Thor is a Norse god who wields a powerful hammer, and Weather Channel personalities talking about the winter storm named after him aren’t letting their viewers forget it.
What you call the looming storm threatening the East Coast this Thanksgiving week depends on where you get your weather news. Use of this site constitutes acceptance of our User Agreement (effective January 1, 2014) and Privacy Policy (effective January 1, 2014).
If it comes from the several platforms of the Weather Channel, then you know that the storm has a name, Boreas (the Greek god of the cold north wind), and so are most likely referring to it accordingly. Your California Privacy Rights The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast. Such storms have been given official names for more than half a century, in order to distinguish them from one another if several form at once, and to raise awareness among the public—the idea being that a single, short name resonates more than a changing set of characteristics. But big winter storms have always been nameless, at least until last year, when the Weather Channel introduced Athena, Brutus, Caesar, and so on down to Zeus, which brought a foot of snow through the upper Midwest last April.


To submit to the naming convention owned and managed by a rival would be equally unpalatable.
By being first, the Weather Channel had handcuffed the entire weather-news industry: join in, or be boring.
But it is notable that this opinion has not been shared by anyone in the nonprofit scientific community. For now, the winter-storm names seem like just another innovation by a company that long ago mastered the form of selling rain, sleet, hail, snow, and wind. Incredibly, there was a time when an entire cable channel devoted entirely to forecasts was a laughable prospect—and, in its early years, the Weather Channel ran a lot of staid and static local weather info, backed by elevator music, to fill the air. But in the intervening years, the channel has thrived by becoming, in effect, a giant American weather id—reflecting back some of our worst instincts as weather-watchers. This is often clearest on its Web site, which fuses fear-mongering about the weather with gestures toward other free-floating modern anxieties.


Certainly there is delightful entertainment to be found in powerful storms; their formulation and impact and exit all form a natural narrative arc, one that begins with nervous foreshadowing and ends either with cataclysm or the rush of a near-miss. It is only after the storm hits that we may pause to reflect on the sordidness of our affinity for all the buildup. By then, the channel is marvelling at the scale of devastation and loss of life (surely a more qualified form of entertainment, but, we must be honest, a real one nonetheless) and turning our attention to the next upcoming storm.
Its relevance relies largely on its accuracy, and so it has no interest in reporting falsehoods or ginning up false panic. Every time you refer to it this week on Twitter and Facebook, you are creating a so-called impression for the Weather Channel.



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Comments

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    Duration of the winter and have director of Operations designated beneath more comfy, with a layer weather channel winter survival kit of insulation.