Abstract:
This study links together two very complicated, but very important subjects: media bias and metaphor. More specifically, this study investigates whether or not
examining a media outlet's use of metaphor is an effective methodology for investigating media bias. Using cluster analysis, I identified the source metaphors most commonly used on two popular cable news channels, CNN and Fox News Channel, to describe the 2004 presidential election. Consistent with previous research, results of this study indicate that metaphors of game are war are used far more frequently than any other type of metaphor when describing the presidential
election process. In addition, I conclude that analyzing metaphor is a superior
methodology for investigating rhetorical bias in the media, but it may also be used to study notions of partisan bias. Finally, I identified a strong connection between
rhetorical bias and organizational bias, and conclude that organizational bias must me
investigated in further research.
