Mediated and Public Perception of Hazards, Impacts, and Actions About Wildfire Smoke Exposure

Abstract

Exposure to wildfire smoke has serious health implications, highlighted by public and media attention each fire season. This study combines datasets from newspaper archives, social media, and a national survey to assess how hazards, impacts, and protective actions are discussed across different types of media. We found protective actions are underdiscussed in traditional and social media, especially in information-seeking contexts. The survey indicated the public would benefit from more wildfire smoke information. Results show how media and public data can help describe the risk communication environment surrounding hazards like wildfire smoke.