The idea of bias is quite simple in the context of instrumental rationality: you have an objective and you optimize for it. For example, you may want to determine whether something is a face or not a face. In such case face pareidolia is a manifestation of bias.
But what is bias if we don't talk about instrumental rationality and goal-oriented behavior? What is bias in terms of so-called value rationality? There is a whole bag of those weird abstract concepts that exist as a foundation for fashionable contemporary mainstream philosophy and even beyond that as the Zeitgeist of our age. But those concepts seem to often just be asserted as an obvious starting point you have to agree with before something like (quite ironically called considering the context) Critical Theory would make sense to you.
That will give you lots to keep you busy, though it is a bit deeper in the stack than most people in modern culture can tolerate.
That's semiotics.