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The Pre-Election Coverageby Kenyan Media ahead of the
2013 General Election
March 2013
Monitoring Report
The Pre-Election Coverageby Kenyan Media ahead of the
2013 General Election
March 2013
Monitoring Report
Published by:
Media Council of KenyaP. O. Box 43132 - 00100 Nairobi, Kenya
Ground Floor, British American Insurance CentreMara/Ragati Road Junction, Upper Hill
Tel: +254 (020) 2737058, 2716265, 2716266Mobile: +254 727 735252
Email: [email protected]: www.mediacouncil.or.ke
© Media Council of Kenya, 2013
The Pre-Election Coverageby Kenyan Media ahead of the
2013 General ElectionMarch 2013
Monitoring ReportMedia Council of Kenya
OUR MANDATE
To regulate the media and the conduct and discipline of journalists in accordance with the provisions of the Media Act CAP 411B.
OUR VISION
A professional and free media accountable to the public
OUR MISSION
To safeguard media freedom, enhance professionalism and arbitrate media disputes
COUNCIL’S ROLE, MANDATE, FUNCTIONS AND AUTHORITY
The Council draws its mandate and authority from the Media Act CAP 411B. Its functions are to:
1. Mediate or arbitrate in disputes between the government and the media, between the public and the media and intra-media.
2. Promote and protect freedom and independence of the media.3. Promote high professional standards amongst journalists.4. Enhance professional collaboration among media practitioners.5. Promote ethical standards among journalists and in the media.6. Ensure the protection of the rights and privileges of journalists in the performance
of their duties.7. Advise the government or the relevant authority on matters pertaining to
professional, education and the training of journalists and other media practitioners.
8. Make recommendations on the employment criteria for journalists.9. Uphold and maintain the ethics and discipline of journalists.10. Do all matters that appertain to the effective implementation of this Act.11. Compile and maintain a register of journalists, media practitioners, media
enterprises and such other related registers.12. Conduct an annual review of the performance and the general public opinion of
the media, and publish the results.
Table of Contents
1
Acknowledgement 2
Executive Summary 3
Highlights of Key Findings 4
Chapter 1 : Print Media 6
Background 6
Coverage in The Standard 6
The Daily Nation 7
The Star 8
The People 9
Allocation of Space 10
Chapter 2 : Electronic Media 19
Background 19
Coverage of Politicians/Allocation of Airtime 19
Airtime Allocated to Presidential Candidates/Running Mates 20
Tonality 21
Topics Associated with Politicians 22
Findings Radio 23
General Observations: Radio Talk Shows 23
Election Coverage 23
Call to Vote 23
General Findings: News Coverage 25
Election Coverage 25
Breaches 26
Adherence to the Code of Conduct 26
Hate Speech 26
Chapter 3 : Conclusion and Recommendations 28
Recommendations 28
he Media Council of Kenya wishes to extend sincere gratitude to all those who
Tparticipated in ensuring the success of data collection, analysis, report writing and
preview/editing of this report.
We acknowledge the work of the MCK Media Analysis team:
• Immaculate Mwende• Abraham Kisang• Allennita Gakii• Njeri Munyiri • Ahmed Kassim
The Council also acknowledges the contribution of the following media monitors:
Martin Kimani, Evans Kiogora, Ivy Wafula, Dan Sudi, Frida Ngéthe, David Mulatyah, Nancy
Gitonga, Dancan Juma, Evelyne Musambi, Fred Orina, Carolyne Kathure.
Special thanks also go to the Research and Media Monitoring Supervisor Amos Kibet for
assisting in editing this report and Media Council of Kenya's Communications and
Information Officer Jerry Abuga for overseeing production of the report.
We also appreciate the input and support of the Programs Manager, Victor Bwire and the
CEO, Haron Mwangi towards the success of publication of this report.
We thank German Development Cooperation GIZ (Social Justice Program & Civil Peace
Service) and PACT, Kenya Program for the support of this project.
Acknowledgements
2
thenya undertook its historic general election in March 4 2013 under the Kenya
KConstitution 2010.The passing of the constitution in 2010 led to formation of six
elective positions from the country representatives all the way up to the president.
The novelty of the election process attracted several aspirants and contestants for all the
elective posts.
The Independent Electoral and Boundaries Commission (IEBC) cleared 8 candidates and
their running mates to contest the presidency and the sponsoring Coalitions, who are the
main focus of this report.
The Media Council of Kenya conducted a pre-election monitoring of the coverage of
Presidential candidates and their running mates with an objective of measuring the quantity
and determining the quality of journalistic reporting and the adherence to both the Code of
Conduct for the Practice of Journalism in Kenya and the Guidelines on Elections Coverage.
This report therefore covered 8 presidential aspirants: Raila odinga (CORD), Uhuru
Kenyatta (Jubilee), Musalia Mudavadi (Amani), James Ole Kiyiapi (RBK), Martha Karua
(NARK Kenya), Paul Muite (Safina), Peter Kenneth (KNC) and Mohammed Abduba Dida
(ARK).
