Emotional Framing in Disaster Communication: An Analysis of PAGASA Bulletins and Media Coverage of Typhoon Tino (Kalmaegi) and Severe Tropical Storm Uwan (Fung-Wong) in 2025

Abstract

This study analyzed the emotional framing strategies employed in PAGASA bulletins and media coverage of Typhoon Tino (Kalmaegi) and Severe Tropical Storm Uwan (Fung-Wong) in 2025. Using content and linguistic analysis, the study identified the dominant emotional frames and their communicative purposes in disaster communication. Findings reveal that PAGASA bulletins primarily employed urgency, risk, and institutional legitimacy frames, emphasizing hazard severity and promoting immediate protective actions. In contrast, media reports favored moral and community concern frames, highlighting human experiences, displacement, and social impacts to enhance audience engagement and empathy. Linguistic analysis showed that imperative verbs, technical terminology, emotive language, and authoritative attribution were key strategies for conveying these frames. The study concludes that emotional framing serves multiple functions; warning, informing, reassuring, building empathy, and establishing trust and that the complementary roles of meteorological agencies and media are crucial in shaping public understanding, emotional response, and preparedness behavior during disasters. Recommendations include integrating human-centered messaging with technical warnings, maintaining balanced communication, and promoting coordinated public education campaigns.