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PARTISAN PUBLISHING: MEDIA BIAS IN AN ELECTION YEAR

WILLIAM W. WILKIE Communicated by: Elizabeth Bennion Department ofPolitical Science I t ABSTRACT r j This paper focuses on how major print media reported the outcome of the third presidential debate. There was t bias evident in the "news" as reported by major newspapers the next day. If these media outlets were fair, objective, and impartial then the news reports received by their various audiences should have been quite I similar. However, they were not. Biases cropped up in some subtle ways. Four such types were identified: ( 1) headlines, (2) presentation of main event description, (3) focus of primarily favorable quotes, and (4) use (

of additional phrases appearing as background. This paper illustrates the danger inherent in trusting the news I media to present the public with the unbiased political information they need to make wise political decisions. \ I } HOW WOULD YOU LIKE YOUR NEWS? would involve balance, objectivity, or the absence of bias in I the reporting process, so that the recipients can count on It is interesting to think about just how much influence the receiving the basic facts in a fair and truthful manner. In other media may have had on the recent elections across , words, the news portions of the media should be, as far as and thus on the course and progress of our society in the possible, trustworthy, unbiased, and not attempting to future. We are all familiar with some of the claims, such as manipulate the understanding of the public about the nature of election-night television coverage possibly influencing voter the recent events being reported as information. participation or choices in locations where the polls had not closed. We also know that some media commentators are US? BIASED? clearly conservative in their preferences, while others are clearly liberal. But are these necessarily problems? After all, How does the media perceive its own performance on bias in political and social commentators are simply exercising their its news reports? In general, it appears to be very defensive: rights to freedom of speech and/or freedom of the press, both many journalists deny being biased in their writing, and point of which are critical parts of our free society. Furthermore, to professionalism as a key issue. We will shortly tum to an such media statements are issued as "editorial" material, in examination of actual performance, but before doing so it is which the reader or listener should be consciously aware that useful to understand that this is, in fact, a potential problem. these are opinions. Research has shown that many journalists do have strong personal positions concerning the social and political events The election night media debate is less clear, however, they are reporting, and that these positions are not balanced. because there really are two issues: ( 1) the timing of release of For example, a recent poll of journalists' political ideologies news and forecasts and the impact these may have, and (2) revealed the following: whether there is any bias in the content of the coverage itself. This is an important issue, in that it does not involve editorial 1. 89% of the correspondents and bureau chiefs said they content, but instead falls into the category of news. According voted for in 1992, 7% voted for President Bush, to Webster's Dictionary, "news" refers to "the report of an 2% for and 2% for "other." recent event; information .... " (1997). What does the public desire in the news? It seems clear that a primary attribute 2. Another question, placing journalists on the political Partisan Publishing: Media Bias in an Election Year 103

