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Zambia’s Media Wars

A Critical Analysis of Media coverage of the 2008 Presidential By-Election in

Zambia

Executive SummaryMedia scholars have long being intrigued to examine the role of the media in the

electoral process of any democratic society especially during election campaigns.

The media are expected to educate and inform the electorate on the activities of

various players in the political arena. The purpose of this study is to critically

analyse the media content of both state and private media to determine how the

run up to the 2008 presidential by-election was covered in Zambia. The research

specifically analysed the content of news stories. The study revealed significant

findings relating to how the selected media houses covered the aforementioned

election. Both the quantitative and qualitative analyses showed that there was

considerable amount of bias and in some cases lack of objectivity in the way the

media coverage of the elections was done. Reportage based on political

inclination was conspicuous confirming assertions that the public media were

more likely to favour the party in government while the private media favoured

the opposition parties. Bias and subjectivity was evident in the number and type

of stories covered the number and status of sources quoted the pictures and the

accompanying captions, the number of stories that directly quoted the four

contesting presidential candidates and the usage of language in the stories. The

other findings based on personal interviews with key informants of the various

media houses, revealed that they had a great desire to cover the elections in a

much fairer way than they did previously but media ownership was the major

stumbling block in this quest. This was a factor among the respondents from the

public media. In addition, coverage was adversely affected by lack of both

financial and human resources. The study also learnt that with the exception of

ZNBC the other media houses sampled did not have in – house policies to guide

coverage of elections. The study came to a conclusion that coverage of the 30 th

October 2008 presidential by- election campaign was not fair hence the

recommendation that the media must take deliberate measures to ensure that

election coverage is done in a fair, objective, balanced and ethical way.

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Table of Content

Executive Summary..........................................................................................................iList of tables...................................................................................................................ivList of Abbreviations and Acronyms...............................................................................v

CHAPTER ONE: INTRODUCTION, BACKGROUND AND RATIONALE............11.0 Introduction................................................................................................................11.2 Background................................................................................................................21.3 Significance of the study............................................................................................3

CHAPTER TWO: STUDY OBJECTIVES AND METHODOLOGY.........................42.0 General objective.......................................................................................................42.1 Methodology..............................................................................................................42.2 Research Design........................................................................................................42.3 Definition of analytical categories.............................................................................52.4 Sampling of the media and dates...............................................................................62.5 Data Collection and Analysis.....................................................................................7

CHAPTER THREE: SUMMARY OF THE MEDIA IN ZAMBIA..............................83.0 Overview....................................................................................................................83.1 Print media.................................................................................................................93.2 Broadcasting..............................................................................................................93.3 News Agency...........................................................................................................113.4 Limitations of the study: Lessons Learnt.................................................................11

CHAPTER FOUR: STUDY RESULTS AND ANALYSIS..........................................134.0 Key findings and quantitative analysis....................................................................13

4.1.0 The Times of Zambia..............................................................................................144.1.1 Number of stories..................................................................................................144.1.2 Number of front page election stories...................................................................144.1.3 Number of sources used in the election stories.....................................................154.1.4 Number of lead stories published.........................................................................154.1.5 Number of pictures published...............................................................................164.1.6 Number of stories about presidential candidates..................................................16

4.2.0 The Zambia Daily Mail..........................................................................................174.2.1 Number of election stories....................................................................................174.2.2 Number of front page stories................................................................................174.2.3 Number of sources................................................................................................184.2.4 Number of lead stories..........................................................................................184.2.5 Number of pictures...............................................................................................194.2.6 Number of stories about presidential candidates..................................................19

4.3.0 The Post Newspaper...............................................................................................204.3.1 Number of stories..................................................................................................204.3.2 Number of front page stories................................................................................204.3.3 Number of sources................................................................................................21

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4.3.4 Number of lead stories..........................................................................................214.3.5 Number of pictures...............................................................................................224.3.6 Number of stories about presidential candidates..................................................22

4.4.0 The Zambia National Broadcasting Corporation (ZNBC).................................234.4.1 Number of stories..................................................................................................234.4.2 Number of headline stories...................................................................................234.4.3 Number of sources................................................................................................244.4.4 Number of pictures...............................................................................................244.4.5 Number of stories about presidential candidates..................................................254.5.0 Comparative analysis of media coverage.............................................................264.5.1 Number of stories in all the four media houses....................................................264.5.2 Number of sources in all the media houses..........................................................274.5.3 Number of stories with female sources in all the four media houses...................274.5.4 Number of stories about presidential candidates for all media houses.................284.6.0 Comparative print media analysis.........................................................................294.6.1 Number of lead stories in the three dailies...........................................................294.6.2 Number of front page stories in the three dailies..................................................294.7. Qualitative Analysis................................................................................................304.8.0 Thematic analysis of media content......................................................................314.8.1 Headlines and nature of stories.............................................................................314.8.2 Sources quoted for the stories...............................................................................344.8.3 Picture analysis and language of captions............................................................364.9.0 Other findings from interviews.............................................................................384.9.1 Self – assessment of how selected media covered the October 30 presidential by-election...........................................................................................................................394.9.2 Existence of an in – house policy for covering elections.....................................404.9.3 Description of the electoral laws in Zambia.........................................................414.9.4 Impact of the actions of the electoral body on coverage of elections...................414.9.5 Successes and Challenges of media coverage......................................................424.9.6 Suggestions for media coverage of future elections.............................................43

CHAPTER FIVE: RECOMMEDNDATIONS AND CONCLUSION.......................44

Appendix A Zambia Daily Mail: Summary of coverage..............................................48Appendix B The Post Newspaper: Summary of coverage...........................................53Appendix C The Times of Zambia: Summary of coverage.........................................57Appendix E Summary of coverage for all media houses..............................................64Appendix F Electoral Code of Conduct 2006................................................................70Appendix G ZNBC Guidelines and Principles for coverage of elections.........................71

