Strategies of digital communication in the management of natural disasters: Analysis of the earthquake of al haouz, Marrakech

73 Strategies of digital communication in the management of natural disasters: Analysis of the earthquake of al haouz, Marrakech Redouane EL MAJDOULI PhD student Faculty of Letters and Human Sciences, Agadir [email protected] Abstract: This article examines the impact of social media on the management of natural disasters, with a focus on the earthquake of al haouz, marrakech in 2023. It explores how the digital platforms have facilitated the rapid dissemination of information and the coordination of relief efforts, while highlighting the challenges posed by disinformation. through an analysis of the interactions on twitter, facebook and instagram, as well as interviews with key actors, the study reveals the essential role played by citizens in the mobilization of resources and the dissemination of alerts in real time. However, it also highlights the risks associated with the rapid spread of fake news, which have complicated the management of relief aid. In response to these challenges, this article proposes a new concept : that of resilience digital participatory performance (rnp). This innovative model combines the active participation of citizens in the crisis management efforts and verification mechanisms, collective fight against disinformation. The RNP thus offers a framework of decentralized management that promotes citizen engagement while increasing the reliability of the information flow, contributing to a better collective response to the crisis in the future. keywords : social media, disinformation, crisis management, earthquake-al haouz, resilience, digital participatory. Résumé: Cet article a examiné l'impact des médias sociaux sur la gestion des catastrophes naturelles, en se concentrant sur le tremblement de terre d'al haouz en 2023 à Marrakech. Il explore comment les plateformes numériques ont facilité la diffusion rapide d'informations et coordonnent les efforts de secours tout en soulignant les défis posés par la désinformation. facebook instagram, ainsi que des entretiens avec des acteurs clés, l'étude révèle le rôle essentiel des citoyens dans la mobilisation des ressources et la diffusion des alertes en temps réel. Cependant, cela souligne également les risques associés à la propagation rapide de fausses nouvelles, ce qui a compliqué les efforts de secours. En réponse à ces défis, l'article introduit un nouveau concept: la résilience 74 numérique participative (pdr). Ce modèle innovant combine la participation active des citoyens aux efforts de gestion de crise avec des mécanismes de vérification collective pour lutter contre la désinformation. pdr offre un cadre de gestion décentralisé qui valorise l'engagement civique tout en renforçant la fiabilité des flux d'informations, contribuant à une réponse collective plus efficace aux crises futures. Mots clés : médias sociaux, désinformation, gestion de crise, al haouz, tremblement de terre, résilience numérique participative. Introduction The management of natural disasters, historically dominated by traditional media such as television, radio and in the press, has undergone a radical transformation with the advent of digital technologies and, more particularly, social media. This evolution has not only changed the traditional methods of communication in times of crisis, but it has also enabled the reactivity and coordination of unprecedented relief efforts. The earthquake of al haouz, which hit the region of Marrakech in 2023, illustrates in a striking manner the importance and the potential of digital platforms for the management of emergencies. In this context, social media have become catalysts in the management of crises, allowing the citizens to not only receive information in real time, but also to actively contribute. This evolution marks a paradigm shift that is significant: whereas, in the past, the authorities had the monopoly of information, today, citizens can participate in the dissemination of messages that are crucial, ranging from security alerts to the mobilization of resources for victims. This transformation joined the observations of castells (2009), who argue that the emergence of the network society has given rise to a new power dynamic in which individuals, armed with technologies of digital communication, may play a central role in the dissemination and organization of information in times of crisis. However, this technological progress does not come without challenges. Well that social media facilitated a rapid dissemination of information, they also promote the proliferation of fake news, exacerbating the confusion and uncertainty in times already marked by chaos. The role of digital media in disaster management must therefore be examined critically in order to understand not only their potential as tools of coordination and mobilization, but also the risk associated with their use. As pointed out by palen and anderson (2016) in their work on the computer of crisis, the speed with which information circulates on the digital platforms can make it difficult to verify its reliability, which poses significant challenges to crisis managers. 75 The earthquake of al haouz, has highlighted these dualities. In the space of a few hours after the earthquake, thousands of messages have been shared on twitter, facebook and instagram, contributing to the mobilization of aid, and the coordination of aid efforts. However, at the same time, rumors unfounded and false information were also common, complicating rescue operations. This situation reflects the thesis of Glazer et al (2018) on disinformation in the digital era, according to which false news spreads faster than real information, because of their nature, sensationalism, and the algorithmic structure of digital platforms. In this complex setting, the question that arises is how digital communication, particularly via social media, influences the management of natural disasters and how it can be optimized to reduce the risks associated with the disinformation. While digital technologies offer a responsiveness unmatched in terms