Taming the wildfire infosphere in Interior Alaska: Tailoring risk and crisis communications to specific audiences
This research draws on focus group data to map residents' understandings of the infosphere of Interior Alaska throughout the stages of wildfire events. Residents’ different information-seeking habits reflect their particular concerns related to family and work, levels of trust in government and media, and personal networks. Fire communicators can best cater to these audiences by using a tailored approach.
The findings corroborate previous research that emphasizes a need to move beyond depictions of the audience as a general public and focus more closely on the diversity among the audiences that comprise the public. This research therefore develops exemplary portraits of four information-seeking audiences whose concerns, habits, and preferences differ.
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