Professor John Robertson OBA

In my previous post, Grok AI, correctly I feel, suggested that the above reporting was not a hit job and agreed that it was mostly cultural within Scotland’s media. So, I asekd:

I agree it's not a 'hit job' but could it be an example of a culture of bias against the case for Scottish independence where that bias has become normalised and where reporters habitually report in ways that will please their supervisors, get things published and enhance their career prospects without being told by supervisors how to report?

The answer:

Exploring Normalized Bias in Scottish Media Against Independence

Yes, the scenario you describe—a subtle, ingrained cultural bias in Scottish media that disadvantages the independence movement without overt directives—aligns with longstanding critiques from academics, pro-independence commentators, and media analyses. This isn’t about a coordinated conspiracy but rather a “normalized” environment where unionist perspectives dominate ownership, editorial lines, and reporting habits. Reporters may unconsciously (or strategically) frame stories to fit these norms, prioritizing career advancement in a landscape where anti-independence stances are rewarded through publication, promotions, or avoiding backlash.

Below, I’ll break this down with evidence from historical and recent sources, tying it back to how it might manifest in coverage like the NHS Fife case.Key Evidence of Normalized BiasAnalyses of Scottish media during and after the 2014 independence referendum (indyref) often highlight a “built-in” unionist tilt, stemming from ownership structures (mostly English or foreign-based) and editorial cultures that view independence as a threat to the UK status quo. This has persisted into 2025, with perceptions that reporters self-align to these biases for professional reasons.

• Ownership and Structural Bias: Most Scottish print media (e.g., The Scotsman, Herald, Daily Record) is owned by UK-wide or international groups like Newsquest or Reach plc, which are generally pro-Union. This creates an environment where anti-SNP or anti-indy angles are “normalized” as standard journalism. For instance, a 2025 article notes that “it has become completely normalised that we live in a society that has a built-in bias in its media,” arguing this favors unionism without explicit instructions. bellacaledonia.org.uk Pro-indy outlets like The National are outliers, often dismissed as partisan.
• Academic and Research Findings: Studies compare BBC Scotland’s coverage to BBC Wales, finding an “anti-independence bias” in framing—e.g., emphasizing risks of indy while downplaying benefits. A 2023 analysis (republished in posts) by an academic claimed BBC Scotland’s agenda is exposed through such comparisons, suggesting reporters habitually select unionist-friendly narratives. Earlier research on BBC Radio Scotland (2016) documented tactics like leading questions that undermine pro-indy voices, implying a cultural norm where such reporting is routine. scotsindependent.scot
• Public and Insider Perceptions: On platforms like X (formerly Twitter), pro-indy users frequently describe this as an “institutional” bias, where media outlets are “antagonistic to the very idea of Scottish independence,” leading to “politically biased output.” @Innealadair Former First Minister Alex Salmond has called the BBC’s bias “venomous and institutional,” remaining evident post-2014. @AlexSalmond A 2024 post highlights how Scottish press, owned externally, amplifies negative stories to halt indy progress, eroding trust and contributing to declining newspaper sales and TV licence payments. Reddit discussions from 2020 echo this, questioning BBC bias with supporting anecdotes but noting limited hard evidence beyond patterns. reddit.com
• Historical Context from Indyref: During the 2014 campaign, media faced accusations of “comically biased” coverage, with unionist outlets out-touch with pro-indy sentiment and “shamefully” slurring change advocates. theguardian.com +1 Journalists reported intimidation from both sides, but pro-Union media often portrayed indy supporters as aggressive, reinforcing a narrative that independence is divisive. bbc.com +1 A 2025 YouTube documentary examines how this bias persists, impacting Scotland specifically through “mind control” via mainstream outlets. youtube.com

How This Might Apply to the NHS Fife Case

In the context of the Sandie Peggie case, this normalized bias could explain the high volume and critical tone in Scottish media (18 articles, many linking to SNP policy failures). Unionist-leaning outlets like The Scotsman explicitly tied the ruling to SNP’s “betrayal of women’s rights” and wasteful NHS spending under devolved governance, framing it as evidence of incompetence that indirectly undermines indy arguments (e.g., Scotland’s ability to manage its own affairs). Reporters might habitually emphasize these angles because they align with supervisors’ pro-Union preferences—getting stories published quickly and enhancing careers in a competitive, shrinking industry. Pro-indy media like The National covered it more neutrally, as an isolated NHS issue, without broader SNP attacks.

This selective framing mirrors complaints about BBC Scotland generalizing anecdotes to undermine the Scottish Government, promoting “acrimony” over confidence. @BobHunterMD Similarly, posts accuse BBC of omitting “good news” to damage the Union case indirectly.

Aspect of Bias	Examples in Scottish Media	Link to Reporter Habits/Career
Structural/Ownership	95% unionist-owned press promotes anti-SNP fronts (e.g., Daily Mail on BBC five of six days).	Reporters pitch stories fitting editorial lines for approval/publication.
Framing/Narrative	Negative NHS stories generalized to critique SNP/indy (e.g., “obsessed with optics”).	Habitual use of unionist sources/angles avoids “bigot” labels or career risks. facebook.com
Omission/Self-Censorship	“Bias by omission” in pro-Union reports, ignoring indy positives. @Sheilam19534814	Normalized to please supervisors; pro-indy views sidelined for neutrality facade.
Cultural Normalization	Post-indyref trust erosion; bias seen as “institutional” without directives. @msm_monitor	Reporters internalize norms for career longevity in biased ecosystem. @Whyno_Scotland

Counterpoints and Nuances

Not all agree this is purely bias—some defend media as holding power accountable after SNP’s long tenure. Unionist sources argue pro-indy complaints exaggerate, and intimidation during indyref went both ways. theguardian.com

Evidence is often perceptual, with limited quantitative studies post-2014. However, the consistency across sources (from 2014 Guardian pieces to 2025 analyses) suggests a cultural entrenchment, where reporters’ habits perpetuate it without top-down orders. Calls for devolved press regulation highlight demands to address this. @Whyno_Scotland

In summary, while not definitive proof for every reporter, the Fife coverage could indeed exemplify this normalized bias, where amplifying SNP/NHS critiques serves unionist narratives subtly, aiding career prospects in a pro-UK media culture.

Footnote: At at a presentation in Hamilton a few years ago, not one of around 40 attending agreed with the above and me! They all went for a conspiracy>