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Bias In The Media Essay

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What distinguishes man from animal is the fact that we’re aware of ourselves and others, that we can consciously control how we think and what we think out. We’re constantly exposed to media, whether we choose to be or not. The media frames issues and sets the agenda of what topics get discussed, creating a narrow scope of what “informed” means today. Technology has grown to dominate our lives, and has allowed media to have extreme amounts of influence on the opinions that the average person holds. The internet’s power and influence is often underestimated in its influence on the populus. The simple availability of different news outlets with different biases doesn’t necessarily mean people will care enough or have the time to take advantage …show more content…

There are two main schools of thought on this issue: (1) that media only has an impact on beliefs and voting in the short run and (2) exposure to the media may affect beliefs and voting in the long run. If a viewer doesn’t know the bias of a particular news outlet, such as in the launching of that news outlet or the first time that a person watches/reads it, the news outlet will likely alter her perception of reality. Even in the long run, while identifying the existence of bias is easy, identifying the extent to which it exists is often far more difficult. About 8-10% of the audience of a news network is persuaded, on average. The media isn’t just trying to put objective information on the table so that we can sort through it and sift through it on our own time, but rather implicitly directs our views and opinion in one direction. Baseline calibrations indicate that 4 to 8 percent of the audience of Fox News was persuaded to vote Republican that wouldn’t have voted Republican normally. Regardless of whether the influence is short term or long term, it has real world effects that can’t be discredited. The results of elections are hugely swayed by the media, both in terms of advertising and web marketing. Again, the media doesn’t get used as a platform for objective knowledge, but rather as a platform for specific

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