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Title: The Economics of Media Bias / It may soon be too costly to lean
left.
Source: National Review Online
URL Source:
http://www.nationalreview.com/nrof_b...0406230852.asp
Published: Jun 23, 2004
Author: Bruce Barlett



A new poll from the Pew Research Center has again raised the issue of
liberal bias in the media. A growing body of academic research at top
universities supports it. Unfortunately, those in the major media still
don'
t get it and are unlikely to change their behavior, resulting in further
declines in ratings and circulation.

Liberal bias is a tiresome subject, I know. We have been hearing about it
for at least 30 years. Although those who work in the media continue to
deny
it, they are having a harder and harder time explaining why so many
viewers,
readers, and listeners believe it.

This is the point of the Pew study. Whatever the media think about
themselves, there is simply no denying that a high percentage of Americans
perceive a liberal bias. The credibility of every single major media
outlet
has fallen sharply among conservatives and Republicans, while falling much
less among liberals and Democrats.

This has affected viewing habits. Conservatives have drifted away from
those
outlets they perceive as most biased, which has contributed heavily to an
overall decline in viewership. Among all Americans, those who watch the
evening network news regularly have fallen from 60 percent in 1993 to just
34 percent today. Among Republicans, 15 percent or less report watching
the
evening news on ABC, CBS, or NBC.

One consequence is that conservatives are gravitating toward those outlets
that are perceived as exhibiting less liberal bias. These include Fox
News,
talk radio, and the Internet. Ironically, academic studies view these not
as
conservative, but as objective. Apparently, the effect of having a
rightward
tilt only has the effect of moving "conservative" outlets to the middle,
owing to the extreme left-wing bias of the dominant media.

An interesting study in this regard was recently done by Tim Groseclose of
UCLA and Jeff Milyo of the University of Chicago. They devised a method of
measuring press bias based on the way members of Congress cite various
think
tanks. By looking at their rating on a liberal/conservative scale based on
votes, they were able to determine which think tanks were viewed as
conservative or liberal. They then looked at how often these think tanks
were cited in the media.

The conclusion of the Groseclose-Milyo study is unambiguous. "Our results
show a very significant liberal bias," they report. Interestingly, they
found that the Internet's Drudge Report and "Special Report" on Fox News
were the two outlets closest to the true center of the political spectrum,
despite being widely viewed as conservative.

Groseclose and Milyo also look at the political orientation of journalists
relative to the population. They note that just 7 percent of journalists
voted for George H.W. Bush in 1992 versus 37 of the voting public. This
means that journalists are more liberal than voters in the most liberal
congressional district in the U.S., the 9th district in California, which
contains the city of Berkeley. Even there, Bush got 12 percent of the
vote,
almost twice his support among journalists.

The curious question is why the media remain so persistently liberal.
Economic theory says that conservative news outlets should have come into
existence to serve that market. However, Prof. Daniel Sutter of the
University of Oklahoma points out that there are severe barriers to entry
into the news business that make it very difficult to start a new
newspaper
or television network, thus allowing liberal bias to perpetuate itself.

Another answer comes from a study by Prof. David Baron of Stanford. He
theorizes that profit-maximizing corporations tolerate liberal bias
because
it allows them to pay lower wages to liberal journalists. By being allowed
to exercise their bias, they are willing to accept less pay than they
would
demand if they were in a business where bias was not tolerated.
Conservatives are perhaps less willing to pay such a financial price.

Writing in the summer issue of The Public Interest, Prof. William Mayer of
Northwestern suggests that conservatives have adopted talk radio, which is
overwhelmingly conservative, as an alternative news outlet. In other
words,
a key reason for the popularity of people like Rush Limbaugh is that they
provide news and information not available elsewhere, not just
conservative
opinion.

This helps explain why liberal talk radio has been such a dismal failure.
Listeners are not getting much they can't already get in the dominant
media.
In Prof. Mayer's words, "Liberals, in short, do not need talk radio. They
already have Dan Rather, Peter Jennings, and Tom Brokaw - not to mention
NPR."

The dominant media is finally starting to realize that it has an economic
problem from having a perceived liberal bias, even though it steadfastly
denies any such bias. Editor & Publisher, an industry publication, is so
alarmed that it has begun a study of the problem.