Journalism is tied to a set of ethical standards and values, including truth and accuracy, fairness and impartiality, and accountability. However, journalism today often strays from objective fact; the result is biased news. Bias isn't necessarily a bad thing, but hidden media bias misleads, manipulates and divides us. This is why AllSides provides hundreds of media bias ratings and a media bias chart.

72 percent of Americans believe traditional news sources report fake news, falsehoods, or content that is purposely misleading. With trust in media declining, media consumers must learn how to spot types of media bias.

This page outlines 11 types of media bias, along with examples of their use in popular media outlets. Download this page as a PDF, and don't forget to check out the 14 types of ideological bias.

11 Types of Media Bias

and how to spot them

1. Spin

Spin is a type of media bias that means vague, dramatic or sensational language. When journalists put a “spin” on a story, they stray from objective, measurable facts. Spin is a form of media bias that clouds a reader’s view, preventing them from getting a precise take on what happened.

In the early 20th century, Public Relations and Advertising executives were referred to as “spin doctors.” They would use vague language and make unsupportable claims in order to promote a product, service or idea, downplaying any alternative views in order to make a sale. Increasingly, these tactics are appearing in journalism.

Examples of Spin Words and Phrases:

Emerge

Serious

Refuse

Crucial

High-stakes

Tirade

Landmark Latest in a string of...

Major

Turn up the heat

Critical

Decrying

Offend

Stern talks Offensive

Facing calls to...

Meaningful

Even though

Monumental

Significant

Sometimes the media uses spin words and phrase to imply bad behavior. These words are often used without providing hard facts, direct quotes, or witnessed behavior:

Finally

Surfaced

Acknowledged

Emerged Refusing to say

Conceded

Dodged Admission

Came to light

Admit to

To stir emotions, reports often include colored, dramatic, or sensational words as a substitute for the word “said.” For example:

Mocked

Raged

Bragged

Fumed Lashed out

Incensed

Scoffed

Frustration Erupted

Rant

Boasted

Gloated

Examples of Spin Media Bias:

“Gloat” means “contemplate or dwell on one's own success or another's misfortune with smugness or malignant pleasure.” Is there evidence in Trump’s tweet to show he is being smug or taking pleasure in the layoffs, or is this a subjective interpretation?

Source article

Business Insider Bias Rating

In this example of spin media bias, the Washington Post uses a variety of dramatic, sensationalist words to spin the story to make Trump appear emotional and unhinged. They also refer to the president's "vanity" without providing supporting evidence.

Source article

Washington Post Bias Rating

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2. Unsubstantiated Claims

Journalists sometimes make claims in their reporting without including evidence to back them up. This can occur in the headline of an article, or in the body.

Statements that appear to be fact, but do not include specific evidence, are a key indication of this type of media bias.

Sometimes, websites or media outlets publish stories that are totally made up. This is often referred to as a type of fake news.

Examples of Unsubstantiated Claims Media Bias

In this media bias instance, The Daily Wire references a "longstanding pattern," but does not back this up with evidence.

Source article

The Daily Wire Bias Rating

In late January 2019, actor Jussie Smollett claimed he was attacked by two men who hurled racial and homophobic slurs. The Hill refers to “the violent attack” without using the word “alleged” or “allegations." The incident was revealed to be a hoax created by Smollett himself.

Source article

The Hill Bias Rating

This Washington Post columnist makes a claim about wealth distribution without noting where it came from. Who determined this number and how?

Source article

Washington Post Bias Rating

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3. Opinion Statements Presented as Fact

Sometimes journalists use subjective language or statements under the guise of reporting objectively. Even when a media outlet presents an article as a factual and objective news piece, it may employ subjective statements or language.

A subjective statement is one that is based on personal opinions, assumptions, beliefs, tastes, preferences, or interpretations. It reflects how the writer views reality, what they presuppose to be the truth. It is a statement colored by their specific perspective or lens and cannot be verified using concrete facts and figures within the article.

There are objective modifiers — “blue” “old” “single-handedly” “statistically” “domestic” — for which the meaning can be verified. On the other hand, there are subjective modifiers — “suspicious,” “dangerous,” “extreme,” “dismissively,” “apparently” — which are a matter of interpretation.

Interpretation can present the same events as two very different incidents. For instance, a political protest in which people sat down in the middle of a street blocking traffic to draw attention to their cause can be described as “peaceful” and “productive,” or, others may describe it as “aggressive” and “disruptive.”

Words that signal subjective statements include:

Good/Better/Best

Is considered to be

Seemingly

Extreme

May mean that

Could

Apparently Bad/Worse/Worst

It's likely that

Dangerous

Suggests

Would seem

Decrying

Possibly

Source: Butte College Critical Thinking Tipsheet

An objective statement, on the other hand, is an observation of observable facts. It is not based on emotions or personal opinion and is based on empirical evidence — what is quantifiable and measurable.

It’s important to note that an objective statement may not actually be true. The following statements are objective statements, but can be verified as true or false:

Taipei 101 is the world's tallest building. Five plus four equals ten. There are nine planets in our solar system. Now, the first statement of fact is true (as of this writing); the other two are false. It is possible to verify the height of buildings and determine that Taipei 101 tops them all. It is possible to devise an experiment to demonstrate that five plus four does not equal ten or to use established criteria to determine whether Pluto is a planet.

Source: Butte College Critical Thinking Tipsheet

Editorial reviews by AllSides found that some media outlets blur the line between subjective statements and objective statements, leading to potential confusion for readers, in two key ways that fall under this type of media bias