A Social Identity Model of Localized Social Media Dependency During Post-Earthquake Disaster

ABSTRACT Intra- and inter-group dynamics involving local identity have rarely been examined in media contexts. Drawing on Media System Dependency and Social Identity Perspectives, we examine the information power of localized social media (LSM) during post-earthquake disaster. The quake-affected city, Pohang in South Korea, is relatively small-sized and geographically peripheral compared to the Seoul metropolitan area. We conducted an online survey with 530 female members of Pohang Mom Noriteo, the largest Pohang-based LSM platform, which represents a high-entitativity online group. Results indicate that uncertain local identity resulting from the earthquake predicted the strengthened relation with the LSM. Notably, strong local identifiers with heightened risk perception reported a substantially reduced negative perception of Seoul-based mainstream media coverage of the earthquakes. We discuss these findings in light of the unique group status of the city, which was jeopardized by the disaster, and the essential role of mainstream media during post-disaster periods.