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This chapter focuses on the relationship between public opinion on migration and its media coverage. Different explanatory models, including individual characteristics, cultural factors and the impact of media and politics, have been proposed to explain public attitudes towards migrants. Understanding the local context is important, as the shares of migrants living in each region and city vary considerably. Providing correct statistical information, stressing the diversity of current migration patterns in Europe and taking part in media and public discussions are ways in which to impact public attitudes at the local level.