Center for Public Health and Disasters, Fielding School of Public Health, University of California at Los Angeles, Los Angeles, CA 90095, USA.
The Norman Lear Center, Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA 90089, USA.
Int J Environ Res Public Health. 2017 Nov 17;14(11):1407. doi: 10.3390/ijerph14111407.
: In 2008, the Southern California Earthquake Center in collaboration with the U.S. Geological Survey Earthquake Hazards Program launched the first annual Great ShakeOut, the largest earthquake preparedness drill in the history of the United States. : We collected online survey data from 2052 campaign registrants to assess how people participated, whether audience segments shared behavioral patterns, and whether these segments were associated with five social cognitive factors targeted by the ShakeOut campaign. : Participants clustered into four behavioral patterns. The Minimal cluster had low participation in all activities (range: 0-39% participation). The Basic Drill cluster only participated in the drop, cover and hold drill (100% participation). The Community-Oriented cluster, involved in the drill (100%) and other interpersonal activities including attending disaster planning meetings (74%), was positively associated with interpersonal communication (β = 0.169), self-efficacy (β = 0.118), outcome efficacy (β = 0.110), and knowledge about disaster preparedness (β = 0.151). The Interactive and Games cluster, which participated in the drill (79%) and two online earthquake preparedness games (53% and 75%), was positively associated with all five social cognitive factors studied. : Our results support audience segmentation approaches to engaging the public, which address the strengths and weaknesses of different segments. Offering games may help "gamers" gain competencies required to prepare for disasters. Targeting the highly active Community-Oriented cluster for leadership roles could help build community resilience by encouraging others to become more involved in disaster planning. We propose that the days of single, national education campaigns without local variation should end.
2008 年，南加州地震中心与美国地质调查局地震灾害项目合作，发起了第一次年度“大震出逃”，这是美国历史上最大的地震准备演习。我们从 2052 名活动注册者那里收集了在线调查数据，以评估人们的参与方式、受众群体是否存在行为模式、以及这些群体是否与“大震出逃”活动针对的五个社会认知因素有关。参与者分为四种行为模式。最小参与模式的人在所有活动中的参与度都很低（参与率范围：0-39%）。基本演练模式的人只参与了蹲下、掩护和抓住演练（100%参与）。社区导向模式的人，参与演练（100%）和其他人际活动，包括参加灾难规划会议（74%），与人际沟通（β=0.169）、自我效能（β=0.118）、结果效能（β=0.110）和灾难准备知识（β=0.151）呈正相关。互动和游戏模式的人，参与了演练（79%）和两个在线地震准备游戏（53%和 75%），与我们研究的五个社会认知因素都呈正相关。我们的研究结果支持针对不同群体的受众细分方法，这些方法解决了不同群体的优势和弱点。提供游戏可能有助于“游戏者”获得应对灾难所需的能力。针对高度活跃的社区导向群体，赋予他们领导角色，通过鼓励其他人更多地参与灾难规划，可以帮助建立社区的复原力。我们建议，结束没有地方差异的单一、全国性教育运动的日子应该到来了。
