Patterns of television viewing and of perceptions of hazards to life

A previous study using respondents in a London regional audience appreciation diary panel showed that links existed between overall amounts of the viewing of television recorded across one week and levels of perception of risk of three hazards to life, namely lightning, flooding and terrorist bomb attacks. With a fourth hazard, cancer, there was an inverted U-shaped relationship between perceived risk level and amount of viewing. At the same time there were no relationships between amounts of viewing of news and documentary material and perceived risks of any of 12 hazards. Two new surveys were done, nearly three years after the previous one, asking people in widely different regions about their perceptions of nine various hazards, and linking these results with measures of attitudes towards certain adaptations of new technology (which could prove hazardous or beneficial according to points of view) and to patterns of television viewing. The two surveys agreed on a wide number of points with each other; they agreed with the previous study in finding no steady relationships between information programme viewing and hazard perception. Lightning and flooding were again related, this time more specifically with viewing of particular types of television programming. A new finding is that heavier viewing of television sport is associated with less perceived risk of cancer and of nuclear pollution. Interpretations are generally favoured along the lines of a selective process of viewers with certain predispositions choosing certain kinds of viewing patterns, rather than that programme contents provide an example for formulating perceptions and attitudes.