The role of broadcaster prior experience, new media, and viewer understanding in television severe weather coverage

Broadcast meteorologists play a crucial role in the dissemination of severe weather information to the public, but very little research has been conducted to gain their perspective regarding the communication process and factors that influence their coverage. In this study, twenty broadcast meteorologists from various sized television markets in the central United States were interviewed. As opinion leaders in the field, the role of broadcaster prior experience and the diffusion of new and emerging technologies (e.g., National Weather Service Chat, dual-polarimetric radar, a small-scale wind analysis tool designed by the Center for Collaborative Adaptive Sensing of the Atmosphere) were assessed according to the diffusion of innovation/information process. Broadcasters were also asked about topics pertaining to public understanding of severe weather that are salient to them. Approximately equal numbers of participants represented the weekend, morning/midday, and chief positions. Sixteen males and four females participated in the study and their experience ranged from one to 37 years. Personal network sampling and qualitative analysis were employed.

Preliminary results suggest that a broadcaster's prior experience covering severe weather plays a significant role in how they disseminate severe weather information. New technology allows for more information to be gathered and disseminated and many broadcasters agreed that it helps them make better decisions. Some cautioned, however, that the amount of information can be overwhelming at times. The broadcasters were also interested in research related to public understanding and action during severe weather. Many said knowing the kind of information desired by the public would help them cover weather events more effectively.

Preliminary results suggest that the broadcaster's prior experience covering severe weather plays a significant role in how they disseminate severe weather information. New forms of media (e.g., National Weather Service (NWS) Chat) allow for more information to be gathered and disseminated and many broadcasters agreed that it helps them make better decisions. Some cautioned, however, that the amount of information can be overwhelming at times. The broadcasters would be very interested in the results of future research regarding public understanding and action during severe weather. Most of them had little, if any, knowledge of dual-polarimetric radar, and conclusions regarding the potential use and value of 3DVAR have yet to be made.