Media: Contributing to polarization AND reflective of polarization.

12 of this year’s 15 most politically polarizing brands are national news outlets

Thanks to this article from Morning Consult, Media Companies Dominate Most Divisive Brands List, and It Keeps Getting Worse, for this chart:

Copyrights: Morning Consult

“Democrats think the media is more important and made Republicans think it was more biased”

This quote from Matt Grossman, an associate political science professor at the Michigan State University, illustrates, for example, the difference between Republicans’ and Democrats’ net favorability for CNN, for example, stood at 66 percentage points last year. It grew 14 points to 80 this year, due to a 12-point drop in net favorability among Republicans, from minus 13 to minus 25. Republicans held more negative views than Democrats of every media outlet on the list except for Fox News. 

Polarization: Contribution and Reflection.

Which makes Joe Barone, managing partner of Brand Safety Americas for GroupM, say “In a way, it’s really corroboration of the narrative in the industry right now,… The narrative is that we’re living in a polarized world, and media is both contributing to the polarization and reflective of the polarization.”

Polarization is good for (media) business…

…major media outlets that have embraced a more adversarial stance on Trump since his election, business has been good. Viewership for all three leading cable networks — CNN, Fox News and MSNBC — increased in 2018, per a Pew Research Center analysis of Comscore data.

… but bad for (media) credibility.

Perceptions of media credibility have dropped since 2016, according to Morning Consult analysis, largely fueled by Republican attitudes. Democrats and Republicans also tend to trust headlines from outlets that society considers closer to their ideology, although that changes by topic.

Means you better know the (here political) media profile.

In our Business Case #1, we demo how Content Orientation can twist an insights coming out of your analytics tool.

The very same analytics were run using the very same analytics tool, Netvibes, across the whole Corpus (the All column) and one per political wing (Sources: BPI events).
Gauging the level of political orientation of your Corpus will drive your reading of your analytics tools and thus what you make from it.

Yes, Political orientations influence your analytics (and thus, your decision-making).

From the analytics results above, when it comes to AI, left wing oriented media are more negative, feels a foreign influence from Silicon Valley and China, and do not link AI with smartphones.
Right wing publications are way less negative, local sensitive, linked to iPhone only (vs all publications both linked to both android and iphone)
Bottom line: PR efforts should insist on the local development of ACME cars, re-insure, re-comfort on AI being a benefit, not a threat and have no link to smartphones, use or ownership.

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Freddy Mini

CEO & Co-founder