st thFrom March 1 to March 9 2013, The Media Council of Kenya monitored the coverage of
Presidential candidates and their running mates across 4 newspapers, 6 vernacular Radio
stations and 5 TV stations. All stories in the Daily Nation, The Star newspaper, The Standard
and The People were analysed. On TV, 9pm bulletins on Citizen TV, NTV, KTN, KBC and
K24 were monitored, while talk shows of between 6 A.M and 10AM and News at 1PM
and 7 PM were analysed on Kameme FM (Kikuyu), Radio Salaam (Kiswahili), Kass FM
(Kalenjin), Mulembe FM (Luhya), Egesa FM (Ekegusii) and Nam Lolwe FM (Dholuo)
Executive summary
3
Highlights of Key findings
Television
• Raila Odinga was the presidential candidate most mentioned in the TV coverage
during the monitoring period (23% of all mentions), followed by Uhuru Kenyatta
(21%), Musalia Mudavadi 9%, Peter Kenneth (8%), Martha Karua 5%, Paul Muite
4%. Both Abduba Dida and James ole Kiyiapi got 3%. Most mentions of Raila
Odinga were monitored on NTV and KTN at 28% and 27% respectively. KBC
aired the least of his mentions (17%). • Elections featured prominently on TV platform and overshadowed other topics
such as National cohesion, agriculture and Constitution implementation which
were accorded minimal airtime• Notable was the Major Coverage accorded to two Presidential candidates of the
two leading coalitions: Hon. Uhuru Kenyatta (Jubilee Alliance) and Hon. Raila
Odinga (CORD)
Radio
• There was marked improvement in professional handling of interviews and
moderation of discussions during interviews and call-in programmes. There were
however a few isolated incidences in some radio stations which aired reckless
statements made by politicians.• During the period under review, radio stations scored highly on accuracy, balance
and fairness, with majority of the news reports and the talk-shows showing no
evidence of slanted reporting. Most W/H questions were answered, the sources
quoted were credible and at least two viewpoints given. However a few incidences
of hate speech were noted in some Vernacular radio stations.
• The People Newspaper dedicated the highest space (39%) in coverage of
presidential aspirants, The Standard (29%), Daily Nation (20%) whereas The Star
4
2was the least with only (11%) overall space allocation in cm for the four
Newspapers analysed. The People, The Star and The Standard allocated more space
to Uhuru Kenyatta (23%), (39%) and (26%) respectively. Raila Odinga was
prominently covered in Daily Nation (27%).• William Ruto of the Jubilee Alliance was the most prominently covered presidential
running mate at 58% in all the four newspapers analysed. Kalonzo Musyoka of
CORD came second (33%). William Ruto was allocated the highest space in all the
four newspapers analysed; The People (74%), Daily Nation (56%), The Star (50%)
and The Standard (43%).• Jubilee Alliance was allocated the highest space in The Star (67%) and The People
(45%), whereas CORD was allocated more in The Standard (57%). Daily Nation
allocated equal space to both Jubilee and CORD (47%).
Objectives
The monitoring aimed at:a) Conducting content (discourse analysis) of pre-election coverage of presidential
candidates ahead of the general election held in March 2013 in order to understand
major trends.
b) Determining the incidence and extent to which the Code of Conduct for the
Practice of Journalism in Kenya was adhered to or otherwise during the reporting
and news dissemination of this historic event.
c) Undertake an objective analysis of allocation of space and time by media platforms
to presidential candidates ahead of the general election.
Methodology
Content Analysis was used for content development which formed a data set that informed
the analysis and findings of this report. All media platforms; print, radio and TV were
analysed. Quantitative and qualitative methods of data analysis and interpretation were
then used to synthesise the collected data into the findings of this report.
The basis of media monitoring which strongly guided the adoption of the code sheet that
was used for this report is the Code of Conduct for the Practice of Journalism as enshrined
in the Media Act 2007.
5
Background
The monitoring of pre-election coverage of presidential candidates by print media explores
the extent to which newspapers reported on elections with a clear focus on the 8
presidential candidates. The print media in Kenya consist of regular daily newspapers,
weekly newspapers, magazines, regional newspapers and alternative press.
Print media platform comes third after radio and TV platforms in terms of Audience
consumption. According to Quarterly audience research study conducted by Ipsos
Synovate, the Daily Nation and The Standard are the two leading newspaper publications in
the country and are produced by the two leading media houses in the country. This study
focused majorly on the daily newspapers which include the Daily Nation, The Standard, The
People and The Star newspapers.
Print media monitoring at MCK is automated with high accuracy levels with un- doubtable
degrees of validity and reliability from the data it generates. The print media module allows
the capturing of all relevant key words tied to a particular topic of study and allows
systematic capturing and retrieval of data for analysis.
The print media platform offers an ample space and opportunity for extensive discourse
and coverage of pre-elections because of its attributes as a media tool. Some of the areas
that coverers political/election related articles are the local News section, opinion & letters
to the editor section, Editorial/commentary and also in special features magazine inserts.
Some of these sections were key informants during our data collection on the topic of pre-
election coverage of presidential aspirants.
Coverage in The Standard
The Standard newspaper election related articles were published under special pages
Chapter 1 Print Media
6
dubbed Choice 2013. Uhuru Kenyatta (Jubilee Alliance presidential Candidate) and Raila
Odinga (CORD presidential candidate) received significant coverage as compared to the
other six candidates.
There was a call for peaceful elections, and on 04.03.13, pg. 1 cont. 14 the paper carried a
story dubbed "If peace prevails" that urged Kenyans to maintain peace before and after
elections.
1Post poll results were extensively covered with a majority of stories carrying different
views from various political parties and coalitions; e.g. 05.03.13 pg. 1 continued on 11, 17
and 37 'Uhuru and Raila lead in early poll results’
A majority of opinion pieces carried peace messages e.g. 01.03.13. pg.15; 'Here's my
prayer: Go ye all and vote in peace', 'IEBC must not allow sensational claims of electoral
fraud', 'Geeks for peace' are all ears to monitor hate speech', 'We have ability to manage
peaceful transfer of power', 05.03.13.pg.14 'Let us all keep the peace as we await final vote
tally”.
The Daily Nation
The paper dedicated more coverage to both Jubilee Presidential candidate Uhuru Kenyatta
and CORD presidential candidate Raila Odinga; both candidates were the primarily
covered before and after the elections as they continued dominating the headlines. This st thtrend was particularly noted between 1 and 9 March 2013 in the front pages extending to
inner ones, in regards to their political campaigns.
During this period, peace remained a crucial subject as presidential candidates finalised
their campaigns wooing voters in their strongholds. They called upon them to turn up in
large numbers to vote. They also took their time to urge voters to remain peaceful during
and after the election process; this was reected in many articles published.
