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Cross-National Evidence of a Negativity Bias In Cross-national evidence of a negativity bias in psychophysiological reactions to news Stuart Sorokaa,b,1,2, Patrick Fournierc,1, and Lilach Nird,e aDepartment of Communication and Media, University of Michigan, Ann Arbor, MI 48109; bDepartment of Political Science, University of Michigan, Ann Arbor, MI 48109; cDepartement´ de Science Politique, Universite´ de Montreal,´ Montreal,´ QC H3C 3J7, Canada; dDepartment of Political Science, Hebrew University of Jerusalem, Jerusalem 9190501, Israel; and eDepartment of Communication and Journalism, Hebrew University of Jerusalem, Jerusalem 9190501, Israel Edited by Susan T. Fiske, Princeton University, Princeton, NJ, and approved August 5, 2019 (received for review May 14, 2019) What accounts for the prevalence of negative news content? One highlights the possibility that news content could be attention- answer may lie in the tendency for humans to react more strongly grabbing for some citizens even if it is not systematically to negative than positive information. “Negativity biases” in negative. human cognition and behavior are well documented, but existing research is based on small Anglo-American samples and stim- Background uli that are only tangentially related to our political world. This Our research is motivated by 2 widely recognized features work accordingly reports results from a 17-country, 6-continent of modern-day communications. First, mass-mediated news is experimental study examining psychophysiological reactions to a central and critical component of large-scale representative real video news content. Results offer the most comprehensive democracy. Media provide a critical flow of information between cross-national demonstration of negativity biases to date, but elites and citizens and are a vital mechanism for democratic they also serve to highlight considerable individual-level varia- accountability. Second, negative tone is a defining feature of tion in responsiveness to news content. Insofar as our results news; good news, in contrast, is nearly synonymous with the make clear the pervasiveness of negativity biases on average, absence of news. This asymmetry in coverage has been the they help account for the tendency for audience-seeking news focus of a considerable body of work on mass media in around the world to be predominantly negative. Insofar as our the United States (1, 2), and it is evident in studies of media results highlight individual-level variation, however, they high- content and journalists’ decisions cross-nationally (3–5). Impor- SOCIAL SCIENCES light the potential for more positive content, and suggest that tantly, this work suggests that, even as news coverage has been there may be reason to reconsider the conventional journalistic negative for many years, it has also been increasing in recent wisdom that “if it bleeds, it leads.” decades. In sum, the nature and quality of mass-mediated news content is central to the nature and quality of representative democ- news coverage j negativity bias j political communication racy, and that content is systematically skewed toward negative information. This is partly a function of the demand for neg- his paper is focused on the human propensity to give more ative news, since market forces will produce news in line with Tweight to negative information than to positive information and the relevance of this tendency for the nature of news cov- Significance erage. The importance of negativity biases for news is relatively clear. Negativity biases affect news selection, and thus also news News coverage of current affairs is predominantly negative. production, as well as citizens’ attitudes about current affairs. American accounts of this tendency tend to focus on journalis- Testing for the prevalence of negativity biases and considering tic practices, but this cannot easily account for negative news their implications for the nature of news content is central to our content around the world. It is more likely that negativity in understanding of the flow and impact of mass-mediated current- news is a product of a human tendency to be more atten- affairs content. In a period during which news around the world tive to negative news content. Just how widespread is this is especially wrought with negativity, this subject is of obvious tendency? Our evidence suggest that, all around the world, significance. the average human is more physiologically activated by neg- The paper proceeds as follows. We first review the existing ative than by positive news stories. Even so, there is a great literature on negativity biases, particularly as it relates to news deal of variation across individuals. The latter finding is of real consumption, highlighting the paucity of comparative research significance for newsmakers: Especially in a diversified media on the issue. We note that one major consequence of this gap in environment, news producers should not underestimate the research is an inability to distinguish the extent to which these audience for positive news content. negativity biases vary due not just to individual-level, but also to cultural, political, or media-system factors. The key, we argue, Author contributions: S.S., P.F., and L.N. designed research; S.S., P.F., and L.N. performed lies in testing for differences in responses to news content across research; S.S. and P.F. analyzed data; and S.S. and P.F. wrote the paper.y both individuals and cultures. We then present results from what The authors declare no conflict of interest.y is, to our knowledge, the single largest, directly comparable body This article is a PNAS Direct Submission.y of data on negativity biases in psychophysiological responses to This open access article is distributed under Creative Commons Attribution-NonCommercial- video news. NoDerivatives License 4.0 (CC BY-NC-ND).y Results, based on over 1,000 respondents across 17 coun- Data deposition: The data and an R script that replicates all analyses have been tries and 6 continents, suggest that there is, on average, a deposited at the Harvard Dataverse, under the lead author’s data page (https://dataverse. negativity bias in psychophysiological reactions to video news harvard.edu/dataverse/ssoroka).y content. There are, however, also considerable differences in 1S.S. and P.F. contributed equally to this work.y the way in which individuals react to negative versus positive 2 To whom correspondence may be addressed. Email: [email protected] news content. These individual-level differences are not easily This article contains supporting information online at www.pnas.org/lookup/suppl/doi:10. explained by culture or country. Indeed, there is considerable 1073/pnas.1908369116/-/DCSupplemental.y within-country variation in responses to news content. This fact www.pnas.org/cgi/doi/10.1073/pnas.1908369116 PNAS Latest Articles j 1 of 5 Downloaded by guest on September 28, 2021 consumers’ interests, including negativity (6). Even so, the tone that variation in negativity biases is not a primarily cross-cultural of news content has been cited as a source of systematic deficien- phenomenon, but an individual one. There already is work sug- cies in what citizens know about their governments and the world gesting that negativity biases in reactions to video news vary around them (1). Inadequate or incorrect political knowledge, across gender, for instance (33). And there is a growing litera- citizen apathy, and disengagement—these are just some of the ture focused on differences in negativity biases across political consequences attributed to the overwhelmingly negative nature ideologies (34–36). of news content. Individual-level variables may be at the root of cross-cultural These facts point to the importance of understanding why variation, insofar as individual-level factors vary across cultures. media content is the way it is. They also highlight the need Individual-level variation may also be entirely independent of to understand if and why media consumers prioritize negative culture or work differently across cultures. Thus far, we simply do coverage. Concerns about media coverage typically focus on not know the extent to which heightened activation in response the supply side of the media—i.e., choices of journalists and to negative news content is a culturally determined phenomenon. editors—but the demand side may be equally important. Even This not only limits our understanding of negativity biases gen- as people say they want more positive news, they systematically erally, it limits our understanding of the demand and supply of select more negative news (7), for instance. This should come as negative news content. no surprise: There are, after all, burgeoning literatures across the social sciences identifying negative biases in human information Cross-National Physiological Responses to News processing and behavior (8–12). Our cross-national work responds to growing pleas for a What explains the apparently widespread preference for neg- more comparative approach to (political) psychology (37) and ative information? One account is rooted in evolutionary theory. more comparative work in political communication as well Attention to negativity may have been advantageous for survival. (38). We also build upon a small, but growing, literature Negative information alerts to potential dangers (13); it has spe- focused on cross-national experimentation in psychology and cial value in terms of “diagnosticity” (14), or the “vigilance” (15) economics (39, 40). that is required to avoid negative outcomes. This
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