I was under the impression that school shootings haven't gone up, but news coverage of them has. I'll have to go look that up. Whatever the case, the news doesn't report things to inform the public. They report what will get them ratings, which is generally scare tactics and sensationalism.
Edit: Well, apparently incidences of shootings are up, but number of deaths is pretty constant. I would attribute part of the increase in occurences to excessive media coverage promoting the idea.
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