A Sacred Heart University Poll found significantly declining percentages of Americans saying they believe all or most of media news reporting. In the current national poll, just 19.6% of those surveyed could say they believe all or most news media reporting. This is down from 27.4% in 2003. Just under one-quarter, 23.9%, in 2007 said they believe little or none of reporting while 55.3% suggested they believe some media news reporting.

“The fact that an astonishing percentage of Americans see biases and partisanship in their mainstream news sources suggests an active and critical consumer of information in the U.S.,” stated James Castonguay, Ph.D., associate professor and chair of SHU’s Department of Media Studies & Digital Culture. “The availability of alternative viewpoints and  complete world news

sources through the Internet no doubt contributes to the increased skepticism about the objectivity of profit-driven news outlets owned by large conglomerates,” he continued.

The perception is growing among Americans that the news media attempts to influence public opinion — from 79.3% strongly or somewhat agreeing in 2003 to 87.6% in 2007.

And, 86.0% agreed (strongly or somewhat) that the world news media attempts to influence public policies — up from 76.7% in 2003.

Americans surveyed provided poor ratings for the national news media on six different characteristics measured. The average overall positive rating across all six characteristics measured was 33.4%. The highest positive rating, 40.7%, was recorded for quality of reporting followed by accuracy of reporting at 36.9% and keeping any personal bias out of stories (33.3%).

Other low positive ratings included: fairness (31.3%), presenting an even balance of views (30.4%) and presenting negative and positive news equally (27.5%).

“Americans know bias and imbalance when they see it and they don’t like it. When most service organizations strive for consumer satisfaction ratings in the high eighties to low nineties, an overall positive rating of 40.7% is dismal,” said Jerry C. Lindsley, director of the Sacred Heart University Polling Institute. He added, “Americans know that it’s just not that hard to present both sides and keep personal bias at home.”