Risk perception and the media

Abstract

This is a survey of research on how media influence risk perception. Media are diverse in content, and often not as biased in their (news) reporting as is commonly thought. Although many take media's influence for granted, the evidence points the other way: even for heavy media users, media are probably not a strong causal factor in (especially not personal) risk perception. Risk perception may be affected by the media via availability (more information gives a stronger effect), but the effects are lessened by impersonal impact: general risk perception is more easily changed than personal risk perception. Risk perception is often thought to cause behaviour, but this is still uncertain, and caution is necessary as to this possible connection.