Traditional and New Media — About Amplification and Negation

Abstract

This chapter analyses the role of media and other actors in defining the perception of environmental risks by the public. First, an introduction to the specificities of different media types, including old and new media, books, and art is given. The basic theories in risk perception are presented, including the psychometric paradigm, the cultural theory of risk perception, the protection motivation theory, and the social amplification of risk framework (SARF). Their importance for risk communication in the environmental domain is discussed. The chapter ends with insights from the newsroom on how media actors select and present news and what their work patterns imply for designing environmental communication. The conclusion presents concrete advice for environmental media campaigns based on the research presented in this chapter.