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

摘要: Media has been documented to significantly impact children and adolescents’ behavior, attitudes, cultural norms, identity development, normative behaviors. We conducted a content analysis of three waterfowl hunting videos determine what images words were being conveyed hunters, mail survey Illinois hunters test how age may influence viewing media. In particular, we hypothesized that: 1) will whether have watched media, 2) often watch them. Overall, 82% had Age influenced them; younger more likely the media them often. watching also hunters’ expectations, their as hunter, perception number birds they harvest when compared others. Results suggest that influences identity, all which play an important role in manage for future. 1.0 Introduction Each year, approximately 1 million engage United States (Raftovich, Wilkins, Williams, Spriggs, & Richkus, 2011). The traditional method recruitment into is through family member (Bissell, Duda, Young, 1998). However, with increased urbanization aging hunter population (Boxall, Watson, McFarlane, 2001) there decline recruitment. Simultaneously, nation’s affinity increased. For example, just one year (2010-2011) TV viewership 22 minutes/month/person (Nielsen Company 2011); (2-11 years old) 117 hours per month beginning 2011, adults (18-34 131 month. Many entrepreneurs perceived market segment exists production videos/shows (hereafter referred media). What these convey viewers never empirically measured; who effects on unknown. 2.0 Methods best-selling DVDs States. used program Express Scribe (version 5.4) view manually convert audio text; inaudible coded “inaudible.” Converted text was reviewed by primary author where corrections made. recorded several variables analysis: minute, percent movie engaged shooting, mean length shooting scene, shots taken scene (1-3, 410, >10), harvested 4-10, >10). To most movie, QDA Miner 4) WordStat 6.1.4). applied English exclusion function WordStat, remove little semantic value (pronouns, conjunctions, etc.). coordinated study hunters. A pre-season duck sent randomly between August October 2011 12,000 either purchased state stamp or registered migratory bird under Harvest Information Program. Hunters mailed questionnaire (8 pages), cover letter, stamped return envelope followed 14 days later reminder/thank you postcard. Successive waves questionnaire/postcard total questionnaires two postcards (Dillman, Smyth, Christian, 2009). returned post-season survey, attempted measure expectations satisfaction seasons; same mailing schedule survey. hypothesized: (H1), (H2), frequency Additionally, measured