Just as Swift can mobilize millions with a single post, fire service personalities on social media are shaping firefighter culture, training and identity. Or, at least they think they are.
Category Archives: Social Media
Jaws, Firefighters and the Fear We Feed
Just because it’s vivid doesn’t mean it’s typical. And just because it’s feared doesn’t mean it’s true.
How Emotional Anchoring Shapes Online Risk Perception and Fireground Decisions
Social media amplifies emotional anchoring: dramatic images paired with comments like “This should never happen again” or “Ban that tactic” create an emotional echo chamber. Over time, this can shift culture, training, and even SOPs—driven more by emotional memory than evidence.
The Picture Superiority Effect, Fear and Firefighters’ Perception of Risk
Add in social media, a culture of decision-shaming and institutional decision-making shaped by fear, and you begin to see how firefighting is being silently reshaped—not by what is happening, but by what is seen happening.
Data Not Drama 