This document provides guidance and examples related to identifying bias in written works. It begins with objectives and reminders about respectfully examining potential biases. It then defines bias and discusses how biases may arise from incomplete information, deception, personal experiences, or persuasion attempts. Examples are provided of common techniques used to create bias, such as emotional language, repetition, flattery, only presenting one side of an issue, bandwagon appeals, testimonials, and transfers. The document also discusses bias by omission, language use, vague or hasty generalizations. It concludes with questions about comprehending bias and differentiating objective from biased writing.

1. Q3: MELC 1

2. REMINDERS
Examine Biases Made (for or against) by the Author
 Listen carefully
 Embrace new learnings
 Participate actively
 Respect different ideas
 Maintain physical distancing

5. 1. From DARKER to LIGHTER skin
2. Real Beauty is UNIVERSAL

6. LESSON OBJECTIVE
Examine Biases Made (for or against) by the Author
Examine Biases Made
(for or against) by the
Author

7. Task 2: Visual Media Analysis
 Go to your assigned group.
 Provided with printed images/pictures, examine the
possible biases from previously released commercial ads.
 Identify the statement/words/illustrations used by the
writer which create negative impressions (partial, offensive
and discriminatory).
 Discuss your answers with your group.
 Share your explanation in front of the class.

12. BIAS
statementofpartiality,preferenceorprejudiceFOR
orAGAINSTaperson,objectoridea
favoringsomethingoveranother
one-sided perspectiveofthewriter

13. AUTHOR’S BIAS
FOR–tendstowrite positivelyaboutit
AGAINST–tendstowrite negativelyaboutit

14. POSSIBLE SOURCES OF BIAS
●Thewriterisrelyingonincomplete information
●Thewriteristryingtodeceive thereader
●Thewriterwantsthereadertobelieve whatheorsheissaying
●Thewriter’spastexperience isinfluencing hisorherthinking.
●Thewriteristryingtopersuadethereader.

15. COMMON DEVICES OR TECHNIQUES
1. Use of words for emotional effect – words like “commie”,
“racist”, “hippie”, “liberal”, “pinko” or words that appeal to the
emotion like “happy”, “wonderful” to promote either a positive
ornegativeresponsetothereader.
Example: An example of bias in an advertisement of a beverage is
thatifyouopenitanddrinkit,youbecomehappy.

16. COMMON DEVICES OR TECHNIQUES
2. Repetition – The most frequently used propaganda and advertising
technique. Repetitive exposures of ads and propaganda to gain
familiarity andpopularityamongtheaudience.
3. Flattery – The writer may use praise to try to gain a positive reaction
fromthereader.
Example: The man of the hour is the superman of this agency. Without
him, this company would be in the drain. His smile captures the spirit.
Hisvoiceisanauthority,andhisactions,exemplary.

17. COMMON DEVICES OR TECHNIQUES
4. Card Stacking – Instead of giving an objective description, the
writer may give evidence to support only one side of a question and
maydeliberatelyomitanyopposingideas.
Example: Pots Potato chips are 100% homegrown organic potatoes,
freshly baked and fried in healthy fats and oils, with less sodium,
less artificial flavorings, picked and packed on the same day to
ensurefreshness.

18. COMMON DEVICES OR TECHNIQUES
5. Bandwagon – The writer might suggest that everyone is doing
something or thinking in a certain way and that the reader should
dothesame.
Example: You believe that High School students should take the
Drug Test, but your friends and schoolmates disagree with the idea,
soyoujoinedthemanddidn’ttakethedrugtestyourself.

19. COMMON DEVICES OR TECHNIQUES
6. Testimonial - when a product is endorsed by using words from
famouspeopleorfiguresofauthority.
Example: People believed and preferred generic drugs because it is
beingendorsedbySusanRoces,thewifeofFernandoPoeJr.

20. COMMON DEVICES OR TECHNIQUES
7. Transfer - when a product is endorsed using the picture of a
famous person, things, ideas, or symbolisms but no words from the
saidperson,thing,ideas,orsymbolisms
Example: People prefer to eat at a fast-food chain because they
saw pictures of a happy family and children of celebrities eating
there.

21. BIAS BY OMISSION
selectionoffacts,othersareleftoutornotincluded
alterinformationtochangethereaderswayof
thinking
one-sidedarguments

22. EXAMPLE
French fries are made of 100% homegrown organic
potatoes, freshly baked and fried in healthy fats and oils,
with less sodium, less artificial flavorings, picked and
packed on the same day to ensure freshness.

23. BIAS BY USE OF LANGUAGE
useoflabelssuchas“terrorist”,“revolutionary”,or
“freedomfighter”cancreatecompletely different
impressions;
useofloadedwords orexaggeration;sensationalizeor
appealtoemotions

24. BIAS BY USE OF LANGUAGE
VagueLanguage–unclearpoints,explanation
HastyGeneralization–overgeneralization,insufficient
evidence

25. EXAMPLES
Islam is a religion of violence and Muslims are
terrorists. Engaging in holy war made them a threat to
national security.
The government has wasted far too much money on 4P’s
and only made the poor lazier than ever.

26. OBJECTIVE WRITING
Writewithcuriosity,ratherthanhavingapresetopinion
andengageinresearchratherthanpresentingpersonal
preference.

31. Comprehension Questions
1. What makes a written work/article bias?
2. How can you detect bias/es in a certain article?
3. How can you differentiate objective writing from
biased work?
4. Why do the right choice of words important in
writing?

32. LOOK AROUND!
Examine Biases Made (for or against) by the Author
Application
With pre-posted articles on walls, go to your group and read
orally the selection. On your answer card, put a √ mark if
the written work is OBJECTIVE. Otherwise, write × if it
BIASED.

38. ASSESSMENT

39. Thank you for
listening!

40. POSITIVE AND
NEGATIVE MESSAGES

50. According to the Advertising Self-Discipline Institute (IAP), who banned it: ‘The
advertisement showing a woman pinned to the ground by the wrists by a bare-chested
man, with other men in the background looking on, has been banned since yesterday. The
advertisement ‘offended the dignity of the woman, in the sense that the feminine figure is
shown in a degrading manner’. ‘The woman has an alienated expression, with an absent
look.’ The woman is ‘immobilized and subjected to a man’s will’. It is banned because of
‘the passive and helpless position of the woman relative to the men around her, and the
representation of abuse or the idea of violence towards her.’
Read more: https://metro.co.uk/2015/03/18/dolce-gabbana-in-hot-water-again-after-gang-rape-ad-campaign-resurfaces-just-days-after-ivf-furore-5108624/?ito=cbshare
Twitter:https://twitter.com/MetroUK | Facebook: https://www.facebook.com/MetroUK/

53. Here two girls are falling to the
ground after a fire escape
collapsed beneath their feet in
1975. The 19 year old in the
photo sadly died; however, she
helped break the fall of the
younger girl. Forman won a
Pulitzer Prize for the image, but
the public were outraged that the
photographer invaded the privacy
of the girls in the photograph, and
described the newspapers as
sensationalist. The image did,
however, lead to the United
States updating a legislation
regarding fire escapes.