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They do this to gain viewers, as the highest number of people watching means more money for the company via advertisements, and other sources of revenue.
(Cline, 2005) Deeper insight is critical into understanding what media bias is, beyond a buzz phrase.
It is perhaps unlikely that true objectivity is possible given the inherently subjective nature of human perception and experience.
This can be seen clearly, again, within the 2000 presidential election.
Following the primaries, where Gore was shown to be leading Bush, television companies changed their spin on things, now depicting Bush as ignorant for lack of pronunciation and other "trivial matte...
Arguably, then, media bias is a term that is used as a tool in political warfare: The press is often thought of as a unified voice with a distinct bias (right or left depending on the critic).
This simplistic thinking fits the needs of ideological struggle, but is hardly useful in coming to a better understanding of what is happening in the world.
It is also possible and desirable for journalists to be aware of their own prejudices and/or biases and to adjust the methodology of their news reporting accordingly.
Taking pains to seek out as many sides of an issue as can be reasonably included in a story is the minimum a journalist can do to ensure balance, even if complete objectivity is ultimately unfeasible.
The term is generally (though not exclusively) employed by conservatives who are frustrated by their perception that the news media is relentlessly liberal and unfair in its coverage of news events.
A simple Google search of the phrase media bias in fact turns up an overwhelmingly disproportionate number of conservative or rightward leaning sites raging against liberal bias in the news.