fire study
TRANSCRIPT
Fuel Reduction Fuel Reduction Communication Strategies Communication Strategies
for Land Managers for Land Managers Carin E. Vadala, Robert D. BixlerCarin E. Vadala, Robert D. Bixler
Jeffrey J. BransfordJeffrey J. Bransford
Thomas A.WaldropThomas A.WaldropThis study was funded by the Southern Research Station, This study was funded by the Southern Research Station,
Center for Forest Disturbance Science Research Work UnitCenter for Forest Disturbance Science Research Work Unit
IntroductionIntroduction
Increasing need for public involvement in Increasing need for public involvement in management decisions management decisions (Shindler & Mallon 2006)(Shindler & Mallon 2006)
Social science aspect of ecosystem Social science aspect of ecosystem management management Public involvement in decision makingPublic involvement in decision making Social considerations of understanding ecosystems (Endter-Social considerations of understanding ecosystems (Endter-
Wada, Blahna, Krannich & Brunson 1998)Wada, Blahna, Krannich & Brunson 1998)
Importance of communication with Importance of communication with stakeholders on fuel reduction techniquesstakeholders on fuel reduction techniques
Literature ReviewLiterature Review
Stages of Communication Stages of Communication (Ajzen 1992)(Ajzen 1992) include include:: Source CredibilitySource Credibility Characteristics of persons Characteristics of persons
demographics, attitudes of people in fire prone areas, knowledge of demographics, attitudes of people in fire prone areas, knowledge of forest and fire ecology, agencies, and ecological and aesthetic forest and fire ecology, agencies, and ecological and aesthetic perceptions of fuel reduction techniques perceptions of fuel reduction techniques (Shindler & Neburka 1997; Toman, (Shindler & Neburka 1997; Toman, Shindler & Brunson 2006; Toman, Shindler & Reed 2004) Shindler & Brunson 2006; Toman, Shindler & Reed 2004)
Channel of delivery Channel of delivery multiple approaches are neededmultiple approaches are needed Local fire departments, main stream media Local fire departments, main stream media (Brunson & Shindler 2004; (Brunson & Shindler 2004;
McCaffrey 2004; Shindler & Toman 2003; Toman, Shindler & Brunson 2006)McCaffrey 2004; Shindler & Toman 2003; Toman, Shindler & Brunson 2006)
Situational FactorsSituational Factors Have a role in local fire planningHave a role in local fire planning Creating defensible space around their homes Creating defensible space around their homes (McCaffrey 2004)(McCaffrey 2004) Use of fuel reduction techniques Use of fuel reduction techniques (Brunson and Shindler, 2004)(Brunson and Shindler, 2004)
Message ContentMessage Content
Literature ReviewLiterature Review Studies of public support and knowledge Studies of public support and knowledge
have concentrated in the Pacific have concentrated in the Pacific Northwest Northwest (Shindler & Neburka 1997; Toman, (Shindler & Neburka 1997; Toman, Shindler & Brunson 2006; Toman, Shindler & Reed Shindler & Brunson 2006; Toman, Shindler & Reed
2004)2004) Little is known in the southern Little is known in the southern
Appalachian region except from the Appalachian region except from the perspective of land managers perspective of land managers (Haines et al (Haines et al 2001)2001)
Problem StatementProblem Statement
The purpose of the study was to identify The purpose of the study was to identify segments of stakeholders involved with forest segments of stakeholders involved with forest issues in the southern Appalachian Mountains issues in the southern Appalachian Mountains based on visual preferences for managed areas, based on visual preferences for managed areas, knowledge, and attitudes about outcomes of knowledge, and attitudes about outcomes of fuel reduction. Then further describe each fuel reduction. Then further describe each segment in ways that help forest managers segment in ways that help forest managers contact and communicate effectively with contact and communicate effectively with them.them.
MethodsMethods
Sampling designed to encourage participation Sampling designed to encourage participation from interested individuals onlyfrom interested individuals only
Surveyed homeowners, recreationists, interest Surveyed homeowners, recreationists, interest groups.groups.
Initial contact made by mail or internet with Initial contact made by mail or internet with one reminder.one reminder.
