Progress 10/10/05 to 09/30/11

Outputs
OUTPUTS: This CRIS project focused on wildlife conservation and environmental communication dealing with (a) climate change and (b) threatened species, through the lens of media analyses and public participation. In Japan, we explored the perceptions of Japanese residents regarding climate change impacts on culturally significant events such as flower timing and traditional cherry blossom festivals. We conducted interviews of stakeholders of cherry blossom festivals and found most organizers were concerned about climate change and its impact on cherry trees, yet unsure of mitigation or adaptation actions. Most managers of festival-dependent businesses believed that global warming is affecting the flower timing of cherry trees, but there were diverse perceptions of climate change impacts on their business. In Chile, we conducted a content analysis of media portrayals of climate change to examine the extent of reporting and the influence of political leaning of the media. We examined newspaper coverage of climate change and found that the liberal newspaper published twice as many articles that were twice as long, with four times as many illustrations about climate change and with more diverse frames than the main conservative paper. We studied how portrayal of carnivores in the media affects public perceptions and support for their conservation. Populations of large carnivores are declining globally. In Japan, we examined media discourse about Asiatic black bears, which are rare, but considered nuisances due to agricultural damage and human casualties. Content analysis of 348 articles in a local and national newspaper revealed that the proportion of negative articles that describe risk of bears increased concomitant with a rise in bear sightings. Local newspaper coverage included more articles about risk from bears, which reflects and influences local residents' perceptions of risk. In Florida, we conducted a content analysis of 513 articles about Florida panthers published from 2003 - 2006 in newspapers with local circulation in core panther habitat in Southwest Florida compared to papers with statewide circulation. Local papers published significantly more and longer articles about panthers, and more often emphasized risks that panthers might harm people, pets, or livestock than statewide papers. Our results are consistent with theory that proximity to risk events influences perceptions and salience of risks posed by large carnivores. To better understand public participation in wildlife management, we conducted a web-based survey of 569 volunteers at the Florida Fish and Wildlife Conservation Commission. A motivation scale based on previous research measured the relative importance of 7 motivations for volunteering: helping the environment (the strongest motivation for FWC volunteers), enhancing personal use of the environment, , engaging in social interactions, having opportunities for learning, being involved in effective projects, expressing values and esteem, and furthering career goals (the weakest motivation for FWC volunteers). Motivations for volunteering varied with age and gender. PARTICIPANTS: Participants and collaborators in this CRIS project included the Florida Fish and Wildlife Commission, U.S. Fish and Wildlife Service, Wildlife Science Center of Japan, Kenya Wildlife Service, and UF Center for Latin American Studies, among others. TARGET AUDIENCES: Target audiences included wildlife agency staff, media representatives, general public, and natural resource volunteers in Florida. Briefing meetings and seminars were provided to disseminate study results and recommendations to the Florida Fish and Wildlife Commission, US Fish and Wildlife Agency staff, and Wildlife Science Center of Japan PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
This research found that culturally significant natural resources should be considered as a factor in people's awareness of climate change. Japanese stakeholders most dependent on income from cherry blossom festivals were the most concerned with the effects of climate change. In Chile, similar to Western countries studied, media portrayal of climate change varied with political leaning. Government sources and conflict frames dominated newspaper coverage, reflecting some similar maturation processes of climate change coverage found in Europe and the United States. Our studies of media coverage of large carnivores resulted in reports and recommendations to wildlife agencies in Japan and Florida in charge of carnivore management to communicate more effectively with media representatives in order to improve public knowledge of carnivores and foster broader perspectives of carnivore management issues. We suggested continued use by the media of agency sources to provide the opportunity for clear, concordant messages about wildlife management. Our publications and final reports were summarized on several private blogs and by non-governmental organizations. Our study of volunteerism was presented as a briefing to the FWC senior managers. The results provided useful data for administrators to make decisions about volunteer management strategies to support an effective volunteer program that numbers several thousand participants and provides several million dollars' worth of people-power to the FWC.

