It's also very difficult to write neutral news.

For instance an event where an old man drives his car into a wall. A neutral headline could be "Old man drives car into wall". But the problem with this is that a lot of people will now assume he drove it into the wall because he is old. So a better neutral headline would be "Man drives car into wall" and then the article has to explain the reason. This is a very subtle change but makes a lot of difference.

Now lets say an old woman drove her car into a wall: "Woman drives car into wall". A lot of people think women are worse drivers than men, so this will already be a sensational title for some.

A good read about this is "Why you should stay away from news" from Rolf Dobelli.