Centrality of media ethics in coverage in elections

A Paper presented at the
UCAP KENYA CHAPTER WORKSHOP, MOMBASA-KENYA
24TH JULY 2012
By
Jane Frances Angalia
(PhD candidate)
+254722369389
jfclaren@gmail.com
Senior Communications & Media Relations Officer
National Cohesion and Integration Commission (NCIC)

Introduction: As in all other sectors of life, news media play a pivotal role in election campaigns. Today, the role of the media has changed from being ‘merely a channel of communication to being a major actor in the campaigning process’ (Butler and Ranney, 1992: 283). News about politics is no longer anchored in a ‘party logic’, but rather presented in terms of ‘media logic’ where messages are designed to fit news organizations’ routines, packaging and audience optimization strategies (Altheide and Snow, 1979; Mazzoleni, 1987).

The centrality of the media and the increasingly mediated character of election campaigns, both in Europe and especially in the US, is well documented (e.g. Hallin, 1992; Hallin and Mancini, 1984).
Purpose: This workshop paper evaluated the centrality of media ethics in coverage of general elections in Kenya. Specifically, the paper attempted to look how the media coverage has been used by politicians to reach unto the public during campaigns. The paper also looks at how the media can influence the public either positively or negatively by the way they convey the messages or issues especially the messages uttered by the politicians.

Methodology: The paper used a desk based methodology. Specifically, the paper identified documentary evidence in the form of already completed studies that focused on media strategies and messages that are used in the coverage of elections in Kenya and beyond.

The paper also paid special attention to how the media is giving coverage to the current presidential candidates. At the moment, the media is focusing more on Uhuru Kenyatta, William Ruto and Raila Odinga and Musalia Mudavadi. The media is focusing on these four as they are hotly contesting for the presidency and as we know there is also the ongoing case in ICC, which concerns two of the presidential candidates, and a third suspect whos accused of having misused the media in coverage of elections 2012/2013.

On a positive note, the media is also sending warnings to all members of the society and the politicians during this campaigning season not to use or utter any words that could be termed as hate speech. This is because the National Cohesion and Integration Commission (NCIC) is up to the task of bringing the culprits of hate speech to the courts so as to avoid incitement among different ethnic groups.

The commission is investigating three kikuyu musicians who are being interrogated about their songs which are termed to be spreading hate speech and campaigning for Uhuru Kenyatta (one of the presidential hopefuls). The NCIC flagged the songs, ‘Mwaka wa Hiti’ (year of the hyena) by De Mathew, Muigai wa Njoroge’s ‘Hague bound’ and ‘Uhuru ni Witu’ by Kamande wa Kioi after public complaints.

According to the National Cohesion and Integration Act, if the musicians are found guilty of hate speech, they will be liable to imprisonment for a term not exceeding three years or a fine of Sh1 million or both. NCIC therefore recommends that media use their Media Guidelines on monitoring hate speech in their coverage of elections and other activities.

The media is also now closely focusing so much on issues that are happening around the politician, which has seen a release of a book by Miguna Miguna unveiling the prime ministers betrayal after sacking him from power in the book entitled “Peeling off the mask”. The so-called ‘Migunaleaks’ book, the newspapers, internet blogs, twitter, TVs and radios are all competing to shape the thoughts of the audience about political actors.

Findings: Findings indicate that the theories that support the use of media messages and strategies and are related to politics and media include the “ agenda setting theory”, Culturalist theory, Class-dominant theory, Limited-effects theory. Findings also indicate that countries in developed economies use all types of media to campaign for the politicians before and during campaign period. In addition, it was possible to conclude that the media have both intended and unintended roles in a liberal democracy.

The intended roles in a liberal democracy include voter education on various political issues, creating a forum for discussion, and acting as the “fourth estate”, while the unintended roles are political violence and conflict.

Originality value: The paper has original value since it has contributed to the pedagogic discourse on the centrality of the media in covering elections in Kenya. This paper significantly contributes to knowledge on the centrality of the media and the intended and unintended roles of the media in a diverse society characterized by a weak liberal democratic political system. Specifically, it tracks the role of media ethics in escalating fragile politics into politically motivated violence during elections and referendums.

Recommendations
The paper recommends that further studies should be done on the ways in which the media in Kenya can ensure adherence to the “media code of ethics”, media guidelines in the constitution and communications act, as well as in the National Cohesion media monitoring guidelines, among others. Adherence to ethical coverage of elections will, hopefully, therefore reduce the unintended negative consequences it has on the audience.

Specifically, there is need for all stakeholders to critically look at what structures need to be put in place to make media reduce its negative effect on election violence? How one needs to isolate the intended consequences from unintended consequences so as to know what to criminalize and what not to criminalize? And also explore the extent to which media freedom should be enjoyed, and when it should not be abused!

Conclusion
Coverage of media elections can be a great challenge, especially in a country like Kenya where tribal following is so intense. Kenyans need to rise above negative issues like tribal worship, ethnicity and be objective in their choice of leaders. Indeed, they need to think and act in the creation of a united country. To this end, we at NCIC have come up with a Kenya Kwanza Charter which I will all encourage you to sign and live up-to and encourage the practice of the values enshrined therein (see attached charter sign and return to me for update of all wishing that Kenya remains a country where people co-exist harmoniously and in peace).