Media Monitoring

Background
Media monitoring is a critical component of the 2007 Election Assistance Programme.

As part of the “The Assistance to the 2007 General Elections in Kenya Programme” the UNDP contracted Strategic Public Relations & Research Limited to conduct the media monitoring component with the overall objective of ensuring enhanced fair and accurate media reporting on electoral issues. This is to be evidenced by improved electoral coverage in terms of balance, accuracy, impartiality and fairness.

To achieve this key objective, SPRR provides an independent, impartial observation of media behaviour during the election period. This involves an objective, neutral, accurate and comprehensive monitoring of both electronic and print media and an assessment of their compliance with the agreed Codes of Conduct and Standards for access to media by political parties and candidates.

The principal achievements of SPRR in this assignment include the following: Providing an assessment of the structure, reach, strengths and weaknesses of media structures within Kenya at urban and regional levels; Providing a baseline of reporting standards; Using the existing Media Code of Conduct and regulatory framework for access by parties to media in an election period to devise and implement a qualitative and quantitative media monitoring programme that tracks editorial and content issues related to free and fair electoral reporting including equitable access to media by political parties and other relevant issues pertinent to an electoral environment.

The media monitored include the following:

The media is measured and assessed quantitatively and qualitatively. Quantitative analysis involves the measurement of the following variables:
    - Frequency with which parties and candidates are mentioned
    - Length of time or amount of space allocated to parties or candidates
    - Frequency with which various other political actors are mentioned
    - Frequency or time allocated to different topics
    - Number of sources
    - Gender of sources
    - Geographic distribution of stories
    - Selection of topics
    - Order of the placement of the news item

The qualitative assessment involves the evaluation of whether coverage is positive or negative about a particular party or candidate using two main sets of criteria: context and content.

Other context of the coverage is provided by: Comparing news coverage on different outlets; Comparing news coverage over a period of time; Analysing the amount of time particular subjects are covered in light of the importance of current events.

In addition, Strategic Public Relations and Research is supporting the work of the Kenyan National Commission on Human rights monitoring of hate speech and the misuse of public resources.

Regular reporting back to key stakeholders and the broader public of the findings of the media monitoring exercise provides an opportunity for continual assessment of the fairness of the electoral process and to measure compliance with regulatory and voluntary media guidelines.

For further details see:
1. First Feedback Report
2. Second Media Monitoring Report
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