16 pages., Via online journal., This study explores potential factors that lead to environmental opinion leadership behaviors such as informing the public about environmental issues and encouraging preventative behaviors among various social groups. Building on the theoretical framework of the diffusion of innovations model, these analyses explore the effects that mass media may have on perceptions of self-efficacy among opinion leaders and how self-efficacy may, in turn, encourage leaders to communicate about aquatic invasive species (AIS) to others in their social networks. Results indicate that mass media and governmental media can have both a positive and negative influence on levels of self-efficacy, and that opinion leaders with higher levels of self-efficacy are more likely to participate in behaviors that could potentially influence their social network(s). These findings not only highlight factors that influence opinion leadership regarding advocacy of environmental behaviors, but also offer insights as to how future campaigns can work with these groups to promote prevention strategies.
17 pages., via online journal article, The Sustainable Forestry and African American Land Retention
Program (SFLR) was launched in 2012 to increase adoption of sustainable forestry practices among African American landowners in
the southeastern United States to prevent land loss, increase forest
health, and build economic assets. One of its main goals was to
build communication networks through which African American
landowners could obtain and share information about forestry practices and landowner assistance programs independent of public agencies. To measure and examine the growth of these communication
networks over a three-year period (2014-2017), we conducted 87
interviews with landowners (24 of whom were interviewed multiple
times), SFLR personnel, and Federal and State staff members in
North Carolina. We used complementary methods of data gathering
and analysis, including social network analysis and qualitative analysis. Our results showed expanding communication networks will be
sustained independently of the program over time, although there is
still a heavy reliance on program personnel.
