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Hostile Media or Hostile Source?: Bias perception of Weblog-embedded news
Unformatted Document Text:  HOSTILE PERCEPTION OF WEBLOG-EMBEDDED NEWS Hostile Media or Hostile Source?: Bias perception of Weblog-embedded news As online sources for information and opinions proliferate on the Web and more people depend on the Web to keep abreast of current affairs (Olivarez-Giles, 2011), the need to understand how people perceive messages conveyed by the online outlets is also increasing. Although some attention has been paid to audience perceptions about the online sources, the existing studies were mostly focused on the credibility of television news and newspaper Websites, online counterparts of the traditional media (e.g., Bucy, 2003; Johnson & Kaye, 1998; 2000). One rare investigation of user perceptions of Weblogs, a type of purely online information source, revealed that Weblog users found them more credible than other media because Weblogs usually cover issues with more depth, often focusing on one side while ignoring others and thus do so at the expense of fairness. Additionally, dependency on Weblogs was also positively related to the usage of cable television news, another type of news media that are considered more partisan than others (Johnson & Kaye, 2004). This partisan nature of blog users and their clear awareness of slant in Weblog content, in conjunction with the technical capability of Weblogs to link and embed news from outside sources and to incorporate user comments, provide an interesting context to study perceptions of media bias. Although Weblogs have been often touted as an effective alternative to the traditional media (e.g., Gillmor, 2004), research has shown that Weblogs and other independent online sources are supplementing rather than replacing them (Meraz, 2009). In particular, the commonly observed embedding or hyperlinking of mainstream media stories in blogs gives the stories another run beyond the initial appearance in their original sources. In addition, user comments attached to the embedded media stories may influence how they are perceived. 2

Authors: Park, Sung-Yeon., Yun, Gi Woong., Lee, Sooyoung. and Flynn, Mark.
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Hostile Media or Hostile Source?: Bias perception of Weblog-embedded news
As online sources for information and opinions proliferate on the Web and more people 
depend on the Web to keep abreast of current affairs (Olivarez-Giles, 2011), the need to 
understand how people perceive messages conveyed by the online outlets is also increasing. 
Although some attention has been paid to audience perceptions about the online sources, the 
existing studies were mostly focused on the credibility of television news and newspaper 
Websites, online counterparts of the traditional media (e.g., Bucy, 2003; Johnson & Kaye, 1998; 
One rare investigation of user perceptions of Weblogs, a type of purely online 
information source, revealed that Weblog users found them more credible than other media 
because Weblogs usually cover issues with more depth, often focusing on one side while 
ignoring others and thus do so at the expense of fairness.  Additionally, dependency on Weblogs 
was also positively related to the usage of cable television news, another type of news media that 
are considered more partisan than others (Johnson & Kaye, 2004).
This partisan nature of blog users and their clear awareness of slant in Weblog content, in 
conjunction with the technical capability of Weblogs to link and embed news from outside 
sources and to incorporate user comments, provide an interesting context to study perceptions of 
media bias.  Although Weblogs have been often touted as an effective alternative to the 
traditional media (e.g., Gillmor, 2004), research has shown that Weblogs and other independent 
online sources are supplementing rather than replacing them (Meraz, 2009).  In particular, the 
commonly observed embedding or hyperlinking of mainstream media stories in blogs gives the 
stories another run beyond the initial appearance in their original sources.  In addition, user 
comments attached to the embedded media stories may influence how they are perceived.  

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