New research from the Broadcasting Standards Authority (BSA) has found that New Zealanders who have lower levels of trust in the media are significantly more likely to perceive bias in news reporting, even when stories are factually accurate.
The findings come from the BSA’s latest biennial public survey examining attitudes towards media bias and broadcasting standards.
The research suggests that complaints about bias are often driven less by factual inaccuracies and more by how stories are presented. Factors such as tone, language, interview style, emphasis and framing were identified as the main reasons audiences perceive bias in reporting.
According to the survey, most New Zealanders recognise the importance of editorial independence and broadcasters’ freedom to decide how stories are told. An average of 86 percent of respondents supported five Broadcasting Standards Authority decisions involving allegations of bias across a range of political, social and cultural issues.
The research found a strong relationship between perceptions of bias and levels of trust in both media and public institutions. Participants who were more sensitive to perceived bias were more likely to believe reporting contained hidden agendas or ideological influence, while those with higher trust levels were generally more accepting of robust questioning and editorial judgement.
The survey tested public reactions to several high-profile broadcasting complaints, including coverage involving former government minister Kiritapu Allan, Education Minister Erica Stanford, Māori wards, New Year Honours recipients, and a Q+A interview with National Party leader Christopher Luxon. Support for the Authority’s decisions ranged from 76 percent to 90 percent.
Broadcasting Standards Authority Chief Executive Stacey Wood says the findings provide reassurance that the Authority’s approach to handling bias complaints reflects wider community expectations. The research also reinforces previous findings showing trust and perceptions of bias are closely connected.
The BSA says the results highlight the complexity of bias complaints and suggest that improving public trust in news media may reduce perceptions of bias, while fair and balanced reporting can help strengthen confidence in journalism.
The survey was conducted by Verian and involved 582 New Zealanders from a range of ages, ethnicities, household types and income groups.
