As a journalism major, a couple of classes I took spent a week or two on 'framing' a story or narrative (propaganda). I'd wager the pundits and journalists who bless our airwaves are at least as well versed or moreso than I am, and certainly get paid big bucks to do it.
I wish the pundit worship in this country would just stop. Nearly all (left or right) serve as Judas Goats for the status quo (which is killing us).
We need objective REAL journalism without the biased blather. I don't need my personal biases reinforced by pundits, just the straight story, please. Just because someone's opinion piece tickles my ear, that doesn't make it true or 'balanced' or anything of the sort. Modern 'journalism' is ratings based, so now there's a station for the Archie Bunkers as well as the Meatheads. It does not serve us well. In fact it divides and weakens us as a nation. It's just a game of good cop/bad cop really.
I really miss the old deadpan Walter Cronkite days, although I'm sure that was all filtered through somebody's buttcrack too.
Cronkite is a great example of the most insidious kind of bias. He did deliver deadpan, but he also covered stories as a way to advance his beliefs. He was responsible for reporting the Tet Offensive - a huge American victory - as a defeat, which many believe hastened our leaving Vietnam.