of dissemination of information, they raise critical questions concerning the reliability and the management of information flows in a time of crisis. The challenges posed by disinformation are not new, but its magnitude is significantly amplified in the digital age. The work of bovet and makse (2019) on the spread of disinformation on social networks underline the fact that, during crises, the rumours and false news can spread up to ten times faster than verified information. This raises fundamental questions about the way in which public authorities can respond effectively to this phenomenon while continuing to exploit the benefits of digital technology. In addition, crisis management is not limited to the dissemination of information. It is also a complex coordination of resources, assistance and volunteers. In this context, social media can play a crucial role in facilitating the organisation of relief. However, without a communication strategy, well-defined and rigorous monitoring of the information published, the same tools that are used to organize relief may also contribute to the disruption, as shown by starboard and palen (2012) in their study on the egyptian crisis of 2011. Conceptual analysis of the theories of crisis communication in the digital era The study of crisis communication in the digital context is based on the theoretical frameworks established, such as the theory of crisis communication developed by coombs and holladay (2014) and the agenda-setting made by mccombs and shaw (1972). These theories help to understand how the media, social networks, in particular, influence the perception of the public and the management of crises. Indeed, the theory of crisis communication stresses the importance of the organizational response during a disaster, because it affects not only the management of emergency situations but also the reputation of the entity concerned. Social 76 media plays a key role in enabling the rapid dissemination of accurate information, which is necessary to the master of the crisis and to provide information to the public. Because of this, digital platforms are becoming essential tools for instant communication, and interaction with diverse audiences. simultaneously, the theory of agenda-setting highlights the role of the media in the prioritization of the topics of interest by influencing the importance given to each crisis. This ability to modulate the priorities is accentuated in a situation of emergency, when social networks are actively engaged in the construction and propagation of the issues related to the disaster. Digital platforms offer a space of interaction where not only the institutional authorities, but also the citizens, contribute to shaping the public agenda. This dynamic may lead to differences between the reality of the priorities in the field and those perceived by the users, exacerbating sometimes the tensions and misunderstandings. The transition from traditional communications to a communication crisis largely numeric therefore raises crucial issues in terms of efficiency and control of the flow of information. The work of Simone Veil et al (2011) show that if social networks can generate immediate responses, they also pose risks of misinformation, particularly in times of crisis. This phenomenon becomes particularly relevant in developing countries, such as Morocco, where the digital infrastructure is developing rapidly, but where the mechanisms of regulation of the information remain limited. Thus, in such a context, the challenges of disinformation are becoming of crucial importance, which underlines the need to implement management strategies adapted. The proliferation of social networks in emergency management is confirmed by several research studies. Palen and Anderson (2016) have introduced the concept of"computer crisis", which explores the role of digital technologies in the management of information in times of disaster. Their work demonstrated that social networks have become the channels of communication essential to enable quick responsiveness, thus bypassing the delays associated with traditional channels. In addition, digital platforms enable you to organize and coordinate the relief, in facilitating the mobilization of volunteers and the collection of donations, as observed in several emergency situations. This has been particularly visible during the earthquake of al haouz, where citizens have used social media to not only share information but also organize support initiatives. However, while social media have proven their effectiveness in the management of the crisis, they pose significant challenges. Studies such as that of Houston, et al (2015) point out that the 77 speed of information dissemination is often accompanied by an increase in the spread of rumors and false information, exacerbating the confusion in the critical moments. In the Moroccan context, where the digital infrastructure is in full development, these issues become even more complex. The work of Ferrara (2017) on the use of bots, during crises illustrate the extent to which these periods are conducive to the disinformation, which constitutes an additional obstacle to the effective management of emergency. In addition, the management of disasters in Morocco via the social networks, remains a field of research that is still little explored. While studies have been conducted in countries such as the United States and Japan, where natural disasters are frequent and where the digital infrastructure is robust, Morocco has a particular context due to its exposure to natural hazards and the disparities in access to technology. zook and graham (2020) have shown the importance of adapting communication strategies to the realities of geographical and social to local, highlighting the need to integrate these features in the development of public policies of crisis management. In addition, the research meier (2015) on the use of digital tools for the humanitarian responses highlight the role of cultural contexts and socio-economic factors in the effectiveness of digital strategies. This perspective is particularly important in the case of