Influence of individual journalists on media content

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Introduction

In the 1st century that we live in, media is the power of communication. It influences our perception of the world and it mediates our construction of the reality. People fear about the distortion of reality that the mass media would make because once something is out in the air, it spreads through billions of people around the globe in the blink of an eye through the internet. Therefore people are sensitive and become unhappy about the mass media easily. In the United States, "charges that mass communications are politically liberal, unlike ‘most Americans' have been common in recent years"(Shoemaker & Reese, 16, p.8). Republicans complain about liberal bias made by the media against them. Is it true? If so, what contributes to the influence of individual journalists on news content? In order to validate the accurateness of the existence of liberal bias, we first investigate the effect of personal background towards influence in news content. I am going to apply Shoemaker and Reese closely for illustration. Whereas in order to evaluate the accusation of liberal bias, close reference with Professor Nojin Kwak's lecture notes as well as Domke, Watts, and Shah and Lowry& Shidler's articles will be used. Personal background as an influence towards news content

First of all, let's talk about diversity in the newsroom. Although the proportion of women in journalism jobs increases from 0% in 171 to 4% in 1, there are still differences across media outlets( Kwak, Jan 16, 00). There are still newsrooms where there are no women. Moreover, more female communication majors would want to be in public relations field than in news editorial study than male students. Therefore, a male majority newsroom is still prevalent. Furthermore, the increase in minorities in journalism is not as promising as in the increase of female journalists. .% of the journalists were minorities in 18 but only increases to 8.5% in 1. Minorities' representation is still low hence it could differ in different media outlets, which might constitute to even a lower representation. In general, there are more young people who would like to pursue a career in journalism. "The median age of the journalists is slightly lower than the median age of all US civilian workers"(Shoemaker & Reese, 16, p. 71). The young journalists are not only younger but also more educated. In 1, 8% of the journalists were equipped with college degrees and 40% majored in communication in college (Kwak, Jan 16, 00). Therefore, most of the communication workers are educated under similar programs which gear towards either to "socialize students to be critical of every social institution except the mass media or to look critically at all social institutions"(Shoemaker & Reese, 16, p. 76).

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Journalists are better educated than average American. Therefore they should have a more analytical mind instead to provide a biased perspective to the public. However, there is a tendency for us to be influenced by our backgrounds. The effect of journalists' demographics on news values and content might be minor given the importance of organizational routines and constraints (Shoemaker & Reese, 16, p. 78). Therefore it is still possible that professionals' background and upbringing can affect news content. It is shown that "female magazine publishers gave more favorable coverage to the Equal Right Amendment than did their male counterparts" (Shoemaker & Reese, 16, p. 78). Therefore, with the slow increase in minorities in the newsroom that hinders the diversity in newsroom, an unbalanced perspective could be easily demonstrated. Furthermore, people volunteer to be journalists but not being drafted. Therefore there might be strong tendency that they have the same perspective on issues that constitute group bias. Does Liberal Bias Exist?

Since 171, there has been an increase in the percentage of journalists who describe themselves as Democrats 5.5% in 171 to 44.1% in 1 (Shoemaker & Reese, 16, p. 84). "When compared to the overall US population, journalists are 5-10% more likely to say they are Democrats, and 10-15% less likely to say they are Republicans"(Shoemaker & Reese, 16, p. 84). Furthermore, according to Lichter & Rothman in 180s in the survey of journalists at major news outlet, most of them were from upper-middle class background and had an ideology of left leaning. Their past voting tended to favor the democratic candidates (Kwak, Jan 1, 00). However, is being a Democrat, or voting for a Democratic candidate means that they are incapable to provide a balance representation of facts during the elections? Would we be exerting our own bias on the journalists who in fact have been doing a decent job?

According to Lowry and Shidler Sound Bite Study in 18, there is no formal conclusion on the existence of liberal bias. In 8 of the possible comparisons between Democratic Presidential Candidates and Republican Presidential Candidates in 1 and 16 election, only 4 pairs constitute liberal bias in 1, the net sound bites of Clinton is greater than Bush; In 16, Clinton's length of sound bites is longer than Dole, and positive and net sound bites of Clinton are both longer than Dole. However in consideration of conservative bias, there are also pairs out of 8 possible comparisons in 1, the length of sound bites and the length of offensive sound bites of Bush are both longer than Clinton's; in 16, Dole's offensive sound bites are greater than Clinton's. Therefore to conclude, we can only say there is a progressive trend of liberal slanting, however, we could not define it as liberal bias as the difference is not significantly great.ConclusionIn view of the contrasting data, it is difficult to provide a concrete answer to the existence of liberal bias that makes the debate of it so long lasting. However, it is notable that Republicans often blame liberal bias in time when they are falling in polls or when they are soaring in polls and trying to maintain the momentum (Domeke et al. & Watts et al., 1). Furthermore, it is difficult to suggest the magnitude of liberal bias simply by quantifying certain aspects from media. A meta-analysis across states should be done to get the over all picture. Over all, "news bias, like beauty, maybe real or it may be in the eye of the beholder" (Carter, Fico & McCabe, 00, p. 41). Therefore there is no definite conclusion whether or not there is liberal bias. However, it is certain that we should not undermine that individual journalists might have been expressing their own viewpoints rather than presenting a balanced perspective for audience. Therefore, as the audience, we should try to perceive things subjectively by diversifying our range of media as well as thinking critically. Never believe fully on what the media incorporate; read more and think more is the best solution to eliminate bias influence of the news content. BibliographyCarter, S., Fico., & McCabe, J.A. (00). Partisan and structural balance in local television election coverage. Journalism and Mass Communication Quarterly, 7, 41-5Domke, D., Watts, M.D., Shah, D.V., & Fan, D.P. (1). The politics of conservative elites and the "liberal media" argument. Journal of Communications, 4, 5-58.Kwak, N. (00, January 16). The Influence of Individual Workers on News Content. Lecture given for Communication Studies 61, Processes of Mediated Communication. Department of Communication Studies. The University of Michigan-Ann Arbor.Kwak, N. (00, January 1). Liberal Media Bias Conservative Perspective. Lecture given for Communication Studies 61, Processes of Mediated Communication. Department of Communication Studies. The University of Michigan-Ann Arbor.Lowry, D.T. & Shidler, J.A. (1). The sound bites, the biters, and the bitten A two-campaign test of the anti-incumbent bias hypothesis in network TV news. Journalism and Mass Communication Quarterly, 75, 71-7.Shoemaker, J., Pamela & Reese, D., Stephen. (16). Mediating The Message-Theories of Influences on Mass Media Content. New York Longman Publishers USA.

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