> attacked from both sides, therefore we must be right/balanced/fair", which is totally not how it works
Exactly. Also because this is easily gamed by attacking the media that is already biased in your favour to get an even more favourable treatment.
Indeed – it's why the BBC platform people like Nigel Lawson when ever they have someone to talk about the impact of climate change or the Tufton St mafia
I believe US conservatives have done this since 1980s. I'm not sure it was deliberate at first: there's feedback. Loudly invoking "liberal bias" in 1975 most certainly got the press to reevaluate and attempt to mitigate any bias they might have shown. That was a reward for conservatives, which probably motivated more accusations of liberal bias, another round of press accomodations. It reinforced itself.
Indeed. https://news.ycombinator.com/item?id=45990786