1Standard: 01.03.13 pg.8 “Uhuru call for high voter turnout”pg.9 “keep promise on peace, Mudavadi tells leaders”02.03.13. pg. 18; “Uhuru promises fish factory in HomaBay”, pg. 19. “Raila urges voters to get out, vote for CORD,' 03.03.13, pg. 2. “Raila urges voters to get out, vote for CORD”pg.3; “Jubilee leaders predict first round victory, appeal for voters support”pg.4; “Kenneth pledges new order in his final call, says he is best” 04.03.13. pg. 1 &4; “D-Day as Kenyans vote in biggest election ever”, pg. 5; “Raila, Uhuru vow to keep peace after elections”, pg. 4; “ Mudavadi confident of smooth transition”05.03.13, pg. 1,,11,17 and 37; “Uhuru and Raila lead in early poll results”.06.03.13 Pg.3; “Vote tally shows race between Raila, Uhuru” pg.7; “Voter verification slows election”06.03.13. pg.1 &2; “Results headache as big names fall”, pg.2. “CORD calls for calm over election results”,” Jubilee protests IEBC's move on spoilt votes”. 07.03.13, pg. 2 “Uhuru, Raila ahead in fresh vote count”, pg.3 “URP's generational change policies send home long-serving MPs”, Pg.6 “Joho, Omar cement lead as competitors cry foul”, pg.10; “Jubilee claims Britain out to force run-off”. 08.03.13, pg.1&6: “Uhuru leads as Raila team protest tallying” pg. 2 “Jubilee asks IEBC to be firm on results”, Pg. 3; “CORD, Jubilee alliances eclipse rivals in race for MPs seats”. 09.03.13, pg. 1; “Victory for Uhuru”, pg.4; “Mudavadi concedes defeat, calls for unity”Pg.2; “Uhuru wins race to state house with tiny margin”.
7
rdOn 3 March 2013: pg. 4 & 5 the presidential candidates were extensively covered
attending church services ahead of the elections where they exuded confidence with the
IEBC on transparency in the voting process. On 5.03.13: pg.3 all presidential candidates
were covered casting votes in their registered polling stations.
2Independent Electoral and Boundaries Commission (IEBC) was predominantly covered
after the voting process. This was comprehensively done on 06.03.13: pg. 1 & 2. In
regards to the challenges the commission experienced through its electronic transmission
system in relying the poll official results.
Matter of integrity on the two jubilee leaders Uhuru Kenyatta and his running mate William
Ruto regarding charges they are facing at the ICC was comprehensively covered.
The Star
During this period the paper concentrated mainly on campaigns, voting and
announcement of election results. Presidential candidates were vastly covered in regards
to their final political campaigns. This saw Uhuru Kenyatta (Jubilee Alliance Presidential
Candidate) and Raila Odinga (CORD presidential candidate), get more coverage as
compared to the other six presidential candidates. E.g. 01.03.13pg. 20. “Raila campaigns in
Nyanza today and Nairobi tomorrow”, 02-03.03.13 pg.6; “Jubilee's Uhuru holds
campaign in Homa Bay”.
Independent Electoral and Boundaries Commission was extensively covered in regards to
controversy surrounding the electronic transmission of the results E.g. 07.03.13, pg. 3.
“Cord rejects manual tally of poll results”, 06.03.13. pg. 2. “TNA complains over KTN poll
transmission”. Star 08.03.13; pg. 4 “Kenneth decries results delay”, 06.03.13:pg. 22 “IEBC
explains the many spoilt votes”
International Criminal Court issues were covered in regards to the cases facing Jubilee
Alliance Presidential candidate Uhuru Kenyatta and his running mate William Ruto.
2Daily Nation: 03.03.13; pg. 1, 6&10; “Turn out in large numbers, Raila tells voters” 02.03.13: pg.20; “Karua takes campaigns to home turf”, pg. 26 “Kiyiapi vows to be ruthless on graft if elected”.06.03.13:pg52;“Cord asks supporters to be calm.” 01.03.13: pg.6; “Uhuru vows to concede defeat if he loses.”07.03.13: pg.6;“IEBC ditches tally system after hitch”, pg.8; “Row rages over spoilt votes in final poll tally.” 09.03.13: pg.6; “Electoral commission to check results for errors”, 01.03.13:pg.5 “PM seeks to woo western bloc”, 3.03.13: pg. 28 “How ICC gave rise to the Jubilee coalition”, 01.03.13: pg. 72; “Uhuru dismisses claim key ICC witness bribed”, 09.03.13: pg. 7; “ICC
puts off Ruto, Sang trial to May”, 03.03.13: pg. 33; “Fresh fault line as Ruto and Sang differ on ICC.” 08.03.13:pg.52; “Uhuru ICC trial set for July.” 02.03.13: pg. 21; “Raila says he is confident of first round win.”, 02.03.13: pg.20,“Mudavadi accuses Cord of sabotage”,07.03.13: pg. 8,“Row rages over spoilt votes in final poll tally”
8
09.03.13- 10.03.13; pg. 1 cont. 8; “Ruto, Sang ICC case to start on May 28”, 08.03.13:
pg. 1 cont. 6. “Muthaura, Uhuru ICC case starts on July 9”,
Presidential aspirants emphasized on the importance of maintaining peace during and after
elections.
The People
Jubilee presidential aspirant Uhuru Kenyatta and CORD presidential aspirant Raila Odinga
were among the presidential extensively covered. Jubilee and cord coalitions were the
most covered coalitions.
All presidential aspirants, were given one page coverage on 04.03.13, with a major focus
on their promises to Kenyans if elected to the office of president. International criminal
court matters were covered in regards to cases facing Uhuru Kenyatta and his running mate
William Ruto.
The voting process, and poll results announcement were given limelight; this further
extended to the delayed relaying of results through the Independent Electoral Boundaries
Commission electronic transmission system that failed at some point, thus generating a lot
of controversies. Election was the major topic covered in the opinion pieces mainly
focusing on various politicians.
