Bias Isn't Always The Problem.
People frequently tell me, "I stopped watching the news because it's so biased." To which I respond, "of course the news is biased. But that's not the reason you stopped watching."
You won't see too many sports analogies on this forum, but hang tight with me for a minute. Below are four news-like headlines/story elements I've come across over the last 24 hours:
The Denver Broncos lost to the Los Angeles Chargers 16-19 in overtime last night, with Russell Wilson completing a paltry 15 of 28 passes for 188 yards.
Russell Wilson isn't worth the 7-year, $245M contract he signed with the Broncos this year.
Did the Seahawks fleece the Broncos in the Russell Wilson trade?
Russell Wilson's poor performance could be tied to the Tom Brady / Gisele Bündchen’s divorce.
Two of the bullet points above could easily be found on the pages/sites of reputable news organizations. Another two contribute to the misinformation crisis and breakdown in our public discourse. Only one of them is fact. And all of them are biased. In business, education, and in society overall, it's vitally important to know how and why.
Bias gets a bad rap, but it shouldn’t - necessarily. Bias is just a systemic way of thinking - a preconceived inclination to hold a partial or incomplete perspective. Journalists, prime time cable hosts, you, me...everyone has biases. Very little news and very few ideas can be conveyed without it - because no two humans have had exactly the same experiences that form our thinking. Once we understand bias in the news is not bad - because it just is - we can then become more skilled at understanding the impact of news based on its presentation. Back to our bullet points:
The first bullet is an example of boring News, appearing in a reputable publication. While factual, it's also biased. The bullet focuses on Wilson's relatively poor completion and yardage rate. But Wilson also threw a touchdown and had no interceptions. It's factual, but incomplete (like a lot of Wilson’s passes this season 😫).
The second is an example of Opinion, also from a reputable publication. This is a viewpoint or judgment that does not require previous experience. Opinion often references facts to make it appear more authoritative, but it is still subjective. Six games into his 112-game contract, no one really knows if Wilson is indeed worth the investment the Broncos made, even if a sports journalist says so.
The third is an example of Manipulative Leading. This is one of the fastest growing, and most dangerous, categories of information distribution, especially in broadcast (e.g. prime time cable TV) and viral media (YouTube, TikTok). The question asked doesn't require any facts or opinion. The phrasing simply plants a seed of doubt or affirmation in the mind of its recipient, and allows the recipient's imagination to do the rest of the work. Did the Seahawks actually fleece the Broncos? Probably not. They made a business deal. Does the question make it appear as if it's fact? (see what I did there? 😜)
The fourth is an example of Fabricated Association. Now we’re moving into the loosest associations, often bordering on (or becoming) conspiracy. Consumers of this content are often drawn to it because they want it to be true, with little or no supporting data or evidence. While we do see this kind of information amplified on cable opinion shows, it is most often peddled on online platforms and social networks, as it is cheap to produce and amplify.
Historically, news consumers had to manage content contained in the first and second bullets listed above (News and Opinion). Newspapers clearly labeled their Opinion sections separate from news. Even national news broadcasts ended their programs with identified Opinion segments. With the massive proliferation of cable, video, digital, and even specialty print publications, there is less of a push to inform consumers of what type of content they are consuming. And in the case of prime time cable opinion shows, there’s often competitive and business pressures to effectively mislead viewers that what they are watching is news, even though by any other measure it would be classified as Opinion or Manipulative Leading. This game makes people frustrated - and eventually they shut good information out.
Understanding these various categorizations can make news consumption less combative and fatiguing. Over time, identifying intention can even become a kind of game - “I see what they’re doing there!”
If you think Fox News and The New York Times are biased…you are correct. The next step is to ask yourself what information you want when consuming the news, and notice the tricks used to get and keep your attention. Always remember, you’re in control. 👊🏻
Looking for a Podcast Guest, Panelist, or Guest Lecturer?
What’s it been, 28 months since we’ve seen each other in person? I would love to contribute to your next episode, event, or class. Topics include Media Literacy, Executive Intelligence, Combating Misinformation, Entrepreneurship, Actionable Intelligence and AI/NLP. Reach out to us at pr (at) turbinelabs (dot) com for availability and scheduling.
Great insight on bias!