Media bias and the tabloid

As previously mentioned, television journalists Ferguson and Grimshaw conducted clearly biased interviews, in an attempt to use Johns as a high-profile example for the need to change perceptions on women. However, Baron points out that media bias can also have demand-side explanations. “Individuals have a demand for news as entertainment and may have a demand for stories that are consistent with their political or social viewpoints. This may provide an incentive for a news organisation to bias stories to cater to particular clientele.” Therefore, the Matthew Johns scandal could also have been deliberately biased in the media industry in an attempt to satisfy their audience, particularly females. News outlets perceived to be supporting Johns or not condoning his actions have received negative publicity.

An example of this came from tabloid newspaper the Sun Herald, where journalist Jill Singer criticised The Australian for the language used in the headline: “Woman alleges sex with six Cronulla players or staff.” Singer accused The Australian of “blame shifting” and pointed out that the victim was not alleging sex, but rather sexual assault. Singer’s passionate article in which she insists that the victim was sexually assaulted, is supported by very little evidence and does not coincide with what the New Zealand police found seven years ago. Therefore, this particular journalist has biased her article for two distinct reasons: it is obviously her personal opinion and also it would be well received by a majority of female readers, especially women’s rights activists and feminists. Thus it is catering for a particular clientele.