Mass media and park management: Reaching the public beyond the park boundary

Summary Mass media can be used to reach a large audience, create knowledge and spread information, and lead to changes in attitudes. Newspapers, radio and television offer a valuable mechanism for parks and preserves to influence the public beyond their boundaries. With the park system in Sabah, Malaysia, a series of newspaper articles with the goal of increasing public interest in parks was developed. Although lack of prior data precluded an assessment of changes in park visitation rates, secondary effects such as calls from politicians and the business community, suggested tha print media is an effective way of reaching specific audiences with environmental messages in Sabah. Furthermore, the parks can serve a useful service by providing environmental information to the public. A survey of mass media in Sabah revealed a weekly average of only two newspaper articles and one hour of television viewing time devoted to natural resource conservation issues.Dr Susan K. Jacobson is Coordinator for the Program for Studies in Tropical Conservation in the Department of Wildlife and Range Sciences at the University of Florida. The paper describes research which she undertook in Sabah, Malaysia.