Publications

• Jacobson, S.K., C. Langin, J.S. Carlton, L.L. Kaid. 2011. Content Analysis of Newspaper Coverage of the Florida Panther. Conservation Biology 1-9.
• Solomon, J., S.K. Jacobson and I. Liu. 2011. Fishing for a solution: can collaborative resource management reduce poverty and support conservation Environmental Conservation (September)1-11.
• Sakurai, R., S. K. Jacobson, H. Kobori. R. Primack, K. Oka, N. Komatsu, R. Machida 2011. Culture and climate change: Japanese cherry blossom festivals and stakeholders knowledge and attitudes about global climate change. Biological Conservation 144 (1): 654-658.
• Sakurai, R., G. Ueda., and S. K. Jacobson. (2011). Bears with various meanings recounted in the narratives of local residents: Interviews at Tajima region of Hyogo prefecture (In Japanese with English abstract). Rural Planning 30: 399-404.
• Santiago E.* and S.K. Jacobson (2012). Human-Wildlife Conflict and Environmental Education: Evaluating a Community Program to Protect the Andean Bear in Ecuador. The Journal of Environmental Education, 43:1, 55-65

Progress 10/01/09 to 09/30/10

Outputs
OUTPUTS: We conducted a series of studies to examine the awareness and attitudes of the public toward a variety of risks to biodiversity and human welfare. Studies included surveys involving culture and climate change, with a focus on Japanese cherry blossom festivals and stakeholders' knowledge and attitudes about global climate change. Other studies focused on how media influence public awareness about climate change and biodiversity through what is published, how frequently and through what frames. This research focused on content analysis which compared portrayals of climate change based on media in Chile, and coverage of the Florida panther and risk amplification by the media in Florida. PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
Most global climate change models predict serious ecological and social problems. In Japan, biologists have found climate change is affecting species and ecosystems, including the earlier flowering time of cherry trees which are an important cultural symbol in Japan. Cherry blossom festivals are also important to local economies. This study explored the perceptions of Japanese residents regarding climate change impacts on culturally significant events such as flower timing of cherry trees. Most managers of festival-dependent businesses believed that global warming is occurring and affecting the flower timing of cherry trees, but there were diverse perceptions of global warming impacts on their business. This research found that respondents most dependent on income from cherry blossom festivals were the most concerned with the effects of climate change. In Chile, we examined daily media coverage of climate change through analysis of 20% of the 1,628 articles published in 2003, 2005, and 2007 which included the words "cambio climatico" (climate change) or "calentamiento global" (global warming). We found that government sources and conflict frames dominated both newspapers, reflecting some similar maturation processes of climate change coverage found in Europe and the United States. In Florida, we found newspapers with circulations within core panther habitat provided greater emphasis on risk to humans and livestock than statewide media, indicating the potential for social amplification of risk. These findings will be published in scholarly journals, and will result in recommendations for better communication about risks and conflicts associated with environmental change.

Publications

• Morgan-Brown, T., S.K. Jacobson, Morgan-Brown, T., Jacobson, S. K., Wald, K., Child, B., 2010. Quantitative Assessment of a Tanzanian Integrated Conservation and Development Project Involving Butterfly Farming. Conservation Biology 24, 563-572
• Jacobson, S.K. 2010. Effective Primate Conservation Education: Gaps and Opportunities. American Journal of Primatology 72:414-419.
• Sakurai, R. & S. K. Jacobson. (2010). Assessing the Effectiveness of the Tailored Design Method for Increasing Response Rates of Mail Surveys in Japan. Sociological Theory and Methods. 25(2): 267-274.
• Sakurai, R., S. K. Jacobson, H. Kobori, R. Primack, K. Oka, N. Komatsu, and R. Machida. (2010 in press) Culture and Climate Change: Japanese Cherry Blossom Festivals and Stakeholders' Knowledge and Attitudes about Global Climate Change. Biological Conservation
• Sakurai, R., and S. K. Jacobson. (2010 in press). Evaluation of the Monkey-Persimmon Environmental Education Program for Reducing Human-Wildlife Conflicts in Nagano, Japan. Applied Environmental Education and Communication.
• Sakurai, R. and S.K. Jacobson.(2010 in press). Public perceptions of bears and management interventions in Japan. Human-Wildlife Interactons.
• Jacobson, S.K., J.G. Collomb, and J.S. Carlton. (2010 in press). Human Dimensions of Conserving Wildlife and Sustaining Ecosystems. Section in Foundations of Conservation Biology. Brawn, J., C. Meine, and S. Robinson (Eds) University of Chicago

