Measuring Media Political Bias in Slovak TV News Programmes During 2023 Parliamentary Elections

Research purpose. The main objective of this study is to assess the political bias present in the news programmes broadcast by two private TV stations – TV Markíza and TV JOJ – and the public service TV station Jednotka during the campaign period leading up to the 2023 parliamentary election in the Slovak Republic. This research is motivated by the fundamental importance of objectivity in both media practice and media analysis. Design / Methodology / Approach. A total of 93 broadcasts were examined. We conducted a quantitative content analysis of the main evening news programmes, using a coding framework focused on formal parameters and categorisation of election news items. Each news item was independently coded by two coders. To measure the media visibility and exposure of each electoral subject, the Media Visibility and Media Exposure Index were used to qualify the proportion and frequency of subjects’ appearances in the news programme. The Overtone Index was used to assess the tone of coverage. These three indicators were synthesized into the Media Political Bias Index, which allows for synthetic evaluation of the level of political bias in each analysed news item, as well as a comparison of the political bias in each television station’s news programmes over time. Findings. The analysis showed that TV JOJ had the highest share of election news (17.25%), followed by TV Markíza (12.7%) and the lowest share was held by the public broadcaster Jednotka (8.21%). Meanwhile, the public broadcaster showed the highest level of neutrality (MPBI = 0.08), while TV Markíza showed the highest political bias (MPBI = 0.38), with private TV channels being more likely to reflect regional preferences and having a more negative tone towards most of the relevant parties. The exception was Progresívne Slovensko, which was the only political party to achieve a positive overtone index. Parties with low preferences were virtually ignored in the private media. These findings suggest that while the public broadcasters maintained a commitment to neutrality, the private broadcasters tended to reflect the prevailing public sentiments. Originality / Value / Practical implications. This study provides a contribution by measuring the political bias in Slovak television news programs during a critical electoral period, using a comprehensive media bias index. Its findings highlight the disparity in objectivity between public and private broadcasters, offering valuable insights into how media bias can influence public opinion and electoral outcomes. The research also underscores the importance of media neutrality. These results can inform policymakers, media regulators, and broadcasters on the need to promote balanced reporting standards. Furthermore, the study’s methodology could serve as a model for future analyses of media bias in other countries and contexts.