Image Influence on Concern about Stormwater Flooding: Exploratory Focus Groups

Increased urbanization coupled with climate change is increasing the number and intensity of stormwater flooding events. Implementing efforts to successfully manage stormwater flooding depends on understanding how people perceive these events. While images of stormwater flooding abound, how these images influence perceptions about flooding events or management options remains understudied. Our objective is to contribute to the general understanding of how various types of images depicting stormwater runoff and stormwater related flooding influence individual and group interpretations of causes of events, major impacts of those events, and responsibility for managing stormwater related events. To this end, we convened focus groups, gave participants numerous photos of stormwater flooding, asked them to identify which images were most concerning, and to then discuss the specific aspects of the photos that prompted concern. We also tested whether a priming image implicating climate change or development as a cause of stormwater flooding influenced viewer reactions. Finally, we asked participants about preferences for who should manage stormwater. Our results revealed that photo location, the water’s appearance, and what people were doing in the photo influenced levels of concern. We also found that priming seems to affect opinions regarding urban stormwater management. Finally, there is some evidence that the absence of people in the photo may affect beliefs about who should manage stormwater.