Program

Prof. Dr. Julia Kotlarsky (University of Auckland, New Zealand)
"Framing the Unknown: Social Media Narratives During the Unfolding White Island Disaster"

12.06.2026, 10:00 am - 11:30 am
Room tbd

Abstract:
How do you seek information when you hear about a life-threatening extreme event, in particular if it is happening locally and you or those you care about might be affected? Today, the most up-to-date information on extreme events, such as natural and man-made disasters, is communicated on social media platforms, particularly X (formerly Twitter), which is considered the most popular for seeking out news when it comes to finding out about extreme events as they occur in real-time. Given the volume of information posted (and reposted) on X, individual users and actor groups are exposed to different subsets of posts depending on who they follow, and the hashtags and keywords they use to search for relevant information.

In the context of extreme events, some posts have more reach and impact than others. High-impact posts tend to include images or video of an unfolding extreme event from first-hand observers, statements by major media or government agencies, or disturbing, controversial, and provocative content. These high-impact posts are frequently picked up by mainstream news and re-shared, reaching a wider audience. Under such conditions, individuals (social media users) may struggle to make sense of what is happening during an extreme event where there is risk to life.

In this research, we study the dynamics of X/Twitter-enabled information spread during the fatal eruption of Whakaari (also known as White Island), in New Zealand’s north-eastern region, that has been a popular tourist destination, particularly for international passengers from cruise ships docked in the nearby port of Tauranga. Tours of White Island involved a short boat trip to the island and were offered as a unique opportunity to visit the site of an active volcano. At the time of the eruption, it was initially unclear whether tourists were on White Island, although it was suspected they might be, as a large cruise ship was in port. Twenty-four hours later, officials reported 47 people were on or near the island at the time of the eruption, including 38 from the cruise ship. Tragically, 22 people died due to exposure to ash, toxic gas, and rocks, and many more suffered life-altering injuries.

Using Entman’s Framing Theory as our theoretical lens, we analyzed posts shared on Twitter (X) in the first 24 hours following the moment of the eruption and until the “aftermath” – when local officials and the NZ government confirmed the situation and casualties. Guided by the initial research question – How do different social media actors contribute to sharing information about an unfolding extreme event? – we distinguished between different actor groups: news media agencies, private Individuals (including a first-hand observer), emergency response agencies, and experts. We analyzed posts (“tweets”) aiming to capture how these posts are framing an unfolding White Island disaster, and how frames are changing over time, from the moment when the eruption occurred, while the rescue operation was ongoing, and until the “aftermath”. Our findings bring to the fore differences in frames and patterns of framing between actor groups.

This paper is at the final stages of preparation for journal submission.

Bio:
Julia Kotlarsky is a Professor of Information Systems at the University of Auckland Business School, New Zealand. She holds a PhD from Rotterdam School of Management, Erasmus University (Netherlands) and has worked previously in the UK. Julia’s research revolves around understanding the impact of digital technologies on organizations and individuals, with a specific interest in the context of emergencies/disasters/crises. Her recent work focuses on digital transformation; Artificial Intelligence/Machine Learning in an organizational context (e.g., development, implementation, use); technology sourcing and innovation; digital sustainability; and social media.

Julia’s work has been published in MIS Quarterly, Journal of Management Information Systems, Journal of Information Technology, Journal of Strategic Information Systems, and other outlets. She co-founded the AIS Special Interest Group on Digital Sourcing, Platforms, and Ecosystems. She is a Senior Editor for MIS Quarterly and the Journal of the Association for Information Systems.