“The media's the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that's power. Because they control the minds of the masses.” This was a quote by famous Civil Rights leader Malcolm X, a quote that represents the power and influence which the media holds when presenting information on race and race issues. When one looks at the current state of racial issues in the United States of America, there is clearly still a large divide. These issues range from social, economic and political differences. The media’s coverage of these issues does not simply show these divides, it intentionally enflames these issues. Biased media coverage on racial issues has become a staple of even the highest and most prestigious news sources. The issue of bias in media coverage is an extremely important issue in America as its impact can impact every aspect of society and the way we interact and view each other. Often racial issues are the easiest issue that provoke these emotions. 

The issue lies in the United States of America’s history of race relations and equality. Today, the remnants of this bitter history still show in society and the way in which people of different races often interact. This dynamic is something that is easily exploitable and is something that will retain viewership of media coverage. This problem has risen as a result of the blatantly biased news media coverage of racial issues. This controversial practice is not a surprise as American culture continues to shift to a globalist and more ethnically diverse and accepting society. In the recent deaths of Mike Brown, Trayvon Martin and Eric Garner the news took these issues and sought to create ratings through their coverage of these issues. Often, these sources would seek to appeal to their base by portraying the issues stemming from these deaths as one that their targeted audience would agree with. As coverage of these issues took place, many Americans noticed the differences in reporting and what was being said and what was not being said by various news sources. These differences showed media bias and how it can affect anybody. These differences were often based on race, the three men Mike Brown, Trayvon Martin and Eric Garner were all black African American men (Deggans). As I noticed this occurrence, I felt that I needed to understand why there seemed to be a bias in media coverage of racial issues but also I hoped to find out whether it was strictly ratings based or if there were other reasons causing this apparent issue. Although I felt that there was a strong media bias from my point of view, I sought out sources ranging from academics who have made their career from researching the entertainment industry to different groups of people sharing their opinions and experiences with media bias. To examine the issue I wanted to find out the history behind biased racial media coverage, examples of media coverage and why this coverage is done in a biased way as opposed to an unbiased strictly factual way. Bias in the media’s coverage is problematic and by examining this issue through a historical context, actual events and why this occurs people can better understand what is happening and how to change this practice.

The causes of the media’s bias in its coverage of race and racial issues cannot be simply blamed on one reason. There are many different causes that lead into this biased coverage. These issues and dimensions have greatly shaped the way race is covered but they all stem from three parts which I look at on this topic. The history surrounding the media and its coverage, the current social dynamic and examples of this bias in coverage. 

Throughout the history of the United States there has always been a racial dynamic in society. The current racial undertones date back to the slave trade in which millions of Africans were brought to the Americas for the purpose of slave labor. As the United States progressed through the 1800’s, slavery was eventually abolished after the Civil War in 1865 but was followed by segregation that was legally supported through Jim Crow Laws. This created racial tensions well into the 1960’s and sparked the civil rights movement in which African Americans fought back for their right to be equal and this lead to many changes in society. Even though society is significantly more progressive and accepting today, there remains a high amount of racial tension. The media’s coverage of race and its interpretations also reflect the general path that the United States has taken when dealing with race and racial issues. While racial issues have progressed a great deal, there is still a strong bias in the media, along with inflammatory coverage of race relations.

The term “race baiting” means to, “make verbal attacks against members of a racial group” (“Race-Baiting”). The media will often do this in an attempt to gain viewership. By creating drama, fear or other emotions in a viewer the media is able to create a story for its targeted audience. Often, the subject of this bias is race. By holding viewers a media outlet is able to profit, it is a business. In recent stories the media has been able to prey on the racial divide in America in its coverage of the deaths of black men such as Mike Brown, Trayvon Martin and Eric Garner. In each of these high profile cases, a black man died at the hands of a white man. In the media’s subsequent coverage of the aftermath some news agencies would cover the event in a way that would appeal to its base. The news covered riots, such as the  2014 event in Ferguson Missouri when rioters burned and looted their own community in protest of police brutality. Instead of covering this event objectively, media outlets chose to subjectively cover the events in a way that would create more drama (“Media and Diversity”). Throughout coverage there was an incredible amount of bias that the media used in the way that they covered the individuals participating in rioting.

