Why is social
media crucial for crisis communication in the Philippines? Exploring Facebook dynamics
during natural disasters
Ancheta Jeffrey Rosario
Disaster Advances; Vol. 18(4); 9-18;
doi: https://doi.org/10.25303/184da09018; (2025)
Abstract
The emergence of social media platforms has revolutionized communication dynamics
during natural disasters, offering a lifeline for affected individuals. This study
presents findings from an in-depth exploration of Facebook's role in crisis communication
among individuals affected by natural disasters, particularly typhoons, in the Philippines.
Through qualitative analysis rooted in phenomenology, the study illuminates the
motivations, experiences and implications of user-driven content creation on Facebook
during disasters. Key findings reveal that Facebook operates as a vital platform
for communication, information sharing and support during crises.
Participants actively engage in sharing updates, publishing content, exchanging
feedback and utilizing private messaging to coordinate relief efforts and to express
solidarity. These activities highlight Facebook's multifunctional role in crisis
response, fostering community resilience and mutual aid. Moreover, the study identifies
diverse motivations driving Facebook usage among disaster-affected individuals,
including the need for emergency assistance, efficient communication, emotional
support and situational awareness. Trust and verification also emerge as crucial
factors, highlighting users' efforts to navigate the complex landscape of online
information and to prevent misinformation dissemination.
