Wildlife-Based Recreation as Economic Windfall: A Rhetorical Analysis of Public Discourse on Birding

Abstract

Symbolic convergence theory posits that groups of like-minded people use linguistic symbols to construct a shared reality and form rhetorical visions (ways of viewing and communicating about an issue). To see how rhetorical visions might help shape public tourism policy, the authors used fantasy theme analysis to examine 206 Kansas newspaper articles dealing with birding, an increasingly popular form of wildlife-based recreation. The authors found a primary, shared rhetorical vision of birders as a potential economic engine for communities, with statistics playing a critical rhetorical function in support of tourism development. Within the vision, there were 3 primary action themes (i.e., visiting nature, doing business, and conserving) carried out or supported by 6 major character themes (or groups) in 3 primary settings (i.e., nature, developed nature centers, and birding hotspots or destinations). Action and character themes were closely related and money played an important unifying role among all 3 categories of themes. Overlap in character roles may be crucial in spreading the rhetorical vision.

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