Vu Duc Kha IT Literacy

UNDERSTANDING BIAS IN MEDIA

Introduction

Today's society is plagued by media bias, which has the power to influence people's attitudes
and beliefs in ways that are not supported by facts or evidence. Negative stereotypes and
prejudice can be reinforced as a result of media bias, which can also contribute to the spread
of inaccurate or misleading information. Fortunately, media education can be a great solution
for dealing with media bias. This Explainer will focus on discussing three subtopics related to
media bias: how does it impact trust in the media and the credibility of news sources; how
does it contribute to stereotyping and prejudice, and what are the long-term effects of such
biases; and how can media literacy education helps individuals recognize and resist media
bias and influence.

Media Bias, Trust in Media, and Credibility of news sources

The relationship between media bias, trust in media, and the

credibility of news sources is interconnected. These three
concepts can influence each other in various ways. Media bias
refers to the tendency of journalists or media outlets to favor
one political ideology or group over another. In their study,
Brosius et al. (2022) discovered a positive correlation between
media biases and lower levels of press trust. This lack of trust
may reduce the credibility of news sources, which may lead to
the spread of false information and fake news. In addition, media bias and the reliability of
news sources are positively correlated (Amstrong & Collins, 2009). People may doubt news
sources when media bias is apparent or when it distorts the truth because they are not
reporting the truth but rather attempting to influence people's opinions and actions.

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Americans' Trust in Mass Media through years

100

90

80

70

60 55
53 53 54
50
50 47
44 44 44
40 41 41
40 36

30

20

10

0
1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017 2019 2021

%Great deal/ Fair amount

Figure 1: Americans’ Trust in Mass Media through years (source: gallup.com)

Trust indicator Noticed the indicators

A description of why the story was written 44.1%

Information about the Trust Project 43.0%

Footnote within the article text 39.9%

Reporter’s picture 25.6%

Reporter’s biography 20.5%

Story label (news, analysis, etc.) 12.2%

Did not notice any of the above 11.2%

Table 1: Trust indicators noticed by participants exposed to articles with indicators (source:
mediaengagement.org)

Media Bias and stereotyping and prejudice

Negative portrayals of certain groups in the media, either positive or negative, can lead to
stereotypes and prejudice being perpetuated. The way in which specific groups are presented

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in the media can influence how they are perceived by the general public over time. For
example, news reports linking the coronavirus to people of Asian descent may cause anti-
Asian sentiments. This can reinforce the negative stereotype that outgroups are more likely
to spread the virus and that Asian people are responsible for the outbreak (Liu, 2023).

The long-term effects of media bias can be harmful, leading to discrimination, hate crimes,
violence, and social conflicts based on stereotypes. It can also lead to a self-fulfilling
prophecy, where individuals conform to the stereotypes assigned to them.

Media literacy education and Media Bias

Media literacy education is the process of teaching people how to critically analyze and
evaluate the messages and effects of various media forms, such as newspapers, television,
social media, and advertising. If people are
worried about any social problems, including
media bias, media literacy is often seems to be
the answer (Buckingham, 2019). People who
receive media literacy training will be better able
to critically evaluate media content and spot any
biases or hidden agendas that might be present.
Understanding the typical tactics employed by
the industry to influence public opinion can help people better comprehend how media
outlets attempt to influence their beliefs and decisions. People can also fend off the influence
of slanted or misleading content by learning how to fact-check media claims and look for
alternative sources of information. Media literacy education can help people develop these

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abilities. People with greater media literacy are better able to think critically and make
informed decisions as opposed to being swayed by the biases and agendas of media outlets.

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References
Armstrong, C. L, & Collins, S. J. (2009). Attracting Younger Audiences: Examining How
Access to Local News Content Influences Perceptions of Credibility on Younger
Readers. Atlantic Journal of Communication, 17(3), 101-114, DOI:
10.1080/15456870902873176

Brosius, A., & Ohme, J., & Vreese, C. H. (2022). Generational Gaps in Media Trust and its
Antecedents in Europe. The International Journal of Press/Politics, 27(3), 648–667.
DOI: 10.1177/19401612211039440

Liu, H. (2023). Blaming Asians for coronavirus: the role of valenced framing and discrete
emotions in hostile media effect. Asian Journal of Communication, 33(2), 68-86, DOI:
10.1080/01292986.2023.2169722

Buckingham, D. (2019). Teaching media in a ‘post-truth’ age: fake news, media bias and the
challenge for media/digital literacy education / La enseñanza mediática en la era de la
posverdad: fake news, sesgo mediático y el reto para la educación en materia de
alfabetización mediática y digital, Culture and Education, 31(2), 213-231, DOI:
10.1080/11356405.2019.1603814