Abstract

Social media have played a major role in distributing and facilitating the flow of information today.  This Paper argues that in time of crisis, in this case the 2019-2020 Australia “Black summer”, the social media X (formerly Twitter) and Facebook through their affordances served and proven as a crucial and effective tool for facilitating vast and seamless interconnectivity through community building and fast distribution of information. Through their unique affordances, X and Facebook played a pivotal role in enabling real-time updates, coordination of relief efforts, and community building during the Black Summer bushfires. Affordances such as hashtags, groups, and live updates allowed for the rapid dissemination of critical information, including evacuation orders, resource sharing, and donation drives. Furthermore, these platforms provided avenues for emotional support and solidarity among affected individuals, fostering a sense of community resilience. By leveraging the interactive nature of social media, individuals were not onlu able to share experiences, express empathy, and aid those in need but to make promotes behavioural changes toward Environmental awarensss.

 

Introduction

In an era defined by the shift from the static web 1.0 to the interactive and dynamic landscape of web 2.0, social media platforms have ascended to become indispensable pillars in the dissemination and exchange of information. This paradigmatic evolution in communication technology has transcended its conventional role, morphing into an even more potent and essential tool, especially in times of crisis. Nowhere is this more evident than in the harrowing events of the 2019-2020 Australia “Black Summer,” where social media platforms emerged as lifelines amidst the devastation. This paper delves into the pivotal roles played by social media platforms, particularly Facebook and Twitter (referred to as X), during the cataclysmic Black Summer bushfires. As flames ravaged vast swathes of Australia’s landscape, social media platforms stood as beacons of hope, facilitating not only the rapid dissemination of critical information but also fostering community resilience and driving behavioral changes in response to the crisis.The Black Summer bushfires serve as a stark reminder of the escalating impacts of climate change, magnifying the urgency for effective crisis response mechanisms. Against this backdrop, social media platforms like Facebook and Twitter assumed paramount significance, serving as conduits for real-time updates, coordination of relief efforts, and the cultivation of a sense of solidarity among affected communities. This paper illuminates the multifaceted roles played by these platforms, shedding light on their capacity to transcend geographical boundaries and connect individuals in times of dire need.

Through an in-depth exploration of the affordances provided by Facebook and Twitter, this paper unravels the intricate tapestry of information dissemination, community building, and behavioral changes that unfolded during the Black Summer bushfires. By dissecting the mechanisms through which these platforms facilitated communication and collaboration, this paper aims to elucidate their transformative potential in enhancing crisis response strategies and building more resilient communities in the face of escalating environmental challenges.

 

Australia “black summer” 2019-2020

The Black Summer bushfire season of 2019-2020 stands as a grim testament to the intersecting challenges faced by Australia, a nation grappling with the harsh realities of climate change on its already arid landscape. In the lead-up to this catastrophic event, Australia had been contending with escalating drought conditions, exacerbated by the relentless march of climate change. As the summer of 2019 approached, vast swathes of New South Wales (NSW) and the Australian Capital Territory (ACT) found themselves in the grip of a parched, tinderbox-like environment, primed to ignite at the slightest provocation. The convergence of record-breaking temperatures and alarmingly low levels of rainfall set the stage for an unprecedented disaster. The ensuing bushfires, fueled by the bone-dry conditions, unleashed a relentless onslaught of destruction, laying waste to nearly 19 million hectares of land, ravaging over 3,000 homes, and tragically claiming the lives of 33 individuals (Godfree et al., 2021). The toll on wildlife was equally devastating, with estimates indicating that more than 3 billion animals were either killed or displaced from their habitats, pushing some species officially extintc extinction.