Morocco, where the differences between urban and rural areas in access to technologies can create disparities in the management of information and the coordination of relief efforts. Methodology This study is based on a qualitative approach to explore in-depth the dynamics of digital communication that have emerged during and after the earthquake al haouz. The choice of this methodology relies on the ability of qualitative methods to provide an understanding of nuanced and contextualized social phenomena, in particular in crisis situations where human behavior and interactions technology play a central role. The analysis of the interactions on social media has been at the heart of this study, as these platforms have become spaces that are crucial for the exchange of information, resources mobilization, and coordination of relief. The qualitative method is particularly well adapted to study the crisis, because it allows you to capture not only the bare facts, but also the perceptions, emotions, and the dynamics of commitment of the different actors involved. As emphasized by Denzin and Lincoln (2018), the qualitative approach allows us to explore the "worlds lived-in" of the participants, which is essential in a context as complex as the management of natural disasters in the digital age. 78 Choosing a qualitative methodology, the objective was to understand how social media is shaping the management of the crisis, with a focus on the challenges and opportunities they create for the authorities and the citizens. The data for this study were mainly collected through the analysis of content shared on three major social media platforms : twitter, facebook, and instagram. These platforms were selected because of their dominant role in real-time communication and their ability to rapidly disseminate information to a wide audience. The hashtags that are specific related to the earthquake of al haouz, such as #support marrakech, #alcohol earthquake, and #aideurgentemaroc, have served as starting points for data collection. The use of hashtags enables you to follow the conversations and exchanges around a specific event, as demonstrated by the work of bruns and stieglitz (2013) on the analysis of social media in times of crisis. These authors have shown that the analysis of the hashtags is an effective method to monitor the evolution of public discussions, and to identify the recurring themes, the emotions are prevalent and influential actors. In addition to the analysis of social media, the study integrated semi-structured interviews with key stakeholders in the management of the crisis, including officials of the rescue, members of ngos, and citizens directly affected by the earthquake. These interviews have helped to enrich the data collected online, offering complementary perspectives on the effectiveness of the strategies of digital communication and the challenges faced on the ground. The use of interviews in a qualitative study is crucial to understand the logic underlying the observed behaviour online, as emphasized by kvale (2007) in his book on the qualitative interviews. This combination of data from both digital platforms and interviews offers a methodological approach triangulated, to cross different sources of information for a better understanding of the dynamics of crisis management in a context digitized. This triangulation of data, widely recognized to enhance the validity of qualitative research, following the recommendations of patton (2014), which highlights the importance of using multiple sources of data to obtain a complete vision and balance of the phenomena studied. The sample of this study consists of 152 participants, carefully selected in function of their role in the management of the disaster. Among them are leaders of the relief, representatives of ngos, and citizens who lived through the events of an earthquake in al haouz. This diversity of players can collect a variety of different perspectives on the way in which social media have been used before, during, and after the disaster. 79 The sampling was conducted using the method of theoretical sampling, as recommended by Glaser and Strauss (1967) in their seminal work on the grounded theory. This method allows you to select participants based on their relevance to the research questions, rather than be limited to a random sample. The objective was to ensure that participants include key stakeholders who have a direct experience significant and the management of the disaster, as well as active users of social media during this period. In addition, the sampling focused on individuals who have actively used digital platforms to disseminate information, coordinate relief efforts or to express concerns. This choice of sample is based on the recommendations of miles and huberman (1994), which emphasizes the importance of selecting participants directly involved in the phenomenon studied, in order to ensure the relevance of the data collected. Results The in-depth analysis of the digital interactions during and after the earthquake al haouz allowed to draw conclusions that are rich in teachings on the central role of social media in disaster management. The earthquake, which struck the region of Marrakech with an intensity that is devastating, has generated an unprecedented wave of activities on digital platforms, thus revealing their potential as tools of mobilization of relief. Use hashtags that are specific, such as #support marrakech, #aideurgentemaroc, and #solidaritéalhaouz, has facilitated the coordination of the humanitarian efforts, by transforming social media into real hubs of communication in real-time. These hashtags have functioned as focal points allowing users to share vital information on the state of the infrastructure, the location of the victims, the needs of food and drugs, as well as fundraising initiatives. For example, solidarity campaigns organised via instagram and twitter were used to mobilize substantial financial resources in a very short period of time. In just a few hours after the earthquake, thousands of messages were disseminated, coordinated efforts between citizens, NGOs, and local