UiS School of Business and Law Seminar: What Drives Media Bias?

Abstract:
Media bias shapes political and economic outcomes, yet its origins poorly understood. This study leverages large language models (LLMs) to measure bias across diverse outlets spanning decades. We validate the LLMs' effectiveness in measuring bias and then analyze the underlying factors. Analyzing US national newspapers across the political spectrum, we find minimal bias in political and national stories. However, social issue coverage reveals a stark divide, especially in recent years, with outlets actively choosing stories that align with their political leanings. Text analysis confirms these differences stem from outlet-specific story choices, not national trends. This research sheds light on media bias formation, illuminating its effects and potential consequences.