Detecting bias in local newspaper coverage: An analysis of content and design

Rasmussen Reports (2007, para.6), Sacred Heart University (2007, para. 1), and the 2009 State of the News Media public attitudes overview (para. 3) reveal that public confidence in the media has been undermined by growing accusations of biased reporting. At a time when many television stations and newspapers are already operating with extremely limited resources, journalists cannot afford to alienate their audiences by denying the impact of these accusations. While previous research has attempted to define, detect, and identify the factors that lead to bias in various forms of national news coverage in the United States, there is a need for more studies to focus on these same issues in local news reporting. This study addresses bias accusations through an analysis of the coverage of the 2009 Virginia gubernatorial race by the Richmond Times-Dispatch and The Virginian-Pilot. It asks two questions: (1) Does bias of a political nature exist in local-level news reporting? and (2) Do local-level newspapers display other biases of a non-political nature? By analyzing appearance within the newspaper (headlines, photographs, quotes), as well as comparing and contrasting the writing style and content of both papers, this study finds no significant evidence of political bias in either newspaper. Rather, emphasis on issues of local interest, as well as readership well-being, seems to drive coverage from both publications. Outside of political bias, there may be some room to argue that both publications display bias towards stories and candidates who are particularly newsworthy; however, whether this is bias or simply adherence to standard newsgathering priorities is debatable.