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@USU 1997
• Subjects: Environmental Sciences; Canada; Branta canadensis; Canada Goose
• Online Access: https://digitalcommons.usu.edu/wdmconference/1997/all1997/3; https://digitalcommons.usu.edu/cgi/viewcontent.cgi?article=1356&context=wdmconference

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.