Media Bias - Other Influences

Other Influences

The apparent bias of media is not always specifically political in nature. The news media tend to appeal to a specific audience, which means that stories that affect a large number of people on a global scale often receive less coverage in some markets than local stories, such as a public school shooting, a celebrity wedding, a plane crash, a "missing white woman," or similarly glamorous or shocking stories. For example, the deaths of millions of people in an ethnic conflict in Africa might be afforded scant mention in American media, while the shooting of five people in a high school is analyzed in depth. Bias is also known to exist in sports broadcasting; in the United States, broadcasters tend to favor teams on the East Coast, teams in major markets, older and more established teams and leagues, teams based in their respective country (in international sport) and teams that include high-profile celebrity athletes. The reason for these types of bias is a function of what the public wants to watch and/or what producers and publishers believe the public wants to watch.

Bias has also been claimed in instances referred to as conflict of interest, whereby the owners of media outlets have vested interests in other commercial enterprises or political parties. In such cases in the United States, the media outlet is required to disclose the conflict of interest.

However, the decisions of the editorial department of a newspaper and the corporate parent frequently are not connected, as the editorial staff retains freedom to decide what is covered as well as what is not. Biases, real or implied, frequently arise when it comes to deciding what stories will be covered and who will be called for those stories.

Accusations that a source is biased, if accepted, may cause media consumers to distrust certain kinds of statements, and place added confidence on others.

How People View The Media: Two-thirds (67%) said agreed with the statement: “In dealing with political and social issues, news organizations tend to favor one side.” That was up 14 points from 53 percent who gave that answer in 1985. Those who believed the media “deal fairly with all sides” fell from 34 percent to 27 percent. “In one of the most telling complaints, a majority (54%) of Americans believe the news media gets in the way of society solving its problems,” Pew reported. Republicans “are more likely to say news organizations favor one side than are Democrats or independents (77 percent vs. 58 percent and 69 percent, respectively).” The percentage who felt “news organizations get the facts straight” fell from 55 percent to 37 percent.