Progress 10/01/08 to 09/30/09

Outputs
OUTPUTS: We conducted a study on impacts and motivations of environmental volunteers with funding from the Florida Fish and Wildlife Conservation Commission. We developed, conducted, and analyzed quantitative surveys of FWC volunteers, FWC current and potential volunteer supervisors, and FWC senior administrators. We developed three Web-based surveys and conducted statistical analyses on the resulting data. The surveys addressed the awareness, attitudes, opportunities, limitations and barriers to working with volunteers on FWC wildlife conservation projects in Florida. PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: This study provides recommendations to the Florida Fish and Wildlife Conservation Commission to help them make decisions about volunteer management strategies that provide several million dollars worth of manpower. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
We are sharing our findings from the study on impacts and motivations of environmental volunteers in scholarly journals as well as with the Florida Fish and Wildlife Conservation Commission. We reported our findings, based on quantitative analyses of the survey responses, in two stakeholder meetings with the FWC. The first was a presentation and meeting with the FWC Volunteerism Task Force. The second was presented as a briefing to the FWC senior managers. The results provided useful data for administrators to make recruitment, retention, and training decisions about volunteer management strategies to support an effective volunteer program that numbers several thousand participants and provides several million dollars worth of labor.

Publications

• Jacobson, S.K. 2009. Communication Skills for Conservation Professionals. 2nd Edition, Island Press, Washington, DC.
• Sakurai, R. and S.K. Jacobson. 2009. A Review of Public Attitudes toward Bears in Japan. Human Dimensions of Wildlife 14:224-226.
• Eadens, L.M., S.K. Jacobson, T.V. Stein, J.J. Confer, L. Gape, M. Sweeting. 2009. Stakeholder mapping for recreation planning of a Bahamian national park. Society and Natural Resources 22:111-127.

Progress 10/01/07 to 09/30/08

Outputs
OUTPUTS: Within the last decades, successful management interventions have helped the Florida panther (Puma concolor coryi) population in southwest Florida to increase from between 30-50 individuals in 1980 to between 80-100 today. As the human and panther populations have grown, southwest Florida has experienced an increase in human-panther conflicts, including depredations by panthers and panther mortalities due to vehicles (U.S. Fish and Wildlife Service 2006a). These negative human-panther interactions are more likely to obtain coverage in the press (Corbett 1995) than are important obstacles to panther recovery such as habitat loss (U.S. Fish and Wildlife Service 2007) because the incidences are considered to be more newsworthy (Siemer et al. 2007). Media coverage of negative events can amplify the risk that people perceive from a species, potentially reducing public support for conserving the species (Gore et al. 2005, Kahneman and Tyersky 1984, Riley & Decker 2000, Smithem 2005). Additionally, media "framing", or the process of emphasizing or deemphasizing certain aspects of a story, can set the parameters for public discourse about controversial issues (Entman 1991). Therefore, agencies charged with managing panthers and public safety must be concerned with how the media frames panther issues. This study examined the extent and type of newspaper coverage of Florida panthers in Florida. We analyzed 513 panther-related articles published between January 2003 and July 2006 in two papers with local circulation and three papers with statewide circulation. The contents of the articles were coded for type of newspaper (local or statewide), type of article (news or editorial or letter), whether panthers were the primary or the secondary subject of the article, length, dateline location, author, adjectives used to describe panthers, areas of emphasis, presence and description of photographs, presence of educational insets, use of episodic (focusing on specific instances) or thematic (focusing on general trends) frames, the affiliation of quoted sources, and claims made by those sources relative to support for panther recovery. Additionally, press releases from governmental agencies were reviewed and coded for topic to provide context and a base for comparison. The most important points of emphasis in the aggregated articles were land development and human population expansion (30% of articles) and public lands management (19%). Less common points of emphasis included risks to people, livestock, and pets (8% of articles), community events or education (7%), panther recovery efforts (7%), biology (6%), regulations or policy (6%), disputed panther science (5%), private panther exhibits or attractions (4%), and Florida plants and wildlife (1%). Miscellaneous other topics comprised 5% of the articles. The most common sources quoted in primary news stories were from the federal government (in 37% of local articles and 48% of statewide articles), Florida state government (in 33% of local articles and 24% of statewide), and environmental groups (in 30% of local articles and 21% of statewide). PARTICIPANTS: This project involved two graduate students, Cynthia Langin and J. Stuart Carlton, who were partially supported by grants for this work, as well as several undergraduate assistants. TARGET AUDIENCES: This was a research study to better understand media coverage of wildlife in Florida. The government agencies involved with wildlife management will be able to examine and improve their media communications based on our findings. PROJECT MODIFICATIONS: None