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List of tables

Table 1 Distribution of stories covered by the Times of Zambia

Table 2 Number of front page stories

Table 3 Distribution of sources quoted in the election stories

Table 4 Distribution of lead stories published

Table 5 Distribution of pictures published

Table 6 Number of stories about presidential candidates

Table 7 Number of stories covered by the Daily Mail



Table 10 Number of lead stories published

Table 11 Number of pictures published


Table 13 Distribution of stories covered by the Post Newspaper



Table16 Distribution of lead stories published

Table 17 Number of pictures published

Table18 Number of stories about presidential candidates

Table19 Number of news items covered by ZNBC

Table 20 Distribution of headline news stories aired by ZNBC

Table 21 Distribution of sources of news quoted

Table 22 Number of pictures aired by ZNBC


Table 24 Number of stories covered by the 4 media houses analysed

Table 25 Number of sources quoted for election news stories in the 4 media houses

Table 26 Distribution of the number of female sources quoted

Table 27 Distribution of stories about presidential candidates

Table 28 Number of lead stories in the print media

Table 29 Distribution of front page stories published in the 3 newspapers

iv

List of Abbreviations and Acronyms

MMD Movement for Multiparty Democracy

PF Patriotic Front

HP Heritage Party

UPND United Party for National Development

ZNBC Zambia National Broadcasting Corporation

ECZ Electoral Commission of Zambia

Brig. Gen. Brigadier General

KWIC Key words in context

UNIP United National Independence Party

ZANIS Zambia News and Information Services

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CHAPTER ONE: INTRODUCTION, BACKGROUND AND RATIONALE

1.0 Introduction

The mass media are essential to the conduct of democratic elections. A free and

fair election is not only about casting a vote in proper conditions, but also about

having adequate information about parties, policies, candidates and the election

process. The coverage of the elections in the media and its analysis of candidate

platforms and election issues provide voters with information they need to make

an informed choice on the voting day.

Though the primary concern of election coverage is the right of voters to full and

accurate information, parties and candidates are entitled to use the media to get

their messages across to the electorate. Thus the media have a duty to report

freely and to scrutinise the whole election process without any bias.

This research is an attempt to do quantitative well as qualitative analyses of the

media’s coverage of the campaign activities of political parties in the run up to the

30th October 2008 presidential by – election in Zambia. The study revealed that

the coverage of elections was not fair, balanced, and objective and to some

extent it was unethical. The coverage tended to favour some presidential

candidates over the others and in some instances coverage tended to

concentrate on tarnishing the image of certain candidates while attempting to

promote others. Bias was clearly demonstrated quantitatively in that some

political parties enjoyed massive and positive coverage while others were not

given adequate coverage. The study also revealed that while some media

houses granted coverage to certain candidates, the coverage was in most cases

negative and bent on bringing shame on the candidates.

The issue of ownership also stood out most prominently as a hindrance to fair

coverage of elections especially by the public media.

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1.2 Background

The important role of the media in covering elections was brought to the fore

following the demise of Zambia’s president His Excellency Levy Patrick

Mwanawasa, SC on 19th August 2008. The president died in a Paris Military

Hospital following a stroke that he suffered in Egypt during the African Union

Heads of State Summit earlier in June 2008.

President Mwanawasa’s death necessitated a Presidential by-election, in

accordance with Zambia’s constitution. According to the constitution, a

Presidential by-election must take place within 90 days following the death of an

incumbent President.

After the country mourned and interred the late president on the 3 rd of September

2008 and following the end of the power struggle in the ruling party regarding the

choice of the presidential candidate, the whole nation was gripped with the

euphoria of the impending election. The media also rose to the occasion and

reported the various aspects of the election process including the campaigns.

The role of the media in the coverage of elections in Zambia is recognised even

in the statutory instruments. For instance, under statutory instrument No. 90 of

2006, the Electoral Code of Conduct Regulations makes specific reference to the

duties of the media regarding the coverage of elections. Among other things, the

media in Zambia are to provide fair and balanced reporting of the campaigns,

policies, meetings, rallies and press conferences of all registered political parties

and candidates during the period of campaigning. In addition, some media

houses have policies to guide them in their coverage of elections. For example,

the Zambia National Broadcasting Corporation even published in the press the

guidelines and principles that would govern the corporation’s coverage of the

October 30th presidential elections. The first guideline acknowledged the need to

provide the electorate with accurate, fair, impartial and balanced information

about the election procedures and the positions of political parties on issues.

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1.3 Significance of the studyParliamentary and presidential elections the world over attract massive media

coverage by both local and international media practitioners. And consequently

many researchers are keen to evaluate and analyse how the entire election

process was managed including the media coverage accorded to the elections.

This study is significant in the sense that while previously the nation knew and

therefore prepared for the elections to come this time around nobody anticipated

that the country would have to hold presidential elections before the year 2011.

Given this circumstance, it was then worthwhile to assess how the media

performed in terms of the coverage of the whole electoral process especially the

coverage accorded to the contesting parties’ campaign activities. The study also

helps to show whether professionalism was maintained considering the

uniqueness of the 2008 elections and all the emotions attached to them.

The other factor that made the study significant was that all contending parties

had realised the importance of the media in disseminating their campaign

messages owing to the short period that they had to carry out effective

campaigns in all parts of the country. The media therefore were relied upon by all

the political parties to convey their messages and such a situation would easily

tempt journalists to compromise their objectivity. The study is also significant in

the sense that the findings would help to improve media coverage of future

elections. And assist MISA and other media organisations in coming up with

strategies and activities to assist the media.

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CHAPTER TWO: STUDY OBJECTIVES AND METHODOLOGY

2.0 General objectiveThe general objective of the study is to critically analyse how the media, both

state and private, covered the run up to the 2008 presidential by-election in

Zambia.

The specific objectives of the study are to:

(a) Evaluate how selected media houses in Zambia covered the October 2008

presidential by elections.

