Study: Word choice matters in weather communications
When a storm like Hurricane Zeta is heading for vulnerable shorelines, meteorologists and local officials need people to act fast. And the words they use when addressing the public can mean the difference between people getting to safety or trying to stick it out until it’s too late.
Words like “violent,” “harsh,” “wild,” and “unpredictable” are more likely to make people feel helpless and out of control when faced with extreme weather, according to new research from the University of Georgia. And that might put them off from making rational safety precautions.
“Certain words just pack emotional associations,” said Alan Stewart, a professor in the Department of Counseling and Human Development Services. “It’s important to find that middle ground where you alert the public and you empower them, but you don’t overwhelm them.”
The study, published in the journal Atmosphere, looked at 141 commonly used words to describe weather, ranging from “crisp” and “clear” to “dark” and “depressing.”