Abstract
An experiment was conducted to illuminate the effects of balanced and imbalanced conflict story structure on perceived story bias and news organization credibility. Participants read mock newspaper stories on capital punishment, flat income tax rate, and drinking age that were systematically manipulated to be balanced or imbalanced. Imbalanced stories favored either the pro or the con side on each issue. Participants were randomly assigned to read one story about each issue.Results showed participants perceived imbalanced stories as biased and correctly identified the side favored by the story's imbalance. Participants evaluated newspapers apparently responsible for balanced stories as more credible than newspapers apparently publishing stories imbalanced to favor one side or the other on the issue. Imbalanced story structure directly led to perceived story bias, and perceived story bias in turn led to negative evaluation of the credibility of the newspaper publishing the imbalanced story.
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