Media reporting of risk information: Uncertainties and the future

This paper argues that very little is known with a reasonable degree of certainty about how the media influence their audiences. Media effects are mediated through diverse, subtle social interactions and processes. Future changes in the regulatory and technological media environment will create even more uncertainty by changing basic parameters of media/audience interaction. More research is needed to help shed light on these uncertainties and future changes. If this research is to be of relevance to real communicators of real risk, it must fully address the issues of how the media are influenced, not just media impacts. In this context, the role of experts, PR, advertising, and media professionals' motivations are key priorities. (orig.)