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Yajie Li, Amanda Lee Hughes, & Peter D. Howe. (2018). Communicating Crisis with Persuasion: Examining Official Twitter Messages on Heat Hazards. In Kees Boersma, & Brian Tomaszeski (Eds.), ISCRAM 2018 Conference Proceedings – 15th International Conference on Information Systems for Crisis Response and Management (pp. 469–479). Rochester, NY (USA): Rochester Institute of Technology.
Abstract: Official crisis messages need to be persuasive to promote appropriate public responses. However, little research has examined the content of crisis messages from a persuasion perspective, especially for natural hazards. This study deductively identifies five persuasive message factors (PMFs) applicable to natural hazards, including two under-examined health-related PMFs: health risk susceptibility and health impact. Using 2016 heat hazards as a case study, this paper content-analyzes heat-related Twitter messages (N=904) posted by eighteen U.S. National Weather Service Weather Forecast Offices according to the five PMFs. We find that the use of descriptions of hazard intensity is disproportionately high, with a lack of use of other PMFs. We also describe different types of statements used to signal the two health-related PMFs. We conclude with implications and recommendations relevant to practitioners and researchers in social media crisis communication.
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