Higher recreation specialisation is related to higher media engagement but not to reduced outdoor activity in birders

Abstract

The significant role of social media in our daily lives is undeniable. Here, we study the relationship between outcomes from the uses and gratifications theory of social media in relation to a growing outdoor-related leisure activity: birding (or birdwatching). The conceptualisation of birding specialisation is addressed, thus drawing on two well-established psychological constructs, birding specialisation and the uses and gratifications theory. A total of 444 Australian birders (217 men, 227 women) participated in an online questionnaire survey. Results indicate that higher values of social media for information use, socialising and status seeking are positively related to higher birding specialisation. Thus, birders with higher knowledge and a more committed lifestyle (where birding is highly central to a person’s lifestyle) also score higher on the dimensions of information, socialising and status seeking, which seems somewhat contradictory. Media usage, therefore, does not go on the cost of outdoor leisure. Findings suggest that social media play an important role even in outdoor leisure activities and that birding is an overarching lifestyle.