The Hostile Media Effect

The hos­tile media effect is a fear-based bias.

Do you think that the news media is biased against your beliefs? Well, they might be …

… and they might also not be.

Here we go:

Hostile Media Effect

The hos­tile media effect occurs when indi­vidu­als per­ceive media cov­er­age as biased or hos­tile toward their group or view­point, even when it is neut­ral or bal­anced. People often believe the media unfairly rep­res­ents their per­spect­ive, inter­pret­ing even impar­tial inform­a­tion as neg­at­ive or hostile.

Hostile media effect (example): “The news cov­er­age of our com­pany’s recent envir­on­ment­al impact report is clearly biased — it’s overly crit­ic­al, and they’re just out to make us look bad.”

In a busi­ness con­text, the hos­tile media effect can lead to a skewed per­cep­tion of how extern­al factors, such as media cov­er­age or pub­lic opin­ion, influ­ence an organ­isa­tion. This bias can res­ult in defens­ive reac­tions, poor pub­lic rela­tions strategies, and a fail­ure to engage with feed­back constructively.

To counter the hos­tile media effect, busi­ness lead­ers should crit­ic­ally eval­u­ate media cov­er­age and oth­er extern­al opin­ions with a bal­anced, object­ive perspective. 

Encouraging open dia­logue with­in the organ­isa­tion and seek­ing mul­tiple view­points on how the com­pany is rep­res­en­ted can help mit­ig­ate the effect. By focus­ing on facts, fos­ter­ing trans­par­ency, and respond­ing to cri­ti­cism in a meas­ured way, com­pan­ies can bet­ter nav­ig­ate pub­lic per­cep­tion and avoid becom­ing entrenched in a defens­ive, self-jus­ti­fy­ing mindset.

Through a lens of our own biases, we see not the truth but the hos­til­ity of our fears.

Learn more: The Hostile Media Effect

Hostile Media Effect Theory

Fake news! Alternative facts! Do you think that the news media is biased against your beliefs? 

Well, they might be.
Or… they might not.

Researchers have found that indi­vidu­als tend to see the news media as biased against them — even when it’s not:

“The hos­tile media effect […] is a per­cep­tu­al the­ory of mass com­mu­nic­a­tion that refers to the tend­ency for indi­vidu­als with a strong preex­ist­ing atti­tude on an issue to per­ceive media cov­er­age as biased against their side and in favour of their ant­ag­on­ists’ point of view.”
Source: Wikipedia ¹Hostile media effect. (2022, October 25). In Wikipedia. https://​en​.wiki​pe​dia​.org/​w​i​k​i​/​H​o​s​t​i​l​e​_​m​e​d​i​a​_​e​f​f​ect

Are we para­noid? Do we see bias in the news media that isn’t there? In short: Yes.

The hos­tile media effect does­n’t imply that the media is nev­er biased. Still, sci­ence shows that oppos­ing groups often regard the same art­icles as against them and favour their opponents.

The exist­ence of the hos­tile media effect is sci­en­tific­ally well-estab­lished, but we still don’t know pre­cisely why it persists:

“The hos­tile media per­cep­tion, the tend­ency for par­tis­ans to judge mass media cov­er­age as unfa­vor­able to their own point of view, has been vividly demon­strated but not well explained. This con­trast bias is intriguing because it appears to con­tra­dict a robust lit­er­at­ure on assim­il­a­tion biases — the tend­ency to find inform­a­tion more sup­port­ive, rather than more opposed, to one’s own pos­i­tion. […] con­tent eval­u­ations based on per­ceived influ­ence on one­self vs influ­ence on a broad­er audi­ence sug­ges­ted that the hos­tile media per­cep­tion may be explained by per­ceived reach of the inform­a­tion source.”
Source: Journal of Communication ²Gunther, A.C. and Schmitt, K. (2004), Mapping Boundaries of the Hostile Media Effect. Journal of Communication, 54: 55 – 70.

Research sug­gests that the primary driver could be fear of oppon­ents gain­ing in strength, and the hos­tile media effect could be seen as a psy­cho­lo­gic­al defence mechanism.

Learn more: The Hostile Media Effect

THANKS FOR READING.
Need PR help? Hire me here.

What should you study next?

Spin Academy | Online PR Courses

Spin’s PR School: Free Media PR Course

Elevate your pub­lic rela­tions skills with this free Media PR Course—a must-have resource for all aspir­ing pub­lic rela­tions pro­fes­sion­als. Boost your career now!

Media Theory

• The Shannon-Weaver Model of Communication
• The Spiral of Silence
• Conversion Theory: The Disproportionate Influence of Minorities
• The Hostile Media Effect
• Information Asymmetry (Informed Minority Advantage)
• The Bandwagon Effect: Momentum Is Everything
• The Media Polarisation Model

Media Logic

• Media Logic is Dead, Long Live Media Logic
• Social Media Logic

Journalism

• Public Relations vs Journalism
• How To Convert News Junkies
• Breaking the News
• Confirmation Bias in the Media

Digital Media

• The Electronic Age and The End of the Gutenberg Galaxy
• Echo Chambers: Algorithmic Confirmation Bias

Learn more: All Free PR Courses

💡 Subscribe and get a free ebook on how to get bet­ter PR.