Social Amplification of Risk

Social amplification of risk refers to how people's perceptions of risks can be heightened or reduced based on social interactions and media coverage. When a potential danger, like a health threat or environmental disaster, is discussed widely in society—through news reports, social media, or community conversations—people may become more aware and concerned about it. This can lead to increased vigilance, changes in behavior, or even panic. Conversely, when risks are downplayed or dismissed, societal concern may wane. Ultimately, our understanding of risk is shaped by how it is communicated and perceived in our social environment.