Identifying bias can be tricky because it is not clearly stated. Bias can exist on a spectrum of political ideology, religious views, financial influence, misinformation, and more. All sources should be evaluated for potential bias -- from a tweeted link to a scholarly article. This guide shows different types of bias you might encounter and gives strategies for how to identify biased sources.
Defining Bias
bias, noun
prejudice in favor of or against one thing, person or group compared with another, usually in a way considered to be unfair
bias, verb
cause to feel or show inclination or prejudice for or against someone or something
Find the Source
Find the source of the information you're evaluating. Ask yourself the following questions:
Who owns/produces the source?
Who advertises in the source? Are the advertisements appropriate for the source?
Is there a political slant in the content?
Does the content contain all the facts or at least present both sides of an argument fairly?
What type of language is being used? Does the author use strong language or hyperbole?
Do they back up their argument with factual evidence? Can you see where they got their evidence through links or citations?
To find the answer to these questions, you need to read the text carefully and you may have to do some background/fact-checking research to help determine if the source is reliable or biased.
Signs of Problematic Bias
Sources with strong bias often aren't reliable or useful for academic work. If you spot the signs below, it’s a good clue the source may not be credible.
Heavily opinionated or one-sided
Relies on unsupported or unsubstantiated claims
Presents highly selected facts that lean to a certain outcome
Pretends to present facts, but offers only opinion
Uses extreme or inappropriate language
Tries to persuade you to think a certain way with no regard for factual evidence
The author is unidentifiable, lacks expertise, or writes on unrelated topics
Is designed for entertainment, like parody or satire
Tries to sell you something in disguise
Types of Bias
These are some common types of bias you may encounter. This list isn’t exhaustive, but it can help you start recognizing when information may be skewed.
Commercial
Definition: Commercial bias happens when content is created to sell a product, service, or brand. It can also occur when publishers shape their content based on their advertisers' interests.
Example: Native advertising, a type of paid content designed to match the platform it appears on
Visual
Definition: Visual bias uses images or video to shape how we feel about a topic.
Example: A photo of someone's mugshot compared to a studio portrait of the same person could change the story's tone.
Sensationalism
Definition: Sensationalism uses overly dramatic language or media, often to grab attention or stir emotion.
Example: Headlines that use words like "shocking" or "outrage" for routine or minor events.
This headline from the Daily Mail is based on a real scientific study. The researchers proposed several theories about the object and emphasized the need for further study. The dramatic language is meant to grab attention, not reflect the actual findings.
Framing
Definition: Framing describes how the way information is presented affects how people understand or react to it.
Example: A news report could say "Peaceful protesters gathered downtown" or "Crowds took over the streets," even if both describe the same event. The words used can change how the audience views what happened.
Expediency
Definition: Expediency bias happens when information is shared quickly before all the facts are available and checked.
Example: Breaking news stories that are later updated or corrected as more facts become available.
Omission
Definition: Omission bias occurs when important information is not included or only one side of an issue is shown.
Example: A report that only highlights positive aspects of a policy while ignoring drawbacks or criticism.
Other Keywords
There are some keywords you should keep in mind when you're evaluating for bias:
Agenda, n. -- the underlying intentions or motives of a particular person or group
Hyperbole, n. -- exaggerated statements or claims not meant to be taken literally
Objective, adj. -- (of a person or their judgment) not influenced by personal feelings or opinions in considering and representing facts
Parody, n. -- an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect
Satire, n. -- The use of humor, irony, exaggeration, or ridicule to expose and criticize people's folly and vice
Subjective, adj. -- based on or influenced by personal feelings, tastes, or opinions
by Sarah Bakken
Last Updated Jun 19, 2025
2675 views this year
References
"Definition of Bias in US English." English Oxford Living Dictionaries, OxfordUP, 2019, en.oxforddictionaries.com/definition/us/bias. Accessed 13 May 2019.
"Definition of Agenda in English." English Oxford Living Dictionaries, Oxford UP, 2019, en.oxforddictionaries.com/definition/agenda. Accessed 13 May 2019.
"Definition of Hyperbole in English." English Oxford Living Dictionaries, Oxford UP, 2019, en.oxforddictionaries.com/definition/hyperbole. Accessed 13 May 2019.
"Definition of Objective in English." English Oxford Living Dictionaries, Oxford UP, 2019, en.oxforddictionaries.com/definition/objective. Accessed 13 May 2019.
"Definition of Parody in English." English Oxford Living Dictionaries, Oxford UP, 2019, en.oxforddictionaries.com/definition/parody. Accessed 13 May 2019.
"Definition of Satire in English." English Oxford Living Dictionaries, Oxford UP, 2019, en.oxforddictionaries.com/definition/satire. Accessed 13 May 2019.
"Definition of Subjective in English." English Oxford Living Dictionaries, Oxford UP, 2019, en.oxforddictionaries.com/definition/subjective. Accessed 13 May 2019.
