Abstract

After its discovery in Berks County, PA (USA) in 2014, federal and state agricultural departments have been conducting outreach campaigns to inform the public about the spotted lanternfly (SLF), lycorma delicatula, an invasive planthopper which has spread across 17 states and poses a significant threat to several agricultural industries, particularly viticulture. Researchers have emphasized the importance of public awareness of invasive species, but most of the research and campaigns for SLF public awareness has been conducted in areas where the infestation is already well established. This research explores whether the recommendations of invasive species practitioners match the messaging preferences of college students. This includes the role of the public in invasive species management, what motivates people to care about SLF, and what visual-emotional outreach messages are most compelling. Additionally, this study critically assesses whether social media could be a successful platform for SLF awareness campaigns. The research was conducted via interviews with invasive species and SLF experts, including university professors, state university extension researchers, and USDA-APHIS employees, followed by a survey disseminated on the College of Wooster campus to undergraduate students. Results have shown that militaristic messaging commonly found in SLF outreach campaigns is largely uncompelling to college students. Furthermore, though the interviewees stated their role should be in early detection/spread prevention, college students are more likely to kill the insect as a form of management, lacking knowledge of other actions they could take. Though most respondents used social media, most were unlikely to share information about SLF on their own platforms. The results from this research could inform future invasive species outreach campaigns to more effectively raise early awareness and encourage behaviors from the public that will help prevent its spread.

Advisor

Moreno, Carlo

Department

Environmental Studies

Keywords

spotted lanternfly, public awareness

Publication Date

2025

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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