Structural Sports News Bias in Print Media: An Analysis of the Ghanaian Times Newspaper

Angela Osei-Gyan

COMS/11/01/3053

Communication Research and Design

What is bias?

Bias is an inclination to think, act, or react in a particular manner based on a viewpoint, ideology, opinion, or understanding.

Bias surrounds us, and no one is without bias. Bias is often seen as negative and something to avoid.

Media bias refers to the bias of journalists and news producers within mass media.

Can affect selection of which events and stories are reported and how.

8 Types of Print Media Bias 1. Bias through placement. 2. Bias by headline. 3. Bias by photos, captions, and

camera angles. 4. Bias through the use of names

and titles. 5. Bias through statistics and

crowd counts. 6. Bias by source control. 7. Word choice and tone. 8. Bias through selection and

omission.

1. Bias through placement The importance attached to the

story by where in the newspaper it is placed.

Is it at the top of the page? Is it on the front page? Do you have to go to sub-pages to

find the information?

2. Bias by headline The message conveyed about

the story by the words chosen for the headline.

In this story “Anas” is assumed to be well-known which may not necessarily be true.

3. Bias by photos, captions, and camera angles

The emotive nature of the image used to illustrate the story.

Bias by photos, captions, and camera angles

Secretary of State Hillary Rodham Clinton calls for Israeli-Palestinian peace talks. A picture gone bad or…?

4. Bias through the use of names and titles

How an individual, group or organization is designated and the labels used to describe them.

5. Bias through statistics and crowd counts

Incomplete, inaccurate or selective use of statistics. Words chosen to describe crowd size. An example is inaccurate report on stadium attendance.

6. Bias by source control This occurs when stories are culled from other organizations

without further checks and editing. An example may be taking a story from the Ghana FA website.

7. Word choice and tone Use of positive or negative words to describe a person or situation.

8. Bias through selection and omission

What stories, events or perspectives are included or not included. What the media includes, highlights, or doesn't include influences how

we interpret what is being reported. How can selection and omission be seen in relation to some of

the other points we have seen?

8. Bias through selection and omission

Selection and omission can pertain on a wider level, such as regarding topics, headlines, who is quoted, etc.

However, it is often commonly done even with a single sentence: Example:– The GFA has relegated Hassacas on suspicion of cheating.– Hassacas was relegated by the GFA on suspicion of cheating.– Hassacas was relegated on suspicion of cheating.– Hassacas was relegated.– A Premier league team relegated.

Measuring bias: Qualitative and Content Analysis

OVERVIEW A. A method for analyzing the nature, functions, & effects of texts. 1. Originated in 18th century Sweden when a group of scholars &

clergy analyzed a collection of 90 non-orthodox hymns. 2. Counted religious symbols in hymns to see if they were heretical. 3. Modern biblical examination of texts still uses content analysis as

a method (along with other critical methodologies). 4. Also used in mass media research.

a. 1st applied to content of leading newspapers in 1890s (Wilcox)b. In 1930s, applied to radio & public speechesc. In WWII, invaluable in examining German radio transmissions

Defining Content AnalysisDefining content-analysis is confusing & in

dispute.a. Some define broadly as any technique that objectively

analyzes messages in a “systematic, rule-governed & rigorous way” ( Hocking, Stacks & McDermott, 2003, p. 171).

b. This definition permits more qualitative content-analysis.

c. Others, however, would not include purely qualitative studies as “true” content analysis (e.g. Budd, Thorpe, & Donohew, 1967).

What does it mean to carry out content analysis?

Extracting something systematically

From qualitative material To create evidence about the content That builds or support an argument That will persuade an intelligent reader

Qualitative content analysis (from Bernard & Ryan, 2010): “a set of methods for systematically coding & analyzing qualitative data” (p. 287)

Main Goal of Content AnalysisMain goal--the accurate & precise description of

messages.

a. Usually done on many texts, not just one.b. Quantification aids in making descriptions.c. Quantification aids in comparisons among categories &

sets of data.

Functions & uses of content analysis.

Description of message characteristics--what, how, & to whom something is stated or occurs in a text.

a. To compare different data sets.b. To compare content to the “real world.”c. To assess images of particular groups in society.d.To describe cause & effect.

PROCEDURES FOR CONDUCTING A CONTENT ANALYSISA. Setting up the study:

1. Identify the research problem.2. Develop research questions (RQs) based on theory and/or

prior research3. Sometimes develop research hypotheses (RHs)4. Contextual information can emerge from comprehensive

literature review.5. Information can also emerge through audience surveys, or

interviews with the source(s), looking at historical data, etc.6. Literature review helps justify inferences made from the

intrinsic data analysis.

PROCEDURES FOR CONDUCTING A CONTENT ANALYSISB. Develop a measurement system

Unitizing--identifying the units of analysis (or message elements).Five common units:

a. Physical--actual kinds of texts, speeches, shows, etc.b. Syntactical--symbols, metaphors, words, etc.c. Referential --what the text is about.d. Propositional--specific positions taken in the text.e. Thematic--specific topics or themes.

Measuring Content1. Count number of times the relevant units appear in a text.2. Place units into appropriate categories:3. Pre-formulated--categories drawn from research.4. Emergent--categories emerge from the data itself.5. Define category boundaries with maximum detail (helps

with reliability).

Analysis of Ghanaian Times Sports 2008 -2012

SPORTS CATEGORY

LOCAL INTERNATIONAL

TOTAL

football 41 64 105

boxing 7 2 9

golf 2 0 2

cricket 2 0 2

athletics 2 1 3

basketball 1 1 1

tennis 1 0 1

Comparing content amongst various sporting disciplines

Discussion of Results

Main Conclusions

Thank you!