Final sample size was 640Final sample size was 640 Cluster analysis used to identify segmentsCluster analysis used to identify segments Additional variables tested across segmentsAdditional variables tested across segments
Results Results Characteristics the three Segments were Characteristics the three Segments were
based on:based on:Categories/Variables (reliability score)
Let NatureTakes itsCourse(LNTC)
Managementfor Human
Benefits(MHB)
Visually Appealing
(VA)
Knowledge of SouthernAppalachian Ecology andFuel Reduction Effects
Medium-.20
High.82
Low-.57
Changes/AcceptabilityFactors
--Decreased soil and waterqualities (.60)
Low-.30
High.31
Medium.08
--Reduction in rhododendron,mountain laurel,wildflowers (.84)
Low-.45
High.83
Medium-.23
Changes/AcceptabilityFactors
LNTCLNTC MHBMHB VAVA
--Improve habitat for non-game animals (.88)
High.41
High.52
Low-1.1
--Easier to see and walk through the forests, new plant growth (.75)
Low-.77
High.87
Medium.12
--Prevent damage from wildfires to property (.83)
Low-.53
High.52
Medium.10
--Residual burn marks on trees and reduced air quality (.78)
Low-.41
High.98
Low-.48
--Improve game habitat, turkey, deer, trout and increase blueberry shrubs (.69)
Low-.11
High.36
Low-.21
--Increase standing dead and downed trees (.78)
Medium.24
High.38
Low-.61
The Segments cont.The Segments cont.
Perceptual evaluation (photo preference scales)
LNTCLNTC MHBMHB VAVA
Charred areas evident with sprouting stumps, moderate visibility (.85)
Medium-.01
High.37
Low-.33
Forest floor with rhododendron , limited visibility (.68)
High.43
Medium-.02
Low-.48
Deep visual penetration, smooth ground surfaces (.72)
Low-.06
High.23
Low-.14
The Segments cont.The Segments cont.
Too Summarize…Too Summarize…
Three robust groups of involved publics were Three robust groups of involved publics were identifiedidentified
Let Nature Take ItsLet Nature Take Its CourseCourse—Prefer—Prefer visually untouched areas, visually untouched areas, intolerant of change, dislike change in species composition .intolerant of change, dislike change in species composition .
Management for HumanManagement for Human BenefitsBenefits—Prefer visually open —Prefer visually open woods with deep visual penetration, management induced woods with deep visual penetration, management induced change acceptable, high knowledge. change acceptable, high knowledge.
Visually AppealingVisually Appealing—Low knowledge, preferring perceptually —Low knowledge, preferring perceptually pleasing forests. pleasing forests.
……Now, what else do they believe and where and how to Now, what else do they believe and where and how to communicate with them? communicate with them?
Variable (reliability score) Variable (reliability score) LNTCLNTC MHBMHB VAVA FF
Uses of forests for economic and utilitarian Uses of forests for economic and utilitarian benefits (.84) benefits (.84)
LowLow
-.53-.53aa
HighHigh
.63.63bb
MediumMedium
.06.06c c
58.1758.17
Limit management of forests (.65)Limit management of forests (.65) HighHigh
.45.45aa
LowLow
-.51-.51bb
MediumMedium
.07.07cc
46.0746.07
Forests managed through fire or accidental Forests managed through fire or accidental fires are less enjoyable (.68)fires are less enjoyable (.68)
HighHigh
.34.34aa
LowLow
-.63-.63bb
HighHigh
.28.28aa
57.9057.90
Support for government management of Support for government management of forests (.75)forests (.75)
LowLow
.41.41aa
HighHigh
.59.59bb
LowLow
-.20-.20aa
46.98 46.98
Prefer federal government management over Prefer federal government management over state (.86)state (.86)
HighHigh
.36.36aa
MediumMedium
-.07-.07b b
LowLow
-.31-.31bb
7.59 7.59
Attitudes: Management of ForestsAttitudes: Management of Forests
abc Means with different superscripts are significantly different.