304.03.13;pg.4 “Ruto justify plea for ICC Video-link trials”; 06.03.13; pg. 17; “Jubilee, Amani spoil Cord 'party' in Busia” 07.03.13; pg. 14, “Cord takes majority seats in Bungoma”, 07.03.13; pg. 1 cont. 6, Jubilee adamant on spoilt ballots, 08.03.13; pg. 1 cont. 6 “Jubilee will have majority in senate and National Assembly”; 01.03.13pg. 30. “What Kenyans have learnt in five year”s, 09.03.13; pg. 9 “Losers claim irregularities”, 09.03.13;pg. 7; “Othaya poll a sham says loser” 01.03.13,pg. 2 “Enforce the law, Karua tells IEB”C, 01.03.13, pg. 30 “What Kenyans have learnt in five years”, 09.03.13; pg. 9 Star Losers claim irregularities , 09.03.13,pg. 7 “Othaya poll a sham says loser” , 01.03.13; pg. 2 “Enforce the law, Karua tells IEBC”
408.03.13; pg. 1 and 2, “Jubilee, cord take lion's share of senate, governor seats” , 07.03.13; pg.5: “Jubilee accuses UK envoy of meddling”, 06.03.13,pg. 20; “Cord suffers big blow in Nandi as bigwigs lose” 01.03.13, pg.3, “Cord in rift as poll nears”, 02.03.13, pg.11 “Cord endorse Jirongo for senator”, on 03.03.13; pg. 1,2 and 3, “Jubilee, cord plead for high turnout of voters”. 08.03.13, pg. 9: “Uhuru,
Muthaura Hague case date set for July 9th “, 09.03.13, pg.4 “Ruto, sang ICC trial date postponed to may 28th “. 04.03.13:pg.3 “The iron lady remains focused”, pg. 4; “Raila upbeat as he takes third stab at presidency”, pg. 6 “A decade after false start, Uhuru comes of age to mount tough bib”, pg. 7 “Kiyiapi promises true rebirth for Kenya”, pg. 8, “Kenneth promises integrity, development for Kenya”, pg. 9 “Mudavadi out to prove he is his own man”, pg. 10 “Dida entry spiced the state house race”, 08.03.13: pg. 1 and 2; “ Jubilee, cord take lion's share of senate, governor seats”, 07.03.13 pg. 5 “Jubilee accuses UK envoy of meddling”, 06.03.13: pg.20 “Cord suffers big blow in Nandi as bigwigs lose”, 01.03.13:pg 3. “Cord in rift as poll nears”, 02.03.13, pg. 11 “Cord endorse Jirongo for senator” 03.03.13: pg. 1,2 and 3 “Jubilee, cord plead for high turnout of voters” 05.03.13: pg. 9 “Jubilee confident of victory”
9
Allocation of Space
Coverage of Presidential Aspirants
Uhuru Kenyatta was the most prominently covered presidential aspirant with 26% overall
space allocation in all newspapers analysed. CORDs presidential ag bearer Raila Odinga
received 24%, Musalia Mudavadi 15%, Peter Kenneth 10%, Martha Karua 9%, Abduba
Dida received 6%, whereas Paul Muite and James Ole Kiyiapi received 5%.
Space Allocation to Presidential Aspirants
Muthaura Hague case date set for July 9th “, 09.03.13, pg.4 “Ruto, sang ICC trial date postponed to may 28th “. 04.03.13:pg.3 “The iron lady remains focused”, pg. 4; “Raila upbeat as he takes third stab at presidency”, pg. 6 “A decade after false start, Uhuru comes of age to mount tough bib”, pg. 7 “Kiyiapi promises true rebirth for Kenya”, pg. 8, “Kenneth promises integrity, development for Kenya”, pg. 9 “Mudavadi out to prove he is his own man”, pg. 10 “Dida entry spiced the state house race”, 08.03.13: pg. 1 and 2; “ Jubilee, cord take lion's share of senate, governor seats”, 07.03.13 pg. 5 “Jubilee accuses UK envoy of meddling”, 06.03.13: pg.20 “Cord suffers big blow in Nandi as bigwigs lose”, 01.03.13:pg 3. “Cord in rift as poll nears”, 02.03.13, pg. 11 “Cord endorse Jirongo for senator” 03.03.13: pg. 1,2 and 3 “Jubilee, cord plead for high turnout of voters” 05.03.13: pg. 9 “Jubilee confident of victory”
Mudavadi15%
Dida6%
Kenneth10%
Karua9%
Odinga24%
Kiy
iap
i
5%
Mui
te
5%
Kenyatta26%
The People dedicated the highest space (39%) in coverage of presidential aspirants, The
Standard (29%), Daily Nation (20%) whereas The Star was the least with only 11% overall 2space allocation in cm for the four Newspapers analysed. The People, The Star and The
Standard allocated more space to Uhuru Kenyatta (23%), (39%) and (26%) respectively.
Raila Odinga was prominently covered in Daily Nation (27%).
10
Coverage of Presidential Candidates in Newspapers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Dida Kenneth Karua Odinga Kiyapi Muite Kenyatta Mudavadi
TPN
STAR
STD
DN
7%
4%
5%
5%
7%
6%
10%
13%9%
8%
11%
7%
22%
20%
23%
31%
6%
2%
5%
5%4%
4%
4%
7%
23%
39%
36%
27% 16%
17%
17%
13%
Coverage of Presidential Running mates
William Ruto of the Jubilee Alliance was the most prominently covered presidential running
mate at 58% in all the four newspapers analysed. Kalonzo Musyoka of CORD came
second (33%), Ronald Osumba (Eagle Alliance) (5%), Shem Ochuodho (Safina Party)
(2%). Jeremiah Kioni (Amani coalition), Joshua Onono (Alliance for Real Change) and
Winnie Kaburu Kinyua (RBK) received 1%. William Ruto was allocated the highest space in
all the four newspapers analysed; The People (74%), Daily Nation (56%), The Star (50%)
and The Standard (43%).
