Release date: June 19, 2008
Contact: Beverly Cox Clark at 404-712-8780 or beverly.clark@emory.edu

Emory Researcher Tracks TV Weathercasters

From on-the-spot storm warnings to reports on global warming, TV weathercasters play a growing role in communicating science to -- and protecting the welfare of -- the public, says Kris Wilson, a senior lecturer in journalism at Emory University.

"TV weathercasters are perhaps the most visible and least understood science communicators in our culture," Wilson says. "Their potential impact is really kind of extraordinary. Good weathercasters can save lives in an extreme event, such as the recent spring tornado in Atlanta. And they are increasingly a news source for environmental issues."

Wilson has devoted much of his career to studying the role that weathercasters play in the well-being of people and the planet, and has himself worked in television as a news director, executive producer, anchor, reporter and weather anchor. His paper titled "Television weathercasters as potentially prominent science communicators" recently appeared in the journal “Public Understanding of Science.”

The field of TV forecasting suffers from a history of sexy "weather girls" and clownish weathermen who hammed it up on the air, starting in the 1950s, he says. Improved technology and forecasting methods helped raise respect for the field in recent years.

Today, many viewers choose the local TV news station they watch based on the weathercaster, who is often the highest paid person on the news staff, Wilson says. The American Meteorological Society (AMS) issues credentials to qualified weathercasters, and now is working to organize ongoing training programs for them in a wide range of science topics.

Wilson views these moves as a promising. His ongoing research involves surveying weathercasters on their views and knowledge of global warming, and will present data from the survey at the upcoming AMS 36th Conference on Broadcast Meteorology, June 25-29 in Denver. He hopes his data will lead to ways to help weathercasters better communicate the issue to the public.

"I'm interested in effective journalism, which, to me, means empowering citizens with the knowledge they need," Wilson says. "I'm not saying that weathercasters should take a proactive role, but they should present the science in an accurate manner."

Emory University (www.emory.edu) is known for its demanding academics, outstanding undergraduate experience, highly ranked professional schools and state-of-the-art research facilities. Perennially ranked as one of the country's top 20 national universities by U.S. News & World Report, Emory encompasses nine academic divisions as well as the Carlos Museum, The Carter Center, the Yerkes National Primate Research Center and Emory Healthcare, Georgia’s largest and most comprehensive health care system.

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