Online channels for communicating risk frequently include features and technological capabilities to support sharing images of risk. In particular, the affordances found in social media, such as Twitter, include the ability to attach maps, photographs, videos, and other graphical information. The inclusion of visual cues such as colors and shapes and their different sizes are important for making sense of approaching threats, populations at risk, the potential impacts, and ranges of associated uncertainty. The reception of and attention to these visual cues in messages about a potential threat is the necessary first stage to making a decision about protective actions. Understanding what visual features capture individual attention and how attention is directed to visual images of risk on social media has the potential to affect the design of risk communication messages and the protective actions that follow. In this paper we use eye-tracking methods to identify where people allocate attention to a series of tweets and qualitative “think alouds” to determine what features of the tweets people attend to in their visual field are salient to message receivers. We investigate visual attention to a series of tweets that depict an emerging tornado threat to identify areas of visual interest and the properties of those visual cues that elicit attention. We find the use of color, properties of text presentation, and contents of messages affect attention allocation. These findings could help practitioners as they design and disseminate their weather messages to inform the public of emerging threats.

A long-term goal for warning-message designers is to determine the most effective type of message that can instruct individuals to act quickly and prevent loss of life and/or injury when faced with an imminent threat. One likely way to increase an individual’s behavioral intent to act when they are faced with risk information is to provide protective action information or guidance. This study investigated participant perceptions (understanding, believing, personalizing, deciding, milling, self-efficacy, and response efficacy) in response to the National Weather Service’s experimental product Twitter messages for three hazard types (tornado, snow squall, and dust storm), with each message varying by inclusion and presentation of protective action information placed in the tweet text and the visual graphic. We also examine the role of prior hazard warning experience on message perception outcomes. To examine the effects, the experiment used a between-subjects design in which participants were randomly assigned to one hazard type and received one of four warning messages. Participants then took a post-test measuring message perceptions, efficacy levels, prior hazard warning experience, and demographics. The results showed that, for each hazard and prior hazard experience level, messages with protective action guidance in both the text and graphic increase their understanding, belief, ability to decide, self-efficacy, and response efficacy. These results reinforce the idea that well-designed messages that include protective action guidance work well regardless of hazard type or hazard warning experience. Significance Statement: Preventing injury and/or loss of life during a hazardous event is a prime concern for disaster communicators. The study provides insights to practitioners on how to effectively communicate protective actions to audiences with varying familiarity with the hazard through Twitter posts. We experimented with tweet message design and content for three hazards: tornado, snow squall, and dust storm, to find that posts that include protective action guidance in both the text and image increase participant perceptions that they could perform the suggested protective actions, regardless of hazard type or hazard warning experience. Given our findings, practitioners should consider including protective action guidance in message text and graphic to warn members of the public with varied prior warning experience.

Childhood immunization can effectively control and prevent infectious diseases; however, not all parents choose to vaccinate their children against vaccines, including COVID-19. This study aimed to determine potential factors influencing people's willingness to vaccinate their children. An online survey was conducted with 509 adult parents/guardians of children to test our hypotheses. Based on the TPB model with the RISP model as the antecedent, results indicated that people's systematic risk information processing, trust in science, and concerns about the disease positively influenced their cognitive structure, further impacting their attitude toward vaccinating their children. The results also verified that attitude toward vaccination and perceived behavioral control are both significant predictors of parents/guardians' intention to vaccinate their children. The results contribute to health risk communicators creating effective strategies to better communicate with adults and increase intentions to vaccinate their children.

In regions of Eastern Kentucky, access to potable water has been diminished due to pollution and ageing infrastructure. Current communications regarding contaminated water are often inaccessible and infrequent to appropriately address the issues in target communities. To explore possible improvements to the community’s communication infrastructure, the researchers explored what types of stories should be used to communicate about water quality risks, who should communicate the stories, and how stories should be communicated. Researchers conduct 24 interviews with community members to derive emergent themes. The researchers concluded the communication infrastructure should be enhanced to engage the public about water quality risks. Risk messaging should share water quality information through stories that are designed to be easily digested and frequently distributed using laypeople’s terms, visuals, graphs, and maps. These stories should be shared using an integrated communication infrastructure where key community storytellers work together to share risk information across platforms and channels.

In the face of increasing consumer scrutiny of the food supply chain, communication practitioners have been determined to understand public perceptions of the food production process from ‘farm to fork.’ The beef industry has been of particular interest due to the relatively high production emissions and an increased level of public support for environmentally friendly food behaviors, such as eating less beef. To address these concerns, the USDA and industry organizations are creating programs to incentivize and promote climate-smart beef production practices. Further, a new market is being created, where products may be labeled as ‘sustainable’ or ‘climate-smart.’ In order for this market to thrive, communicators and educators must strive to educate the public about these production practices; however, little is known about how to educate the public and market these climate-smart production techniques to the public. This study sought to identify and describe unique target audiences for educational communication about climate-smart beef production using audience segmentation. Through a K-means cluster analysis, we identified four strategic target audiences based on respondents’ climate change concern, political ideology, trust in science, and perception of the environmental responsibility of the beef industry. After, we described each cluster’s demographic characteristics, beef consumption frequency, attitude toward sustainable food products, and preferred communication sources to inform strategic communication efforts. This study provides insight and recommendations for educators and other practitioners communicating about climate-smart beef as well as areas of future research into this emergent area.