Overal coverage of Running mates
33% 58%
5%Ruto
Kalonzo
Lotodo
Osumba
Kinyua
Ochuodho
Kioni
Onono
11
Coverage of Running Mates on Specific Newspapers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Ruto Kalonzo Lotodo Osumba Kinyua Ochuodho Kioni Onono
TPNSTARSTDDN
Coverage of Political Alliances
The Jubilee Alliance was the most prominently covered political Alliance with 52% in all
four dailies analysed. Coalition of Reforms and Democracy (CORD) received 44%, Amani
Coalition (4%) Whereas Eagle Alliance received less than 1%.
Allocation of print Space to Coalitions
CORD JUBILEE AMANI EAGLE
52%
44%
4%
0%
12
Jubilee Alliance was allocated the highest space in The Star (67%) and The People (45%),
whereas CORD was allocated more in The Standard (57%). Daily Nation allocated equal
space to both Jubilee and CORD (47%). The use of photographic manipulation to show
mammoth crowds was particularly evident especially when two political rallies for different
alliances were running concurrently.
Coalitions cm2
DN
%
DN
cm2
STD
%
STD
cm2
STAR
%
STAR
cm2
TPN
%
TPN
cm2
TOTAL
%
TOTAL
CORD 274.63 47%
629.87
57%
347.95
31%
116
42%
1369.806 44%
Eagle 8 1%
0
0%
3
0%
0
0%
11.0165 0%
Jubilee 272.94 47% 433.62 39% 756.81 67% 124 45% 1588.909 52%
Amani 23 4% 39 4% 16 1% 34 12% 112.0894 4%
Total 578.57 100% 1102.49 100% 1123.76 100% 274 100% 3081.82 100%
Coverage of Political Parties
The National Alliance (TNA), was the most prominently covered political party in all
newspapers (31%) of coverage of all political parties observed), followed by Orange
Democratic Movement (ODM) (30%). United Republican Party (URP) received 15%,
United Democratic Forum (UDF) (7%), Wiper (6%), Narc Kenya (4%), Kenya National
Congress (KNC) (3%), Restore and Build Kenya (RBK) and Safina received (1%) whereas
Alliance for Real Change (ARK) received (1%).
Coalition Coverage according to Newspapers
ODM30%
TNA31%
URP
15%
Wip
er6%
UDF 7%Safina 1%
RBK 2%
Kenya 4%
KNC 3%
ARK 1%
Coverage of Party's in print Media
13
Political
Parties
cm2
DN
%
DN
cm2
STD
%
STD
cm2
STAR
%
STAR
cm2
TPN
%
TPN
cm2
TOTAL
%
TOTAL
ARK 7 2%
3
0%
2
0%
3
1%
15.02275 1%
KNC 12 3%
17
3%
17.52
2%
21
4%
67.59406 3%
NARC K 15 3%
25
4%
13
1%
49
9%
102.0889 4%
ODM 151.32
34%
185.8
31%
248.3
27%
176
32%
762.3371 30%
RBK 10 2%
15
2%
6
1%
17
3%
48.05359 2%
Safina 15 3%
10
2%
9
1%
11
2%
45.05983 2%
TNA 117.51 26% 137.3 23% 389.16 43% 144 26% 788.8874 31%
UDF 21 5% 48 8% 56.8 6% 41 7% 166.9885 7%
URP 63.51 14% 131 22% 124.3 14% 65 12% 384.3043 15%
Wiper 36 8% 36 6% 40 4% 29 5% 141.1836 6%
TOTAL 448.34 100% 608.1 100% 906.08 100% 556 100% 2521.52 100%
Adherence to the Code of Conduct
98.4% of all articles monitored were classified as not containing breaches of the code of
conduct, whereas 1.6% did not adhere to the rules of the code.
Accuracy and Balance
77.2% of all news reports provided more than one viewpoint, only 22.8% did not. A vast
majority of news articles did not provide all the six W/H questions (Who? What? Where?
When? Why? and How?). 39.7% provided all the six W/H questions, whereas 41.2%
answered five of the questions; the rest 19.1% provided 4 and less. There were a
significant number of news articles with unnamed sources (20.5%) recorded. 40.2% of all
news reports referred to only one source, 19.7% to two sources and 19.6% to more than
three sources.
Political Parties Coverage according to Newspapers
14
80
60
40
20
01 2
n=580
Perc
en
tNumber of viewpoints in news reports
77.2%
22.8%
The Standard and Daily Nation scored the highest regarding the diversity of viewpoints
covered in the news. 97% of the news reports analysed in Daily Nation and 97.2% of the
reports in The Standard presented more than one viewpoint. 47.9% of the reports in The
People and 26% in The Star only provided one viewpoint.
Perc
en
t
n=580Viewpoints
1
2
100%
80%
60%
40%
20%
0%DN STAR STD TPN
Viewpoints in News Reports
97.0%
74.0%
97.2%
52.1%
26.0%
47.9%
15
The Standard scored the highest with regard to the completeness of information. 66% of all
The Standard news reports answered all 6W/H questions, compared to only 23% in Daily
Nation.
Perc
en
t
60%
40%
20%
0%DN STAR STD TPN
Number of W/H Answers in News Reports
16
%
58
%
23
%
24
%
42
%
35
%
28
%
66
%
20
%
41
%
23456
n=580W/H Answers
Distinction between comment and facts
The majority of articles did not mix editorial comments and facts. 94.5% of all news reports
didn't contain any journalistic opinion, whereas 0.2% contained a small portion (<20%)
and 5.3% a higher portion (>20%) of journalistic opinion.
100
80
60
40
20
0
Perc
en
t
Distinction of Facts and Opinion in News Items
94.5%
5.3%0.2%
Less than 20% journalistic Opinion More than 20% journalistic Opinion No journalistic Opinion
16
Hate Speech
None of the articles observed contained hate speech.
Obscenity
None of the articles observed contained obscene language or images.
Gender Balance
84.1% of all articles analysed contained male as the central subjects, whereas 4.8% only
focused on women. A majority of articles were written by men (64 %), only 10.2% of the
authors were female. 21.9% of articles observed did not contain by-lines, whereas 4%
were written by both gender.