(b) Assess the level to which the media adhered to the provisions of the

electoral code of conduct regulations.

(c) Determine the extent to which media organisations followed their policies

regarding reporting of elections.

(d) Identify successes and challenges faced by the media during the coverage

of the 2008 presidential elections.

2.1 Methodology

2.2 Research DesignA comparative, descriptive and analytical study was envisaged. This study

employed a triangulated approach that was empirically based and used both

qualitative and quantitative methods such as desk review and fieldwork. It

employed specifically, content analysis of selected media institutions and

personal interviews with editors of the institutions. The choice of content analysis

was based on the understanding that the technique is objective, systematic and it

had several advantages for this particular study. Hansen (1998. p. 91) noted that

if you want to describe and analyse media content in a more comprehensive way,

a way less prone to subjective selectiveness and idiosyncrasies, then you must

employ a systematic method. Content analysis is such method for the systematic

analysis of communications content. Content analysis was also supported by

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frame analysis which showed how aspects of the language and structure of news

items emphasised certain aspects (and omitted others). The ‘content’ referred to

words, meanings, pictures, symbols, ideas, themes, or any message that could

have been communicated. The ‘text’ was anything written, visual, or spoken that

served as a medium for communication” (Neuman 1997).

Shoemaker and Reese (1996) noted that media content was characterised by a

wide range of phenomena including the medium, production techniques,

messages, sources quoted or referred to, and context, and they said that the task

of content analysis was to impose some sort of order on these phenomena in

order to grasp their meaning adding that part of the ordering process consisted of

singling out the key features which were important and to which attention would

be paid. Quantitative content analysis collects data about media content such as

topics or issues, volume of mentions, ‘messages’ determined by key words in

context (KWIC), circulation of the media (audience reach) and frequency.

Neuendorf (2002) said that what is important is that both content and form

characteristics have to be considered in every content analysis conducted. Form

characteristics are often extremely important mediators of the content elements.

The above-mentioned strengths of content analysis made it the best method for

examining how the media in Zambia covered the 2008 elections. Suffice to note

that not all aspects mentioned above were included for analysis but the valuables

chosen were adequate for this study.

2.3 Definition of analytical categories

All news articles in the print media irrespective of size were regarded as

adequate and sufficient indication of the type and extent of coverage in the three

daily newspapers. Similarly for the broadcast media emphasis was placed on the

news bulletin. Other dimensions of counting and analysis were based on themes

such as frequency of coverage, placement of stories in the paper or in the

5

bulletin, language used, sources quoted and gender dynamics. The study sought

to analyse the following aspects:

Overall media coverage of the Presidential by-election in terms of fairness,

balance and objectivity

Space and or airtime given to the contesting political parties on election

stories, focusing on sources used or quoted and gender dimensions.

The extent to which the electoral laws were adhered to in relation to what

they provide for during elections and whether they were adequate or not.

Determine the extent to which media houses adhered to the in – house

guidelines for election coverage.

Identify both successes and challenges (constraints) to the coverage of

elections by the media in Zambia with a view to improving the coverage of

future elections.

Identify Government or electoral body actions that could have inhibited

media coverage of the elections.

2.4 Sampling of the media and datesThe selection of media houses for the study was made with full knowledge of

how the media in Zambia are divided. From the print media the Times of

Zambia, the Zambia Daily Mail and the Post newspaper were selected because

they are circulate to most parts of the country. In addition, these newspapers are

published daily and this was significant for sampling purposes and for

consistency in terms of data collection and analysis. However, for comparison

and analysis purposes, it is important to note that two of these newspapers, the

Times of Zambia and the Zambia Daily Mail are state owned publications

whereas the Post Newspaper is a leading privately owned paper.

The selection of two state owned newspapers was equally strategic to facilitate

analysis in terms of similarities and differences between two newspapers of

similar nature. From the electronic media the selection of the Zambia National

Broadcasting Corporation a state controlled station despite it being a public

6

broadcaster was based on the fact that ZNBC (both radio and television) covers

almost all the parts of the country.

Regarding the sampling period the study focused on the dates starting from the

8th to the 30th of October which was the actual polling day. Monday 8 th October

2008 was specifically chosen because by then it was clear that Mr. Rupiah

Banda had been selected as the presidential candidate for the ruling Movement

for Multiparty Democracy. Prior to this date, much of the media coverage was on

the funeral of the late president and the struggle in the ruling party concerning

who would succeed the late President and become be the party’s presidential

candidate. The study analysed media coverage of the campaign period on

Mondays, Wednesdays and Fridays including Tuesday the 30th of October 2008.

2.5 Data Collection and AnalysisMaterial for analysis was obtained from news stories published or aired in the

selected newspapers and the broadcasting station. This constituted material for

both qualitative and quantitative analyses while in-depth interviews were

conducted with key informants of the selected media houses. A review of the

electoral law was done to determine whether media houses did adhere to the

provisions of the law. Both the quantitative and qualitative analyses of media

coverage were done manually. While the researcher acknowledged that

advances in technology have rendered conducting content analysis manually a

waste of time, there is also considerable evidence suggesting that computer

assisted coding has its own challenges. For instance, automated content analysis

makes mostly arbitrary associations between words and phrases.

7

CHAPTER THREE: SUMMARY OF THE MEDIA IN ZAMBIA

3.0 OverviewThe word media can be used to refer to any means that facilitates dissemination

of information. However, for the purposes of this study the media in Zambia

would be discussed in the context of radio, television and newspapers. The

existence and operation of the media in Zambia like everywhere in the world is

shaped by political, economic, educational, and social conditions, but the media

can also help shape things.

Preceding the transition to the new political system in Zambia (from one party

participatory democracy to multiparty democracy) the media were largely state

owned and the content was mainly influenced by the political elite at that time.

