Media Bias

1. Media Bias “The media’s the most powerful entity on Earth. They have the power to make the innocent guilty and to make the guilty innocent, and that’s power. Because they control the minds of the masses.” – Malcolm X, civil rights leader and activist.

2. Important Definitions • Media can be defined as various “communication channels through which news, entertainment, education, data or promotional messages are disseminated.” – business dictionary.com • Bias can be defined as an “inclination or prejudice for or against one person or group, especially in a way considered to be unfair; cause to feel or show inclination or prejudice for or against someone or something” – oxforddictionaries.com

3. What is Media Bias? • Media Bias occurs when various types of media outlets show an inclination FOR or AGAINST something or someone and this affects the tone and presentation of the story’s content; or how they choose to present a story.

4. What is Media Literacy? • “Media literacy is the ability to sift through and analyze the messages that inform, entertain and sell to us everyday…It’s about asking pertinent questions about what’s there, and noticing what’s not there.” - Jane Tallum, Provincial Centre of Excellence for Child and Youth Mental Health Children’s Hospital of Eastern Ontario

5. Literacy: Traditional vs Media • Traditional definitions of literacy meant the ability to decode, understand and communicate in print. • Newer definitions move beyond print and include all forms of media.

6. Why Study It? • There is little doubt that mass media and communication technologies will continue to advance. • Being media literate means that you will be aware of bias, how it affects what you read and hear and potentially how you think about things. • You will be able to ask insightful questions and seek alternative sources of information. • In short, you will become better citizens!

7. Detecting Media Bias • Bias by Commission: • A pattern of passing along assumptions or errors that support a particular point of view. • Bias by Omission: • Ignoring facts that tend to disprove certain claims that have been reported.

8. Detecting Media Bias • Bias by Story Selection: • A pattern of highlighting news items that support or coincide with a particular point of view. • Bias by Placement: • A pattern of strategically placing a news story (front page versus the last few pages, size of article or report, amount of time spent on it).

9. Detecting Media Bias • Bias by Spin • Emphasizing aspects of a policy favourable to a particular group or perspective. • Bias by Labeling • Applying certain classifications to an individual, group of people, or movement that are either meant to be positive or negative.

10. Detecting Media Bias • Bias by Recommendation: • Going beyond reporting and endorsing a particular view, policy, or political party/candidate.

11. Detecting Media Bias • Bias by Condemnation: • Going beyond reporting and openly criticizing a particular view, policy, or political party/candidate.

12. Detecting Media Bias • Bias in Selection of Sources • Do the sources that were used for the story support a particular viewpoint? “Experts believe…” – who are the experts? Was there an attempt made to present both sides of a story?

13. Five Core Concepts These core concepts are good summary checklists on media awareness. • All media messages are constructed. • Media messages are constructed using a creative language with its own rules. • Different people experience the same messages differently. • Media have embedded values and points of view. • Media messages are constructed to gain profit and power. Source: Centre for Media Literacy (CML)

14. Five Key Questions Basic critical thinking questions: • Who created this message? • What techniques are used to attract my attention? • How might different people understand this message differently from me? • What lifestyles, values, and points of view are represented in or omitted from this message? • Why was this message sent? Source: Centre for Media Literacy (CML)

15. Media Construct Reality • We get most of our observations of the world and how it works from the media. • Much of what we believe to be real comes from media messages that are already filled with interpretations and conclusions. • The media gives us a sense of our own reality.

16. Most Media Makes $$$$ • Most media outlets are a business and must make a profit. • All media require an audience and shape their reports in such a way that tries to capture that audience. • Questions of ownership are important as well. Who controls what we watch and hear?

17. Social and Political Implications • Mass media has a significant influence on helping create political and social change. • The media greatly influences how we view politics and informs us about issues around the world.

18. Final Thoughts • Purpose – media messages are made to inform, entertain, and/or persuade for political, commercial, educational, moral, and/or other purposes. • Audience Interpretation – students often have emotional responses to media messages and these messages influence their attitudes and values. • Control – those who have control over the dissemination of media messages potentially have a disproportionate influence on society.

19. A wise man once said… “All I know is just what I read in the papers.” Will Rogers (1879-1935) American humorist and actor.

20. Sources • www.media-awareness.ca • This website provided a rich amalgamation of sources on media literacy from various experts. From this site, I was able to share information on why it is important to teach media literacy; stages of media literacy, core concepts and key questions. • www.fairpress.org • This website has a conservative viewpoint, but its step-by-step guide to breaking down and analyzing bias is very thorough and can be applied to any type of media. This included information on story placement, spin and labeling, omission, recommendation and condemnation. • Media Literacy Resource Guide, Ontario Ministry of Education, 1989 • This guide provided a detailed list of important concepts that need to be considered in media literacy which fall outside of the five core concepts, such as media constructing reality; addressing the issue of who controls the media and of media having social and political implications. • “Media Literacy: The New Basic” – Dan Blake, Canadian Association of Media Education • This workshop offers detailed information on Dan Blake’s six reasons for teaching media literacy and the role of media in society.