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Part of the problem with media coverage can also be seen in this tease that played Monday night on one of the local channels here. It started with a brief description of things like "32 people killed in America's worse mass shooting ever..." and ended with "...and the possible Bay Area connection to this tragedy at 11."
The media generally, in my view, equates situational similarity with empathy. You will feel it more and be more interested if somehow you are put in the shoes of the people to which it happened. It is hard to say "you, your family, or your friends could be a random ethnic murder in Iraq" but it is easy to say "you, your family, or your friends could be massacred in an American gathering place."
It also helps to be able to produce a huge volume of video in which distraught people are speaking the same language as the listener.
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