Pan-Pacific Conference XXXIV. Designing New Business Models in Developing Economies

A Big Data Processing of Anxiety and Management of Crisis Communication
Jeong, Hayeong corresponding author
Business Research Center, College of Business Administration, Dong-A University, 225, Gudeok-ro, Seo-gu,
Busan, Rep. of KOREA, , 49236,+8210-4897-5285
Lee, Tai Hun
Business Research Center, College of Business Administration, Dong-A University, 225, Gudeok-ro, Seo-gu,
Busan, Rep. of KOREA, , 49236,+8210-4882-5285
Jung, Jeeyoung
Management Information Systems, College of Business Administration, Dong-A University, 225, Gudeok-ro, Seogu,
Busan, Rep. of KOREA, , 49236,+8210-2500-0219
ABSTRACT
The aim of this study is to develop a big data
processing tool of measuring anxiety and to propose
a proper management policy of crisis
communication. Twitter is a real time
communication tool involving a large number of
users. In the 311 Great East Japan Earthquake,
Twitter was played an important role in sharing
disaster information very rapidly. This paper
reviews on the previous anxiety measurement
approaches and proposes a corpus-based approach.
Natural language processing and text mining
techniques are applied to analyze the Twitter corpus
on the 311 Great East Japan Earthquake and a crisis
communication management policy is proposed
considered with the analysis results.
Key words: Twitter, Crisis Communication
Management Policy, Big Data Processing
1. Introduction
The aim of this study is to clarify the relationship
between the risk assessment in crisis
communication at the time of disaster and the
influence of anxiety, and to develop an anxiety
quantification methodology applying corpus
linguistics. Using the government announcement on
the 311 Great East Japan Earthquake and the
Twitter corpus, this study examines the difference in
evaluation on risk "radiation" between the
government and citizens. For the purpose, this study
proposes an anxiety measure quantification
indicator applying the polarity of the evaluation on
risk, and analyze the time series fluctuation of the
citizen's anxiety about radiation risk. The proposed
anxiety measure quantification index is applied the
negative degree polarity of the evaluation on risk,
and can interpret the time series change of anxiety.
2. Basic idea
2.1 Anxiety
Anxiety refers to negative emotions that include
concern, distress, worry, and uncertainty about the
results of an event or a situation. Beck and Clark [1]
pointed out that anxiety appears in a three-stage
schema-based information processing model, which
consists of initial registration, immediate
preparation, and secondary elaboration. In a
secondary elaboration process, anxious individuals
evaluate the availability and effectiveness of their
coping resources to deal with a perceived threat.
Secondary elaboration has two aspects, worry and
safety signal. Anxiety is one consequence of
secondary elaboration on information perceived as
dangerous, resulting in an expansion of anxiety.
Secondary elaboration, on the other hand, also
involves interactions between avoidance of danger
and safety signals. This idea is based on the
hypothesis that the amount of risk is relieved by
cognitive functions on speed and possibility of
returning to a safe state. Therefore, it is important to
understand complicated behavioral patterns such as
high order general elaboration of people when
designing signals on safety state to effectively
reduce anxiety. Based on the previous studies,
anxiety can be evaluated on the characteristics of
the situation such as whether the expected situation
is threatening or highly related to himself, and in the
process of evaluating whether the situation can be
controlled. However, this state does not end with
only one evaluation of the situation, but at some
point it takes a state of worry, or takes a safe state,
and it gets updated while acquiring information on
repeated fields. As a result, he was worried at first
that he could go back to a safe state after a long
time, the switching of psychology is always done,
although he not feel uneasy at first, but fall into
anxiety. In the event of a disaster various
communication is done to the danger, and many of
them can be thought of as the language produced
based on this psychological state.
Crisis Communications Corpus
Crisis communication corpus has various things
such as “mass media information via newspaper or
television", "information released by the
government" created by experts, mails and mobile
phones exchanged by the general public. In the
event of the 311 Great East Japan Earthquake, crisis
communication carried out by using social
networking service (SNS) by e-mail or cellular
phone. Especially, there were many information
exchanges between individuals or government
agencies and victims and non-victims through
Twitter. As these pieces of information clearly show
places and time, it became valuable information to
grasp the situation of the affected site. It is possible
to acquire individual-based disaster information that
could not be read with disasters so far, or subjective
information that originally meets the context of each
user's disasters and vital disasters that only flows
locally. In addition, Twitter was used as a means to
promptly provide information to citizens as crisis
communication at the point immediately after the
disaster is implemented via Twitter. Twitter is a
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