Bridging Divides Between Conservatives and Media

News distrust is a national problem – and it’s especially pronounced among those who consider themselves politically conservative or right-leaning. To find out how news organizations can help bridge the divide between the media and these audiences, the Center for Media Engagement partnered with Trusting News and 27 local newsrooms across the U.S. to survey and interview people who consider themselves politically conservative.

The findings revealed that participants often felt portrayed stereotypically in the news and that they believed newsrooms need to address perceptions of bias against conservatives and those with right-leaning viewpoints. The discussions with interview participants helped us identify six approaches journalists can take to better connect with their conservative audiences.

How Conservatives Feel About News

Perceptions of bias in news coverage

Perceptions of bias was one of the most commonly raised concerns. Many participants identified bias as when a media outlet appears to be interpreting the news or its implications. This includes factors such as story selection, journalists’ attitudes toward stories, and how journalists phrase questions.

Concerns about whether national news is believable or trustworthy

Participants’ feelings about local news outlets were much more favorable than for national news outlets. For local news, trust was higher for TV station affiliates than for newspapers. However, many participants were concerned when local news seemed to rely too heavily on national news sources. Of the national outlets, CNN was mentioned most often as the most untrustworthy source, and FOX News was mentioned most often as the most trustworthy source.

Concerns about portrayals of conservative and right-leaning Americans

Many participants felt that conservatives are often stereotyped by news media and are often lumped into one group that shares similar views. They suggested journalists provide a more nuanced view of conservatives and those with right-leaning beliefs.

How Newsrooms Can Help Bridge the Divide

Build relationships with people who have conservative and right-leaning viewpoints

Creating relationships between journalists and conservatives was one strategy participants thought could help combat stereotypes. Advocating for these relationships, one participant stated, “It makes it just a little bit harder to quickly just put them in a box and say, ‘Oh, this is why they’re saying that.”

Include a variety of voices from people with conservative and right-leaning views

As a way to alleviate concerns about the portrayal of conservatives, participants suggested that journalists interview a variety of conservative sources — representing a range in age, race, and beliefs —to get a more diverse view of conservative thinking. As one participant said, “I’m tired of 65-year-old dudes going on there and pretending to, you know, say the same things that I do.” Participants also suggested that journalists avoid using catch-all labels for conservatives.

Consider diversity of political beliefs and backgrounds when hiring

Participants noted that they wanted newsroom diversity efforts to include journalists with varied political beliefs and backgrounds. They perceived newsrooms to be staffed mostly with people who are politically liberal, which they thought could lead to biased stories.

Focus on story facts, not interpretation

Interpretation is what some participants explained as “having a narrative.” They believed that stories often include phrasing that is meant to show the story in a certain light and can often include overly simplistic views of conservative viewpoints. One participant shared this example, “I’ve always, with very little exceptions, seen media portrayals of … conservative views on abortion as, you know, they say they care about the babies, but it’s really just a desire to control women’s bodies. … That’s really the only narrative that I see.”

Correct mistakes promptly

Owning up to mistakes and fixing them promptly was discussed as a way to build trust. Some participants pointed out, however, that the correction should be presented as obviously as the mistake, “When they know they get it wrong, acknowledge it with the same level of passion that they printed the mistakes in the first place. It shouldn’t be the little apology in the lower right-hand corner of the last page.”

Don’t criticize only one side of an issue

Some participants felt that stories seemed to favor or criticize only one side of an issue. Simply put, they wanted journalists to be skeptical of all sides of a story. As one participant noted, “If you would’ve challenged a Republican on a statement, you should challenge a Democrat on … the comparable or competing statement.”

Bottom Line

The steps outlined above provide a starting place for journalists who want to reach people who feel that media often don’t reflect their thoughts or experiences. As a quick review, here are the six suggestions for journalists looking to better reach their conservative and right-leaning audiences:

  1. Build relationships with people who have conservative and right-leaning viewpoints in your community and listen to them.
  2. Include a variety of voices from people with conservative and right-leaning views in stories. Be cautious of using “conservative” or other terms as catch-all labels for people who may have very different beliefs.
  3. Consider diversity of political beliefs and backgrounds when hiring for the newsroom.
  4. Focus on story facts, not interpretation.
  5. Correct mistakes promptly to demonstrate trustworthiness.
  6. Don’t criticize only one side of an issue.

The full report is available on the Center for Media Engagement website. Journalists interested in reading more about bridging divides with local audiences can also visit our page dedicated to journalist resources on this issue.