Hostile Media Perceptions: Partisan Assessments of Press and Public during the 1997 United Parcel Service Strike

Abstract

This study investigated partisan perceptions of hostile bias in news coverage of the 1997 Teamsters Union strike against United Parcel Service (UPS), and the processes by which Teamster and UPS partisans formed impressions of public opinion regarding the strike. As predicted, both partisan groups perceived neutral news coverage as biased against their respective sides. However, perceptions of hostile media bias did not produce corresponding perceptions of hostile public opinion; instead, partisans appeared to rely on their personal opinions when estimating the opinions of others. Nonpartisan control-group subjects, however, did infer public opinion in part from their subjective assessments of news content. Findings suggest that level of involvement is crucial in predicting the effect that perceived media coverage of social issues will have on perceptions of public opinion regarding those issues.