Local vs. National Media: How Disaster Coverage Shapes Public Perception
Photo credit: flickr commons - So Cal Metro |
by John R. Fisher, PhD
The way news media covers disaster events can significantly shape public perception and influence how communities respond. Whether it’s a wildfire in California, a hurricane along the Gulf Coast, or a global pandemic, both local and national media play distinct roles in informing and guiding the public. Local news outlets often focus on providing timely, community-specific information such as evacuation orders, road closures, and safety measures. In contrast, national media tend to present a broader picture, linking individual events to larger themes like climate change or federal policy. Understanding these differences is crucial for emergency responders, Public Information Officers (PIOs), and the public in order to navigate through crises effectively.
For this article, I analyzed discussion posts from emergency management students studying media relations and the impact in disaster response. The discussion posts analyzed provide a detailed examination of how national and local media cover disaster events differently. Three primary themes emerge from the discussion:
Audience Focus and Information Relevance
A prominent theme is the differing focus on audience needs between local and national media. Local media are portrayed as prioritizing actionable and community-specific information, such as evacuation orders, road closures, and safety updates. For example, one post about California wildfire coverage explains that local outlets like the Orange County Register provide real-time updates to residents, including precise locations affected and safety precautions (OC Register Staff, 2024). In contrast, national outlets like CNN offer a "30,000-foot view" of the incident, highlighting broader issues such as the economic impact and climate change implications (Boyette, 2024). This broader coverage often lacks the detailed information that directly affects residents.
Trust and Perceived Credibility
Another recurring theme is the impact of local vs. national coverage on public trust and credibility, particularly in highly sensitive disaster events. During the 2011 Fukushima nuclear disaster, for example, national media in Japan was criticized for aligning with the government’s narrative, which led to a loss of trust among the local population (Meissner, 2018). In contrast, local outlets took a more investigative approach, providing the affected communities with more transparent and relevant information, resulting in higher trust from local audiences. This aligns with findings in U.S. disaster scenarios, where residents often prefer local news for immediate, reliable updates.
Framing and Agenda Setting
The framing of disaster coverage is a key theme, with national media often linking events to larger narratives, such as federal response, economic cost, and broader policy issues. For instance, national coverage of wildfires in California focused on the broader impacts across multiple states and tied the incidents to climate change (Boyette, 2024). In contrast, local media remained focused on immediate concerns, such as shelter locations and the status of local emergency response efforts. Similarly, the differing coverage during the COVID-19 pandemic highlighted how state media focused on regional safety measures and local statistics, while federal media painted a national picture, emphasizing comparative international data and vaccine distribution (Erwin et al., 2021).
Implications for Emergency Services and Public Communication
The differences in coverage have direct implications for emergency services and their public communication strategies. Local media serve as a vital partner for Public Information Officers (PIOs) in disseminating community-specific updates, while national media can amplify the scale of an event and attract broader attention and resources. However, the rise of social media introduces both opportunities and challenges, as highlighted in posts discussing wildfire coverage and social media’s role in rapid information dissemination (Moravec, 2021).
Emergency services need to be aware of how these different media platforms influence public perception and action, tailoring their communication strategies accordingly. Engaging local outlets for immediate updates and leveraging national media for broader narratives can ensure that accurate information reaches both local communities and wider audiences.
Conclusion:
Ultimately, both local and national media have unique strengths that contribute to effective disaster coverage. Local outlets excel in delivering immediate, actionable information relevant to community safety, making them indispensable during emergencies. On the other hand, national media bring widespread attention to large-scale impacts and long-term implications, which can attract broader support and resources. For those directly impacted, local coverage is typically more beneficial. However, national media’s role in amplifying the scale of an event remains essential for shaping national discourse and policy. By combining both types of coverage, communities can stay informed and prepared, ensuring that critical information reaches every level of society.
References
Boyette, C. (2024, September 11). Bridge, Line, Airport, and Davis fires grow in California and Nevada, displacing thousands. CNN. Retrieved from https://www.cnn.com/2024/09/09/us/wildfires-spread-california-nevada-monday/index.html.
Erwin, P. C., Mucheck, K. W., & Brownson, R. C. (2021, April). Different responses to COVID-19 in four US states: Washington, New York, Missouri, and Alabama. American Journal of Public Health. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7958009/.
Meissner, F. (2018, January 17). Voices from the disaster area: Local and regional media in Miyagi and Fukushima prefectures after ‘3.11’. Taylor and Francis Online. Retrieved from https://www.tandfonline.com/doi/full/10.1080/18692729.2018.1423761.
Moravec, P., Yan, L., & Twyman, M. (2021, March 21). Wildfire Response Operations: Intentional Fear Reduction through Social Media Updates. Kelley School of Business. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3806611.
OC Register Staff. (2024, September 15). Bridge fire map shows more than 50 homes and structures damaged or destroyed. Orange County Register. Retrieved from https://www.ocregister.com/2024/09/15/bridge-fire-map-shows-more-than-50-homes-and-structures-damaged-or-destroyed/.
This article was written with the assistance of chatGPT.
#DisasterResponse #MediaCoverage #LocalNews #NationalNews #PublicPerception
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