Recreation Activities (reliability score)
LNTC MHB VAVA F
Deer, turkey, bear hunting and fishing (.87) Low-.36a
High.45b
Medium.01c
35.67
Tent camping, backpacking, kayak, canoe, mountain biking (.75)
High.27a
High.20a
Low-.49b
35.91
Wildlife watching, photography, birding, wildflowers (.76)
High.27a
High.10a
Low-.42b
27.14
Recreational driving to view scenery and RV camping (.68)
Low-.24a
High.11b
High.18b
10.62
Collecting edible berries, herbs or mushrooms (.78) High.04a
High.21a
Low-.25b
9.73
Trail running, geocaching, orienteering (.68) High.19a
High.06a
Low-.33b
9.68
Horseback riding on trails -.02 -.03 .06 .428
Preference: Recreation ActivitiesPreference: Recreation Activities
abc Means with different superscripts are significantly different.
LNTC MHB VAVA F
Rating of the health of Southern Appalachian Forests
Medium-.002ab
High.14a
Low-.15b
3.74
Rating of the health of Southern Appalachian Forests in your area
.03 .08 -.11 1.7
Attention paid to forest issues or problems
Medium.03a
Low-.38b
High.31c
24.15
How well informed about forest conditions in Southern Appalachians
Medium.09a
Low-.45b
High.29c
29.06
How often are visits made to forests in Southern Appalachians
Medium-.03ab
Low-.09a
High.13b
2.37
Priority to environmental or economic conditions
Low-.51a
High.24b
High.39b
53.21
Attention Paid to, and Perception of Attention Paid to, and Perception of Forest HealthForest Health
abc Means with different superscripts are significantly different.
Segment (Expected) Chi-Square Phi
LNTC MHB VAVA
Have you heard ofMechanical Fuel Reduction
Yes 98 (109) 133 (96) 71 (98) 52.02* .31
No 95 (84) 37 (74) 102 (76)
Support of Prescribed fire or Mechanical Fuel Reduction
Yes 115 (149)
149 (119) 126 (122) 63.79* .35
No 82 (48) 8 (38) 36 (40)
Awareness and Support of Fuel Awareness and Support of Fuel ReductionReduction
*p<.01
Club and Organization MembershipClub and Organization Membership
Segment (Expected) Chi Square
Phi
Type of club/organizationType of club/organization LNTC MHB VAVA
Timber or other forest products
Yes 39 (54) 77 (42) 27 (47) 54.28* .31
No 176 (161) 92 (127) 159 (139)
Hunting Yes 47 (71) 88 (56) 53 (61) 40.01* .26
No 169 (145) 84 (116) 134 (126)
Historical/cultural preservation
Yes 63 (54) 50 (44) 32 (47) 9.57* .13
No 151 (160) 121 (128) 153 (138)
Environmental preservation Yes 128 (91) 66 (70) 46 (78) 48.86* .29
No 89 (126) 101 (97) 140 (108)
*p<.01
Club and Organization Club and Organization Membership cont.Membership cont.
Segment (Expected) Chi Square
Phi
Type of club/organizationType of club/organization LNTC MHB VAVA
Environmental conservation
Yes 134 (118) 126 (95) 54 (101) 75.29* .36
No 82 (98) 48 (79) 131 (84)
Hiking clubs Yes 85 (59) 35 (47) 37 (51) 25.47* .21
No 129 (155) 135 (123) 149 (135)
Fishing Yes 52 (64) 70 (51) 50 (57) 14.94* .16
No 159 (147) 97 (116) 137 (130)
*p<.01
DemographicsLNTC MHB VA F
Year of Birth
Younger1957a
Younger1957a
Older1952b
7.47
Yearly income
High3.94a
High3.99a
Low3.12b
16.49
Education High12.37a
High12.77a
Low10.12b
48.55
Segment Chi Square
Phi
LNTC MHB VA
Male 141 (154) 145 (128) 127 (131) 14.51* .16
Female 66 (53) 26 (44) 49 (45)
Taken more than four biology courses in college
Yes 61 (77) 102 (65) 20 (41) 60.78* .37
No 123 (107) 53 (90) 78 (57)
*p<.01
Demographics cont. Segment Chi Square
Phi
LNTC MHB VA
Current home located
In a city 33 (27) 22 (22) 16 (22) 24.26* .21
In a small town
47 (41) 39 (34) 22 (34)
On a farm 16 (20) 15 (17) 23 (17)
In a suburb
30 (28) 29 (23) 15 (23)
In the country
76 (87) 64 (73) 91 (72)
Livelihood dependent on timber
Yes 23 (34) 47 (29) 22 (29) 20.70* .20
No 178 (167) 122 (140) 151 (144)
Livelihood dependent on special forest products
Yes 12 (20) 26 (17) 16 (17) 8.97* .13
No 186 (178) 143 (152) 157 (156)
*p<.01
Least preferred utilitarian uses of the forestLeast preferred utilitarian uses of the forest Was less likely to support government management of forests, Was less likely to support government management of forests,
yet preferred federal over state managementyet preferred federal over state management camping, kayaking, canoeing, backpacking, mountain biking, camping, kayaking, canoeing, backpacking, mountain biking,
