The advent of cable news has created a "news of ideology." This means that each of the major networks (CNN, Fox News and MSNBC) all present the news from a strong political standpoint. This lecture discusses what it means to be on the left and on the right--and the objectivity troubles journalists often face in this news climate.

1. MEDIA BIAS What it Looks Like, Why it Matters

4. A “NON-DIVERSE” NEWSROOM Cause #1

7. PRESSURE FROM ADVERTISERS Cause #2

9. THE TOP 10 MEDIA ADVERTISERS OF 2008 Source: Nielsen $730,503,931 Pepsico Inc. 10 $742,708,529 Ford Motor Co. 9 $807,869,688 General Electric Co. 8 $819,377,026 Toyota Motor Corp. 7 $878,355,332 Time Warner Inc. 6 $1,059,109,138 Johnson & Johnson 5 $1,125,700,512 Verizon 4 $1,317,893,377 AT&T Inc. 3 $1,441,747,399 General Motors Corp. 2 $2,342,319,397 Procter & Gamble Co. 1 Ad Dollars Spent Parent Company Rank

10. WHICH COMPANIES AVOIDED BAD PRESS...UNTIL RECENTLY? Source: Nielsen $730,503,931 Pepsico Inc. 10 $742,708,529 Ford Motor Co. 9 $807,869,688 General Electric Co. 8 $819,377,026 Toyota Motor Corp. 7 $878,355,332 Time Warner Inc. 6 $1,059,109,138 Johnson & Johnson 5 $1,125,700,512 Verizon 4 $1,317,893,377 AT&T Inc. 3 $1,441,747,399 General Motors Corp. 2 $2,342,319,397 Procter & Gamble Co. 1 Ad Dollars Spent Parent Company Rank

12. LOW RATINGS = REVENUE Cause #3

14. AUDIENCE WARS

15. GOVERNMENT FUNDING CUTS Cause #4

16. POLITICAL AFFILIATIONS Cause #5

17. A CULTURE OF SENSATIONALISM Cause #6