Public Attention to Natural Hazard Warnings on Social Media in China

Abstract

Hazard warning is vital in disaster management. The rapid development of social media allows warning producers and receivers to exchange warning messages effectively and sufficiently. This study investigates the factors that influence public attention to natural hazard warning information on social media. Drawing from the protective action decision model and framing theory, this study classifies antecedents into three groups, namely, hazard information, publisher?s/reader?s characteristics, and frame setting. To test the hypotheses empirically, we select Sina Weibo, the leading social network in China, as the research context. From this platform, 3452 warning messages issued by authorities in the target area are collected. We code each message based on its attributes that are related to our study for linear regression analyses. Results show that all the factors related to publisher?s/reader?s characteristics exert significant effects on public attention. However, the affected range indicated by a warning message and the formality of the message?s language are not significantly related to public attention to the message.