I remember a few months ago I was explaining to a colleague my reasons for spending time weekly on a blog for NAI. First, of course, was to keep the word of my book and its related research “out there”. But another reason was to sometimes “stir up the pot” with particular entries that I believe are healthy for the field to read…generally information / stances that can be sometimes in contrast with mainstream NAI thought or philosophy.
Well…last week’s entry certainly did that!
When the unquestionable leader of our field, Dr. Sam Ham, sends a response – from the Galapagos no less – something must have struck a chord! So the purpose of this entry is to address some of the observations and concerns (see comments section) that were noted by Lisa Brochu, Tim Merriman, and, of course, Dr. Ham. [Please note - I am going to break one of my unwritten rules of my blog philosophy and make this a bit longer than normal.]
Some Thoughts to the Reactions
Thought Number One
And possibly the most important to clarify – my statement regarding the improbability of interpretation to impact environmental behavior is focused on LONG TERM BEHAVIOR. My interest in longitudinal impact coincides with our profession’s historical and continued interest in this goal [Chapter four of my book, Applied Interpretation, goes into full detail regarding this position as well as a brief overview in a few of my entries including Successful Strategies for Environmental Interpretation.]
Thought Number Two
The visitor behavior that Tim and Sam are referring to that has been proven to occur – which I have no disagreement with – relates to SHORT TERM or on-site visitor adjustments. For example, the studies / projects that were mentioned by Tim and Sam included the following:
Decrease littering
Deterring wildlife feeding
Keeping dogs leashed
Acquiring donations on cruise ships
All of these actions – particularly the latter -are important on site behaviors to influence. But – to reiterate my position – my interest has always been the influence of interpretation long after the program was completed. Can it have the impact that seeing the movie Jaws did – and by the way, good luck finding an interpretive experience that would rival that masterpiece of a movie! Or can it change ones’ life as Lisa and Sam noted in their responses?
Thought Number Two and a Half
Before I move onto to my third thought I would like to address a topic that Tim and Sam brought up and is certainly a crucial aspect to the Theory of Planned Behavior (TPB) – salient beliefs of a visitor. Sam has noted in much of his work related to TPB that accurately identifying visitor’s beliefs are crucial. As he states in a recent report, “If you identify beliefs that are not in fact salient to the behavior you want to promote, then your messages will miss the mark and you can expect little improvement over the status quo.” Through his work he has been extremely successful in targeting beliefs through his front loading of his studies and his surveys that he has conducted on visitors’ beliefs toward particular park behaviors.
HOWEVER, his exceptional work runs counter to what I would consider the norm where an interpretive venue has had little time or resources to have an accurate read on the salient beliefs of its visitors. I have noted my frustrations with this through consistent observations of a lack of a constructivist approach to interpretive programs. See ‘One Way’ versus ‘Two Way’ Interpretation. In other words, if we are not asking what the visitors are thinking than how do we know what they believe?
Thought Number Three
Thankfully for our field both Lisa and Sam had interpretive “encounters” that motivated them to devote their careers to our profession. However, there is a solid body of research (Tanner, Chawla. Peterson …) that shows this episodic influence is much less common of an influence in behavior change than long term experiences with parents or peers in the outdoors. This is more fully developed in Chapter Four of Applied Interpretation and touched on briefly in my entry Experiences that DO Promote Lifelong Stewardship.
Along with this research comes a sobering national study of influences on utilizing the outdoors (a crucial variable to environmental sensitivity). This study, conducted in 2009, interviewed over 40,000 individuals nationwide on a variety of outdoor topics including influences on going outdoors. The results were very similar to the ranking of influences found by Chawla and others. Their findings stated:
Most youth are introduced to outdoor activities by parents, friends, family and relatives. As outdoor participants age, the parents’ role in their participation diminishes, and friends gain an increasingly influential role. Self-motivated individuals (those not influenced to participate in outdoor activities by anyone but themselves) also emerge in young adulthood. Few youth ages 6 to 17 cite the media, experienced mentors or outdoor education programs as motivations to begin participating in outdoor recreation. (Outdoor Foundation, 2009)
Not exactly what we may want to hear but I believe our profession must gain a PRAGMATIC view of what we can and cannot do when it come to changing long term environmental behavior. Yes – there is no question that there is a myriad of studies – including Sam’s – that shows we can change on-site / short term behavior which is certainly important. But are those interpretive experiences or media able to influence a human’s behavior long term?
Here is where Tim and I certainly agree…we need to keep studying to find out if it actually can!
Thought Number Four
Enough thinking for one entry – so stay tuned.
PS – Hope your enjoying the Galapagos Sam!
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