The Mass Media and Stakeholders’ Beliefs About Suburban Wildlife

• Main Authors: Loker, Cynthia A., Shanahan, James, Decker, Daniel J.
• Format: Text
• Language: unknown
• Published: DigitalCommons@University of Nebraska - Lincoln 1997
• Subjects: beaver; Branta Canadensis; Canada goose; Castor Canadensis; mass media; New York; Odocoileus virginianus; stakeholders; survey; white-tailed deer; Environmental Health and Protection; Canada; Branta canadensis; Canada Goose
• Online Access: https://digitalcommons.unl.edu/ewdcc8/20; https://digitalcommons.unl.edu/context/ewdcc8/article/1019/viewcontent/Loker_et_al___final.pdf

This study examines how suburban audiences obtain information about 3 species in New York State (whitetail deer [Odocoileus virginianus], beaver [Castor Canadensis], and Canada goose [Branta canadensis]). Respondents in 3 suburban areas were surveyed on concerns and interests about a particular species in their area. Respondents also were surveyed about preferred sources for species information and actual source use. Finally, respondents were surveyed about general media use. “Uses-and-gratifications” theory was used to characterize respondents’ information behavior for species information. Specific recommendations for communication planning are offered.