100
80
60
40
20
0
Perc
en
t
(n.a) Both women andmen equally central
Man Central Woman Central
0.5% 10.5%
84.1%
4.8%
News Gender Presence
60
40
20
0(n.a) Both Female Male
Author Gender
Perc
en
t
21.9%
4.0%10.2%
64.0%
17
The People had significantly more female writers at 14% as compared to Daily Nation
represented by only 3%
Perc
en
t
80%
60%
40%
20%
0%DN STAR STD TPN
Author Gender
(n.a.)bothfemalemale
Author Gender n=580
47%
8%
42%
13% 13%
73%
17%
6%
70%
21%
14%
60%
18
Background
Electronic Media in this report refers to both radio and TV which are the major media
platforms that are consumed in Kenya. Therefore the impact of the two media platforms in
terms of reporting and coverage regarding political/electoral issues during the pre-elections
period made it a key area of focus for monitoring.
thThe coverage of politicians on the campaign trail soliciting for votes ahead of the March 4
2013 election was the most dominant topic during the monitoring period. This was
followed up closely by the election petition that followed.
The electronic medium witnessed a few violations. The low number of incidences is
however not surprising and is owed to the numerous trainings and sensitisation programs
that journalists have been subjected to by the Media Council of Kenya and other
stakeholders ahead of the general election.
Coverage of politicians/allocation of Airtime
The total number of TV items analysed during the three days of analysis contained 189
containing 75 mentions of presidential candidates and their running mates. Citizen TV aired
the most mentions (62), followed by K24(48), 43 on NTV, 22 on KTN and KBC (14). The
majority of items were news reports (82%), followed by special features at 10% while 8%
were political advertisements.
The highest number of mentions were observed on Saturday and Sunday
(1.3.13&2.3.13), the final weekend to the general election. The Independent Electoral
and Boundaries Commission had set Saturday as the last day of campaigning (1.3.13) and
thus there was heightened political activity.
Raila Odinga was the presidential candidate most mentioned in the TV coverage during the
Chapter 2 Electronic Media
19
monitoring period (23% of all mentions), followed by Uhuru Kenyatta (21%), Musalia
Mudavadi (9%), Peter Kenneth (8%), Martha Karua (5%), Paul Muite (4%). Both Abduba
Dida and James Ole Kiyiapi got 3%. Most mentions of Raila Odinga were monitored on
NTV and KTN at 28% and 27% respectively. KBC aired the least of his mentions (17%).
KBC aired the most mentions of Uhuru Kenyatta at 29% while KTN aired 27% of his
mentions. Citizen TV aired the least Kenyatta mentions (18%).
Raila Odinga was exclusively mentioned as the Coalition for Democracy and Reforms
presidential candidate at 95% while he was mentioned as the Kenyan Prime Minister at
2%. On the other hand, Uhuru Kenyatta was mentioned as the Jubilee alliance exclusively
at 95% while 3% of his mentions were in his capacity as the Deputy Prime minister.
Vice President Kalonzo Musyoka was exclusively mentioned as the Coalition for Reform
and Democracy at 93%, while only 7% mentioned him as the Vice President.
The Jubilee Alliance running mate William Ruto was the highest mentioned running mate at
12% followed by Kalonzo Musyoka of the Coalition for Reform and democracy who got
8% of the total mentions. Ronald Osumba (2%) while Winnie Kaburu got 1% of the total
mentions.
Most Ruto mentions came from K24 (30%) while the least mentions came from KTN
(9%). Kalonzo Musyoka's most mentions came from K24 (33%), while his least mentions
were from KBC (7%).
Airtime Allocated to Presidential candidates/Running mates
There were significant variances in terms of airtime allocated to Presidential candidates and
their running mates across the five sampled stations.On Citizen TV, Prime Minister Raila
Odinga received the most airtime of all the presidential candidates at 32%, followed by
Kenyatta at 18 % while Musalia Mudavadi got 10%.18% of the total airtime on K24 was
allocated to Odinga, while Kenyatta got 17%. Kenneth got 13% while Mudavadi got 8%. KBC allocated 39% of their total airtime to Kenyatta while Odinga and Mudavadi got 13%
and 12% respectively.Uhuru Kenyatta received more than a third of the coverage on KTN
at 34% followed by Odinga at 33%. Mudavadi got 10% of the total airtime.
NTV allocated 39% of their total airtime to Raila Odinga, while Kenyatta got 21%.
20
Mudavadi received 19% of the total airtime on the station. On Citizen TV, William Ruto
was the highest covered running mate (12%), followed by Kalonzo Musyoka (8%).
K24 had the highest Ruto coverage at 17%, followed by Kalonzo Musyoka at 9%. K24 was
the only station that covered Eagle Alliance's Ronald Osumba. KBC allocated 27% of the
total airtime to Ruto while Musyoka got 5%.
The amount of airtime on KTN allocated to Ruto and Musyoka was almost the same at 7%
and 6 %respectively. Out of all other running mates apart from Musyoka and Ruto, only
Osumba was covered on KTN at 1%. On NTV, 12% of the total airtime was allocated to
Ruto, while Musyoka got 8%. Osumba got 2%
Tonality
The overall tonality of coverage was assessed as highly neutral (96%). Receiving the
highest number of mentions CORD's presidential candidate Raila Odinga also received the
highest number of negative mentions (7%), Deputy Prime Minister Uhuru Kenyatta did not
have any negative mentions.
21
Topics associated with Politicians
thThe overall coverage focussed on the March 4 2013 General election as well as
campaigns of both the Presidential candidates and their running mates. Topics such as land
issues, National Cohesion and constitution implementation took a backseat in terms of
coverage during the period in which coverage was assessed. Topics such as education,
health and women issues were completely ignored. Jubilee Alliance Presidential Candidate
Uhuru Kenyatta was most associated with issues around the International Criminal Court.
