[Risks of risk communication - lessons we may learn from media communication]

The German media system produces an enormous diversity of media contents both in the audiovisual and the press areas. The increasing number of media products promotes keen competition between new and existing media companies. German citizens consume mass media products for about eight hours a day, which makes the media one of the key factors in social life. This has consequences for the type and process of risk communication. Increasing competition results in a biased coverage of events and issues in the world. Key words are sensation, negativity, emotion and personalization. This kind of coverage leads to a sometimes irrational risk dialogue between media, society, economy and administration. A possible misconception of risks and risk management may have undesirable consequences for the social development and benefits of new technologies.