BIASED PRESS OR BIASED PUBLIC? ATTITUDES TOWARD MEDIA COVERAGE OF SOCIAL GROUPS

Mass media credibility has been defined and studied largely as an attribute of message sources. This article argues that trust in media can be better understood as a relational variable-an audience response to media content. In addition, audience assessments of credibility are commonly explained as the result of each individual's skeptical disposition, either toward mass media in particular or as a general trait. The author dissents from this view as well, proposing that distrust is more likely to be a situational response, stemming from involvement with issues and groups. Using data from a national probability sample, the hypothesis was tested by analyzing the effect of numerous independent variables on respondent ratings of newspaper and television news coverage of social groups. As hypothesized, a respondent's own group identification proved to be the strongest predictor. The evidence was strengthened by replication across social groups, which provided built-in controls and demonstrated that an important part of the variance in trust of mass media news is within persons rather than between persons.

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