I have personally witnessed this media bias in a tragic event that happened in Charleston South Carolina. On June 17th, 2015 Dylann Roof went into a historic African American Church in Charleston and murdered nine people. His intentions and motives were made clear by his own statements and witnesses in the church. He was there to kill African Americans in hopes to start a race war. In the aftermath of this horrific event many people were horrified and wondered how a person could not only feel that way but have so much hatred that he would execute nine people in a place of worship. This event immediately sparked a national debate on the “rebel flag” that Roof had been pictured with which ultimately lead to its removal from the South Carolina Statehouse grounds. But there was another discussion that took place which can best be understood from a Washington Post title, “Shooters of color are called ‘terrorists’ and ‘thugs.’ Why are white shooters called ‘mentally ill’?” (Butler). In this article, Anthea Butler, a woman of color discusses the history of white on black hate crimes and the way that they are handled by the media. An interesting point that Butler made was that, “(y)ou haven’t heard the white, male suspect, 21-year-old Dylann Roof, described as ‘a possible terrorist’ by mainstream news organizations, … (h)e will be humanized and called sick, a victim of mistreatment or inadequate mental health resources.” I found this examination to be incredibly intriguing as Butler points out how often minorities will be criticized with traditional labels such as thugs, terrorists and potential slurs while often the media will not have a similar approach towards their coverage of a white man such as Dylann Roof. This evil event which struck incredibly close to home is just one of many events in which the media while strongly condemning the actions that occurred, appeared to hold a double standard when covering a high profile white criminal as opposed to one of color.

There is media bias when it comes to covering racial issues in the United States of America. In the current form of media coverage, society has witnessed a lot of intentional bias from the news media. While many would be quick to condemn this sort of bias in coverage that intentionally seeks to find what will provide “entertainment” for a viewer, some can see it as a form of diversity of opinion and take on current issues across the United States. Some might claim that media bias in its coverage is an okay thing for society though. Ones who feel this way can make the claim that by having different viewpoints and opinions available, the audience can make its own decision as to what to feel on the discussions of race and race issues. I found an interesting piece that echoed this sentiment for diverse media viewpoints, Hamilton Nolan made this argument after Donald Trump won the 2016 presidential election over a highly favored to win opponent, Hillary Clinton. In his article Nolan called for, “Diversity. Period. Diversity in the newsrooms, diversity among editors, diversity among executives” (Nolan). While this discussion revolved around how the media collectively managed to be wildly incorrect on its predictions of the recent election, I felt that there was a point that was being made for all aspects of media coverage. This point was that the media must have different view points, opinions and takes as the United States is an incredibly diverse nation with many different opinions. By encouraging media diversity on opinion, people receiving the news can be more informed to make their own decisions while having a clear understanding of various perspectives. While this argument can be made in favor of “diverse opinion”, I feel that there is no excuse for intentional media bias when it comes to racial coverage.

Mahzarin Banaji and Anthony Greenwald would describe stereotypes as an “unfortunate by - product” of human nature (Banaji). This unfortunate byproduct being that we as humans naturally make connections and assumptions about people or things without even thinking about it, this leads to stereotypes. When looking into the media’s bias in news coverage many can look at the way the media will use stereotypes as a way to cover issues pertaining to race. Banaji and Greenwald both looked into the science behind why humans stereotype things and it is completely natural for the human mind to subconsciously make connections. Unfortunately, this can often lead to racial stereotypes that humans make. This is something that the media knows very well and can often use in its coverage of racial issues when trying to reach audiences. Examples of the media using stereotypes in its coverage can be seen in its coverage of sports, particularly black athletes in sports. Matthew Hughey and Devon Gross wrote about how these stereotypes often appeared when the media would portray the success or accomplishments of black athletes. They discussed particular black athletes who were extremely successful such as Jack Johnson or Jessie Owens who were represented by the media as a “biological predisposition” to win and that they were naturally superior in athletics. This sort of coverage took away the credit that they deserved for their hard work (Hughey). This coverage was extremely biased and is just one of many examples of the media’s use of stereotypes used when covering race. 

The media depends on viewership and a financial income for their work. Often today’s media can be considered a form of entertainment as they cover issues but they also seek to appeal to their audience by holding agreeable views in terms of politics and other various issues. This can also apply to feelings on racial issues and events. Akiba Solomon discussed this issue in “The Carolina Rhetoric” when looking at the media’s coverage of race in situations of unrest. Solomon discusses how the media will often sensationalize titles, articles and stories surrounding the issue to appeal to their base audience. This sensationalized writing often revolved around the people in the protests, the event itself or the goal of the protests going on. The title of his work was appropriate as it is something a person can hear on almost any news channel when the discussion of a racial event is going on, “Thugs. Students. Rioters, Fans…” (Solomon). This entertainment value is a huge part of why the media has biased coverage. They have to appeal to their base and to do this, sometimes they must cover issues in a way that will keep viewership and interest while also remaining agreeable. 

