“…It is likely that the more often newspapers mention the risk of bears, the higher readers' perception of the risks posed by bears becomes, potentially affecting people's attitudes toward the animals (Muter et al, 2009).The fact that people's attitudes towards bears tend to be more negative in rural than urban areas (Hosoda et al, 2009;Tsubota & Yamazaki, 2011) may simply reflect their closer proximity to the threat but may also be explained by the potential influence of the media in amplifying the perception of risk (Gore et al, 2005). It is likely that the more often newspapers mention the risk of bears, the higher readers' perception of the risks posed by bears becomes, potentially affecting people's attitudes toward the animals (Muter et al, 2009).The fact that people's attitudes towards bears tend to be more negative in rural than urban areas (Hosoda et al, 2009;Tsubota & Yamazaki, 2011) may simply reflect their closer proximity to the threat but may also be explained by the potential influence of the media in amplifying the perception of risk (Gore et al, 2005).…”