spectrum, showed that 61 % described their views as "liberal" supporters as too brash in the first debate and too restrained in or "liberal to moderate," 30% as "moderate," and 9% as the second, was newly feisty but stopped himself from "moderate to conservative" or "conservative." (USA Today, appearing too combative" (Al). Notice the subtle value 1996) judgement in Mr. Gore's favor: if you hadn't watched the debate, you might be confused on what really happened. Was THE MAIN EVENT Gore overly combative with a near physical confrontation or was he simply feisty but under control? The remainder of the The research for this paper focuses on how major print media article continues to place Mr. Gore in a generally favorable reported the outcome of the third presidential debate. This light, in contrast to Mr. Bush. Another example cites a event was chosen because it was one of the few opportunities confrontation between the two candidates, "That prompted where a majority of the American people had a chance to Mr. Gore to stride within inches of Mr. Bush with a witness an event first-hand, involving both candidafes, during challenge ... Mr. Bush appeared momentarily startled by the ~ the 2000 campaign and to form their own opinions during the invasion of his space, which was reminiscent of It live broadcasts, though supplemented by later commentary on Representative Rick A. Lazio's confrontation of Hillary most outlets. In most situations on the campaign trail, Clinton in their first Senate debate in " (Al). When candidates conduct speeches and meetings during the day that conducted similar behavior during a debate with are taped and then edited by the news services who report Hillary Clinton, Lazio was fiercely criticized by the media and what they feel is the most newsworthy. The third debate had Clinton was commended for not backing down. In the scenario the highest television rating of all of the televised debates. presented by regarding Gore and Bush, another subtle bias is presented. Mr. Gore challenged Mr. Findings were somewhat expected and somewhat surprising. Bush, who was startled by his invasion of space. When There was clearly bias evident in the "news" as reported by compared to Mr. Gore and even Hillary Clinton, Mr. Bush is major newspapers the next day. The bias was not only liberal, being presented as an easily intimidated person while Gore is however: depending on the paper, many examples of either being presented as strong and Hillary Clinton as being brave. liberal or conservative bias was present. To prove this, Perhaps the most interesting statement made in the entire presented are two cases of liberal and two cases of article was the recognition that the live event was crucial to conservative bias. The four major newspapers used in this the candidates, "For both candidates, the debate was pivotal comparison are the New York Times, , because it was their last opportunity to make their pitches Sun-Times, and the Times. These papers before a single audience of tens of millions of Americans in were selected for exploratory research on bias in news the tightest presidential contest in decades. From here on out, reporting. To achieve balance, two of the newspapers are the candidates, in seeking to touch voters, will have to rely on considered to have liberal leaning editorial boards and the commercials and snippets on the news" (A 1). Not surprisingly, other two tend to have conservative editorials. If these media in its editorial position statement, the New York Times were fair, objective, and impartial then the news reports endorsed for President. received by their various audiences should have been quite similar. However, as shown, they were not. On the other The New York Daily News: hand, much of the presented material was similar, but the biases cropped up in more subtle ways. Four such types were "Veep comes off the floor to score his greatest debate" was identified: ( 1) headlines, (2) presentation of the main theme, the headline of this newspaper, whose editorial board also (3) focus of primarily favorable quotes, and (4) use of endorsed Al Gore for president. This news report is full of additional phrases appearing as background. In the examples of biases. For example, "He looked informed, but paragraphs to follow, specifically highlighted are selected not too informed; full of facts, but not eye-glazing; aggressive portions of each paper's news articles the day after the third but not too aggressive; sympathetic but not mushy" (News 6). presidential debate to demonstrate these points. Once again it is very appropriate to ask, if you didn't get to watch the debate, what really happened? If you take the Daily The New York Times: News at their word, it sounds like you have the perfect candidate for president. Perfectly informed, perfectly The New York Times has one of the highest circulations in the intellectual, perfect demeanor, perfect feelings. The New York world and often receives many publication awards. Most Daily News liberal slant continues, "Bush, by contrast, political scientists agree that this paper tends to lean liberal floundered through some difficult moments, and was literally with its editorial views, yet is powerful in its news coverage saved by the bell when moderator Jim Lehrer spared him, (Its famous slogan on the front page is "All the news that's fit because of a time limit, from having to answer a question on to print!"). The New York Times headline reads "Bush and whether he supported a Supreme Court decision on affirmative Gore, in Last Debate, Stage Vigorous Give-and-Take," which action. You could see him pleading with Lehrer to avoid does seem to suggest that a balanced news account will having to answer" (News 6). This could be a strong push to follow. However, it doesn't take long to see a distinct paint Bush as lost and inept during the debate, which would difference in how similar events are presented differently. support allegations of Bush's lack of experience. "Mr. Gore, who had been criticized even by his own 104 W. Wilkie

