INTERNATIONAL JOURNAL OF STUDENT PERFORMANCE AND EDUCATIONAL RESEARCH

Abstract

This study explores the multifaceted impact of media bias on public perceptions, focusing on political, ideological, cultural, and economic biases. It emphasizes the influence of political ideology on media bias, exacerbated by economic and political factors. To address this issue, the study advocates for promoting editorial transparency and diverse media ownership. The growing influence of media outlets, especially on social media, raises concerns about echo chambers. Various factors, including deliberate and inadvertent influences from newsmakers and journalists, contribute to biased news creation. The study identifies types of bias such as political bias, sensationalism, confirmation bias, selection bias, and framing bias, urging media consumers to recognize and understand these biases for a balanced understanding. It delves into political bias's manifestations, including partisan rhetoric and cherry-picked reportage. Sensationalism and corporate bias are also explored, with large conglomerates shaping narratives in line with corporate interests. The historical context of bias as a political pawn is discussed, highlighting its presence for over half a century. The study addresses the impact of fake news, emphasizing the need for critical analysis. It underscores media bias's significant influence on public understanding, political choices, and the formation of echo chambers. Case studies and research findings, such as disparities in Iraq War coverage and framing's impact on perceptions, illustrate the consequences of biased reporting. The study incorporates psychological theories like Gerbner's cultivation theory and Ajzen's theory of planned behavior to analyze the influence of media on individuals' perceptions and behaviors. It concludes by emphasizing the crucial role of mass media in shaping public opinion and attitudes toward emerging issues