Top 5 biases to consider as a media consumer

BY SIMONE J. SMITH

What is a bias? Bias can be described in a few different ways, one-way to look at biases is to see them as the difference between information people can access and the information people accept and share with others. Bias can also be conceptualized as a form of preference, and as some of us may know, preference is rooted in feelings rather than facts. In a way, our biases shape our feelings about facts that we accept.

Existing as a human being opens you up to having biases, and at least part of the time, we want reality to be different then what it is. You can think about biases in the same way you think about bad habits. Any of you have a bad habit that you want to admit to? Did it take a minute to bring that to recollection, or did that come to you pretty easily? Like a bad habit, biases can be difficult to identify and even more difficult to control, and it is one of the reasons why understanding your biases is of extreme importance. If you are not mindful, your biases will have you approach situations and make choices in an unfair or unreasonable manner.

Media literacy has become a topic of great importance; the use of smart phones, social media tools, and 24 hour news cycles, have hijacked our attention, and the potential impacts of the connected life is now being studied to understand how it is affecting our mental health and social well being. We now live in a world that is captivated by social media and overflowing with fake news, and instant gratification posts.

I now have a grown interest in sharing the knowledge that I have learned about media literacy, and I would definitely recommend a book called Recognizing Bias written by Aidan M. Ryan a: writer, publisher, and educator, as well as an adjunct professor of English at Canisius College. The book is not a long read, and it sums up exactly what biases are, and how we can learn to identify our own biases. This edition, I will be sharing with you a small portion of the book that focuses on the different types of biases that exist. Let’s get you educated.

Anchoring bias

If you think of what an anchor is, and what it is used for will help you understand this type of bias. An anchor is designed to hold onto the first thing it catches, and this is exactly how the human mind works. We have the tendency to make judgements based on the first piece of information we receive, ignoring or dismissing new information. This can be difficult to avoid doing, and as a skilled media consumer, you have to be aware of your propensity to make up your minds about an event based on the first reports that you hear or see. Wait until you have more information so that you will have a fuller picture, and clearer facts.

Attribution bias

When you attribute, you assume a reason for something. This can be very dangerous because what you are attributing to, a situation may be completely unreasonable. In psychology, an attribution bias is a cognitive bias that refers to the systematic errors made when people evaluate or try to find reasons for their own and others behaviour, but how can you do this if you do not always have the facts.

Confirmation bias

It is easy for us to ignore or forget information that challenges our beliefs; everyone wants to be right and because of this, we often look for information that aligns with our original thoughts or proves us right. This is called confirmation bias. Resist the temptation to only look at news that agrees with your preconceived notions; take some time to check on how the source has covered the topic and challenge your own beliefs. It is okay to be wrong, as long as you get to the truth.

Halos and horns

This refers to the habit of taking one positive or negative trait in a person or thing and using this to make positive or negative judgements about the person’s other traits. The best example I can give is what are your thoughts when you think about Subway? What are your thoughts when you think about McDonalds? Most of us would say that Subway is healthier then McDonalds, but would you believe me if I told you that there are items on the Subway menu that have the same caloric information as items on the McDonalds menu? Don’t make judgements on anything; always search for the facts.

Framing bias

Let’s take a look at two words: the word tragedy and terror. Depending on how these words are used can provide a different frame for a situation. If I write that there was a tragedy in Scarborough, you will have a different reaction then if I say that there was an act of terror in Scarborough. This is called framing, and journalists often report the same facts but they frame it differently depending on the emotional response they want from their report.

Prejudice and favouritism

This is one of the simplest forms of bias. To be prejudice is to have positive or negative feelings towards a person based only on that person’s membership in a group (Ryan, Recognizing Bias, 2019). Favouritism can be given to groups without it even being recognized. There is a difference between catering to a market and showing favouritism towards a group of people.

I hope that this list has been helpful. I encourage you to take some time to learn more about media literacy, and to continue to ask yourself questions. What are you hearing? What are you seeing? Who is writing? Who is paying? What is missing? Who benefits? Who is the intended audience? These questions will make you a better-rounded media consumer, and allow you to navigate this growing media landscape.