Purpose
Throughout the history of the National Park Service,
the approach to constituency building has evolved in
response to external pressures and ever-changing demographics.
Without continued strong, broad-based public support,
park protection and stewardship may be compromised.
This component traces the roots of constituency building
and why the concept must keep pace with changing external
pressures.
Objectives
Upon completion of this component, the learner will
be able to:
Describe
the purpose in building constituency support in
furthering NPS mission and park goals;
Recognize
changing demographics in the United States (and
locally) to identify the importance of multiple
audiences in building constituencies;
Explain
that multiple audiences include in-park customers
as well as those outside the park.
Approach
The overlying concept for the module is the ability
of the interpreter to recognize that constituency building
is a "moving target" and that different audiences
have different perspectives on the same resources. Activities
and developmental efforts should focus on recognizing
that each of the many publics we serve can develop a
sense of importance and can place value on park sites
from their own perspective.
Additional emphasis must be placed on motivations of
audiences, and the reasons why they do or do not visit
a site. Some potential audiences do not come to, or
care about, individual sites. The skillful resource
interpreter will make efforts to identify those which
do not visit in attempts to include them both mentally
and physically in the park story. Through this effort,
new constituencies may be built which will create wider
support for park preservation.
Content
Outline
I.
Constituency building
A. Historical foundation
1. Mather and Albright
a. issues, external pressures
b. context
-historical perspectives of "value"
B. Value in constituency building
1. political influence
2. meeting mission
C. Evolving demographics
1. local, national, international
2. changes in national notion of "conservation"
3. development of preservation and stewardship ethics
as separate notions
4. international perspectives on National Park idea
a. "conservation" in international
context
b. multiple truths about NPS mission/values
5. importance of reaching NPS mission through
continued use of fundamental Mather/Albright approach
of meeting audience/non-audience needs
II. Multiple communities and potential audiences
A. NPS
1. within park (building relationships between
divisions, partners, within divisions/districts)
2. between parks, partner organizations, and neighboring
agencies
-interrelationships between parks, other agencies,
and local communities
-"combining forces" with partners and
neighboring agencies to convey a consistent message
and meaning, where appropriate, to develop accurate
informational resources to support each other
B. Non-NPS
1. immediate park neighbor groups (cultural, ethnic,
political, geographic, special interest, etc.) with
active interests in park resources, operations,
policies, and other practices
2. immediate park neighbor groups with potential
interests which have not demonstrated interest in
park policies or practices
3. regional neighbors (within driving distance)
who may or may not have potential interests with
park practices and protection
III. Group process
A. Group process will vary according to audience
1. dynamics of groups a. small group communication
techniques b. inter-group dynamics when group makeup
is diverse c. working with homogenous audiences
from under-represented groups
2. strategies for dialogue
a. connecting discussions to meanings for diverse
audiences
b. avoiding debate in a "meaningful"
way
1. questioning/discussional strategies
IV.
Getting help
A. Sources of information about audiences
1. Universities, graduate programs
2. Visitor Services Project data
3. U.S. Census statistics
Resources
Interpretation and Inclusion, Ongoing series of articles
by Costa Dillon (14 to date)
Interpretive Skills Lesson Plans: "Demographics"
by Rebecca Warren/Karen Boucher, 1992; "Identifying
and Understanding the Visitor" by Linda Olson,
1983; "Extending the Park Influence" by Sandy
Early, 1983; "The Interpark Perspective" by
Linda Olson, 1983; "Communications"
rev. by Bill Fuchs, 1992.
The National Park Service Strategic Plan, NPS, 1996.
Park, Visitor, Interpreter, NPS Workbook and Videos
Birth of the National Park Service, Horace Albright,
Chapters 1-7, Howe Brothers, 1985.
The National Park Service, William Everhart, Chapters
1, 2, and 6. Westview Press, 1983.
Battling For the National Parks, George B. Hartzog,
Chapters 1 and 20. Moyer Bell, Limited, 1988.
National Parks: The American Experience, Alfred Runte,
Chapters 1, 2, and 11, Epilogue, University of Nebraska
Press, 1987.
Playing God in Yellowstone, Alston Chase, Harvest Books,
1987.
The State of the World's Parks, Gary Machlis, Chapters
2, and 5. Westview Press, Inc., 1985.
History of NPS Reorganization, an article
Principle Legislation Affecting the NPS, Information
Bulletin #5, August 28, 1989, available from Wildlife
and Vegetation Division, NPS.
Suggested
Developmental Activities
1. Identify and list specific, active audience types
and the multiple perspectives which these visitors may
have on the park themes. Describe how you would employ
specific tangibles within your site to link to those
perspectives through interpretive efforts.
2. Identify specific, non-active audiences which have
not traditionally shown interest in visiting or supporting
park resources. For each group identified, list specific
tangibles within site which could be potential links
for those audiences, and discuss with colleagues potential
interpretive techniques appropriate to make linkages
to those audiences.