 56% of the species-specific maximum length. The continued use in the English-language media of superlatives to describe fish that are now a fraction of the maximum size they could reach, or a fraction of the size they used to be, does reflect a shifting baseline for some species. Given that media outlets are a powerful tool for shaping public perception and awareness of environmental issues, there is a real concern that such stories might be interpreted as meaning that superlatively large fish still abound.