During an interview for Wx Geeks, the subject of the confusion caused by the terminology of messages - namely watch and warning - came up as a topic. Given the short time available during the show, I want to offer some more comments about that topic. The claim is made by some that the similarity between the two words (what I refer to as the "wa-wa" problem) is the source of the confusion. I don't pretend to understand how and why this confusion arises; after all, I'm a meteorologist, not a communications expert. However, I find this premise to be pretty much ridiculous. To my knowledge, no one has done any work to validate that the public's inability to distinguish between a watch and a warning lies exclusively or even primarily in the "wa-wa" arena.
Imagine we decided to coin new terms for the content of watches and warnings, calling them instead kenutenaries and chinkaderas, respectively. Does anyone honestly believe that calling them tornado kenutenaries or severe thunderstorm chinkaderas would clear up the underlying problem? I seriously doubt it. So what do I attribute this problem of distinguishing watches from warnings? Anything I'm about to say is pure speculation, of course; I've done no studies and have no scientific basis for my ideas, but I do have decades of experience with the meteorology and our attempts to communicate its hazards. What seems plausible to me is that many people in that great, faceless mass called "the public" are basically not interested in the weather very much, unless it's going to affect them directly and personally. I understand that. I appreciate that not everyone shares the passion of weather geeks when it comes to the atmosphere. Not everyone is passionate about hockey, or pole dancing, or scrapbooking, or mathematics, either. I get that. Most of the topics limited numbers of people are passionate about don't involve events that can prove fatal to the general public.
Here's the kicker regarding this widespread lack of interest in the weather (and geophysical hazards, in general): it can rise up on occasion and kill you! One would expect, naively, that knowing that risk would get most everyone's attention. It seems clear this isn't the case. If you're uninterested in the atmosphere, that doesn't protect you from its threats. There's one very effective way to protect yourself from atmospheric hazards: being prepared for them. If the distinction between watch and warning is an important thing for you to recognize in order to take appropriate action (and it is!), whose responsibility is it to know that distinction beyond any doubt? Yours! Everyone's!! We meteorologists can turn ourselves inside out and backwards trying to figure out how to wordsmith this difference so that no one could possibly misunderstand it, and still, there inevitably will be those who will, by personal choice, not make any effort, and so will remain confused and unable to articulate the difference. After all, it could never be of concern to them, right? Until it is. Then those very same ignoramuses are quoted in the media after a weather disaster "We had no warning!" even when they did have a warning!
If I've learned anything in 40+ years as a meteorologist, it's that you can lead horses to water, but they won't necessarily drink it. There will always be those whose lack of a sense of responsibility for their own safety will mean they have no clue about things, and certainly won't be sensible enough to plan for what is, after all, a rare event. Yes, it's "normal" not to be hit by a tornado, so the so-called normalcy bias means people are reluctant to accept that something rare might actually affect them directly and personally. That normalcy bias is reflected in their behavior when a tornado is in their vicinity: They want to confirm that it's actually about to happen to them. But when this complacent, it-will-never-happen-to-me attitude is confronted by an approaching tornado, the odds are good that such people will be ill-prepared and therefore only luck enables them to survive. They'll be ready to blame anyone but themselves for their misfortune.
Yes, a significant fraction of folks, even in Oklahoma, don't know the difference between a watch and a warning, despite decades of attempts to educate them for their own safety. Some horses always will refuse to drink, no matter what name by which we refer to the water.
Yes, we should do the social science studies to learn in more detail why people choose to be ignorant and perhaps there is some verbiage we can use to make ourselves more clear to the public. At some point, however, we must also recognize that there will never be a time when 100 percent of the public understands perfectly those weather hazard messages we're attempting to convey.
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