Barriers for Veterans Accessing Outdoor Programming: An Examination of Website Representation

Abstract

Background: Existing outdoor programs which market to veterans are likely to help veterans to get outdoors and to connect with one another. However, these programs appear to market to mostly White, male populations even though many veterans are female and racially diverse. Purpose: In order to consider barriers to outdoor program engagement for diverse and marginalized populations of veterans, the present study evaluated the website landing pages for outdoor programs serving veterans. This study explored the question: what racial and gender identities appear on the online marketing for veterans-serving outdoor programs? Methodology/Approach: 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 veteran-serving organizations providing outdoor programming were identified and coded. Findings/Conclusions: Image coding revealed that website landing pages for these programs presented a majority of White and male images, with a minority of images of women and racial minorities. Implications: The present study suggests that veteran-serving outdoor programs should consider how they present themselves in terms of their representation of diverse and marginalized identities in their marketing. Unless such program change their online materials, female veterans and veterans from racially diverse backgrounds and marginalized communities may continue to face significant barriers in accessing outdoor programming.