Were Online Media Biased? An Assessment of Statement and Actor Bias During the 2015 Referendum in Greece
Journal
International Journal of Communication,
Date Issued
2024
Abstract
Referendum campaigns are highly mediated events likely to influence voters’ propensity
to opt for “yes” or “no.” Media bias commonly refers to coverage that deviates from the
norms of balance, fairness, and impartiality. Despite its widespread use, the notion of bias
is quite complex, carrying multiple meanings and measurements. We define overall bias
as the advocacy of “yes” and “no” vote choices expressed through statement and actor
bias. Drawing on a quantitative analysis of the 2015 bailout referendum in Greece, we
show that although overall online coverage was not biased, media type had a significant
effect on the presence of bias. Legacy media favored the “yes” vote choice, alternative
media skewed toward the “no” vote choice, and web natives and the public broadcaster
maintained a balanced approach. Probing further, we found that alternative media
produced biased content mainly through statement bias, while legacy media’s pro-yes tilt
was predominantly performed through actor bias.
to opt for “yes” or “no.” Media bias commonly refers to coverage that deviates from the
norms of balance, fairness, and impartiality. Despite its widespread use, the notion of bias
is quite complex, carrying multiple meanings and measurements. We define overall bias
as the advocacy of “yes” and “no” vote choices expressed through statement and actor
bias. Drawing on a quantitative analysis of the 2015 bailout referendum in Greece, we
show that although overall online coverage was not biased, media type had a significant
effect on the presence of bias. Legacy media favored the “yes” vote choice, alternative
media skewed toward the “no” vote choice, and web natives and the public broadcaster
maintained a balanced approach. Probing further, we found that alternative media
produced biased content mainly through statement bias, while legacy media’s pro-yes tilt
was predominantly performed through actor bias.
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