“There is nothing wrong with bias, as long as you are aware of it” (Gable). Some may disagree with the notion that media bias is a bad thing though. For instance, one could say that by having many different views and takes on an issue pertaining to race, a more rounded conversation can be had on the issue. Albert C. Gunther discussed this issue in the Oxford University Press when he discussed who was to blame for the media’s coverage, as evident from his title, “Biased Press or Biased Public? Attitudes Toward Media Coverage of Social Groups…” (Gunther). Throughout his discussion he felt that it was the people who lead the media to cover racial issues the way that they do as the media is trying to reach the people. While broad discussion on any issue can always be extremely beneficial to a subject, when discussion racial issues and important news regarding these issues the truth should be the focus of the media. In a society that seeks to treat everybody as equal, racial stereotypes and bias should not be the standard or accepted practice of the media in the United States. To accept the abuse of racial issues for “entertainment” value coverage or as a way to push and reinforce stereotypical views as an acceptable way for the media to act can cause a lot of harm to groups that are most involved or highlighted by the media’s coverage. While freedom of the press and freedom of speech are unalienable rights to United States’ citizens, as a society we should expect a higher standard from our media in its coverage of any issue, particularly racial issues that have been such a major divide throughout the United States’ history. 

When looking at the issue of the media’s bias in its news coverage of racial issues and on race itself, people often do not know what can be done to stop it. Figuring out how to change the way the media covers things can be hard but it must be done by the people that the media wants to target. In order for change to occur, the media must realize that their practices are no longer being accepted and that people have started to look elsewhere to find their information on various subjects. But, what are actions that can be taken by people who want change? What exactly is the desired amount of change or standard for the media when covering these issues? These are the first questions that should be asked when considering a way to approach the issue of media bias and how to change it. These changes that occur in the way that the media covers race and race issues is extremely important. By creating change this will allow for people to have a better understanding of events going on nationwide without a motive or narrative trying to be invented. This will help those most hurt by the media’s bias in its coverage of events. 

When looking at media bias on race and race issues as a whole one may not believe that there is a way to change the current status quo. This is not true at all. In order to change the media’s coverage and portrayal of racial events people must first demand that an actual change occur. This can be done by directly voicing complaints to the publication directly. The way to accomplish this is through phone calls, letters, peaceful protests and spreading the word to others on social media to create a movement for unbiased reporting. By doing these things people can create a dialogue in which the publication or news source has to look at itself. Other actions can force a publication or network to change as well. These actions include boycotting the source of the information, boycotting the sponsors of the news source or even contacting the sponsors of the news source. By doing these actions, people can force the news source to have to deal with a potential change in finances. At the end of the day, most news sources critically depend on the money that is generated from advertisements and the only way to keep this valuable aspect of their business healthy, is to keep viewership of their news stories high. By forcing the issue with publications and other news sources, people can force the issue and cause change in the way the news approaches the sensitive issues when covering race and race issues. 

The desired change for the media when covering topics on race and issues centered around race is that the information can be presented in an unbiased non harmful way. If this can be achieved through positive steps taken by the people, the positives created can allow for people to have a better understanding and comprehension of the issues going on without being told what to believe. This change which would prevent stereotypes being used as a way to describe the people involved in issues, the end of exaggerated stories for media sensationalism and entertainment would allow for people to come to their own conclusions through the truth. The people who would most benefit from this change in the way media reports on race would be the very victims of the reporting itself, all too often this falls on minorities in America. In an article titled “Media & Diversity” the discussion centered around how the media coverage often effects people of color. The article focused on how often the media will cover an issue but intentionally use race to create a divide or add tension to the story. This is wrong as it creates an unnecessary and harmful mindset in society when the mindset should be creating a diverse, fair and understanding conversation on these issues (Media & Diversity). The coverage that is often seen in various situations of media bias is intentionally inflammatory, sometimes racist and seeks to appeal to a certain viewer even if it is at the cost of honestly describing events. In a way, I believe that if the media were to change, America may be less likely to explode over racial issues. America instead might be able to come together and find a solution as opposed to being pitted against one another by differing media takes that seek only to achieve this divisiveness for monetary reasons. Honest reporting may also allow for true justice to be achieved in some cases, this would help prevent the public from judging a person simply based off of sometimes wrong racially motivated information meant to defame somebody. By changing the media’s coverage on race, the United States would be able to become a much more unified people when facing the issues that many face daily with race.

By examining media bias in the news when covering race issues, I was able to see its causes. These issues that stem from biased news coverage directly stem from the United States’ history, current racism and stereotypes and a flawed entertainment and ratings first mindset. These issues that are often covered with bias can hurt and misinform people. By solving these issues in the media, people can better understand race issues and potential inflammatory issues can be solved by understanding instead of intentional provocation. 