In the wake of this calamity, the role of social media platforms such as Facebook and Twitter emerged as indispensable tools for communication and crisis response. With their unparalleled reach and real-time capabilities, these platforms served as vital conduits for disseminating crucial information, coordinating relief efforts, and amplifying the voices of those affected by the wildfires. From emergency alerts and evacuation notices to updates on firefighting efforts and donation drives, social media played a pivotal role in facilitating communication between authorities, aid organizations, and affected communities. Moreover, the power of social media as a platform for solidarity and support was exemplified as individuals and organizations mobilized to provide aid, offer shelter, and express solidarity with those impacted by the fires. The outpouring of donations, both monetary and in-kind, showcased the generosity and resilience of the Australian people in the face of adversity.

 

Community building in Facebook

Facebook, founded in 2004 by Mark Zuckerberg, has rapidly evolved into one of the most influential social media platforms worldwide. Prasadi Kanchana Jayasekara (2019) delves into the intricacies of Facebook’s role in emergency services in their 2019 article for the International Journal of Emergency Services. With its user base exceeding billions, Facebook has transformed communication dynamics, enabling individuals to connect, share, and engage with content seamlessly.  Even during times of crisis, it serves as a critical platform for community building and disaster response (Paton & Irons, 2016). Prior to the COVID-19 pandemic, Facebook already played a pivotal role in fostering community cohesion and facilitating effective responses during the Australian Black Summer national disaster. One significant affordance of Facebook is the creation of dedicated pages and groups tailored to specific regions or communities affected by the fires. This promotes a significant number of small but diverse and vast communities whose main objective is to aid each other. These online spaces provided a platform for locals to share real-time updates, offer assistance, and coordinate volunteer efforts. The events feature enabled organizers to schedule community meetings, fundraising events, and donation drives, fostering offline collaboration among members. A diverse range of affordances such as messaging, fundraising tools, live streaming, and multimedia sharing enabled faster and more effective community mobilization and support during the Australian bushfire crisis. By leveraging these features, individuals, businesses, and organizations could collaborate, communicate, and coordinate efforts to aid those in need and navigate the challenges posed by the disaster. Moreover, one of the notable aspects of Facebook’s effectiveness in response to the increasingly demanding need for trusted sources of information during a crisis is its facilitation of fast and accurate information sharing. With Facebook seamless and vast reachability, it allows wider audience reach from an already established public broadcasting network. This facilitation of rapid and accurate information dissemination by broadcasting companies has led to greater global audience reach (Zander et al., 2022), as each company brings its own shares of the audience and resulted in Mass media mobilizition in Facebook. Contents such as Facebook posts, stories, news articles, and real-life narrative showcase are predominantly apparent during this time time. Additionally, hashtags such as #AustralianBushfires or #BushfireUpdates served as focal points, allowing users to easily access real-time updates and resources related to the disaster. This affordance not only enabled users to stay informed about the evolving situation but also encouraged broader engagement and collaboration.

With these two affordances working seamlessly and supporting each other, Facebook proven its Importancy in time of crisis. according to Simo (2020) in Meta report, Facebook has successfully raised over $50 million for disaster relief efforts. This achievement stemmed from the culmination of more than 19,000 fundraisers organized by communities and over 75 countriesass well as over 1 million people reach globally.

 

Twitter discourse and information sharing

Chapter X, formerly known as Twitter, stands as a dynamic and essential component of global communication. Originating in 2006, it has transformed into a versatile platform facilitating real-time sharing of thoughts, information, and media content through concise messages (Hughes & Palen, 2009). Unlike Instagram or Facebook, X distinguishes itself as a platform for public discourse, enabling users to engage in discussions, debates, and conversations on diverse topics through replies, retweets, and likes (Ettinger et al., 2023). Extending its functionality, X played a pivotal role during the 2019-2020 Australian “black summer” incident, where it served as a crucial tool for disseminating information and managing discourse, ultimately contributing to a shift in behavior towards environmental crisis response. The Australian Black Summer witnessed widespread devastation as bushfires consumed extensive areas, causing irreparable damage to homes, habitats, and livelihoods. In the midst of this crisis, the urgent need for timely and reliable information became paramount. X emerged as a pivotal platform, offering real-time updates, emergency alerts, and community support, thereby facilitating communication, coordination, and response efforts.