Peter Kenneth and Raila Odinga were the Presidential candidates most associated with
issues about economic development and employment. Raila Odinga was also most
associated with land issues than any other Presidential candidate. Augustine Lotodo, Joshua
Onono, Ronald Osumba and Winnie Kaburu were the running mates associated with
speaking about elections only. Ruto was mostly associated with the ICC topic
40
30
20
10
0
Perc
en
t
Did
a
Kab
uru
Karua
Kenneth
Kenyatta
Kiyap
i
Lo
tod
o
Mud
avadi
Muite
Musyo
ka
Od
inga
Ono
no
Osum
ba
Ruto
Tone
NegativeNeutralPositive
22
Findings Radio
General Observations: Radio Talk-shows
Election Coverage
Call to vote
On the election date, trends were similar in majority of the vernacular radio stations.
Stations covered the election process, with the programmes focusing on updates from
various polling stations across the country. The updates were mainly from reporters on the
ground.
On Kameme FM 4.03.2013, the presenter encouraged people to, "…turn out in large
numbers to elect leaders of their choice for a better Kenya..." The presenter also focused
on pleading with the audience to cast their votes in peace saying that, "…we were all The
People of one nation and we should be united and peaceful..." Kass FM, 4.03.2013, the
reporters on the field covered Jubilee Deputy Presidential candidate William Ruto voting in
Gat Kosechai Primary school polling station. William Ruto called on all supporters to turn up
in large numbers and vote. On Mulembe FM this trend continued with presenters
sensitising people to ensure that they went out to vote.
5.03.2013, Kameme FM, Kass FM and Mulembe FM streamed the results of the elections
as they were being received in the Independent Electoral Boundaries Commission (IEBC)
tallying centre, Bomas of Kenya. On Kameme FM, the presenter thanked the commissions
and non- governmental organizations for getting involved in civic and voter education
country wide attributing this to the high voter turnout.
On Egesa FM, 6.03.2013,reporters and presenters called for peace as they waited for the
result tallying process to be completed. IEBC continued to stream election results on the
third day after voters cast their ballots, streaming in of this reports was the main focus in the
monitored stations with most of the stations keeping their listener's updated on the latest
result tallies and figures. Kass FM, 6.03.2013, Caroline Lesan from Mercy Corps and
Longet Teres from Ministry of Justice and National Cohesion were invited to the studio.
The two talked about how people can protect themselves during the election period.
23
Egesa FM, on the 7.03.2013 held discussions based on what issues listeners would want
respective leaders to focus on. Some of the issues the callers discussed as paramount for
leaders to start work on were Education, roads, harnessing resources from the Diaspora.
On Mulembe FM, the presenters highlighted on some of the unexpected results received
from IEBC, including some of the veteran politicians who lost in the elections. Some of
them included Najib Balala, Lina Jebii Kilimo, Joshua Kutuny, Samuel Phogisio, Ayiecho
Olweny and Magerer Langat. The discussion sought to find out what went wrong for these 5politicians?
On the 8.03.2013 the country entered into day five of the vote counting process. IEBC
remained clear that they were still within the law as they had seven days to announce the
results of the elections. Most stations held their discussions based on future expectations as
most results for Governors, Senators, and Woman Representatives had already been
declared. Given this prolonged period of vote tallying members of the public were also
urged to return to their jobs and resume normal day to day activities.
Egesa F M, talk-show requested listeners to call in with key issues they would want elected
leaders to tackle first. Some of the main issues highlighted by callers included roads
(infrastructure), issues of cattle rustling, education, electricity and agriculture.
Mulembe FM focused on the question of leaders from different coalitions working together
after the elections. Examples, in Nairobi, where the Governor Elect Evans Kidero-ODM,
Senator, Mike Mbuvi-TNA, Woman Representative, Rachel Shebesh-TNA. In Kakamega
County, the Governor Wycliffe Oparanya-ODM, Senator, Bony Khalwale-UDF were also
expected to work together despite their affiliation to opposing sides.
On Kameme FM the presenter played a clip of government spokesman Muthui Kariuki
reading a statement from the PS, and Ministry of State for Provincial Administration and
head of the public service Francis Kimemia, issuing a directive for all public and civil servants
to report back to work with immediate effect.
5Some of the opinions of the callers included: Caller 1 said, “baendeleanga nende isiama, bebilila barumwa nende Kenya.”Transcription, “They only concentrate on their parties and forget about The People of Kenya are the one who send them.”Caller 2 said, “Bandu mukenya bachakire huerevuka.”Transcription, “The Kenyan People are knowledgeable on elections and therefore they are well informed.”
24
General Findings: News Coverage
Election Coverage
The main subject in the news coverage of the six vernacular radio stations was the General thElection. On the 4 of March the main news items focused on the voter turnout. Mulembe
FM on 4.03.2013,“Kenyans come out in large numbers to vote for their respective
presidential candidates.” IEBC as the main electoral body said that all polling stations would
be closed at 5pm. Isaac Hassan however assured voters in the queue would be given
enough time to cast their vote. Kameme F M, 4.03.2013, “Polling stations to close at 5pm.”
Sporadic cases of insecurity were reported. Mulembe F M, 4.03.2013, “Inspector General
David Kimaiyo confirms killings of six policemen.” The Inspector General urged people to
go and vote and restated that security was in place. Kameme F M, 4.03.2013, “Police
reinforce security personnel countrywide.”
IEBC chair applauded Kenyans for voting peacefully, Nam Lolwe 5.03.2013. He also urged
Kenyans to remain calm as the tallying continued at the Bomas of Kenya. He asked
Kenyans not to celebrate or complain about the election results released saying that they
were provisional results, Kameme, 5.03.2013, “IEBC chairman asks Kenyans to remain
calm.”
On the second day of voter tallying the news was on the IEBC reverting to manual voter
tallying. Mulembe F M, 6.03.2013, “Manual tallying of elections.” This was after a glitch in
the electronic system occurred. United Nations Secretary General, Ban Ki Moon, urged
Kenyans to maintain peace and Commonwealth Electoral observers said Kenyans
elections were free and fair, Kass FM, 6.03.2013. “United States praise Kenyans for
conducting a peaceful poll as Uhuru Kenyatta holds the lead on second day of vote
counting, Nam Lolwe”, 6.03.2013.