However, the wave of democracy brought in the Movement for Multiparty

Democracy (MMD) in November 1991. The new democratically elected

government promised to reinstate and promote press freedom. It pledged to

restrain itself from meddling into the practice of journalism and encouraged the

sense of entrepreneurship in both the electronic and print media. Those with the

means to start up private radio and television outlets were encouraged to apply

for licenses. The commitment the MMD government had towards media reforms

in Zambia was evidently expressed in its manifesto. The document stated that

MMD believed that freedom of expression and the right to information were basic

human rights. The party also valued the role of journalists in the promotion of

democracy and development. The manifesto also pledged to allow all bona fide

accredited journalists to perform their duties without hindrance, (Chirwa, 1997).

However, while the new MMD government was eager to encourage the

proliferation of privately owned media in Zambia, it resisted and ignored calls to

privatise the state owned media. To date the public media are largely used to

defend the government from criticisms. They have remained pro-government and

being used to project the viewpoint of the government of the day. Very little room

has been given to people with dissenting views especially opposition political

parties.

8

3.1 Print mediaThe print media in Zambia today is dominated by three daily newspapers namely

the Zambia Daily Mail, the Times of Zambia and the Post Newspaper. The Times

and the Mail are both state-owned and controlled while the Post is privately

owned. It is however difficult to obtain the precise figures in terms of the

circulation but approximately the range is between 25,000 and 50,000. The

country has also some weekly newspapers notably the Weekly Angel, the

Guardian Weekly, the Monitor. Two teaching newspapers are also published in

Lusaka, the Beacon by students from Evelyn Hone College journalism section

and the Lusaka Star by students from the University of Zambia Mass

Communication department. Some of these newspapers are also published

online.

3.2 BroadcastingThe broadcasting industry in Zambia has continued to expand especially radio

broadcasting. However the Zambia National Broadcasting Corporation (ZNBC),

both radio and television has continued to dominate the air waves because the

ZNBC signal reaches many parts of the country. By law the Corporation is

mandated to receive TV license fees from those who own television sets though

the government has continued to subsidise its operations. ZNBC is still under the

close eye of the government of the day and it has been highly criticised for its

bias in news coverage and other current affairs programs. News is still presented

in the hierarchical order starting with the head of state or some high ranking party

official from the ruling party. Many opposition views have not been heard on

ZNBC.

Other television stations operating in Zambia include Muvi Television, a private,

commercial station, Mobi Television another private station and Trinity

Broadcasting Network (TBN) Lusaka which also broadcasts to Kitwe, and TBN

Kabwe. TBN is an extension of the United States based Trinity Broadcasting

9

Network (TBN). But all these station have limited coverage, hardly reaching more

than 50kms radius. Multichoice Zambia, a satellite subscription service whose

headquarters are in Johannesburg, South Africa is also operational in the

country.

Radio broadcasting is proving to be a fast growing industry in the country. Banda

(2006) observed that the promulgation of the ZNBC (Licensing) Regulations led

to the emergence of private, commercial and religious radio stations. The first

private radio station to be set up in 1994 was Radio Christian Voice, followed by

Radio Phoenix in 1996 broadcasting on FM. The country has since seen a

proliferation of many commercial, community and religious radio stations. For

instance, Zambia has now more than 30 community radio stations dotted all over

the country and many of them are owned by the Catholic Church. Those on full

broadcast include the following: radio Sky FM (Private) in Monze and

broadcasting to the entire southern province and to Lusaka, Central and parts of

Southern provinces; Yatsani (Catholic- owned community) in Lusaka. Others

include radio Chikuni in Monze (Catholic -owned community), Yangeni (Catholic-

owned community) in Mansa, Radio Musi-O-Tunya (Catholic- owned community)

in Livingstone, Radios Maria and Icengelo (Catholic -owned community)

broadcasting to Chipata and the entire Copperbelt respectively and radio Oblates

Liseli (Catholic-owned community) broadcasting to Mongu and surrounding areas

of western province. Others include Radio Mazabuka (Community) in Mazabuka,

Chikaya (Community) in Lundazi, Petauke Explorers (Private) and PASME

(Community) in Petauke, Mano (Community) in Kasama, Friends Committed to

Caring (FCC) Radio (Church owned community) in Solwezi, Radio Lyambai

(Community) in Mongu, Radio Mkushi (Community) in Mkushi, Radio Maranatha

(Seventh-day Adventist Church-owned community) in Kabwe, Breeze FM

(Private/commercial) in Chipata and Mphangwe (Community) in Katete. To this

list two educational community radio stations namely UNZA Radio and Hone FM

can be added. The former is run by the Department of Mass Communication of

10

the University of Zambia whilst the later is controlled by the Journalism

Department at Evelyn Hone College.

3.3 News AgencyIn terms of news agencies, Zambia has one official news agency called the

Zambia News and Information Services (ZANIS), born from the merger of the

Zambia Information Services (ZIS) and Zambia News Agency (ZANA). The

agency gathers and distributes news within and outside Zambia and it has

Bureaus in most parts of the country.

3.4 Limitations of the study: Lessons Learnt

The study experience brought to the fore the following lessons: -

The major limitation of the study was inadequate time considering that the

study design employed a triangulated approach which required substantial

amount of time. Such a study could not be undertaken in a month because

identifying and reading through the news articles was very involving for a

lone researcher. For future studies, researchers should be engaged as

soon as the campaigns commence so that the recording, counting and

analysis can be done as the activities are being reported. This is crucial for

the electronic media where it might not be possible to have access to the

material especially if the study is done several months after the election

period. This was the experience with Muvi Television where none of the

material for the study period was made available to the researcher

because the station could not locate it. The station was initially supposed

to be the other electronic media house to be studied but it was later learnt

that the news bulletins could not be found. In the meantime, interviews

with the relevant staff had already been conducted.

Owing to the short period of time to carry out the study, it was not possible

to analyse news articles on a daily basis hence the decision to only look at

media content for three days of the week (Mondays, Wednesdays and

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Fridays). It would have been ideal to analyse content for all the days of the

campaign period. Similarly, if more time was allowed to carry out this study

it would have been perfect to analyse other media content such as feature

stories, editorials or other election programs on radio and television.

