Heard Of The Great PR NEWS Theory.
The perception stems from a widely quoted study published in 1995 by UCLA professor Timothy Groseclose and Stanford professor Jeff Milyo. They found that Americans are "exposed to an average of around 12% more liberal content" than they would receive if the mainstream media was unbiased. Their methodology also produced some alarming numbers — but with a fatally flawed methodology:
Conventional wisdom says that the media is biased, both ideologically and journalistically, against pr news Republicans in general and conservatives in particular.
This view has been heavily promoted by Democrats for decades. The idea that there is a liberal bias in the 24-7 press release has become an article of faith among many on the left who believe it to be true. However, this belief has never been based on any evidence but instead rests on stereotypes or anecdotes—not actual data—and tends to ignore important issues like race and class as well as other factors such as political party affiliation (which can vary wildly depending on where you live).
A lot of this perception stems from a widely quoted study published in 1995 by UCLA professor Timothy Groseclose and Stanford professor Jeff Milyo.
The study was influential and widely cited in the media, with many outlets claiming that all business press releases outlets were biased. It concluded that liberal bias was a fact of life, and based on its findings, it recommended that "news organizations should avoid attempts at objectivity."
However, an analysis by two political scientists found that Groseclose and Milyo had made several mistakes in their research—including failing to account for how reporters choose which stories they cover when deciding where to place an article. In addition, they failed to consider whether reporters themselves might be subjectively choosing what topics they report on; if so then this would affect their perceptions of whether or not there is any bias in coverage (which could lead them into thinking there isn't).
According to their methodology, Americans are "exposed to an average of around 12% more liberal content" than they would receive if the mainstream media was unbiased.
There are several problems with this study. First, it relies on the idea that there is a "mainstream" and "alternative" media. But what if you don't want to be exposed to any newswire press release? What if you just want entertainment? What if you don't care about politics at all? The whole point of being exposed to content is that it informs us about events happening in our society and world, but what if your information comes from somewhere else entirely? It's not like most people spend their days watching Fox News (which presumably would have been included in this study).
Second, their methodology was faulty because they did not consider other factors that influence media bias like think tanks or interest groups. For example, some studies show that conservatives have more access than liberals do; therefore, even though conservatives may be less likely than liberals overall (this doesn't mean every conservative will agree with everything someone else says), they're still getting more exposure through these channels—and thus drawing attention away from other outlets whose ideologies might align better with yours!
They also found that all of the major news outlets are biased to the left.
There are many reasons why we should be concerned about media bias, but perhaps the biggest is that it can lead to bad decisions by governments and citizens. If you have ever seen a business news today anchor on television, chances are they have been shown favoring one side of a debate or another. This kind of bias is not only harmful in itself—it also creates distrust among those who watch them and make it more difficult for people to consider their sources as unbiased sources of information.
Their study produced some alarming numbers — but with a fatally flawed methodology.
The study's conclusions were based on a statistical model that assumes news coverage is unbiased, and therefore the researchers concluded that politicians who had been interviewed by reporters were more likely to be rated as "good" or "great" than those who hadn't.
However, there are several flaws in this methodology:
The study doesn’t account for bias in issue press release coverage. While it’s true that reporters tend to favor certain candidates over others, they also have an agenda (their job), which can lead them down paths with inaccurate results — especially when they're trying to prove something or make a point about one candidate over another. This isn't just an issue at one outlet; it's an industry-wide problem across all media types (TV stations vs newspapers).
The first is that they measure bias by looking at which think tanks and interest groups are quoted or cited, then assign those think tanks or groups a "rating" based on how often their op-eds were cited in Democratic-leaning publications versus Republican-leaning publications.
The second is that they measure bias by looking at which think tanks and interest groups are quoted or cited, then assign those think tanks or groups a "liberalism rating" based on how often their op-eds were cited in Democratic-leaning publications versus Republican-leaning publications.
The second problem is that Groseclose and Milyo only measured 18 different media outlets, from the New York Times to PBS and CNN to news release (counting its "Special Report" program under its late host, Tony Snow).
The study's authors acknowledge this limitation in their paper: "The results presented here are based on evidence from just one year." But they claim that if you look at all three years of data together, you can see how the impact of news coverage declines over time. And this is where things get dicey for me.
I don't think it's a coincidence that my own studies show people remember very little about events from past decades—and often not even what year it was!
Conclusion
The bottom line is that if you read the media and believe its coverage to be biased, then you're probably not wrong. But if you think that conservatives are being unfairly maligned by the liberal pr business, then maybe it's time for a reality check: You might have your own biases to blame.
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