The mass media-including television, newspapers, radio, magazines, and the Internetare arguably the largest source of information in today's society. Many people form their opinions about health, environmental, and safety risks by what they read online or in the evening news. In communicating riskrelated information, administrators, technical and health professionals, and communication specialists often deal with the mass media as a key provider, interpreter, gatekeeper, or channel of risk-related information. We have devoted a chapter to working with media representatives-reporters, journalists, editors, and producers-because of the distinct and significant role they play in communicating risk information to the public. Use of the Internet for risk communication is described in Chapter 18.
THE ROLES OF MASS MEDIA IN RISK COMMUNICATION
Media organizations, such as television producers and newspapers, can choose among several roles, or levels of participation, to address a given risk-related issue. Participation can span a wide range from least to most involvement: (1) reporting existing information, (2) influencing the way an issue is portrayed, (3) independently bringing an issue to the public's attention or restricting its coverage, and (4) proposing solutions to a risk-related decision, including taking a stand on an issue.