Tornadoes, television and trust-A closer look at the influence of the local weathercaster during severe weather

Previous research has acknowledged the importance of mass media in shaping risk perception and as the channel through which people get information during and after disasters. There is still much more to know about the role mass media (but especially the television medium) plays in people's precautionary hazard behaviors. Close to 400 people were surveyed in the Memphis, TN television market about their knowledge and perception of the severe weather threat, and their past experiences with tornadoes and severe thunderstorms. The survey results show that respondents do develop a relationship with their local television weathercaster and also trust their weathercaster during severe weather. This relationship and trust can then predict the likelihood of taking shelter during severe weather. Ultimately, the case will be made that the findings may be useful to future hazards research in other locations.