Securing interviews with key informants proved to be a challenge.

Generally people were suspicious about the study despite being assured

that the ultimate objective was to come up with the best ways to cover

elections in Zambia. The biggest hitch was the bureaucratic tendencies in

many organisations. It took long before consent was granted but even

after permission was given, the individuals authorised to be interviewed

kept on shifting the appointments. The extreme case was that of the Post

Newspaper, where the designated person could not even give the

researcher an audience. He kept on assuring the researcher through the

receptionist that he would make a telephone call to arrange for an

interview but this never happened despite the researcher making several

visits to the media house.

Due to the importance of this type of study it would have been ideal to

analyse content from several media outlets even outside Lusaka to have a

complete picture of how the media covered the elections. It would also

have provided a basis to compare and contrast the coverage.

12

CHAPTER FOUR: STUDY RESULTS AND ANALYSIS

4.0 Key findings and quantitative analysisThe study involved counting various aspects of media coverage. For instance

print media coverage involved counting variables such as the number of stories

covered by the three dailies in Zambia, the number of sources quoted, the

number of stories published on the front pages, the number of lead stories

published, the number of pictures published and finally the number of stories that

directly quoted the four presidential candidates. Electronic media quantitative

analysis considered variables such as the number of stories that were read as

part of the headlines, the number of stories about the elections in bulletins, the

number of sources and the number of pictures. Quantitative analysis was

embarked upon because it offered a strong basis for qualitative analysis.

Quantitative content analysis is an important tool for studying what is actually in

the media (Horning, 1996. p. 98). The method was useful for objective analysis

of material in the four media houses samples.

13

4.1.0 The Times of Zambia

4.1.1 Number of storiesThe Times of Zambia had a total number of 54 election related stories in the

period of the study. The majority 59.3% (32/54) of stories were about the MMD

followed by the UPND with 22.7% (12/54).The least covered party was the

Heritage Party with only 3.7% (2/54) of the total stories covered. The table below

represents the distribution of stories across the political parties covered in the

Times of Zambia.

Party Number of stories Percentage

MMD 32 59.3

PF 8 14.8

UPND 12 22.2

HP 2 3.7

TOTAL 54 100.0Table 1. Distribution of stories covered by the Times of Zambia

4.1.2 Number of front page election storiesThe Newspaper had a total number of 24 stories that occupied the front page

and 62.5% (15/24) belonged to the MMD followed by both PF and UPND with

16.7% (4/24) a piece. The Heritage party had only 4.2% (1/2). Table 2 depicts the

number of front page stories published in the Times of Zambia during the period of

study.

Party Number of front page stories PercentageMMD 15 62.5

PF 4 16.7

UPND 4 16.7

HP 1 4.2

TOTAL 24 100.0Table 2. Number of front page stories in the Times of Zambia

14

4.1.3 Number of sources used in the election stories The Times of Zambia had a total of 94 sources quoted for stories related to the

October elections. The majority of the sources 76.6% (72/94) sources in the

stories were from MMD followed by 12.8% (12/94) from the UPND. The Heritage

Party had the least number of sources 2.1% (2/94). Table 3 below shows the number

of sources involved in the news stories.

Party Number of sources Percentage

MMD 72 76.6

PF 8 8.5

UPND 12 12.8

HP 2 2.1

TOTAL 94 100.0Table 3. Distribution of sources quoted in the election stories in the Times of Zambia

4.1.4 Number of lead stories publishedThe paper had a total of 6 election lead stories and all of them 100% (6/6) were about the

MMD. Table 4 represents the number of lead stories published in the newspaper over the

period of study.

Party Number of lead stories Percentage

MMD 6 100.0

PF 0 0.0

UPND 0 0.0

HP 0 0.0

TOTAL 6 100.0Table 4. Distribution of lead stories published in the Times of Zambia

15

4.1.5 Number of pictures publishedThe Times of Zambia had a total number of 11 election related pictures. The

MMD accounted for the majority of these pictures with 81.8% (9/11) followed by

both the PF and HP with 9.1% each (1.11). The UPND did not have a single picture

published. Table 5 shows the number of pictures published.

Party Number of pictures Percentage

MMD 9 81.8

PF 1 9.1

UPND 0 0.0

HP 1 9.1

TOTAL 11 100.0Table 5. Distribution of pictures published in the Times of Zambia

4.1.6 Number of stories about presidential candidates The majority of the stories that directly involved the presidential candidates were

about Mr. Rupiah Banda with 50% (11/22) followed by Mr. Hakainde Hichilema

with 36% (8/22). The paper did not carry any story that directly quoted Heritage

Party president Brigadier General Godfrey Miyanda. Table 6 depicts the distribution of

stories that directly quoted presidential candidates.

Candidate’s Name Number of stories about candidates Percentage

Mr. Rupiah Banda 11 50

Mr. Michael Sata 3 14

Mr. Hakainde Hichilema 8 36

Brig. Gen. Godfrey Miyanda 0 0

TOTAL 22 100Table 6. Number of stories about presidential candidates in the Times of Zambia

16

4.2.0 The Zambia Daily Mail

4.2.1 Number of election storiesThe Daily Mail carried a total number of 30 election related news stories and the

majority of them 63.3% (19/30) were about the MMD followed by PF with 26.7%

(8/30). The least covered party was the HP with no story at all. Table 7 below

shows the distribution of election stories covered in the Daily Mail.

Party Number of stories PercentageMMD 19 63.3

PF 8 26.7

UPND 3 10.0

HP 0 0.0

TOTAL 30 100.0Table 7. Number of stories covered by the Daily Mail

4.2.2 Number of front page storiesThe paper carried 22 front page stories about the elections and 63.6% (14/22)

were about the MMD followed by 27.3% (6/22) for the PF while the HP was the

least with no front page story. Table 8 below indicates the distribution of front

page stories covered in the Daily Mail during the period of the study.

