Website Representation as a Potential Barrier for Veterans Accessing Outdoor Programming

Abstract

Research indicates that outdoor recreation can serve as adjunct to mental health treatment for veterans, enhancing mental health of veteran populations. However, existing outdoor programs appear to serve largely White, male populations even though many veterans are female and racially diverse. In order to consider barriers to outdoor program engagement for diverse and marginalized populations of veterans, the present study examined website landing pages for programs which provide outdoor programming for veterans and/or military populations. The study aimed to answer the question: what racial and gender identities appear on the online marketing for veterans-serving outdoor programs? In order to answer the research question, four coders independently coded visual data from imagery found on publicly-available websites and each organization’s associated social media. Three hundred and six organizations which provide outdoor programming for veterans were identified and coded in the present study. Image coding showed that website landing pages for outdoor programs serving veterans present overwhelming White and male images, rather than images of women and racial minorities. The implications of the present study for veteran outdoor programs are that such programs need to consider how they market and present themselves in terms of representing diverse and marginalized identities in their materials. Without modifying their existing materials, female veterans and veterans from racially diverse backgrounds and marginalized communities will continue to face substantial barriers in getting outdoors.