Abstract

Abstract

Media has been documented to significantly impact children and adolescents’ behavior, attitudes, cultural norms, identity development, and normative behaviors. We conducted a content analysis of three waterfowl hunting videos to determine what images and words were being conveyed to hunters, and a mail survey of Illinois waterfowl hunters to test how age may influence viewing of waterfowl hunting media. In particular, we hypothesized that: 1) age will influence whether hunters have watched waterfowl hunting media, and 2) age will influence how often hunters watch them. Overall, 82% of waterfowl hunters had watched waterfowl hunting media. Age influenced whether hunters, and how often hunters, had watched them; younger hunters were more likely to have watched the media and watched them significantly more often. Media watching also influenced hunters’ expectations, their identity as a waterfowl hunter, and their perception of the number of birds they harvest when compared to others. Results suggest that media influences waterfowl hunters’ expectations, identity, and behavior, all of which play an important role in how we will manage for waterfowl hunters in the future.

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Apr 1st, 12:00 AM

Messaging, Marketing, and Identity: Content Analysis of Waterfowl Hunting Videos

Abstract

Media has been documented to significantly impact children and adolescents’ behavior, attitudes, cultural norms, identity development, and normative behaviors. We conducted a content analysis of three waterfowl hunting videos to determine what images and words were being conveyed to hunters, and a mail survey of Illinois waterfowl hunters to test how age may influence viewing of waterfowl hunting media. In particular, we hypothesized that: 1) age will influence whether hunters have watched waterfowl hunting media, and 2) age will influence how often hunters watch them. Overall, 82% of waterfowl hunters had watched waterfowl hunting media. Age influenced whether hunters, and how often hunters, had watched them; younger hunters were more likely to have watched the media and watched them significantly more often. Media watching also influenced hunters’ expectations, their identity as a waterfowl hunter, and their perception of the number of birds they harvest when compared to others. Results suggest that media influences waterfowl hunters’ expectations, identity, and behavior, all of which play an important role in how we will manage for waterfowl hunters in the future.