ABSTRACT
The economics of media bias is such that the demands of advertising sales can sometimes play a disproportionately influential role in shaping the message that is sent out. Media corporations are not the only sources of management-based media bias. Many people see the media as biased, often against whatever political, social or religious beliefs they themselves hold. The theory of hostile media effect hypothesizes that politically partisan individuals perceive seemingly "balanced news" as biased against their own opinions and worldviews. Media outlets from both sides continually attempt to elicit sympathy and support from the outside world for their side's struggles and cause. Most media reporters, editors and commentators show unintentional bias some of the time. American mainstream media companies are businesses whose market success is driven by audience ratings and supported by advertisers. Media balance often depends on the degree of independence a particular news operation has from the influence of its corporate owners and management.