Party Number of front page stories Percentage

MMD 14 63.6

PF 6 27.3

UPND 2 9.1

HP 0 0.0

TOTAL 22 100.0Table 8. Number of front page stories in the Daily Mail

17

4.2.3 Number of sourcesA total number of 51 sources were quoted for the stories regarding the elections. The

MMD had a huge number of sources quoted 76.5% (39/51) followed by the PF with

17.6% (9/51). Table 9 shows the number of sources used in the stories.

Party Number of sources PercentageMMD 39 76.5

PF 9 17.6

UPND 3 5.9

HP 0 0.0

TOTAL 51 100.0Table 9. Distribution of sources quoted for the election stories in the Daily Mail

4.2.4 Number of lead storiesThe Daily Mail published 8 lead stories and all of them were about the MMD.

Table 10 shows the number of lead stories published in the Daily Mail.

Party Number of lead stories Percentage

MMD 8 100.0

PF 0 0.0

UPND 0 0.0

HP 0 0.0

TOTAL 8 100.0Table 10. Number of lead stories published in the Daily Mail

18

4.2.5 Number of picturesA total of 19 pictures were published and the majority of them were about the MMD 52.6 per cent (10/19). The rest of the parties had 15.8 per cent (3/19) apiece. Table 11 indicates the number of pictures published in the Daily Mail.

Party Number of pictures PercentageMMD 10 52.6

PF 3 15.8

UPND 3 15.8

HP 3 15.8

TOTAL 19 100.0Table 11. Number of pictures published in the Daily Mail

4.2.6 Number of stories about presidential candidatesThe Daily Mail published a total of 18 stories that directly quoted the presidential

candidates. Mr. Rupiah Banda, Movement for Multiparty Democracy candidate

had the most number of stories with 61 per cent (11/18) followed by Patriotic

Front candidate Mr. Michael Sata with 28 per cent (5/18). Heritage Party candidate

Brigadier General Miyanda was not covered directly. Table 12 shows the distribution of

stories that quoted presidential candidates directly.






TOTAL 18 100.0Table 12. Number of stories about presidential candidates in the Daily Mail

19

4.3.0 The Post Newspaper

4.3.1 Number of storiesThe Post Newspaper carried a total of 43 election stories and 41.9 per cent

(18/43) were about the PF followed by the MMD with 34.9 per cent (15/43). The

HP was the least with 2.3 per cent (2/43). Table 13 depicts the distribution of

news stories covered in the Post Newspaper over the period of the study.

Party Number of stories Percentage

MMD 15 34.9

PF 18 41.9

UPND 9 20.9

HP 1 2.3

TOTAL 43 100.0Table 13. Distribution of stories covered in the Post

4.3.2 Number of front page storiesThe paper carried more stories about the MMD on its front page with 45 per cent

(9/20) followed closely by the PF with 40 per cent (8/20). The Post did not publish

any story about the Heritage on its front page from the copies sampled. Table 14 below

shows the total number of front page stories and the distribution across the political

parties.

Party Number of front page stories PercentageMMD 9 42.9

PF 9 42.9

UPND 3 14.3

HP 0 0.0

TOTAL 21 100.0Table 14. Number of front page stories in the Post

20

4.3.3 Number of sourcesA total number of 69 sources were quoted and 42 per cent (29/69) were MMD

sources followed by the PF with 39.1 per cent (27/69). The Heritage party had

the least number of sources quoted accounting only for 1.4 per cent (1/69). Table

15 below shows the distribution of sources quoted for election news stories.


MMD 29 42.0

PF 27 39.1

UPND 12 17.4

HP 1 1.4

TOTAL 69 100.0Table 15. Distribution of sources quoted in the election stories in the Post

4.3.4 Number of lead storiesA total of 11 lead stories where published and the majority 63.6 per cent (7/11)

were about the Patriotic Front followed by the MMD with 36.4 per cent (4/11).

Both the United Party for National Development (UPND) and the Heritage Party

did not have a lead story published about them. Table16 depicts the distribution

of lead stories published in the Post Newspaper for the period of the study.

Party Number of lead stories PercentageMMD 4 36.4

PF 7 63.6

UPND 0 0.0

HP 0 0.0

TOTAL 11 100.0Table 16. Distribution of lead stories published in the Post

21

4.3.5 Number of picturesThe Post Newspaper had a record number of 27 pictures published. The Patriotic

Front had the largest number of pictures with 63.0 per cent (17/27) followed by

the Movement for Multiparty Democracy with 25.9 per cent (7/27). Table 17

below illustrates the distribution of pictures published in the Post Newspaper.

Party Number of pictures Percentage

MMD 7 25.9

PF 17 63.4

UPND 2 7.4

HP 1 3.7

TOTAL 27 100.0Table 17. Number of pictures published in the Post

4.3.6 Number of stories about presidential candidatesA total of 20 stories published in the Post did directly involve the presidential

candidates. Mr. Rupiah Banda of the MMD led with 40 per cent (8/20) followed by

Mr. Michael Sata of the Patriotic Front with 30 percent (6/20) while Brigadier General of

the Heritage Party was the least candidate with the number of stories directly quoting him

at 5 per cent (1/20). Table 18 below displays the distribution of stories that directly

quoted the presidential candidates in the October 2008 presidential elections.






TOTAL 20 100.0Table 18. Number of stories about presidential candidates in the Post

22

4.4.0 The Zambia National Broadcasting Corporation (ZNBC)

4.4.1 Number of storiesThe Zambia National Broadcasting Corporation (ZNBC) aired a total of 40 news stories

about the elections in the period of the study. The MMD accounted for 65.0 per cent

(26/40) followed by the PF with 20.0 per cent (8/40) and the HP was the least party

covered with only 2.5 per cent (1/20). Table 19 below shows the distribution of election

news stories broadcast by ZNBC.

