Assessing Bias
Robyn Hartman
Bias
An example of bias is when someone expresses a view that is one-sided without much consideration for information that might negate what they believe. Bias is most prevalent in sources that cover controversial issues where the author may attempt to persuade their readers to one side of the issue without giving fair consideration to the other side of things. If the research topic you are using has ever been the cause of heated debate, you will need to be especially watchful for any bias in the sources you find.
Bias can be difficult to detect, particularly when we are looking at persuasive sources that we want to agree with. If you want to believe something is true, chances are you’ll side with your own internal bias without consideration for whether a source exhibits bias. When deciding whether there is bias in a source, look for dramatic language and images, poorly supported evidence against an opposing viewpoint, or a strong leaning in one direction.
Most of us have biases, and we can easily fool ourselves if we don’t make a conscious effort to keep our minds open to new information. Psychologists have shown over and over again that humans naturally tend to accept any information that supports what they already believe, even if the information isn’t very reliable. And humans also naturally tend to reject information that conflicts with those beliefs, even if the information is solid. These predilections are powerful. Unless we make an active effort to listen to all sides we can become trapped into believing something that isn’t so, and won’t even know it.
— A Process for Avoiding Deception, Annenberg Classroom
Probably all sources exhibit some bias, simply because it’s impossible for their authors to avoid letting their life experience and education have an effect on their decisions about what is relevant to write and say about it.
But that kind of unconscious bias is very different from a wholesale effort to shape the message so the source amounts to a persuasive advertisement for something important to the author.
Even if the effort is not as strong as a wholesale effort, authors can find many—sometimes subtle—ways to shape communication until it loses its integrity. Such communication is too persuasive, meaning the author has sacrificed its value as information in order to persuade.
While sifting through all the information resources for the ones that suit your purpose, you’ll have to pay attention to both what’s in the resource and in your own mind.
That’s because one of the things that gets in the way of identifying evidence of bias in information is our own biases. Sometimes the things that look most correct to us are the ones that play to our own biases.
Clues About Bias
Review the source and look for evidence that it exhibits more or less bias. The factors below provide some clues.
| Coverage | |
|---|---|
| Unbiased: This source’s information is not drastically different from coverage of the topic elsewhere. Information and opinion about the topic don’t seem to come out of nowhere. It doesn’t seem as though information has been shaped to fit.
Example: “The city council approved the new parking plan. Supporters say it will reduce traffic, while opponents argue it may hurt local businesses.” |
Biased: Compared to what you’ve found in other sources covering the same topic, this content seems to omit a lot of information about the topic, emphasize vastly different aspects of it, and/or contain stereotypes or overly simplified information. Everything seems to fit the site’s theme, even though you know there are various ways to look at the issue(s).
Example: “The city council pushed through its parking scheme, ignoring the obvious harm it will cause local businesses.” |
| Citing Sources | |
| Unbiased: The source links to any earlier news or documents it refers to.
Example: “According to the city budget report (linked here), the project will cost $2 million.” |
Biased: The source refers to earlier news or documents, but does not link to the news report or document itself.
Example: “Officials claim the project will cost $2 million, but the report isn’t provided.” |
| Evidence | |
| Unbiased: Statements are supported by evidence and documentation.
Example: “A survey of 500 residents found that 62% supported the proposal.” |
Biased: There is little evidence and documentation presented, just assertions that seem intended to persuade by themselves.
Example: “Everyone knows residents support the proposal.” |
| Vested Interest | |
| Unbiased: There is no overt evidence that the author will benefit from whichever way the topic is decided.
Example: “A local reporter summarized the pros and cons of the proposed recreation center.” |
Biased: The author seems to have a “vested interest” in the topic. For instance, if the site asks for contributions, the author probably will benefit if contributions are made. Or, perhaps the author may get to continue his or her job if the topic that the website promotes gets decided in a particular way.
Example: “A construction company owner argued that the recreation center must be built immediately.” |
| Imperative Language | |
| Unbiased: Statements are made without strong emphasis and without provocative twists. There aren’t many exclamation points.
Example: “The proposal would increase funding for public transportation.” |
Biased: There are many strongly worded assertions. There are a lot of exclamation points.
Example: “This amazing proposal MUST pass now! Our community depends on it!” |
| Multiple Viewpoints | |
| Unbiased: Both pro and con viewpoints are provided about controversial issues.
Example: “Some students favor the new attendance policy, while others believe it is too strict.” |
Biased: Only one version of the truth is presented about controversial issues.
Example: “The new attendance policy is clearly the right choice, and anyone who disagrees is mistaken.” |
Chapter Attribution:
Choosing & Using Sources: A Guide to Academic Research, 1st Canadian Edition Copyright © 2020 by Lindsey MacCallum is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
The Information Literacy User’s Guide: An Open, Online Textbook Copyright © 2014 by Deborah Bernnard, Greg Bobish, Jenna Hecker, Irina Holden, Allison Hosier, Trudi Jacobson, Tor Loney, and Daryl Bullis is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
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