ESPN and the Hostile Media Effect

Abstract

Recent layoffs at sports media giant Entertainment and Sports Programming Network (ESPN) have caused some commentators to question whether the network’s forays into social and political commentary are at the heart of shrinking revenue streams. Several conservative political commentators have accused ESPN of a liberal bias in their recent coverage of social issues within and related to sport. This study examined the political perception of ESPN by audiences, by applying a perceptual theory of communication known as the hostile media effect. Prior research of the hostile media effect has found that audiences with strongly held beliefs subjectively perceive media bias relative to their own beliefs, whether or not any actual bias is being demonstrated by the media source in question. Through a nationwide survey, study subjects were asked about their political leanings, media consumption, and views on ESPN. Statistical analysis found that individuals with conservative political leanings were more likely than others to view ESPN as hostile to their political beliefs, and those who perceived ESPN as hostile media were less likely to trust ESPN to cover social and political issues fairly.