Party Number of stories PercentageMMD 26 65.0

PF 8 20.0

UPND 5 12.5

HP 1 2.5

TOTAL 40 100.0Table 19. Number of news items covered by ZNBC

4.4.2 Number of headline storiesThe majority of the headline items from the bulletins analysed were about the MMD with

60.0 per cent (6/10) followed by the PF on 30 per cent (3/10). Table 20 displays the

number of headlines broadcast by ZNBC.

Party Number of headline stories PercentageMMD 6 60.0

PF 3 30.0

UPND 1 10.0

HP 0 0.0

TOTAL 10 100.0Table 20. Distribution of headline news stories aired by ZNBC

23

4.4.3 Number of sourcesA total of 40 sources were quoted and the majority of them were MMD 65.0 per

cent (26/40). The PF was next with 20.0 per cent (8/40) while the HP had the least

number of sources quoted with 2.5 per cent (1/40). Table 21 below indicates the

distribution of sources quoted for election news items by ZNBC.


MMD 26 65.0

PF 8 20.0

UPND 5 12.5

HP 1 2.5

TOTAL 40 100.0Table 21. Distribution of sources of news quoted by ZNBC

4.4.4 Number of picturesA total of 22 pictures were aired in the news items during the run up to the presidential

elections and the majority of them involved the MMD 72.7 per cent (16/22) followed by

the PF with 18.2 per cent (4/22). Table 22 illustrates the distribution of pictures aired in

the news bulletins during the sampled days.

Party Number of pictures PercentageMMD 16 72.7

PF 4 18.2

UPND 2 9.1

HP 0 0.0

TOTAL 22 100.0Table 22. Number of pictures aired by ZNBC

24

4.4.5 Number of stories about presidential candidatesMr. Rupiah Banda was the presidential candidate with the highest number of

news items which directly quoted him, 58 per cent (11/19) followed by Mr.

Michael Sata and Mr. Hakainde Hichilema with 21 per cent (4/11) a piece. Table

23 below indicates the distribution of stories that directly involved the presidential

candidates aired on ZNBC news.






TOTAL 19 100.0Table 23. Number of stories about presidential candidates

25

4.5.0 Comparative analysis of media coverageMedia coverage analysis of any phenomenon can be done on two levels, one

being on an individual medium basis and the other on the comparative basis. The

analysis below looks at how the four media houses faired in as far as election

coverage was concerned. The analysis was basically quantitative.

4.5.1 Number of stories in all the four media housesA total of 167 election news stories were analysed for this study. The Times of

Zambia had the largest number of stories 32 per cent (54/167) followed by the

Post Newspaper 18 per cent (43/167). The Zambia Daily Mail had the least number

of stories with 18 per cent (30/167). Table 24 shows the number of stories covered by the

4 media houses sampled for the study.

Media House Number of stories Percentage

The Times of Zambia 54 32

The Zambia Daily Mail 30 18

The Post Newspaper 43 26

ZNBC 40 24

TOTAL 167 100.0Table 24. Number of stories covered by the 4 media houses analysed

26

4.5.2 Number of sources in all the media housesThe Times of Zambia had the largest number of people sourced for the election

stories 37 per cent (94/254) followed by the Post Newspaper with 27 per cent

(69/254). The media house with the least number of sources quoted was ZNBC 16 per

cent (40/254). Table 25 represents the distribution of the number of sources quoted in the

4 media houses sampled.

Media House Number of Sources Percentage




ZNBC 40 16

TOTAL 254 100.0Table 25. Number of sources quoted for election news stories in the 4 media houses

4.5.3 Number of stories with female sources in all the four media housesOnly 21 out of the total of 254 sources quoted for the election news items were

female. The distribution of sources was as follows; the Times of Zambia had the

highest at 38 per cent (8/21) closely followed by the Daily Mail with 33 per cent

(7/21) while ZNBC had the least number of female sources at 10 per cent (2/21). Table

26 shows the number female sources quoted.

Media House Female sources PercentageThe Times of Zambia 8 38



ZNBC 2 10

TOTAL 21 100.0Table 26. Distribution of the number of female sources quoted in the 4 media studied

27

4.5.4 Number of stories about presidential candidates for all media housesA total of 79 stories published quoted the presidential candidates directly. The

Times of Zambia had the largest number of stories about the presidential

candidates 28 per cent (22/79) followed by the Post Newspaper 25 per cent

(20/79). Table 27 shows the number of stories about the presidential candidates.

Media House Stories about candidates Percentage




ZNBC 19 24

TOTAL 79 100.0Table 27. Distribution of stories about presidential candidates in the 4 media houses studied

28

4.6.0 Comparative print media analysisThe following presentation of key findings focuses specifically on the comparative

analysis of the print media houses studied.

4.6.1 Number of lead stories in the three dailiesThe Post Newspaper had the largest number of lead news items about the

various campaign activities of political parties with 44 per cent (11/25) followed by

the Zambia Daily Mail 32 per cent (8/25) Table 28 depicts the distribution of lead

stories dedicated to the election stories.

Media House Number of Lead Stories Percentage




TOTAL 25 100.0Table 28. Number of lead stories in the print media

4.6.2 Number of front page stories in the three dailiesA total of 67 stories about the run up to the elections appeared on the front pages

of the three daily newspapers sampled. The Times of Zambia had the largest

number of stories on its front page 36 per cent (36/67) followed by the Zambia

Daily Mail 33 per cent (22/67) while the Post Newspaper had the least number of

stories about the elections on its front page 31 per cent (21/67). Table 29 shows the

number and distribution of front page stories.

