 A balanced news report is expected to contain sound bites representing both sides of the debate.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.In his book "The Sound Bite Society", Jeffrey Scheuer argues that the sound bite was the product of television's increased power over all forms of communication, and that the resulting trend toward short, catchy snippets of information had a significant negative impact on American political discourse.