Expertise or Experience: Comparing Discussion of Drought between Audiences and Agencies in Nebraska, Kansas, Iowa, and Missouri

Abstract Significant portions of the states in FEMA region 7 (Kansas, Nebraska, Missouri, and Iowa) were in drought in 2022–23. Culling data gathered from a prominent social media platform and from focus group discussions, this research examines how drought information was communicated between the public officials and the general public. Through the lens of the two-step flow of communication theory, the central research question explored the differences between public conversations about drought among individuals experiencing it and the viewpoints of experts who work on drought-related issues. Results from social media conversations were examined, along with insights from focus group discussions involving local, state, and federal officials, to assess communication patterns about this complex issue. Social media analyses suggested a broad disconnection between public discussion of drought effects, when compared to most officials’ communication, which was limited to responses to acute symptoms of drought. Further, officials during focus groups suggested that barriers to deeper discussions about drought were limited, in part, because of siloed agencies and concerns about audience perceptions. Tying back to the role of positional opinion leaders in communication, the results suggest that larger discussions of drought that involve behavioral change or mitigation strategies were sought by members of the public but not often addressed in most official communication during this event. Significance Statement The study compared drought discussion from social media conversations and focus groups of key officials. Results indicated that residents often sought help with individualized effects of drought, including damaged crops or financial hardships. Conversely, most Twitter communication from officials focused on monitoring conditions of rainfall or water levels, signaling a disconnection in drought communication between the two groups. Drought officials noted that they often design their communication strategies based on their audiences. These findings suggest that managing drought conditions may not allow for incremental change or solid resource management, unless clearly defined communication strategies are developed.