Understanding perceptions of water resources in the Midwest: Who is shaping our attitudes and influencing our behaviors?

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1 Understanding perceptions of water resources in the Midwest: Who is shaping our attitudes and influencing our behaviors? Kajsa E. Dalrymple Assistant Professor School of Journalism and Mass Communication University of Iowa

2 Brief overview Context of water and energy in Iowa Discussion of two studies Public opinion survey Media analysis Developing tools for stakeholders Future suggestions

3 Biofuels in Iowa Iowa is a leader in ethanol and biodiesel production in the U.S. 47% of Iowa corn used for ethanol production Iowa ranks second in biodiesel production At the same time, over 60% of Iowa rivers are considered impaired 50% have unsafe levels of bacteria 30% contain biological impairments, such as low dissolved oxygen Dilemma: huge industry with environmental benefits, but at high costs to water quality

4 What do Iowan s think about their water resources? Iowan s prioritize agricultural industry when asked about sustainability of water resources 51% claim ag industry is responsible for poor water quality 71% believe there is little they can do to improve water quality Dilemma: high public concern, but little agency

5 Theoretical explanations for dissonant attitudes Media frames influence our interpretation and prioritization of environmental issues (Nisbet & Mooney, 2009; Nisbet, Brossard, & Kroepsch, 2003) Influentials within our social networks establish norms and impact our decisions (Ajzen, 1991; Keller & Berry, 2003; Dalrymple, Shaw, & Brossard, 2013)

6 What do newspapers tell us about our water resources? Articles focused on concerns regarding quality and flooding of surface water Emphasis on importance of ag industry for Iowa s economy However, ag stories often prioritized environmental goals Strong sense of Iowa pride Conflict: prioritization of environment or ag industry?

7 Media: A major player

8 How much do our social networks impact us? We know that media information is not enough to influence behavior (Dalrymple, Shaw, Brossard, 2013) Interpersonal communication is a greater predictor of knowledge, attitudes and behavior regarding water sustainability Community leaders may modify media messages in order to improve information flow (Dalrymple, Krajewski, & Ward, 2014)

9 Encouraging agency where it matters Results point to need to engage Iowa farming communities Understand how land managers are making decisions about practices Work with existing watershed groups to understand structure and influence within communities Resolve conflict between environmental and farming decisions

10 Bringing research to the fields Developing water sustainability platform Land-managers input current practices See impact across a number of climate outcomes Focus on design and usability

11 Recognize true impact of Iowa farmers Platform #2: Water quality mapping Collecting as much sensor data as possible Conducting focus groups with researchers, water utilities, watershed management groups, policy makers Focus on engaging key actors Higher level of issue understanding Greater potential impact on policy

12 Summary and Suggestions As biofuel ag continues to grow, competing frames are likely to develop in the media, community discussion, and policy debates We need to understand these processes and be prepared to combat them We need to get research out of the lab and into the hands of practitioners Will strengthen understanding of the impacts of land management practices Potential to connect practitioners with policy makers Opportunity to show real impacts of research and improve support for future scientific research