Communicating in the public sphere: attitudes toward different public instructional communication methods

Abstract

An effective response to global environmental challenges requires analysis of communication patterns, processes and approaches. In addition, improving communication through emerging information and communication technologies (ICT) also must be explored. Understanding recipients’ perception of the innovations used in information diffusion is also necessary. This study, using a sample of 120 subjects, examined attitudes of leaders of community-based natural resources organizations toward two approaches used in public instructional communication in the Okavango Delta, Botswana. The quasi-experimental study also explored the effect of demographic variables on subjects’ attitudes. The results demonstrated more favorable attitudes toward the visualized method than the traditional verbal method, suggesting subjects’ preference and acceptance for the visualized public instructional communication approaches. Results also indicated a differential effect of age on attitude toward methods of communication. The results of the study highlight the importance for practitioners to use integrated communication approaches in the public sphere. Suggestions for future research are offered.