ABSTRACT

The term "diverse cultural publics" is used to describe the recreational user base of resource agencies. This term describes the public as a heterogenous set of culture groups, each with different demands for resources and experiences. Culture groups are defined as collections of people who have unique languages; pursue unique goals; and share common norms, standards, values, behaviors, and commitments all of which have meanings which are internally understood by group members. For the majority of recreation and natural resource agencies, the persuasion communication model is the basis for the development of communication strategies between the agency and its publics. In this model, a source sends a message through a channel to a receiver. Effective communication occurs when the communicating participants "create and share information with one another to reach mutual understanding". When effective communications are occurring between groups rather than individuals this is called cultural convergence.