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    Author(s): Patricia L. Winter; Jessica Skenderian; William Crano
    Date: 2008
    Source: In: Chavez, Deborah J.; Winter, Patricia L.; Absher, James D., eds. Recreation visitor research: studies of diversity. Gen. Tech. Rep. PSW-GTR-210. Albany, CA: U.S. Department of Agriculture, Forest Service, Pacific Southwest Research Station. 195-204. Chapter 16
    Publication Series: General Technical Report (GTR)
    Station: Pacific Southwest Research Station
    PDF: View PDF  (367.29 KB)

    Description

    This paper examines the issue of outreach to diverse publics as a central concern to natural resource recreation management. Increasing diversity across the Nation has been accompanied by an underrepresentation of communities of color among outdoor recreation populations in natural resource settings. Mass media may be an excellent way to conduct outreach, but the current investment in media addressing diverse publics is discouraging. Patterns of media use and variations by different ethnic groups in levels of use, as well as various ethnic groups’ documented preference for ethnic media are presented. Purposes of media use, as well as trust and reliance in various sources of recreation information are also noteworthy considerations in developing an outreach strategy. Finally, we present some suggestions that may be of assistance to natural resource managers for reaching specific subpopulations, including the value of ethnic media, the potential utility of community networks such as churches, and the use of the Internet.

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    Citation

    Winter, Patricia L.; Skenderian, Jessica; Crano, William. 2008. Routes to communication about outdoor recreation with diverse publics: What we know about media. In: Chavez, Deborah J.; Winter, Patricia L.; Absher, James D., eds. Recreation visitor research: studies of diversity. Gen. Tech. Rep. PSW-GTR-210. Albany, CA: U.S. Department of Agriculture, Forest Service, Pacific Southwest Research Station. 195-204. Chapter 16.

    Keywords

    Ethnic/racial diversity, broadcast media, print media, ethnic media, outreach

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