Communicating weather-related hazards to the public can be a challenge for meteorologists, particularly given the nature of confidence levels in forecasting science. Despite these challenges, communicating high-impact weather remains extremely important because it has implications for the safety, health, and resilience of impacted communities. Because the dynamics of this issue are complex, solutions to weather hazard communication benefit from interdisciplinary solutions and multiple types of expertise. Our work demonstrates how rhetoric, a foundational communication discipline, can be applied to improving weather forecast communication. Applying a rhetorical framework allows the identification of communication strategies that not only invite public involvement but encourage users to act as conduits for weather information distribution. As a result, trust can be developed between the National Weather Service (NWS) and public audiences. The initial results support the hypothesis that effective public communication from NWS messaging can be improved by incorporating the concept of “commonplaces,” which are the expressions of beliefs, values, and norms that construct community attitudes toward weather or natural hazard forecasts, into visual communication techniques such as NWS Weather Stories.
Communicating risk amid moments of scientific ambiguity requires balance: Overdelivering certainty levels can cause undue alarm whereas underdelivering them can lead to increased public risk. Despite this complexity, risk assessment is an important decision-making tool. This article analyzes the circulation of the term “risk” in a corpus (74,804 words) of Centers for Disease Control and Prevention communications regarding COVID-19 from January 1 to April 30, 2020. Tracking collocations of the 147 instances of risk in this corpus reveals that experts initially framed risk away from individuals, complicating people’s differentiation between public and personal impacts. Recommendations are offered for how institutions can reframe subjectivity to promote vigilance during pandemics.
Abstract. Effective communication of heat risk to public audiences is critical for promoting behavioral changes that reduce susceptibility to heat-related illness. The U.S. National Oceanic and Atmospheric
Administration (NOAA) National Weather Service (NWS) provides heat-related
information to the public using social media platforms such as Facebook. We
applied a novel rhetorical framework to evaluate 5 years (2015–2019) of
public responses to heat-related Facebook posts from the NWS office in
Phoenix (Arizona) to identify “commonplaces” or community norms, beliefs,
and values that may present challenges to the effectiveness of heat risk
communication. Phoenix is in one of the hottest regions in North America and is the 10th-largest metropolitan area in the U.S. We found the following two key commonplaces: (1) the normalization of heat and (2) heat as a marker of community identity. These commonplaces imply that local audiences may be resistant to behavioral change, but they can also be harnessed in an effort to promote protective action. We also found that public responses to NWS posts declined over the heat season, further suggesting the normalization of heat and highlighting the need to maintain engagement. This work provides a readily generalizable framework for other messengers of high-impact weather events to improve the effectiveness of their communication with receiver audiences.
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