without skewing any facts or details to improve the story or better align an issue with any certain agenda. Neutrality suggests that stories be reported in an unbiased, even-handed, and impartial manner. Under this notion, journalists are to side with none of the parties involved, and simply provide the relevant facts and information of all. The third idea, detachment, refers to the emotional approach of the journalist. Essentially, reporters should not only approach issues in an unbiased manner but also with a dispassionate and emotionless attitude. Through this strategy, stories can be presented in a rational and calm manner, letting the audience make up their minds without any influences from the media. History The modern notion of objectivity in journalism is largely due to the work of Walter Lippmann. Lippmann was the first to widely call for journalists to use the scientific method for gathering information. Lippmann called for journalistic objectivity after the excesses of yellow journalism. He noted that the yellows at the time had served their purpose, but that the people needed to receive the actual news, and not a "romanticized version of it". The term objectivity was not applied to journalistic work until the 20th century, but it had fully emerged as a guiding principle by the 1890s. Michael Schudson, among a number of other communication scholars and historians, agree that the idea of objectivity has prevailed in dominant discourse among journalists in the United States since the appearance of modern newspapers in the Jacksonian Era of the 1830s. These papers transformed the press amidst the democratization of politics, the expansion of a market economy, and the growing authority of an entrepreneurial, urban middle class. Before then, American newspapers were expected to present a partisan viewpoint, not a neutral one. The need for objectivity first occurred to Associated Press editors who realized that partisanship would narrow their potential market. Their goal was to reach all newspapers and leave it to the individual papers to decide on what slanting and commentary were needed. Lawrence Gobright, the AP chief in Washington, explained the philosophy of objectivity to Congress in 1856: My business is to communicate facts. My instructions do not allow me to make any comments upon the facts which I communicate. My dispatches are sent to papers of all manner of politics, and the editors say they are able to make their own comments upon the facts which