Journal article
Following the Leader: Using Opinion Leaders in Environmental Strategic Communication
Society & natural resources, Vol.26(12), pp.1438-1453
12/01/2013
DOI: 10.1080/08941920.2013.820812
Abstract
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.
Details
- Title: Subtitle
- Following the Leader: Using Opinion Leaders in Environmental Strategic Communication
- Creators
- Kajsa E Dalrymple - Water Sustainability Initiative , University of IowaBret R Shaw - University of Wisconsin-Madison ExtensionDominique Brossard - University of Wisconsin-Madison Nanoscale Science and Engineering Center on Templated Synthesis and Assembly at the Nanoscale
- Resource Type
- Journal article
- Publication Details
- Society & natural resources, Vol.26(12), pp.1438-1453
- Publisher
- Taylor & Francis Group
- DOI
- 10.1080/08941920.2013.820812
- ISSN
- 0894-1920
- eISSN
- 1521-0723
- Language
- English
- Date published
- 12/01/2013
- Academic Unit
- School of Journalism and Mass Communication; Public Policy Center (Archive)
- Record Identifier
- 9984083829802771
Metrics
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