Using Social Media to Discover Public Values, Interests, and Perceptions about Cattle Grazing on Park Lands

In the western United States, livestock grazing often co-exists with recreation, cultural resource management and biodiversity protection on federal and state protected rangelands as well as on many local government open space areas. While the value of livestock grazing for managing rangeland vegetation to reduce fire fuel loads and improve wildlife habitat is increasingly recognized by resource management professionals, public concerns, and conflict between recreationist and livestock have led to reductions in public land grazing. Traditional public input methods yield a constrained picture of people's attitudes toward cows and public land grazing. Public meetings, hearings, and surveys, the most commonly used mechanisms for public land managers to solicit public opinion, tend to foster participation of organized special interests or, in the case of surveys, focus on a specific topic. General public input is limited. This study explored the use of personal photography in social media to gain insight into public perceptions of livestock grazing in public spaces. Key findings of this study include that many recreationist in grazed San Francisco Bay Area parks shared views, interests, and concerns about cows and grazing on the photo-sharing website, Flickr(TM) that seldom show up at a public meeting or in surveys. Results suggest that social media analysis can help develop a more nuanced understanding of public viewpoints useful in making decisions and creating outreach and education programs for public grazing lands. This study demonstrates that using such media can be useful in gaining an understanding of public concerns about natural resource management.