#StrongTogether? Qualitative Sentiment Analysis of Social Media Reactions to Disaster Volunteering during a Forest Fire in Finland

The transformation of disaster volunteering has been highlighted in academic literature. This study examined that transformation via a big data approach. The context for the study was provided by a forest fire in Finland, which sparked a debate on volunteering. The data (806 social media messages) were analyzed using qualitative sentiment analysis to (1) identify the sentiments relating to a variety of volunteers and (2) understand the context of and tensions behind those sentiments. The data suggested that the prevailing view of disaster volunteering is a rather traditional one, while the observations on the transformation remain largely latent. The positive sentiments reflected a view of the co-production of extinguishing forest fires as an activity of formal governmental and nonprofit emergency management organizations and volunteers from expanding and extending organizations. Unaffiliated volunteers were seen as extra pairs of hands that could be invited to help in an organized way and with limited tasks, only if required. Sentiments with a more negative tone raised concerns about having sufficient numbers of affiliated volunteers in the future and the rhetorical level of appreciation of them. The data revealed a dichotomous relationship between “professionals” and “amateurs” and the politicization of the debate between different actor groups.