It's no surprise we are losing innocent lives to school shootings and other senseless violence.

News travels fast, especially when it involves graphic, tragic, or disturbing information.

Sharing details about school shootings, like the type of weapon or the motive, may lead to copycat shootings.

The media consistently adoping ethical reporting standards could reduce the likelihood of copycat incidents.

When a shocking tragedy such as a mass shooting dominates the news cycle, many of us instinctively lean in, watch, and listen intently. We want to understand what happened, who was responsible, and why such a devastating event occurred. News outlets respond to that demand with minute-by-minute updates, dramatic headlines, and detailed accounts of the events as they unfolded.

Think of how some of the most infamous school shootings have been covered. It’s not uncommon for reporters to rush to the scene and push a microphone in the face of a student who is in shock, peppering them with questions: “Do you know the shooter? What did you see?”

Personally, I think back to Bree Pasquale who, after witnessing dozens of her classmates’ deaths in the Columbine library, was practically ambushed by a reporter aiming to get the details before the competition. The reporter asked Bree what she saw and pointed out that she had blood on her. Bree kept repeating “He did it right in front of us.” She was obviously traumatized, and many people still had loved ones inside the building. Yet there stood the reporter, mic in hand, aiming to get the story first.

Today, within an hour of a school shooting incident, it’s highly likely we will know who did it, how, and sometimes even why (even if its speculation). We often learn how they entered the school, the type of weapons they used, where they obtained the weapons, and how they managed to end the lives or injure so many. We may even be shown a map detailing point of entry, rooms in which students were killed, and the path the shooter took as the incident unfolded.

But what if the very way the media covers these tragedies actually increases the likelihood that they will happen again? And what if some of those watching the coverage unfold were teetering on the edge of such an act and now have an exact recipe for how to move forward?

Media Contagion: Publicity is Powerful

Media contagion refers to the increased likelihood of similar acts occurring after a highly publicized incident of violence. Research consistently shows that in the days and weeks following extensive coverage of a mass shooting, the probability of a similar event rises.

When media coverage repeatedly broadcasts or prints the perpetrator’s—or perpetrators’) name(s), shares the details of the attack, and walks us through the exact sequence of events, it may unintentionally create a blueprint for those already on a pathway to violence who didn’t know how to carry the act forward.

The Role of Sensationalized Coverage

Modern media operates in a competitive environment where attention drives engagement. Headlines, photos, and posts must capture readers instantly or the reader moves on. Stories that shock, disturb, or provoke strong emotions often receive the most clicks and the widest circulation.

In the aftermath of high-profile mass shootings—such as those in Columbine, Virginia Tech, Sandy Hook, and Las Vegas—news coverage often included extensive details about the perpetrators, their motives, the weapons used, and the timeline of the attack. Now, in 2026, those kinds of details are often repeated across TikTok, Instagram, TV broadcasts, online news sites, and other media feeds—as well as chats on Discord where, unfortunately, the perpetrators are sometimes cheered on by like-minded individuals.

Research suggests this level of attention can create an unintended ripple effect. Those who feel isolated, angry, or overlooked may begin to see previous perpetrators as models, even idols. In certain cases, attackers have openly referenced previous shooters in their manifesto and/or expressed a desire to surpass them in scale or impact.

Columbine remains the most notorious shooting consistently referenced among perpetrators and among those who seem mesmerized by vengeful violence. The deceased perpetrators of Columbine are in some ways worshipped; there is a "fan club," of sorts, and some people online even claim to have the shooters’ names or images tattooed on their bodies.

Yet in the majority of cases, Columbine—which dominated headlines in 1999—happened before these fans were even born.

Individuals who carry out acts of targeted violence often share certain experiences. Feelings of alienation, resentment, loss of a loved one, humiliation, or social isolation frequently appear in the background of these tragedies.

When someone in that state encounters highly publicized narratives of violence, the stories can become psychologically powerful. The individual may identify with the person at the center of the coverage and begin to interpret the act as a way to express anger, gain recognition, or escape emotional pain.

For those already in crisis, exposure to repeated and detailed coverage can reinforce these perceptions.

What Should the Media Do Instead? Tell the Story But Spare the Details

None of this suggests that the media should ignore tragedy. Responsible reporting is essential. Communities deserve accurate information, and honest conversations about violence are necessary.

However, how these stories are told matters.

Public health and suicide prevention organizations have long recommended guidelines for responsible reporting. These include:

limiting the repeated use of a perpetrator’s name and image,

avoiding detailed descriptions of methods, and

refraining from sensationalized headlines.

Coverage can also shift its focus toward victims, survivors, and the ways communities support one another in the aftermath of tragedy. This approach helps ensure that the story centers on healing rather than notoriety.

The Responsibility We All Share

In today’s digital environment, information spreads instantly. News stories, social media posts, and video clips reach millions of people within minutes. While some information sharing has benefits, the narratives surrounding tragedy travel farther and faster than ever before.

Acts of mass violence are complex issues that arise from many factors. Media coverage alone does not cause them. Yet the way we share such tragedies can influence how they are understood and if they are repeated.

In an era defined by constant information, responsible storytelling is not just ethical journalism, it is a form of prevention.

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