Impacts
The results from this study will help wildlife managers to anticipate the responses of different media outlets to management interventions and human-panther interactions and to target outreach accordingly to reduce biased or inaccurate reporting and increase message salience in both panther outreach and in other human-wildlife conflict issues. Both local and statewide papers tended to evaluate risks from panthers as low, suggesting that increases in pet and livestock depredations are not leading to inflated claims about risk in news coverage. This suggests that, at the current time and at the current level of human-panther interaction, dissemination of information about panther depredations to the media is sufficient. As government agencies are well aware, efforts to educate residents residing in panther habitat about living safely with panthers must continue in order to maintain actual and perceived low levels of risk from panthers. There are several steps that agencies can take to improve their panther media campaigns. Given that the overwhelming majority of Florida residents will never encounter a panther, it is important to emphasize to residents the link between panther recovery, habitat conservation and healthy ecosystems, and how residents' actions can affect these. This message may be effectively communicated using panthers as a flagship species for habitat preservation generally - but this message must motivate people to take actions such as being aware when in panther habitat, supervising their pets or livestock to decrease conflict, or supporting land conservation initiatives to protect wild lands in the future if adequate panther habitat will be maintained. Both local and statewide papers quoted federal and state wildlife officials most often, indicating that reporters believed them to be the most appropriate or reliable source for information about panthers. Indeed, government officials are often considered a trustworthy and reliable source, particularly for technical information. This fact works to agency advantage and may help wildlife agencies to promote positive messages about panther recovery. Agencies need to provide updated photos with positive images of panthers. A snarling adult panther in an aggressive stance may be more likely to intimidate readers and contribute to a negative perception of panthers. Agencies must be aware of the subtext inherent in any photo accompanying a news story or press release. Finally, the complexity of trying to recover a large, legally protected carnivore in an area subject to increasing human immigration means that people are likely to have mixed views of panthers. Natural resource agencies should communicate positive instances where panther recovery succeeds in concert with other social goals. While this study focused on newspaper coverage, it is important to use several different methods to reach target audiences. Using a variety of media channels, such as television, radio, Web sites, local newsletters, email lists, and public meetings can reinforce agency messages, add credibility, and reach more people.

Publications

• Jacobson, S.K., and M.D. McDuff. (2008) Communication as an Effective Management Strategy in a Diverse World. In: Wildlife and Society in the 21st Century (Eds. D. Decker et al. Island Press, Washington, D.C.
• McDuff, M.D., G. S. Appelson, S. K. Jacobson, and G. D. Israel. (2008) Watershed Management in Florida: Public Knowledge, Attitudes, and Information Needs. Lake and Reservoir Management 24:47-56.
• Jacobson, S.K., M. D. McDuff, and M. C. Monroe (2007) Promoting Conservation through the Arts: Outreach for Hearts and Minds. Conservation Biology 21:7-10

