This technique, however, can lead to biased reporting when a sound bite is selected for sensationalism, or is used to promote the point of view of one individual or group over another. A balanced news report is expected to contain sound bites representing both sides of the debate. In both print and broadcast journalism, sound bites are conventionally juxtaposed and interspersed with commentary from the journalist to create a news story. In journalism, sound bites are used to summarize the position of the speaker, as well as to increase the interest of the reader or viewer in the piece. Bush's handlers' frustration over the gaffes of his vice presidential running-mate Dan Quayle. ĭuring the 1988 United States presidential election, candidate Michael Dukakis highlighted the prominent role of sound bites and spin doctors in political campaigns by running a commercial that mocked contender George H. Gorbachev, tear down this wall!" in reference to the Berlin Wall. The term "sound bite" was coined in the late 1970s, several years before the presidency of Ronald Reagan, who was famous for short, memorable phrases like, " Mr.
Politicians began to use PR techniques to craft self-images and slogans that would resonate with the television-viewing audience and ensure their victory in campaigns.
In the 1960s and 1970s, pressure from advertisers on the American television industry to create entertaining news material made sound bites central to political coverage.
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