Media Bias - Efforts To Correct Bias

Efforts To Correct Bias

A technique used to avoid bias is the "point/counterpoint" or "round table", an adversarial format in which representatives of opposing views comment on an issue. This approach theoretically allows diverse views to appear in the media. However, the person organizing the report still has the responsibility to choose people who really represent the breadth of opinion, to ask them non-prejudicial questions, and to edit or arbitrate their comments fairly. When done carelessly, a point/counterpoint can be as unfair as a simple biased report, by suggesting that the "losing" side lost on its merits.

Using this format can also lead to accusations that the reporter has created a misleading appearance that viewpoints have equal validity (sometimes called "false balance"). This may happen when a taboo exists around one of the viewpoints, or when one of the representatives habitually makes claims that are easily shown to be inaccurate.

One such allegation of misleading balance came from Mark Halperin, political director of ABC News. He stated in an internal e-mail message that reporters should not "artificially hold George W. Bush and John Kerry 'equally' accountable" to the public interest, and that complaints from Bush supporters were an attempt to "get away with ... renewed efforts to win the election by destroying Senator Kerry." When the conservative web site the Drudge Report published this message, many Bush supporters viewed it as "smoking gun" evidence that Halperin was using ABC to propagandize against Bush to Kerry's benefit, by interfering with reporters' attempts to avoid bias. An academic content analysis of election news later found that coverage at ABC, CBS, and NBC was more favorable toward Kerry than Bush, while coverage at Fox News Channel was more favorable toward Bush.

Scott Norvell, the London bureau chief for Fox News, stated in a May 20, 2005 interview with the Wall Street Journal that:

"Even we at Fox News manage to get some lefties on the air occasionally, and often let them finish their sentences before we club them to death and feed the scraps to Karl Rove and Bill O'Reilly. And those who hate us can take solace in the fact that they aren't subsidizing Bill's bombast; we payers of the BBC license fee don't enjoy that peace of mind.
Fox News is, after all, a private channel and our presenters are quite open about where they stand on particular stories. That's our appeal. People watch us because they know what they are getting. The Beeb's (British Broadcasting Corporation) (BBC) institutionalized leftism would be easier to tolerate if the corporation was a little more honest about it".

With the release of the 2008 book What Happened: Inside the Bush White House and Washington's Culture of Deception by George W. Bush's press secretary Scott McClellan, there are some who contend that this is evidence of Mark Halperin being correct instead of biased. In his book, McClellan admits to lying to the media, and describes the contempt he felt for reporters who so easily believed his lies, and were cowed by the fear that if they exposed the lies, they would be accused of "liberal bias".

Another technique used to avoid bias is disclosure of affiliations that may be considered a possible conflict of interest. This is especially apparent when a news organization is reporting a story with some relevancy to the news organization itself or to its ownership individuals or conglomerate. Often this disclosure is mandated by the laws or regulations pertaining to stocks and securities. Commentators on news stories involving stocks are often required to disclose any ownership interest in those corporations or in its competitors.

In rare cases, a news organization may dismiss or reassign staff members who appear biased. This approach was used in the Killian documents affair and after Peter Arnett's interview with the Iraqi press. This approach is presumed to have been employed in the case of Dan Rather over a story that he ran on 60 Minutes in the month prior to the 2004 election that attempted to impugn the military record of George W. Bush by relying on allegedly fake documents that were provided by Bill Burkett, a retired Lieutenant Colonel in the Texas Army National Guard.

Finally, some countries have laws enforcing balance in state-owned media. Since 1991, the CBC and Radio Canada, its Francophone counterpart, are governed by the Broadcasting Act. This act states, amongst other things:

the programming provided by the Canadian broadcasting system should (i) be varied and comprehensive, providing a balance of information, enlightenment and entertainment for men, women and children of all ages, interests and tastes, (...) (iv) provide a reasonable opportunity for the public to be exposed to the expression of differing views on matters of public concern