The Perception of Residents About the Performance of Local TV During the ۲۰۲۲ Flash Flood in Yazd, Iran

Background: Flash floods can cause significant damage if people perceive them as low risk. Media plays a crucial role in improving risk perception. This study aims to survey the perceptions of residents in Yazd, Iran, about the performance of local TV during the flash flood in ۲۰۲۲.  Materials and Methods: This is a qualitative study using a content analysis method that was conducted on ۲۲ residents (۱۴ males and ۸ females) who had a history of watching local TV programs during the ۲۰۲۲ flash flood in Yazd City. They were selected by purposive sampling method until data saturation. The data was collected through a semi-structured face-to-face interview using open-ended questions about the news received from local TV regarding the flash flood in the city. Qualitative data analysis was done using Colaizzi’s seven-step method.  Results: Data analysis led to the emergence of one main concept (information quality), five themes (time of broadcasting news, content of programs, trust in the media, and ability to increase social sensitivity), ۱۲ sub-themes, and ۴۸ codes. Conclusion: The effectiveness of local TV during the flash flood in Yazd is low due to incorrect weather predictions, insufficient risk emphasis, lack of prime-time broadcasts, generic messaging, and absence of news headlines. Addressing these issues can enhance people’s perceived sensitivity and response to flood warnings from the local TV.

Keywords:

Qualitative study , Floods , Risk perception , Media