The Psycholgoial Price of Media Bias

Media bias was investigated through the effects of a TV interviewer's preferential behavior on the image of the interviewee in the eyes of the viewers. Judges viewed a political interview with either a friendly or a hostile interviewer then rated their impressions of the interviewed politician, whose behavior was identical in all conditions. The preferential nonverbal behavior of the interviewer (controlling for recognition & comprehension of verbal content) systematically influenced viewers' ratings of the politician. The effect consisted mainly of damage to the politician in the hostile interviewer condition. Describing the interviewee as a professor yielded a similar preferential behavior effect. A strong halo effect was identified, but it was ruled out as the mechanism accounting for the interviewer effect. Tables, Figures. [Copyright 2005 The American Psychological Association.]