As an example of the use of background commentary to cast : a certain light on events, consider "Bush also repeatedly blamed a culture ofblame and finger-pointing in Washington As admitted by the founder, this newspaper was actually for lack of progress over the past eight years. But in that begun so as to allow a conservative editorial voice in the complaint, he showed no awareness that much of 's capital, in order to combat the prevailing views of the bitterness came from former Speaker 's liberal Washington Post. Its coverage of the news seems to Republican Revolution, an endless series of investigations of continue this purpose. The headline gives a good indication President Clinton, and, finally, Clinton's impeachment" (News of what is ahead: "Gore comes out swinging as Bush plays it 6). While this may or may not be true, it clearly injects non­ cool." This news article goes on to present other scenarios news content into the report, and helps to portray Bush as a that weren't included in the liberal reports, such as "Mr. Gore partisan, not a moderate, and attacks Republicans in general was admonished by both Jim Lehrer, the moderator, and Mr. while victimizing President Clinton. This "news" report is Bush for violating the rules of the debate with his interruptions clearly not presenting both sides of the debate in a fair and and direct questioning of the audience. At one point, when Mr. non-biased manner. It is loaded with value judgments and Gore directly asked Mr.Bush a question, the governor clearly only presents evidence that elevates Mr. Gore while snapped: 'The rules don't mean anything to him"' (Al). This diminishing Mr. Bush. This leads to an important question on is a strong paragraph with a heavy support for Bush's handling the value of the news. If you didn't watch the debate and you of the situation while intensely criticizing Gore. According to only subscribed to the New York Daily News, who would you the article, both Bush and Leher criticized Gore's behavior. A have voted for and why? key quote from Bush was also included in this article that was omitted from the previous liberal articles, "The rules don't Chicago Sun-Times: mean anything to him." This puts Bush in a positive moral light and portrays Gore as a cheat. This example utilizes the In contrast to liberals' reports, bias on the other side is also use of favorable quotes to advance bias. This article heavily evident. In this newspaper, whose editorial board endorsed showcases Bush's performance while casting Gore in a Mr. Bush, the news story was headlined: "Gore returns to his negative light through "background" asides such as "Mr. dominating tactics." The tone of this article starts negatively Gore, earlier criticized for taking millions of dollars from the toward Gore, then presents this idea: "Many of Gore's entertainment industry and vowing not to punish it with supporters felt he needed a big win in this final debate, trailing legislation, last night said he would 'help you raise your kids in the polls with the momentum shifting to the Republicans. without that garbage" (Al). This statement also attempts to The results of any debate are not known until well after the contrast moral differences between the two candidates. This dust cleared, but this surely did not look like anything close to statement shows hypocrisy on Gore's part and, coupled with a knockout by Gore" (News 7). the previous Bush quote, we begin to see a negative pattern develop regarding Gore's character. This pattern is by design, Just as in the previous examples, this article also uses value as the quotes and backgrounds are biased in favor of Bush. It judgments to create a situation that is favorable to a particular is also noteworthy that in this article direct Bush quotes candidate, in this case Mr. Bush. A big win was needed by Mr. outnumber Gore quotes by almost a two to one margin. Gore in order to have a chance in the election and this much needed "knockout" didn't materialize. This suggests that the PRESIDENTIAL ENDORSEMENTS Gore campaign is now a lost cause. In terms of the weight of what is covered, consider how this article stressed Gore's The analysis just completed shows a very direct relationship debate behavior as inappropriate with the following excerpt: between the endorsement ofa newspaper's editorial board and "But Gore also consciously broke the debate. rules-­ the bias that can be present in a "news story" appearing in that repeatedly. He asked questions, spoke when he wasn't paper. This is by no means a limited situation. Here is a supposed to speak and tried, with some success, to dominate partial listing of major US newspapers endorsing either Al the debate. The most shocking rule breaking came early in the Gore or George W. Bush for President. BUSH: The Atlanta debate when Gore physically confronted Bush" (News 7). Journal, <;hicago Tribune, The Cleveland Plain Dealer, (Ohio), The Morning News, The contents of the article alone are one-sided in presentation. Denver Rocky Mountain News, The Detroit News, New York In comparison to the examples contained in the New York Post, and the Washington Times. GORE: The Atlanta Daily News, Mr. Gore only breaks rules, tries to dominate Constitution, Denver Post, Detroit , LA Times, New people and situations, is physically confrontational, and can't York Times, and ("Newspapers," deliver a "knockout" when his own campaign is on the line. "Listing of'). When reading the news articles presented in this paper, it is evident that there is disparity in the presentation of It is worth noting that the author of this report is Robert the facts. What is disturbing is that the "news" articles strongly Novak, a noted conservative commentator. resembled the language and opinions of the editorial boards. This leads to the question: are Americans reading neutral presentations that are coincidentally similar to editorial opinions, or are they presented with biased points of view Partisan Publishing: Media Bias in an Election Year 105

under the guise of honest news reporting? results of a recent public opinion poll that examines how those surveyed interpreted bias in news media. The poll was ARE AMERICANS ON THE ALERT FOR conducted by Portrait of America just before the 2000 MEDIA BIAS? elections. Those surveyed were asked to analyze each ~ individual news service by indicating whether their newspaper Since media bias seems to be discussed enough, are many showed bias toward Gore, showed bias toward Bush, was fair and unbiased, or if those surveyed were unsure. 1,340 people aware of it and taking defensive measures when reading or listening to the media about political randomly selected adults from across the country participated developments? Unfortunately, it appears not. Consider the in the survey:

Media Bias

PRINTMEDlA i Help ~lj~h 1 !•Ir an~ Unbiased.. -~· ~~t Sure USA Today 6% 23% 54% "- ..,_' New York Times 7% 17% 47% ILos Angeles Times 25% 7% 13% 55% i Time Magazine 21% 12% 21% 47% !' .Magazine 1 20% 8% 20% 52% TELEVISION ABC·TV 29% 8% 35% 29% ·•· CBS·TV 28% 7% 36% 29% NBC-TV 28% 8% 37% 27% "~- ~~ ~-~~-,-~ ~~, '~'·'·' ---~- . - ,_, -·- CNN-TV 22% 9% 41% 29% ___ , ·~-··--···---~_,,,"' FOX-TV 13% 15% 41% 32%

Source: "Voters Say Media Not Impartial." (10/27/00) Portrait of America. Internet. http://www.portraitofamerica.com/htm\/poll-1458.htm\ 12/7/00.

Notice that, of those surveyed in this poll, the average REFERENCES percentage who reported a perception of a liberal bias was 22%. The average percentage of those who indicated a Berke, Richard L. "Bush and Gore, in Last Debate, Stage conservative bias was 9%. A clear majority of Americans Vigorous Give-and-Take." The New York Times [New either see no bias, or are not sure about bias being present in York, NY] 18 Oct. 2000: A 1. the news. The average percentage of those who see no bias in Boyer, Dave and Bill Sammon. "Jabs and Punches Mark the news is 29% and the average for those who are unsure is Last Debate; Gore Comes out Swinging as Bush Plays even higher at 40% Given the cases that emerged in the it Cool." The Washington Times [Washington, D.C.) analysis of news reporting for the presidential debate, it 18 Oct. 2000: A 1. appears that this could be a serious situation, especially if Campbell, Don. "Does Reporters' Work Reflect Their members of the media continue to deny that this is taking Personal Biases?" USA Today (National Circulation) place. As cited earlier, journalists deny being biased in their [Rosslyn, VA] 28 Sept. 2000: A 17. writing, yet 89% of journalists voted for Bill Clinton in 1992, "Listing of Al Gore's Endorsements." (10/29/00). while 7% voted for Bush, 2% for Perot, and 2% for other Gore/Liberman Campaign Website. Internet. (USA Today 1996). http://www.algore2000.com 12/8/00. Nelson, Erik. "Veep Comes off the Floor to Score his By simply comparing events from the third presidential debate Greatest Debate." New York Daily News [New York, and how each newspaper presented different versions of NY] 18 Oct. 2000: News 6. events, both liberal and conservative biases are apparent. "News." Webster's Dictionary. 1997 ed. Realizing that bias is present is important when analyzing how "Newspapers Across the Country Endorse George W. the American public interprets bias. The public, in large part, Bush!" (11/1/00) Bush/Cheney 2000 Campaign does not recognize that bias is taking place during our Website. Internet. http://www.georgewbush.com campaigns. If the public continues to only be exposed to one 12/8/00. side of every story, how can they make solid and intelligent Novak, Robert. "Gore Returns to his Dominating Tactics." choices based on facts in our elections? Chicago Sun-Times [Chicago] 18 Oct. 2000: News7. "Voters Say Media Not Impartial." (10/27/00) Portrait of America. Internet. 1217/00. http://www.portraitofamerica.com/html/poll-14 58 .html 106 W. Wilkie

WILLIAM W. WILKIE is a major planning to graduate in May 2002. This paper was written for Y317, Elections and Public Opinion. "I have been interested in the topic of media bias and fair/equal coverage of campaign events for sometime. What motivated me to write about the 2000 campaign coverage was the behavior of television news networks on election night. I feel that the news media had direct influence over the election because of what they chose to report and when they reported it. While television news reaches more people than print media, the print media often has more detailed and in depth reporting. I wanted to investigate this reporting to find out if bias was present to benefit any particular candidate, and if so, how bias was presented to the reader. The goal of this research was to make people more cautious in how they obtain their information and what they accept as truth."