authorities. This form of citizen engagement, facilitated by digital technologies, is what starboard and palen (2012) have described in their research on social media in times of crisis as a "self-organizing digital", where the citizens become key actors in humanitarian response. In addition, the ability of social media to convey information in real time has also allowed us to optimize the allocation of resources in the most affected areas. platforms such as twitter have been used by citizens to report areas in need of emergency response, allowing rescue teams to 80 respond quickly and effectively. As pointed out by Hughes and Palen (2009) in their study on the use of twitter during disasters, these platforms have become a vital means for the dissemination of information, but also for the co-ordination of the relief actions, often faster and more flexible than the traditional channels. However, although this capacity for rapid mobilization is a major asset of social media, it is accompanied by a significant risk : that of misinformation. This study has also revealed the proliferation of fake news and rumors, which have complicated the management of the crisis. This corroborates the work of Blazer et al (2018) on the disinformation digital, which shows that periods of crisis are often marked by a rapid dissemination of false information, sometimes deliberately amplified by malicious actors, or bots. This phenomenon, already observed in other contexts of crisis, showed significantly during the earthquake of al haouz, where false information on the extent of the damage or the initiatives for relief have been circulating, sometimes creating confusion among the citizens and authorities. The analysis of the results of this study clearly shows that, although social media have enhanced the reactivity of relief and allowed the rapid mobilization of resources, they have also introduced new challenges in the management of information in a time of crisis. These platforms, allowing instant messages, have created an environment in which the verification of the information has become a complex task. The velocity of circulation of information, combined with the open nature and participatory social networks, contributed to the spread of content that is not verified, or even misleading. The observations made in the course of this study are consistent with the findings of vosoughi, roy, and aral (2018), who showed that false news spreads more quickly and widely than the verified information, in particular on twitter. One of the major challenges observed during the management of an earthquake in al haouz, has been the limited ability of the authorities to keep pace with disinformation. While the messages are authentic on the relief efforts and the needs of victims are propagated via the hashtags mentioned previously, rumors unfounded, have also gained visibility, diverting sometimes the attention of the real priorities. For example, unfounded rumors about the collapse of some of the vital infrastructure, such as hospitals, have spread rapidly on facebook, creating waves of panic and saturating the emergency services to help requests is not relevant. This underscores the importance of adopting mechanisms for effective verification and proactive management strategies of misinformation in the public policies of crisis management. As advocated by Ferrara (2017) in his study on the manipulation of information online, it is crucial that the authorities put in place systems for automated monitoring to quickly identify 81 the content issues and respond appropriately. In the absence of such measures, the digital platforms are likely to become fertile breeding ground for misinformation, thus compromising the quality of humanitarian responses. Furthermore, it is essential to note that, despite these challenges, social media has also provided unique opportunities for crisis management. The ability to engage citizens in a participatory way in the relief efforts has not only strengthened the solidarity of society, but also led to a more decentralised management and flexible emergency operations. as shown by meier (2015) and zook and Graham (2020) in their studies on humanitarian digital citizen engagement via digital technologies can transform the way in which aid is organized, making its operations more responsive and better suited to local needs. The resilience of digital participatory performance (rnp): Towards a new theory of crisis management The management of natural disasters in the digital age requires a rethinking of traditional models of intervention, information and mobilization. The concept of resilience in the digital participatory (rnp) that we propose is positioned as an operational framework for the integration of citizens in the process of crisis management, by leveraging the capabilities offered by digital technologies and social networks. It is a model of collective action decentralized, based on three fundamental pillars : the active citizen participation, the audit of collaborative information and the co-construction of the humanitarian response. The earthquake of al haouz, is a symbolic illustration of the urgent need to develop such an approach. 1. Theoretical foundations and context of the rnp The rnp is located at the intersection of several theoretical frameworks : the crisis communication (coombs, 2022), the community resilience (Norris et al., 2008), and the computer crisis (Palen and Anderson, 2016). In a context where information flows so viral and non-hierarchical, the traditional "top-down" management crisis shows its limits. The rnp offers an inversion of the dynamics : the citizens are not mere receivers of information, but become relays, auditors and full-fledged participants of the chain resilience. This paradigm is based on the idea that the resilience of a society facing a crisis depends not only on the reactivity of the institutions, but also the ability of citizens to collaborate, to selforganize and maintain a flow of information to be reliable. 2. The operational components of the rnp For the rnp pass a theoretical concept to a tool of governance, six key dimensions need to be in place: