What Causes Media Bias?
84Media bias is real - but it is not simply a matter of liberal media vs. conservative media. That division is a manufactured one, and it is a great example of the way media figures manipulate the facts to get ratings (think about it - major, conservative media figures accusing the media of a liberal bias?)
There are several causes of media bias.
Advertising and spin control tactics by Public Relations firms are two ways that the media is manipulated outright.
A media outlet will think very hard about reporting a story if that story might threaten advertising revenue in some way. PR firms have been honing their craft for a century now, using scientific studies of human behavior to determine how to mold public opinion. This sort of manipulation is just a part of the atmosphere now, coming from both the so called 'left' and the so called 'right,' with major sources in corporate marketing.
Most of us don't even think about the assumptions that have been programmed into us by television and radio advertising. Watch the excellent (but long) BBC documentary The Century of the Self for some insight into this.
Bias is also created by time constraints and by the the demand for higher ratings to gain more market share and thus more ad revenue. News outlets must appeal to the broadest possible consumer base. This requires them to cover sports, entertainment news, the weather, and human interest stories. They also have to devote some time to advertisements. It's hard to have a thoughtful discussion of complicated issues during an hour long program when you have to serve so many masters.
Certain stories will also be ignored because they won't produce ratings. Imagine two events on the same evening:
- a debate by two experts on health insurance reform,
- or a town hall meeting where angry protesters disrupt the message of the Congressman.
Which story is going to bring more eyes to the TV screen? Which story will help the democratic process? Hmm...
Likewise, media "personalities" screaming at each other, or playing on audience fear, or just plain trying to be entertaining, are much better for ratings than having policy eggheads actually explaining the issues.
This is not so much an issue of someone controlling the media, but rather a product of the media system, which has to make a profit to keep on going.
A good overview of this comes from Ed Herman and Noam Chomsky in their book Manufacturing Consent. Some of the links below will give you a better understanding of what they call the "Propaganda Model".
Manufacturing Consent: A Documentary
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Watch this infamous video. For the good stuff, start around 1:45. Also, watch for 5:18: Glenn Beck later did a 180 on the topic of FEMA deathcamps, claiming that there was no good evidence for them. He...
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William, I'm a Brit, and can't answer that last question, even though I suspect I might have an inkling! LOL! I'm really enjoying your hubs on the nature of media influence with regard to politics. I'm convinced that many people with a strong political bias neither know nor particularly care about facts. Their politics are akin to a religion. It's faith based. These people are completely confident that their candidate/senator/favourite newscaster would never lie, cheat, mislead or de-fraud, and consequently anything that these role models put forward must automatically be the truth and their suggestions must be taken on board and regurgitated ad nauseum. Too bad that the science of critical thinking is never taught at schools.
I'm really liking these too, William. What a great idea, and you are doing a fabulous job of it. Palin has been all over Fox News lately, but also all over the other cable networks too. The book is already selling like hot cakes.
Amanda--Don't you think that corporate-ownership of the media is part of what is feeding the anti-intellectual bias, at least in the U.S.? I do. I mean, it used to be a source of shame to be uneducated and ignorant but now people in the U.S. act like it is some kind of virtue. Corporate media have glommed onto the class divisions in the U.S. and made it seem like being smart or having critical skills is a show of disloyalty to one's roots--often described as the 'real America'. I don't know how to combat that pride in idiocy, but we have to fight it somehow.
Great Hub! I'm almost through listening to the video on Chomsky. I'ts fascinating. If you haven't seen it you'll like "War Made Easy" a movie and book by Norman Solomon. Here's a link to some YouTube videos--
Thanks for the links Ralph!
Pam, I don't have the same experience here with our media, although now doubt, where your media leads, we will inevitably follow. Certainly from comments I've seen on the forums and on various hubs I'm beginning to get a sense of a divide between 'real Americans' and those who are able to stand back from events and evaluate situations with a critical eye. Once again, an example of new meanings being attributed to familiar words and phrases.
Sarah Palins' book is having enormous coverage on fox news in my opinion. I live on an island where I watch any news I can get. Thanks for making me think.
The graph is wrong. It is not the number of corporations, but the total net worth of each corporation.
Answer would be the advertisers.
Thanks Dim and Amanda for your comments!
Hi Jinks - the graph is wrong how? I don't fully understand what you mean.
I do agree with you that the advertisers cause most of our media bias.
I'm sorry William but I don't think such a lengthy answer to your question is necessary. To put it as simply as possible, PROFIT.
I recently heard that the Google boys are trying to squeeze
Murdoch and Gates out off the search business. google does have an in with the present administration, and is counting on payback from team Onomao, Personally,I like to avoid Google search and use Swagbucks to earn a few prizes, Soros is embedded in Google and I don't like Nazis,
V - I heard that Murdoch and Gates were going to sign an exclusivity contract so that google would not access any of Newscorp's content (that's pretty huge). Sounds like media monopoly to me.
In any case, I use google search because it is superior, not for political reasons.
I was uncertain but it is now clear that vrajavala is a bona fide member of the HP Troll Squad.
The problem with Google is the censorship. We should be adult enough to read both sides of the story without Googl burying what they don't like.
William, have you seen Charlie Brooker's 'Newswipe' show? It's a satirical swipe at the news which covers much of the same ground as this hub, albeit from the point of view of this side of the pond (UK not US). You can watch on Youtube - I think you might like it. Anyhow thanks for writing an interesting piece.
Thanks for dropping in Pseudonymous. I'll check out Newswipe.
I am so glad I stumbled on your hub! You know how we're looking at someone else's hubs and their followers, I think you left a comment on another hub and bingo, I found your writings about media bias, etc. Great insightful, thorough work, keep it coming and thank you William.
Thank you very much Heavensgate!
What Causes Media Bias?
Biased writers, biased editors, biased owners and a biased education systems directed by a biased union.
I'm biased...for chocolate, golf, mountain bikes, tennis rackets, toyota trucks, and my favorite foods.
I'm unbiased when it comes to restoring America to the land of the free and the home of the brave.
CAN'T WE ALL PUT OUR BIASES AWAY AND THINK ABOUT WHAT IS GOOD FOR AMERICA? JUST ONCE! CAN'T WE JUST DO THAT FOR OUR COUNTRY?
I always tried to not think about it. I don't own a TV. But what I get on the net, has been bugging me. It has the same biased being owned by these people. The Palin book thing explains a lot. It's still so true, believe half of what you see, and less of what you read. Thanks for this hub.
William, I just discovered you today and have been very impressed with the hubs I have had a chance to read so far. Manufacturing Consent is a classic and a must for anyone who wants to understand how market forces filter our news and create bias.
With hubs like this one - I'm your instant fan.
William R. Wilson Hub Author 2 years ago
A quick note: I just discovered that Sarah Palin's book, Going Rogue, was published by Harper Collins. Harper Collins is owned by NewsCorp, which owns Fox News. I don't watch TV so I don't know, but I wonder how much advertising I mean coverage Sarah's book has been getting on Fox News?