Cultural Theory, Wildfire Information Source, and Agency Public Trust: A Central Oregon Case Study.

With the increasing occurrence and severity of wildfires in the U.S., and especially in the forests and rangelands of the western U.S., it is important to know which wildfire information sources are trusted by households and the amount of trust placed on natural resources agencies to manage for wildfire. The Theory of Motivated Reasoning suggests that people will trust and use those information sources that conform to their own value and ideological orientations. Similarly, trust in natural resource agencies' ability to manage wildfire may also be the result of cultural traits. This study uses Cultural Theory as a theoretical perspective to determine those value systems, and how cultural traits motivate people to use and trust various wildfire information sources and the agencies tasked with managing wildfire. Using random sample surveys of Wildland-Urban-Interface (WUI) households in fire-prone Deschutes County in central Oregon, the study finds that egalitarians are significantly more likely than those with other cultural traits to use and trust natural resource agency information sources, while individualists are more likely to use and trust family members and neighbors for their information. Similarly, egalitarians are trusting of natural resource managers to use prescribed fire, manage naturally ignited fires, and to thin forests to reduce fuels. Individualists are less trusting of government agencies to use the same approaches to reduce fuels. The study concludes with some suggestions for how wildfire policy makers and managers can use these findings to communicate more effectively important wildfire information to audiences with differing cultural traits and differing levels of natural resource agency trust.