This synthesis of research findings and examples from recent crises and emergen- cies in the developing world indicates that media use, informational needs, and psy- chological response vary greatly across different audiences. The conditions of urban communities in developing nations present a varied and largely unexplored tapestry of scenarios and intercultural differences. Given the current—albeit incomplete—
data, there are clear lessons for first responders and emergency managers.
Despite a wealth of research detailing variability in informational needs, messages used, and responses to mediated information during times of crises, current crisis and risk messages in the developing world are essentially undifferentiated in terms of specific, diverse target audiences. These risk messages are typically part of much larger campaigns that use multiple outlets to disseminate messages; yet, they typically focus on maximizing positive behaviors in the overall population. These campaigns fail to consider differences in needs, use, and response across varying subpopulations.
Further, specific differences in audience responses associated with race, status, and location are given even less consideration, despite the fact that recent research on best
74 K. A. Lachlan et al.
practices in crisis communication in the developed world literally mandates that these factors be taken into account in terms of message design and placement
Caution must also be used in regard to the use of new media during disasters. It would be unwise to expect new media technologies to be reliable means of com- municating during crises in the developing world. It is also unwise to view tech- nology as the only means of reducing inequalities that exist in access to messages.
The earthquakes of Haiti and Chile and other disasters outlined the potential use of new media in disaster response. New technologies allow the public to obtain crisis information faster and in circumstances that a few years ago seemed unlikely. Vari- ous services are emerging that utilize cell phones and mobile devices for emergency messages. However, many problems exist with these services, adoption maybe slow, and economic factors may render them unavailable to poorer urban populations.
Some new media technologies may prove useful to those who can access them.
Moreover, although Twitter was not designed for emergency response or crisis com- munication, the medium appears to be diffusing to aid in disaster response. The applicability of social media such as Twitter and Facebook seems more apparent in the face of a crisis, when pleas for help can spread across the world in a matter of minutes. Although most online users still rely on traditional media for coverage of the crises, the potential exists to use Twitter to share information, react to the situa- tion, and rally support. Therefore, social media can be seen as a tool that is emerging to disseminate information throughout the crisis lifecycle. Again though, a divide exists between users and adopters of such technologies and the most vulnerable in society. Because of this, message design, placement, primacy, cultural norms, and technology response must all be taken into consideration, but no one aspect should solely drive decision regarding message design and placement.
What is ultimately necessary for understanding best practices in crisis communi- cation is an ongoing dedication on the part of government organizations, emergency responders, and members of the media to consider differences in access, informa- tional needs, and psychological response within their coverage areas. These con- siderations should include ideal locations for diverse emergency messages and ap- propriate placement before, during, and after the eventuality of a crisis. They should also include the consideration of potential communication infrastructure failures, the implications of these failures for reaching at-risk audiences in a timely man- ner, and contingency plans that can be made to offset these vulnerabilities. It cannot be stressed enough that patterns of media use across diverse subpopulations within these cultures should be taken into consideration when implementing risk and crisis communication campaigns. While the study of message placement will not solve larger issues related to poverty in the developing world and failing infrastructure in urban locations, we have learned time and time again in recent history that the simple implementation of message campaigns targeted at general audiences is bound to fail.
It is hoped that this review and subsequent recommendations will help to high- light the work that needs to be accomplished in the study of emergency messages targeted at urban audiences in the developing world. This review provides evidence that further research is needed and that new directions must be taken to limit the harm, duration, and severity of a crisis, and that the role of the media in these pro- cesses is not adequately understood in developing nations.
75 6 Risk, Crisis, and Emergency Communication in Developing Countries ...
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