Political bias in television news has been studied for many years, especially concerning Presidential elections. One would like to believe that television networks offer complete and unbiased coverage of Presidential elections and candidates. In fact some believe that in a democracy it is the media’s responsibility is to provide citizens with the information needed to make informed and rational decisions (Kaid, Tesdesco & McKinnon, 2000). In this paper I will examine the nature of partisan television news bias within the specific realm of presidential election campaigns. Presidential campaigns are small enough, and scrutinized enough, to make it possible to reasonably measure the amount and effects of media bias on the population (Allen & D’Alessio, 2000). More specifically, I will discuss the nature of television news bias and types of bias projected during a presidential election. Paying close attention to the ultimate effects of such bias.

According to White (1950), "media bias is disputable in the absence of certain properties of that bias: It must be volitional, or willful: it must be influential or else it is irrelevant; it must be

Thus, it is my belief that it is absolutely impossible to be objective and unbiased at all times. Consequently, to be aware of bias and to work to avoid it implies that any remaining inequities are accidental in nature and are involuntary. Therefore, a newscaster’s attempt to be fair and balanced is adequate in the coverage of presidential elections. Which I believe reasonably implies that in a democratic society individuals should also be aware of such inequities, and be able to discern opinion from fact. In this sense the television news programming in a democratic society is only responsible for making individuals aware of information. It is then the responsibility of the individuals within that society to dissect the information presented to them and to do research of their own, until they are reasonably capable of making an educated decision.

Coverage of Presidential Election Ads on Television News

Furthermore, in my research I found that is safe to conclude that some journalists are biased sometimes. In fact, some news commentators work so diligently to prevent bias from happening that they overcompensate and actually support view points opposite of their own.

I like many other Americans believe that there is a bias in television news coverage of presidential elections. However, in my research I found that there is no real bias in television news coverage of presidential elections. Which leads me to believe that bias is much like beauty, it is all in the eye of the beholder.

Special interest and attention have been given to this arena of television news and presidential elections, because opinions on political matters are widely divergent. Thus, a

In recent campaigns, the national television networks have become an important voice in expressing concerns about political advertising. While political advertising has been around for decades it was not until the 1980’s that journalist recognized a formal responsibility for analysis of political television ads. As new media technologies provided campaigns with new ways to manipulate media messages, journalist began

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