An Exploratory Content Analysis of Two Local Television Stations’ Tornado Warning Broadcasts

In-depth analysis of the content of broadcast tornado warning coverage is limited. Such analysis is important due to local television’s role as a key source for tornado warning information. This study attempts to fill gaps in our knowledge regarding broadcast coverage of tornado warnings by demonstrating how local television news stations’ coverage of tornadic events can be systematically analyzed to better understand this element of warning communication. We reviewed both visual and verbal content for information such as the prominence of specific radar products, the geographic scale of warning communication, and common themes in verbal communication. A combination of deductive and inductive coding approaches was used to summarize the verbal content of the broadcasts. We found that the stations heavily used radar products with reflectivity and velocity surpassing correlation coefficient. The geographic scale of mapped products (street, city/county, and state level) appeared to be related to the rural or urban nature of the area warned, which may have implications for how readily rural residents would be able to personalize tornado threats. Verbal content was very similar between the two stations. The theme of monitoring and updating conditions, which included processes such as zooming in and out, making adjustments, reinforcing conditions, and providing damage reports was the most frequent communication type, likely because weathercasters use these processes to both communicate the warning and also to help themselves understand the situation. The results can inform future studies examining the influence of specific elements of broadcast warning coverage on risk perception and protective actions.