Backyard conservation programs' content analysis

This is the data for content analysis of 133 backyard conservation programs' websites. The research questions asked how often and in what way these data sets featured the following elements, thought to be likely to improve the sites' efficacy as a piece of strategic communication targeted to a broad and diverse population: readability and accessible design; peripheral cues to make the sites more appealing, such as spokescharacters, short videos, humor, and data visualization; elements to stoke page visitors' sense of self-efficacy, including appeals to hope and pride and acknowledgment of potential challenges; and interactive (dialogic) features such as ways to join, donate, and buy merchandise. The websites were obtained through a purposive, iterative search. Counts and percentages were used, with a denominator of 133 for how often programs have certain elements and a denominator of 146 for how many pages do (as 14 sites had a second page that was coded).本数据集用于对133个庭院保育项目（backyard conservation programs）的网站开展内容分析。本研究的研究问题聚焦于：这些网站在多大程度上、以何种方式呈现了以下被认为可提升其作为面向广泛多元受众的战略传播载体效能的要素：可读性与无障碍设计；用于提升网站吸引力的外围线索，如代言角色（spokescharacters）、短视频、幽默元素与数据可视化（data visualization）；能够激发页面访客自我效能感（self-efficacy）的要素，包括希望与自豪感呼吁，以及对潜在挑战的认可；还有互动（对话式）功能，例如参与项目、捐赠与购买周边商品的渠道。本研究通过目的性迭代搜索获取上述网站。统计分析采用计数与百分比法：针对项目是否具备特定要素的统计以133为分母；针对页面是否具备特定要素的统计则以146为分母（因其中14个项目设有需编码的第二页面）。