Disaster Warnings in Your Pocket: How Audiences Interpret Mobile Alerts for an Unfamiliar Hazard

This study investigates how people interpret Wireless Emergency Alerts ( WEA s) and Twitter‐length messages (‘tweets’) delivered over mobile devices for an unfamiliar hazard. Specifically, through four ( N = 31) focus groups and 31 think‐out‐loud interviews, participants’ understanding of, belief in and personalisation of WEA s and tweets were assessed for a mock improvised nuclear device detonation in a major U.S. metropolitan area. While participants offered a wide variety of interpretations, WEA s and tweets were often deemed confusing, difficult to believe and impersonal. Participants also consistently found WEA s and tweets to be fear inducing and uninformative. The findings compel improvements in the way that WEA s and tweets are currently written, as well as indicate future directions for applied risk and crisis communication theory development.