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    Start Over Subject Term communication analysis Subject Term environmental communication Subject Term public attitudes

    2. Following the leader: using opinion leaders in environmental strategic communication

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Dalrymple, Kajsa E. (author), Shaw, Bret R. (author), and Brossard, Dominique (author)
    Format:
    Online journal article
    Publication Date:
    2013-09-17
    Published:
    USA: Taylor & Francis
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10143
    Journal Title:
    Society & Natural Resources
    Journal Title Details:
    (26)12: 1438-1453
    Notes:
    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.