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You can find the current article at its original source at https://www.theguardian.com/australia-news/2025/aug/24/queensland-urged-to-use-tiktok-and-trusted-influencers-to-combat-misinformation-during-natural-disasters
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| Queensland urged to use TikTok and ‘trusted influencers’ to combat misinformation during natural disasters | Queensland urged to use TikTok and ‘trusted influencers’ to combat misinformation during natural disasters |
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| A reliance on politicians and lack of government content on TikTok during recent cyclones allowed misinformation to flourish, academic says | A reliance on politicians and lack of government content on TikTok during recent cyclones allowed misinformation to flourish, academic says |
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| Queensland authorities should consider using influencers – and fewer politicians – to better communicate with residents during natural disasters, says a study that found there was a “critical need” to modernise emergency messaging to counter misinformation on social media. | Queensland authorities should consider using influencers – and fewer politicians – to better communicate with residents during natural disasters, says a study that found there was a “critical need” to modernise emergency messaging to counter misinformation on social media. |
| Disaster briefings have become a rite of passage for political leaders in Queensland, and are often viewed as a key test of leadership. | Disaster briefings have become a rite of passage for political leaders in Queensland, and are often viewed as a key test of leadership. |
| Griffith University researcher Dr Susan Grantham, in a paper published in The Communication Review this month, analysed government messaging, including press conferences and social media posts, from two recent natural disasters: Tropical Cyclone Jasper in 2023, and Tropical Cyclone Kirrily in 2024. | Griffith University researcher Dr Susan Grantham, in a paper published in The Communication Review this month, analysed government messaging, including press conferences and social media posts, from two recent natural disasters: Tropical Cyclone Jasper in 2023, and Tropical Cyclone Kirrily in 2024. |
| Grantham’s analysis of the public communication found the reliance on political figures at disaster briefings during Kirrily “diluted critical safety messages, shifting the focus toward visibility rather than actionable advice”. | Grantham’s analysis of the public communication found the reliance on political figures at disaster briefings during Kirrily “diluted critical safety messages, shifting the focus toward visibility rather than actionable advice”. |
| “The briefings often became cluttered with political messaging, detracting from the delivery of critical safety information,” Grantham said. | “The briefings often became cluttered with political messaging, detracting from the delivery of critical safety information,” Grantham said. |
| “This imbalance risks public disengagement and reduced compliance with directives. | “This imbalance risks public disengagement and reduced compliance with directives. |
| “Excessive political involvement in crisis communication can erode trust and clarity, with broader governance commentary overshadowing immediate safety concerns.” | “Excessive political involvement in crisis communication can erode trust and clarity, with broader governance commentary overshadowing immediate safety concerns.” |
| At the same time, Grantham found there was no government content on TikTok during TC Jasper, and very limited content on the platform during TC Kirrily. | At the same time, Grantham found there was no government content on TikTok during TC Jasper, and very limited content on the platform during TC Kirrily. |
| The absence of official information allowed user-generated content to dominate. In some cases, that content included potentially dangerous messages, or misleading posts that contradicted formal advice. | The absence of official information allowed user-generated content to dominate. In some cases, that content included potentially dangerous messages, or misleading posts that contradicted formal advice. |
| The lack of “informal, engaging” content – as opposed to the highly structured and technical nature of the public briefings – meant the government risked not reaching younger people, or losing control of the message altogether. | The lack of “informal, engaging” content – as opposed to the highly structured and technical nature of the public briefings – meant the government risked not reaching younger people, or losing control of the message altogether. |
| “While traditional briefings effectively conveyed authority, the absence of government content on TikTok during TC Jasper and the limited presence during TC Kirrily (only two videos from the Premier) highlighted a missed opportunity to modernise crisis communication. | “While traditional briefings effectively conveyed authority, the absence of government content on TikTok during TC Jasper and the limited presence during TC Kirrily (only two videos from the Premier) highlighted a missed opportunity to modernise crisis communication. |
| “The absence of consistent official government presence allowed misguided information and risky behaviours to dominate. | “The absence of consistent official government presence allowed misguided information and risky behaviours to dominate. |
| “Government agencies must establish a presence on platforms like TikTok to guide narratives and counter misinformation in real-time. | “Government agencies must establish a presence on platforms like TikTok to guide narratives and counter misinformation in real-time. |
| “There is a critical need for an integrated crisis communication strategy that balances the authoritative depth of traditional media briefings with the immediacy and participatory potential of platforms like TikTok.” | “There is a critical need for an integrated crisis communication strategy that balances the authoritative depth of traditional media briefings with the immediacy and participatory potential of platforms like TikTok.” |
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| Grantham’s study found the prominence of “user generated content” on platforms like TikTok meant two local accounts with large followings became “key communicators” during crisis preparations. | Grantham’s study found the prominence of “user generated content” on platforms like TikTok meant two local accounts with large followings became “key communicators” during crisis preparations. |
| Grantham suggested governments “should consider formal partnerships with trusted influencers” who could amplify offical messages on platforms like TikTok for younger demographics. | Grantham suggested governments “should consider formal partnerships with trusted influencers” who could amplify offical messages on platforms like TikTok for younger demographics. |
| “This approach would ensure that accurate, actionable information reaches a broader audience while counteracting the spread of misleading information,” she said. | “This approach would ensure that accurate, actionable information reaches a broader audience while counteracting the spread of misleading information,” she said. |
| At press conferences during preparations for TC Jasper and TC Alfred, authorities spoke about the influx of new residents to Queensland the importance of information reaching people who had not experienced a cyclone before. | At press conferences during preparations for TC Jasper and TC Alfred, authorities spoke about the influx of new residents to Queensland the importance of information reaching people who had not experienced a cyclone before. |
| Grantham said the rapid population growth would include many people for whom TikTok was a primary source of information. | Grantham said the rapid population growth would include many people for whom TikTok was a primary source of information. |
| “Therefore, there is a strong chance they are relying on social media platforms to obtain information, and based on the trending TikTok data analysed in this study, this could have devastating effects. | “Therefore, there is a strong chance they are relying on social media platforms to obtain information, and based on the trending TikTok data analysed in this study, this could have devastating effects. |
| “For instance, one video was posted by a woman who identified as a health worker and questioned what she needed to do as an essential worker based on the text message alert she had received. This TikTok from the data exemplifies the confusion that can be felt by those experiencing disaster events for the first time.” | “For instance, one video was posted by a woman who identified as a health worker and questioned what she needed to do as an essential worker based on the text message alert she had received. This TikTok from the data exemplifies the confusion that can be felt by those experiencing disaster events for the first time.” |