Hostile media effect
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The hostile media effect is the tendency for people who have taken a position on an issue to see media coverage of that issue as biased against their position.
For example, in the first study done on the topic, a number of subjects watched news clips of the coverage of a massacre of Palestinian refugees by a Lebanese militia during the Lebanese Civil War. The pro-Israeli subjects were more likely to think that the coverage had a pro-Palestinian bias while the pro-Palestinian subjects thought the opposite. This concept probably explains many of the accusations of liberal/"corporate"/Zionist/FSM-biased media. In short, it's impossible for media to be unbiased when you, yourself, have a bias.
 See also
- Vallone, R.P., Ross, L., & Lepper, M.R. (1985). The hostile media phenomenon: Biased Perception and Perceptions of Media Bias in Coverage of the "Beirut Massacre". Journal of Personality and Social Psychology, 49, 577-585.
- Hostile media effects, Mixing Memory