Resumen

ECHEVERRIA, Martín. Party bias in the media. A methodological critique and proposal. Comun. soc [online]. 2017, n.30, pp.217-238. ISSN 0188-252X.

Scientific validity of media bias is a complicated issue in communication studies, because of three methodological difficulties here examined: structural, when researchers take the norm of objectivity as given in systems that could uphold different values; organizational, when researchers ignore the organizational superiority of some campaigns over others; and methodological, in regards of the principles of sampling and the validity of commonly used indicators. Lastly, we suggest some practices to prevent these issues and illustrate their relevance in the coverage of the 2012 presidential elections; thus far with promising results.

Palabras llave : Bias; media; methods; content analysis; Mexico.

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