Reducing Social Media Attention Inequality in Disasters: The Role of Official Media During Rainstorm Disasters in China

Abstract

Unequal social media attention can lead to potentially uneven distribution of disaster-relief funds, resulting in long-term inequality among regions after disasters. This study aimed to measure inequalities in social media attention to regions during disasters and explore the role of official media in reducing such inequality. This is performed by employing social media, official media, and official aggregated statistics regarding China’s rainstorm disasters. Through a set of panel-data regressions and robustness tests, three main conclusions were drawn: (1) There were inequalities among regions regarding social media attention they received during rainstorm disasters. For disasters of the same magnitude, regions with low economic outcome per capita received less attention on social media. (2) Official media can reduce inequality in social media attention during disasters. Official media statements can encourage netizens to pay attention to disaster-stricken areas, and especially the overlooked underdeveloped areas. (3) Of all the measures taken by official media, timely, accurate, and open disclosure of disaster occurrences proved to be the most potent means of leveling the playing field in terms of social media attention; contrarily, promotional or booster-type messages proved futile in this regard. These findings revealed the vulnerabilities within social media landscapes that affect disaster relief response, shedding light on the role of official guidance in mitigating inequalities in social media attention during such crises. Our study advises social media stakeholders and policymakers on formulating more equitable crisis communication strategies to bridge the gap in social media attention and foster a more balanced and just relief process.