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No equal weight: Why are journalists susceptible to the balance trap?

Economist :: Today, creating uncertainty in order to hijack the concept of balance is a significant industry. Public-relations firms create artificial "grass roots" organisations for business and political-interest groups in order to have their views reflected in the media. They are known as “astroturf” groups, a concept that might not even exist if not for the demand for so much balance.

Why are journalists susceptible to these tactics?

"The balance trap" - A report by N.L., www.economist.com

HT: Jay Rosen, here:

The Economist: balance trap econ.st/MHfCPJ Slowly, chunks of the View from Nowhere break off and crash into the sea. (via @westendorf)

— Jay Rosen(@jayrosen_nyu) August 10, 2012
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