Effects of Media Channel, Crisis Type and Demographics on Audience Intent to Follow Instructing Information During Crisis

Abstract

Media channel use during crisis is an underdeveloped area of crisis communication research. A thorough understanding of how and where people seek information during a crisis is central to effective crisis message strategy, and understanding how the media source of crisis information affects motivation to comply with crisis directives to audiences can further inform crisis management. A survey (N = 454) examines how audiences use media during crisis communication and reveals that (1) people use different media for information seeking during different types of crisis, (2) among demographics, age predicts preferences in information channels during crisis and (3) crisis type and age shape the relationship between media choice and intent to follow recommended behaviours. Theoretical and practical implications of the findings are discussed.