X’s strength lay in its ability to provide instantaneous updates during the crisis. News agencies, government bodies, and affected individuals turned to X to share critical information as events unfolded. Firefighters utilized the platform to communicate evacuation orders, road closures, and fire behavior, enabling residents to make informed decisions about their safety. Relevant hashtags such as #AustraliaBushfires or #BlackSummer provided users with a continuous stream of updates, ensuring they remained informed amidst rapidly evolving circumstances. Amidst the deluge of information circulating on social media during the crisis, X also played a crucial role in verification and fact-checking. Those who impacted and those who want to help could rely on credible sources provided by their news agency of their choosing. verified accounts like news organizations and government agencies can be accessed accurately and up-to-date . X’s real-time nature allowed for rapid correction of misinformation and debunking of rumors, helping to prevent panic and confusion among the public.  And with the help of twitter fact-checking feature,  Moreover, X facilitated direct communication between authorities, organizations, and the public, fostering transparency and accountability. Government agencies used their official X accounts to disseminate crucial information, address concerns, and respond to inquiries from citizens. This direct line of communication helped alleviate confusion and dispel misinformation, enabling authorities to maintain public trust during the crisis. Individuals affected by the fires also utilized X to seek assistance, report emergencies, and connect with support services, fostering a sense of solidarity within affected communities.

Beyond its function as an information source, X is a dynamic platform for discourse at its nature. It encouraged behavioral changes through discourse engagement in environmental awareness during the Australian Black Summer crisis. During this time, this crisis had picking a lot of public attention especially on social media used that was substantially increasing (Ogie et al., 2022). X at its nature, facilitated platform of discussion, forums, confrence, etc on climate change and disaster preparedness. Users shared scientific reports and personal anecdotes, fostering a culture of educational advocacy and knowledge dissemination. One of the example of discourse engagement can be highlighted from Non-governmental organisations (NGOs) social media activity. In a study to analyse NGO social engagement during th climate disaster, Ettinger et al (2023) found that more than 57 percent of NGOs bushfire campaign in twitter corelated to climate change Although only 16 percent of those explained specifically how it related.  increasing awareness and driving engagement on critical issues crisis like this. Hashtags serve as powerful tools for managing and navigating its user experrience in discourse participation.  During the Australian Black Summer crisis, hashtags like #AustraliaBushfires and #BlackSummer can became rallying points for individuals seeking information, starting discussion, and mobilizing easy participation.

 

Conclusion

In conclusion of the Australian Black Summer crisis, the role of social media platforms like Facebook and X has been crucial in shaping the response to such calamities. Reflecting on their effectiveness during this time, it’s evident that both platforms offered unique contributions and faced specific challenges. Facebook, with its extensive user base and intuitive features, became a central hub for disseminating real-time updates, organizing support networks, and coordinating relief efforts. Its Groups and Pages served as virtual community centers, connecting individuals in need with essential resources and providing a platform for collective action. However, amidst the urgency of crisis communication, Facebook also grappled with the rampant spread of misinformation, highlighting the need for robust verification mechanisms to ensure the accuracy of information shared during emergencies.On the other hand, X emerged as a promising tool for visualizing the impact of the crisis and facilitating collaborative crisis management. Through its dynamic mapping features and crowdsourced reporting, X like Facebook, facilitated a a faster flow of information regarding the disaster and also use to promote change of behavioural through its discourse engagement enabled affordances. Their ability to harness the collective power of communities, facilitate information sharing, and mobilize resources underscores the transformative potential of social media in times of crisis. Overall, X emerged as a powerful tool for crisis management during the Australian Black Summer crisis by leveraging dynamic mapping features, crowdsourced reporting, and discourse engagement-enabled affordances. Its ability to provide real-time information, facilitate community collaboration, and promote behavioral change underscores its value in enhancing resilience and response efforts during disasters of Australia Black summer.

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