geocaching, trail running, and orienteering as well as wildlife geocaching, trail running, and orienteering as well as wildlife watching, bird watching, viewing wildflowers and nature watching, bird watching, viewing wildflowers and nature photography photography
Visited often, tended to rate the forests of Southern Visited often, tended to rate the forests of Southern Appalachian as moderately healthy, pay moderate attention to Appalachian as moderately healthy, pay moderate attention to and being moderately informed about the forest conditions and being moderately informed about the forest conditions
Members of historical, cultural, environmental and Members of historical, cultural, environmental and preservation groupspreservation groups
Let Nature Take its CourseLet Nature Take its Course
Management for Human BenefitsManagement for Human Benefits
Preferred that forests be managed for Preferred that forests be managed for economic/utilitarian benefits but also non-game economic/utilitarian benefits but also non-game wildlifewildlife
““People should have more respect for forests” People should have more respect for forests” Prefer forest management by state governmentPrefer forest management by state government Fishing and hunting deer, turkey and bear and scored Fishing and hunting deer, turkey and bear and scored
high on many other activitieshigh on many other activities Paid little attention but believe forest is relatively Paid little attention but believe forest is relatively
healthyhealthy Most likely to have heard of mechanical fuel Most likely to have heard of mechanical fuel
reduction and support it as well as prescribed firereduction and support it as well as prescribed fire
Visually AppealingVisually Appealing Moderate in preferences of economic benefits and Moderate in preferences of economic benefits and
limiting forest managementlimiting forest management Least support of government management and Least support of government management and
preferred state management over federalpreferred state management over federal Potentially enjoy the forest less if they knew that a Potentially enjoy the forest less if they knew that a
fire had occurred, regardless of whether the fire was fire had occurred, regardless of whether the fire was prescribed or accidentalprescribed or accidental
Recreational driving, RV camping and horseback Recreational driving, RV camping and horseback riding riding
Believe they are highly informed about forest Believe they are highly informed about forest conditions but are not.conditions but are not.
Visited forests more often Visited forests more often
Fuel ReductionFuel Reduction
Detailed description of knowledge, attitudes and Detailed description of knowledge, attitudes and values of interested publics values of interested publics
Public support of fuel reduction techniques is variedPublic support of fuel reduction techniques is varied Negative public opinion in the southeastern United Negative public opinion in the southeastern United
States is the top ranked barrier to implementing fuel States is the top ranked barrier to implementing fuel reduction reduction (Haines et al 2001)(Haines et al 2001)
Persuasive communication & trust Persuasive communication & trust Develop an open interactive communication strategy Develop an open interactive communication strategy
(Toman, Shindler & Brunson 2006)(Toman, Shindler & Brunson 2006)
ImplicationsImplications
Judge when and where to use fuel reduction Judge when and where to use fuel reduction techniquestechniques depending on the perceptual characteristics of each depending on the perceptual characteristics of each
technique and who will observe the outcomes technique and who will observe the outcomes Peripheral routes to persuasionPeripheral routes to persuasion
Visually appealing segmentVisually appealing segment Direct routes to persuasionDirect routes to persuasion
Let Nature take Its Course (i.e. nongame issues)Let Nature take Its Course (i.e. nongame issues) Managed for Human Benefit (i.e. both game and nongame)Managed for Human Benefit (i.e. both game and nongame)
Carefully judge who should deliver messages based Carefully judge who should deliver messages based on truston trust
Good luck finding the Visually Appealing Segment!Good luck finding the Visually Appealing Segment!
Questions?Questions?