HOSTILE MEDIA EFFECT
Defining hostile media effect

People’s tendency to perceive neutral news
coverage as one-sided and unfair in favor of their
opposing side (HME).
Defining Hostile Media Effect

When we talk about people then we usually refer
to partisans that believe in a particular idea or
cause
Defining Hostile Media Effect


Assimilation bias
the tendency to find information supportive rather
than opposed to ones owns on position but also to
dismiss unfavorable content as unreliable
Defining Hostile Media Effect

Third-Person-Effect (TPE)
A
person exposed to a media message (possibly
persuasive in nature) would see a greater effect on
others than on himself or herself.
The people initiating the research



Vallone, Ross & Lepper - HME
Lord, Ross, and Lepper – Assimilation Bias
Davison – Third Person Effect
Why is it important?

The perception of media bias affects two
fundamental features that characterize the
relationship between the public and the media: the
public’s trust and the media’s influence.
Why is it important?


People who are susceptible to HME view media
content as unfair and inaccurate. This undermines
trust in the media.
which in turn could correlate with a decrease in the
media’s influence.
The Hostile Media Phenomenon: Biased Perception and Perceptions of Media
Bias in Coverage of the Beirut Massacre.
Vallone, Ross & Lepper (1985)


Stimulus materials: videotaped segments devoted
to the Beirut Massacre in 1982. (Palestinian and
Lebanese vs. Israeli)
Procedure: participants completed a questionnaire
designed to elicit their perceptions of the fairness
and objectivity of the news programs.
Findings

Each side of the participants saw the news
segments as biased in favor of the other side.
More specifically, pro-Israeli subjects saw the
news programs as “applying higher standards to
Israel” as compared to pro-Arab ones who
believed that the media were “applying lower
standards to Israel.”
Findings



Two underlying mechanism:
Differing evaluation: partisans see the claims
associated with their viewpoints as more credible
and accurate than the opposing viewpoints. The
opposing view is seen as “inferior.”
Differing recollection: They perceived a different
stimulus with different content and emphasis.
Findings


Partisans on both sides believed that this overall
sample of news coverage would lead undecided or
ambivalent viewers to become more hostile to the
side that the partisans personally favored
Subjects with more knowledge/emotional
involvement are more inclined to view the media as
bias against them.
Christen, C., P. Kannaovakun, et al. (2002). "Hostile Media Perceptions: Partisan
Assessments of Press and Public During the 1997 United Parcel Service Strike."


Persuasive press inference (remember TPE): people
may infer public opinion from their perceptions of
the slant of media coverage and their assumptions
that such coverage has a substantial impact on
others.
False consensus/Projection: others. The tendency of
individuals to see their own opinions and behaviors
as relatively common while viewing alternative
opinions and behaviors as uncommon.
Why does the Hostile Media Effect exist?


Research has not found a definitive answer yet
One explanation is
 perceived

reach of information
Mainstream media vs. smaller outlets
Media bias

Is the tendency of journalists to select a certain type
of events and stories to report on and then to
cover/ frame them in a certain way.
impact

Selectivity leads to
 Inability
to report “all the important and relevant facts
of the story
 Loss of media neutrality
What

Themes:
 Support
or attack of a certain political figure
 Favoring advertisers
 Favoring corporations (NBC and GE)
 Sensationalism
 Gender + sexual orientation
 Religion
 Age etc
Why

Good question!
 Sometimes
the coverage and selection reflects
journalists attitudes and believes
 The newsroom setting or media outlet can set the tone
(MSNBC & Fox News)
How





Horse race journalism
Talking heads
Experts over layman
Press conferences
Over extended coverage
Other topics
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Covering natural disasters
Accidents, death
Animals
Babies
Sex