Imagine a scenario where two people are watching the exact
same news segment. One of the individuals in question is on the Liberal-Left
side of the spectrum, while the other sides with the Conservative-Right. Now imagine that at the end of the segment, both individuals angrily decree that the news piece is biased
against them. This is actually such a common scenario that there is a term for
it: the hostile media effect. The HME refers to partisans of opposing views
holding that neutral media coverage is biased against them.
The HME is a relatively newly coined term, stemming back
from a study at Stanford University in 1985. Both pro-Israeli and Pro-Arab
students were shown footage of the tragic 1982 Sabra and Shatila Massacre,
whereupon Palestinian civilians were killed in Lebanese refugee camps while
Israeli soldiers idly stood by. In the footage, the culpability of the Israelis
is debated. Both pro-Arab students and pro-Israeli students felt the coverage was
siding against them. Since the official identification of this phenomenon in
1985, it has surfaced countless times in practically every culture and setting,
proving just how difficult the job can be for journalists.
Further research revealed several more things. The brand has
a severe impact for example —when test participants were shown a news story
labeled with the CNN logo, they reacted differently than when the identical
story was shown with the Al Jazeera logo. Studies also have shown that
individuals who self-categorize are the most likely to feel defensive and
victimized by the press. The more emotionally invested in leftwing politics one
might be, the more likely said person will suspect rightwing bias in the media,
and vice versa. News stories concerning other countries are also less likely to
provoke the audience, as they generally instill patriotism and cohesion among
citizens.
What does this mean for journalists? Many new principles of
ethical journalism are manifest by HME, as well as the reinforcement of several
old principles. Journalists need to make it clear that they have no political
preference (even if they actually do) so as to gain the public’s trust. Journalists
should be mindful of how they frame stories, taking special care to cater to
the broader group and not specific subgroups. The journalist also needs to be relatable to
the audience. A quick way to earn the public’s trust is to show you are one of
them. Overall the driving emphasis is simply this: avoid bias at all costs. As HME shows, journalists are
at a terminus a quo disadvantage, because the
public is inclined to blame the media no matter how neutral the story may be.
In this context, any additional bias is sure to incite the already dubious
audience. Lastly, if you as the journalist
catch an occasional bit of grief — remember that it is an inevitable part of
the job— do not let it negatively affect your reporting. Keep your eye
on the ethics behind the profession.
Source: NiemanJournalismLab



