Hurricane Hype

The hurricane threat to the U.S. grows due to population increase along the coasts. When the daily cycle of summer and fall weather is broken by an impending tropical storm landfall, the media comes alive. TV reporters rush to the beach. Meteorologists supply a steady stream of numbers and forecasts. Viewers are subjected to repeated images of surf, plywood purchases, and full grocery carts.

Is it hurricane hype or is it a powerful public service? When a storm turns away after a great deal of anticipation, the TV media is often accused of overdoing coverage and scaring people into making decisions that cost them money, and loss of productivity and leisure time.

Given the disruption to society, potential cleanup costs and loss of property, business, and lives, the public deserves clear information and safety advice. In the rush to “be first” and raise ratings, TV media risks crossing the line between effective public service and overplaying the threat of danger.

In “Hurricane Hype,” we examine words and phrases broadcasters use to describe tropical storms and hurricanes. Many of these are almost sure to be uttered multiple times to the point of being comical or cliché.

In attempts to strengthen a weather broadcaster’s effectiveness we explore where he/she fits into the perception of “hurricane hype.” Sometimes, unknowingly our graphics send an unintended message. The message may be that the storm is stronger than it really is or that the forecast track is 100% certain. With so much focus on the eye of the storm are we best serving the viewers when the storm is so much more than an eye? Do seasonal outlooks imply one city’s chance for a hurricane strike increases or decreases? Are we informing with care and concern or merely entertaining?