Societal risk perception among African villagers without access to the media

The impact of the media on people's risk perception was assessed by comparing risk ratings obtained from African villagers without access to the media with risk ratings obtained from African city-dwellers with access to the media and risk ratings obtained from French participants. The overall mean risk judgment observed among the Togolese villagers was lower than the mean rating observed among the Togolese city-dwellers, and lower than the mean rating observed among the French. The linear association observed between the Togolese villagers' ratings and the Togolese city-dweller ratings and the French ratings was moderate. The impact of the media on risk perception was estimated to be an increase of about 15% of the overall mean ratings, and to about 31% of the variance of the mean ratings. This impact was independent of educational level.