Journal of Mass Communication & Journalism

John Fraser

Publications

• Research Article
  Conversion Aversion: Environmental Learning and PBS Viewer Preferences
  Author(s): John Fraser, James W Baxter, Jeffrey White, Rupanwita Gupta and Victor YoccoJohn Fraser, James W Baxter, Jeffrey White, Rupanwita Gupta and Victor Yocco
  
  Public Broadcasting System (PBS) television plays a unique role in informal learning for the US public. The network is generally perceived as one of the most reliable sources for information and has established itself as a primary distributor of natural history documentaries. Despite this long history, there is little survey data on what motivates viewership or how nature documentary viewing relates to environmental values, lifestyle choices, and learning outcomes. This article reports on a study of Californian PBS viewers’ environmental identity, values, patterns of visiting parks, reactions to the desirability of a series of nature program scenarios, and their reasons for these reactions. Results revealed that viewers who had visited a park or viewed another nature program in the past two years were more likely to watch PBS programs on environmental topics irrespective of the .. Read More»
  DOI: 10.4172/2165-7912.1000225

  Abstract PDF