Question: who started modern ethology?
About the article "Biology", section "Ecological and environmental".

Candidate passages:
People who have made notable contributions to ethology (many listed here are actually comparative psychologists): 
Charles Otis Whitman (December 14, 1842 – December 6, 1910) was an American zoologist, who introduced modern zoological studies to Japan, and was influential to the founding of classical ethology.
A dedicated educator who preferred to teach a few research students at a time, he made major contributions in the areas of evolution and embryology of worms, comparative anatomy, heredity, and animal behaviour. 
 Otto Frenzl: Aeronautical pioneer, developed the area rule in 1943, a design technique for airfoils used to reduce an aircraft's drag at transonic and supersonic speeds.
Later it was independently developed again by Richard T. Whitcomb in 1952.
Sigmund Freud: Neurologist who became known as the founding father of psychoanalysis  Karl von Frisch (nobel prize), one of the founders of modern ethology, studies on waggle dance  Paul Fürst, inventor of the Mozartkugel  
In 1970, the English ethologist John H. Crook published an important paper in which he distinguished comparative ethology from social ethology, and argued that much of the ethology that had existed so far was really comparative ethology—examining animals as individuals—whereas, in the future, ethologists would need to concentrate on the behaviour of social groups of animals and the social structure within them.
Also in 1970, Robert Ardrey's book "The Social Contract: A Personal Inquiry into the Evolutionary Sources of Order and Disorder" was published.
The book and study investigated animal behaviour and then compared human behaviour to it as a similar phenomenon.E.
O. Wilson's book "" appeared in 1975, and since that time, the study of behaviour has been much more concerned with social aspects.
It has also been driven by the stronger, but more sophisticated, Darwinism associated with Wilson, Robert Trivers, and William Hamilton.
The related development of behavioural ecology has also helped transform ethology.
Furthermore, a substantial reapprochement with comparative psychology has occurred, so the modern scientific study of behaviour offers a more or less seamless spectrum of approaches: from animal cognition to more traditional comparative psychology, ethology, sociobiology, and behavioural ecology.
Sociobiology has more recently developed into evolutionary psychology. 
While Darwin's theories on natural selection gained acceptance in the early part of the 20th century, his theories on evolutionary psychology were largely ignored.
Only after the second world war, in the 1950s, did interest increase in the systematic study of animal behavior.
It was during this period that the modern field of ethology emerged.
Konrad Lorenz and Nikolaas Tinbergen were pioneers in developing the theoretical framework for ethology for which they would receive a Nobel prize in 1973.
Desmond Morris's book "The Naked Ape" attempted to frame human behavior in the context of evolution, but his explanations failed to convince academics because they were based on a teleological (goal-oriented) understanding of evolution.
For example, he said that the pair bond evolved so that men who were out hunting could trust that their mates back home were not having sex with other men.