Examining Sports Media Credibility, Bias, Political Identification, and Fandom Using a Repeated Cross-Sectional Survey

Abstract

Two studies utilizing a repeated cross-sectional survey were conducted over a three-year period to measure the source credibility and media bias ratings of six sports media brands (i.e., NBC Sports, ESPN, FOX Sports, CBS Sports, Bleacher Report, Yahoo Sports). Study 1 found sports media brands’ source credibility has been rated more positively since 2021 and ratings of media bias have decreased since 2021. Guided by social identity theory, Study 2 analyzed how respondents’ social identity labels (i.e., political identification and sports fandom) affected their media bias and source credibility evaluations, noting the importance of sports fandom. Notably, sports fans report lower levels of media bias when their fandom level is high.