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The Oregonian, Portland: Bias
Major initiative
The JCP charge to help daily newspapers understand and
lessen readers’ perceptions of bias is a complex assignment, primarily
for two reasons. First, bias must be studied and addressed in the context
of a specific market’s local mores, history, culture, demography and experience
with the newspaper’s coverage over a period of time. Second, realistic
solutions require interaction with readers: not only to "see through their
eyes" but, just as important, to have them help judge the efficacy of proposed
remedies.
The two projects being undertaken at The Oregonian were
designed to reflect these conditions. The first is an extended effort to
"open the doors" more widely — instead of hearing only the institutional
voices (or the 11 percent of adults who call or write newspaper editors).
The Oregonian will invite a broader variety of the public to communicate
with, educate, and discuss different points of view with editors by asking
specific questions in the paper, and thereby soliciting a broader-based
response than would normally be self-generated. This outreach is designed
to increase the volume and diversity of public input: both in total phone
traffic, as well as in a series of meetings in which members of the public
will be invited to find examples of biased or unbalanced coverage in the
Oregonian. These meetings will focus on the specific meaning, presumed
motives and expressions of biased coverage with editors.
The second project is an in-depth examination of crime
reporting: overage that’s often a touchstone fueling perceptions of bias.
The process will be to go down to "bare metal" and research fundamental
questions, including:
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Unbounded by newspaper tradition or practice, what should
crime/public safety coverage be?
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How should local vs. regional vs. wire crime news be treated,
if different at all?
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What’s the key role that crime coverage plays in a daily
paper?
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Should coverage of the courts be part of the crime report?
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What are the traditional rules, and which ones need breaking?
The research conducted among public safety officials, sociologists,
editors, civic organizations and readers will then lead to the development
of multiple prototypes, which will then be tested to determine whether
the new executions diminish real or perceived bias among readers.
Import to the JCP
Clearly, what makes the first project useful to JCP is
the development of a tested, workable, realistic process by which other
ASNE editors can explore their own market’s perceptions of bias in an efficient
yet effective manner. If there are generalized findings that emerge, so
much the better, but the goal is to define a path rather than explain the
psychology of social bias. The outcome of the second project is more traditional,
with the Oregonian presenting to ASNE market-tested ideas that can be adopted
in other markets.
JCP test method
For the first project, the Oregonian will employ internal
tracking mechanisms (e.g., capturing both the number and type of individuals
that contact The Oregonian by phone/mail/e-mail, etc.) in order to define
whether "extending the invitation" does, indeed, generate a broader involvement
with the newspaper. The series of bias discussions will be videotaped for
later editing and analysis. The prototypes developed in the crime project
will be tested with readers as well as constituent groups (e.g., public
safety officials, etc.), to determine the degree to which changes in the
type or presentation of crime news can influence perceptions of bias.
Supporting initiatives
In addition to the major initiatives described above,
the Oregonian will:
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Encourage reader input by increasing routine publication
of reporter and editor contact information.
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Improve coaching and editing available to letters and op-ed
writers to stimulate publication of more diverse points of view in the
paper.
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Asking members of the public to serve on advisory committees
and offer critiques to the staff.
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Create an explanation box on A2 to give readers feedback
and allow them to see their views expressed in newsroom and editorial decision-making.
For more information, contact Sandy Rowe, editor, at 503/221-8400;
e-mail: srowe@news.oregonian.com
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