The Culture of Fear_ Why Americans Are Afraid of the Wrong Things - Barry Glassner [10]
Another popular explanation blames the news media. We have so many fears, many of them off-base, the argument goes, because the media bombard us with sensationalistic stories designed to increase ratings. This explanation, sometimes called the media-effects theory, is less simplistic than the millennium hypothesis and contains sizable kernels of truth. When researchers from Emory University computed the levels of coverage of various health dangers in popular magazines and newspapers they discovered an inverse relationship: much less space was devoted to several of the major causes of death than to some uncommon causes. The leading cause of death, heart disease, received approximately the same amount of coverage as the eleventh-ranked cause of death, homicide. They found a similar inverse relationship in coverage of risk factors associated with serious illness and death. The lowest-ranking risk factor, drug use, received nearly as much attention as the second-ranked risk factor, diet and exercise.28
Disproportionate coverage in the news media plainly has effects on readers and viewers. When Esther Madriz, a professor at Hunter College, interviewed women in New York City about their fears of crime they frequently responded with the phrase “I saw it in the news.” The interviewees identified the news media as both the source of their fears and the reason they believed those fears were valid. Asked in a national poll why they believe the country has a serious crime problem, 76 percent of people cited stories they had seen in the media. Only 22 percent cited personal experience.29
When professors Robert Blendon and John Young of Harvard analyzed forty-seven surveys about drug abuse conducted between 1978 and 1997, they too discovered that the news media, rather than personal experience, provide Americans with their predominant fears. Eight out of ten adults say that drug abuse has never caused problems in their family, and the vast majority report relatively little direct experience with problems related to drug abuse. Widespread concern about drug problems emanates, Blendon and Young determined, from scares in the news media, television in particular.30
Television news programs survive on scares. On local newscasts, where producers live by the dictum “if it bleeds, it leads,” drug, crime, and disaster stories make up most of the news portion of the broadcasts. Evening newscasts on the major networks are somewhat less bloody, but between 1990 and 1998, when the nation’s murder rate declined by 20 percent, the number of murder stories on network newscasts increased 600 percent (not counting stories about O.J. Simpson).31
After the dinnertime newscasts the networks broadcast newsmagazines, whose guiding principle seems to be that no danger is too small to magnify into a national nightmare. Some of the risks reported by such programs would be merely laughable were they not hyped with so much fanfare: “Don’t miss Dateline tonight or YOU could be the next victim!” Competing for ratings with drama programs and movies during prime-time evening hours, newsmagazines feature story lines that would make a writer for “Homicide” or “ER” wince.32
“It can happen in a flash. Fire breaks out on the operating table. The patient is surrounded by flames,” Barbara Walters exclaimed on ABC’s “20/20” in 1998. The problem—oxygen from a face mask ignited by a surgical instrument—occurs “more often than you might think,” she cautioned in her introduction, even though reporter Arnold Diaz would note later, during the actual report, that out of 27 million surgeries each year the situation arises only about a hundred times. No matter, Diaz effectively nullified the reassuring numbers as soon as they left his mouth. To those who “may say it’s too small a risk to worry about” he presented distraught victims: a woman with permanent scars on her face and a man whose son had died.33
The gambit is common. Producers of TV newsmagazines routinely let emotional accounts trump objective information. In 1994 medical authorities