Date of Award


Degree Type


Degree Name

Master of Forestry (MF)




A comparison of three mass media ( TV, radio and newspaper) was made to find which would be more effective at communicating forestry information to young people. The field study was conducted at Nacogdoches, Lufkin, and Kilgore High Schools in East Texas. Questionnaires given to students before and after exposure to six media spots tested forestry knowledge and attitudes. One spot in each medium presented a hardsell threat approach, the other a softsell-humorous approach. A final questionnaire measured student preferences of the media. Analysis of data indicated newspaper and TV to be the most effective media, with radio less effective. Both approaches were effective in newspaper, with softsell-humorous better in TV and radio. Recommendations include the use of newspaper and TV for primary public relations efforts and radio for a supplemental role. Both approaches should be used with newspapers, but softsell appears best for TV and radio.



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