Progress 10/01/06 to 09/30/07

Outputs
OUTPUTS: Less than 100 panthers remain in the state of Florida, and this small population is increasingly threatened by habitat loss and degradation resulting from continued human expansion into core panther habitat in Southwest Florida. Human dimensions research is critical for addressing the social obstacles to panther recovery. To better understand intention to act in support of or opposition to panther recovery efforts, a telephone survey was conducted during March 2007 on a stratified random sample of 802 Florida residents. Strata were defined based on (1) location in core panther habitat (Southwest Florida) or a potential translocation site (South Central Florida) and (2) rural/urban setting. PARTICIPANTS: Participants included my graduate students. TARGET AUDIENCES: Target audiences for the survey on public attitudes toward Florida panthers includes Southwest Florida residents, the US Fish and Wildlife Service and the Florida Fish and Wildlife Conservation Commission.

Impacts
Results of the survey suggested the following communications recommendations for outreach to the public: (1) use positive consequences of panther protection to design effective messages for a broad audience, (2) address knowledge gaps identified by this study (e.g., the number of panthers remaining), (3) develop a strategy to inform new Florida residents about panthers, (4) tie panther recovery to a broader campaign to protect natural lands, and (5) foster trust through consistent, transparent communication with those likely to be affected by any panther management intervention. These findings will be reported to government agencies and NGOs working on panther recovery.

Publications

• Engels, C.A. * and S. K. Jacobson. (2007) Evaluating Long-term Impacts of the Golden Lion Tamarin Environmental Education Program in Brazil. Journal of Environmental Education 38(3):3-14.
• Morris, J.K., Jacobson, S.K., Flamm, R.O. 2007. Lessons from an Evaluation of a Boater Outreach Program for Manatee Protection. Environmental Management 40:596-602.
• Solomon, J. *, S.K. Jacobson, K.D. Wald, and M. Gavin. (2007) Estimating Illegal Resource Use at a Ugandan Park with the Randomized Response Technique. Human Dimensions of Wildlife 12:75-88.

Progress 10/01/05 to 09/30/06

Outputs
Participatory methods engaged key stakeholders in park outreach, education, and recreation planning for Abaco National Park, Bahamas. The goal is to protect the endangered Bahama parrot and pineland habitat, and to increase the flow of benefits from the park to Abaco residents and visitors. We conducted a programmatic needs assessment using a nominal group technique to collect data from six stakeholder groups: neighboring residents, community leaders, environmentalists, teachers, hunters, and tourism industry representatives. Each meeting explored opportunities and threats to the park and consisted of six stages: (1) presentation of issue, (2) individual reflection and brainstorming, (3) documentation of ideas, (4) consolidation of ideas, (5) ranking of ideas, and (6) compilation of results. Subsequent group meetings developed a vision statement for the park and involved group members in participatory mapping to spatially identify current and desired future recreational uses.

Impacts
Results of our work with stakeholders were integrated with ecological information to provide managers in the Bahamas with priority strategies and content for materials targeting teachers, local communities, and the tourism industry. Mapping exercises provided preliminary data for further recreation planning and regulatory decisions. Effective outputs, such as environmental brochures and a teachers' wildlife resource guide, and positive outcomes, such as engaged stakeholders, demonstrate the efficacy of group techniques as tools for managers to involve stakeholders in the decision-making process.

Publications

• Jacobson, S.K., M. McDuff, and M. Monroe. 2006. Conservation Education and Outreach Techniques. Oxford University Press. UK. 460 pp.
• Jacobson, S.K., M. D. McDuff, and M. C. Monroe (2006) Promoting Conservation through the Arts: Outreach for Hearts and Minds. Conservation Biology.
• Jacobson, S.K., J. Morris, J. Sanders, E. Wiley, M. Brooks, R. Bennetts, H. Percival, and S. Marynowski, 2006. Understanding Barriers to the Implementation of an Adaptive Land Management Program. Conservation Biology. 30:1516-1527.
• Masozera, M.K, J.R Alavalapati, S.K Jacobson, and R.K. Shrestha (2006) Assessing the suitability of community-based management for the Nyungwe Forest Reserve, Rwanda. Forest Policy and Economics. 8:206-216.