On the 7.03.2013, the vote tallying showed that Uhuru Kenyatta was leading in the official
tally. Kameme F M, Mulembe F M, Kass Fm and Egesa F M. On Egesa FM and Kameme F M,
the IEBC chairman rejected claims by the Cord Alliance that some presidential results
released far exceeded the number of registered voted. Egesa FM, 7.03.2013,
“parliamentarians defeated.” This news item highlighted the 'big' loses and the new
parliamentarians.
25
The main focus on the 8.03.2013 was Amani Coalition presidential aspirant Musalia
Mudavadi, conceding defeat. On Radio Salaam, Kameme FM and Mulembe FM
8.03.2013, news item highlights High Court dismissal of Civil Societies case seeking to stop
the presidential vote tallying process. The three judge bench ruling indicated that the
Supreme Court and not the High Court had jurisdiction. Breaches
Adherence to the Code of Conduct
Most of the news and talk-show content adhered to the Code of Conduct for Practice of
Journalism and the Guidelines for Elections Coverage. Accuracy and fairness was the most
common breach observed. Majority of the news reports provided answers to all six W/H
questions (who? What? Where? When? Why? and How?). Credible sources were also
provided. Majority of the talk-shows also adhered to the code, with most topics presented
in an accurate way. Majority of the discussions also covered two sides of the topics with no
journalistic opinion injected.
Hate Speech
Of the talk shows monitored only one contained hate speech, Kameme F M, 01.03.2013,
morning show, Njogu wa Njoroge (the host) invites guests Ephraim Maina - Aspiring Nyeri
senator (TNA) to the studio and inquires how the campaigns have been and what he thinks
of the recent tussle between Ferdinand Waititu, Shebesh and Mike Sonko aspiring Nairobi
County Governor, Senator and Woman Representative respectively.
6The guest made alarming statements and used coded language for ethnic groups. He uses
names that are dehumanizing to the people of the Kikuyu ,Luo and Kalenjin communities
by referring to them as 'Mbogo' which translates to Buffalo and he also says that the reason
communities support their own is that if they do not they will be attacked or eaten.
6Hate Speech; Quoting persons making derogatory remarks based on ethnicity, race, creed, colour and sex shell be avoided. Racist or negative e ethnic terms should be avoided. Careful account should be taken of possible effect upon the ethnic or racial group concerned, and on the population as a whole, and of the changes in public attitudes as to what is and is not acceptable when using such terms.
26
He says that the Kikuyu are already oppressed and were denied a lot of constituencies
unlike in other places like Rift Valley. He also says that if Kikuyu fail to support Uhuru in TNA
party they are the ones who will suffer.
Ephraim Maina, “…mbogo itiikaranagia ni kwedana,cie ikaranagina todo ire iki nii koreago ireagwo.”Transcription Mr.Maina, “...Buffalos do not huddle together because of love; they do so because if they are alone they are eaten.”Ephraim Maina, “…tumahinyererie already …”Translation, “…we are already oppressed…”And “…gikuyu ni twatunyirwo constituency ciito..” Translation, “…kikuyu constituencies were stolen from us...”. Maina, “….ando aitu marega koingera kiamaine kia TNA nimo makarea thena tii Uhuru….” Translation, “… if our people fail to support the National Allinace Party (TNA) they are the ones who will suffer not Uhuru…”
27
Elections issues got the highest coverage in percentage. However, issue based election media reports were minimal as journalists chose to focus on the sensation stories. However a media house worth mentioning is the Nation Media Group which developed specific interest stories that governed their election coverage. This was very remarkable.
thThe media coverage of the March 4 2013 General Election showed a comparative improvement with that of 2007.This can be attributed to the sensitisation and training that the journalists have undergone especially after the 2007 Post-election violence. Adherence to the Code of Conduct for the Practice of Journalism in Kenya was also well reected in most media articles and reports. However, accuracy and fairness was one of the most violated article in the code.
During this period, the media focused on campaigns, voting and announcement of election results which formed the key themes around which election media reporting was done. From this report analysis, it is notable that Jubilee and CORD were the two mostly covered political parties during the period under study.
Commendable trends by the media were noted especially on coverage aimed at promotion of peace after the vote casting especially after the delayed results announcement by IEBC. The media did a good job in mitigating the growing tension especially during and after the election results delayed.
The media gave the Independent Electoral and Boundaries Commission extensive coverage with regards to controversy surrounding the electronic transmission of the results which failed at some point. Therefore the mostly covered topic was elections followed by economic issues.
Recommendations
Democracy and the media have a symbiotic relationship where both benefit immensely. The media in Kenya undertook a vital step in the coverage of first elections under the new constitution. The challenges were not lacking because of the complex voting process brought about by the new constitutional framework. Based on this report, the following
Chapter 3 Conclusions and recommendations
28
are some of the recommendations:
i. The Media should enhance a more balanced coverage of elections and avoid preferential treatment of parties or candidates. This can be done through equitable allocation of space and time for all parties, candidates and coalitions involved in the elections.
ii. Issues based coverage of elections should be encouraged as was depicted by the Nation Media Group as opposed to personality based coverage. This is where key topical issues drive coverage of elections and help to shape agenda around what is of importance for a country's progress.
iii. The photographic journalists should also avoid using camera tricks to magnify and display the size of a small rally as a mammoth meeting. This is in utter disregard to journalistic ethics and the fundamental principles of the Code of Conduct and Guidelines on Elections Reporting should be factual and accurate as possible.
iv. Covering elections should be objective as much as possible. Covering election is a two sided affair which includes covering what the politicians are saying and investigating if the issues that are being discussed are a proper reection of actual situation. The media should therefore strive to present both perspectives.
29
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Tel: +254 (020) 2737058, 2716265, 2716266Mobile: +254 727 735252Email: [email protected]: www.mediacouncil.or.ke