It's Shark Week. This year's Discovery programs boast flashy titles like Stranger Sharks, Air Jaws, Great White Serial Killer, and Rise of the Monster Hammerheads, and feature sharks writhing through murky water, their jaws clenching on dead fish bait, sharp teeth snapping at divers.

Sharks first splashed into Hollywood — and widespread infamy — with the 1975 blockbuster Jaws. It's the type of horror film that sticks with you, especially when you're on a swim at the beach and think, what's out there? Over the last few decades, beachgoers have encountered a slight uptick in shark sightings and incidents. This summer is no exception.

But even as these predators shut down beaches, many marine biologists have waged a counter PR campaign for sharks, arguing that popular media have far overstated their danger. Chris Pepin-Neff is a senior lecturer of Public Policy at the University of Sydney, and author of the book Flaws: Shark Bites and Emotional Public Policymaking. They say that the maligning of these fish harms not only sharks — but humans as well.