Media House Number of Front Page Stories Percentage




TOTAL 67 100.0Table 29. Distribution of front page stories published in the 3 newspapers

29

4.7. Qualitative AnalysisThis study used both quantitative and qualitative content analysis to assess how

the selected media in Zambia covered the campaign activities of various political

parties leading to the October 30th presidential by- election. However quantitative

findings alone would not tell much about the nature of media coverage of

elections, thus it was important to provide more analysis by highlighting some

salient aspects that characterised the coverage of elections. Qualitative analysis

of the findings was cardinal to give perspective to the coverage. “Qualitative

methods rely on the interpretation and analysis of what people do and say

without making heavy use of measurement or numerical analysis (Horning, 1996.

p.5). The study therefore analysed various aspects such as tonal bias to assess

whether the stories were positive, neutral or negative. Other key text elements

studied included adjectives used in descriptions, tonal qualities such as

aggressiveness, sarcasm and emotional language. The analysis also involved

context factors such as the position and credibility of sources quoted which could

have affected meaning taken from the text. Other aspects of the analysis

included the types of pictures published or aired, the position of the stories in a

publication or bulletin, candidates with the most coverage. All these factors

helped to determine whether the media covered the elections in a fair, balanced

and objective manner. The study further used interviews with key informants from

the media houses studied. The interviews brought out a number of issues

relating to the coverage of the 30th October elections and future elections in

Zambia. Among other things respondents were asked to describe how their

media houses covered the elections in general, whether they had in-house

policies to guide them in covering elections, whether the electoral laws in Zambia

facilitated easy coverage of elections, the successes and challenges of election

coverage and finally what should be done to improve media coverage of future

elections in Zambia.

30

4.8.0 Thematic analysis of media contentAfter a careful study of the text some themes were developed. They included the

phrasing in the headlines, deliberate choice of headlines meant to embarrass

some candidates, quoting sources on what could be termed as controversial

topics, the language used to describe the campaign activities especially public

rallies, the number and type of sources quoted, the publications of pictures and

finally the gender perspective of coverage.

4.8.1 Headlines and nature of storiesThe analysis of headlines was specifically for the print media. By definition the

headline is meant to attract the attention of people and it must be a reflection of

the main theme of the story but it must be honest and not deceive people. In

addition, the reader must not find it difficult to distinguish between the quoted

words of the source and the opinion of the newspaper when he or she sees the

headline. The 2008 coverage of elections was characterised by a number of what

could be called “opinionated or suggestive” headlines. Some examples of such

headlines include; “Satamania Hits South”, (Post, 17/10/2008), “Banda’s Vision”,

(Times of Zambia, 27/10/2008), “Mongu Welcomes Sata”, (Post, 20/10/2008).

Other headlines and their accompanying stories were meant to “embarrass”

either the candidates or their political parties. The following are some of the

headlines that could be perceived as being meant to embarrass the parties

involved. “Sata counselled over KK” (Daily Mail, 10/10/2008). The story quoted

PF spokesperson, Given Lubinda advising his party president Michael Sata to

leave Dr. Kenneth Kaunda, the first republican president out of his campaign.

“Rupiah doesn’t control eastern province - Sata” (Post, 29/10/2008) was another

headline that could be considered as being meant to embarrass Mr. Banda

considering that he hailed from that province and it was expected that he would

be very popular in that province. Some headlines and stories were meant to

discredit both the candidates and other publications. One such story was about

the opinion poll that was allegedly conducted by Pangolin Consulting which put

Mr. Sata ahead of other presidential candidates. The Times of Zambia’s headline

31

read “Pangolin denies conducting opinion polls” (29/10/2008). Other headlines

that could be considered embarrassing or sarcastic were; “Squabbles rock

Rupiah’s campaign team” (Post, 08/10/2008), “Vote for akulu mphuno, Mpezeni

urges subjects” (13/10/2008), “Rupiah is sleepy – HH” (Post, 10/10/2008),

“Another eyewitness insists Rupiah bribed Sakala” (Post, 10/10/2008), “Banda

feels protected from witchcraft” (15/10/2008), “British image builders won’t make

dull Rupiah charismatic says Scott” (15/10/2008) and “Rupiah to deal with

anyone who disputes poll results” (17/10/2008).

There was also a predisposition in all the three dailies to deliberately pick quotes

on what could be classified as “controversial topics or issues” but meant to create

an impression in the minds of readers. The following are some of the headlines

and themes of stories that could be termed as controversial. “Accept polls results

says UPND member” (Times of Zambia, 27/10/2008). The Times of Zambia

quoted Mulilo Kabesha a representative of UPND during the Post Newspaper’s

Post Newsmakers forum in Kabwe. Mulilo was quoted as saying presidential

hopefuls needed to accept the results of the polls adding that whoever would

have emerged victorious from the polls needed to be supported by the loosing

candidates. This could be considered controversial because the official position

of the party then was that it would not accept the results if Mr. Banda emerged

victorious because the party had strong suspicion that the ruling party would rig

the elections in favour of Mr. Banda. The party president Mr. Hakainde Hichilema

was on many occasions quoted alleging that Mr. Rupiah Banda would not win an

election without rigging. For instance the Post on 20th October published a story

headlined “Rupiah can’t win without rigging – Hichilema”, in which the UPND

president had charged that the Electoral Commission of Zambia was facilitating

the rigging of elections in favour of Mr. Rupiah Banda. Another controversial

headline and story was “There will be no polls in 2011 – Sata” (Times of Zambia,

20/10/2008). The story quoted PF president at a rally in Kabwe as saying that

presidential elections would not be held in 2011 because whoever would have

been elected president would have to rule for five years. The controversy about

32

this headline and the story was that it attempted to create an impression that the

PF leader was dictatorial and he had already started exhibiting some signs that

he intended to stay in power for a long time. “Easterners will be considered

useless if they don’t vote for Rupiah – Tetamashimba” (Post, 24/10/2008) was

another controversial headline and story. The story quoted Benny

Tetamashimba (MMD Spokesperson) at a rally in Eastern Province suggesting

that the rest the country would not forgive easterners if they did not vote for Mr.

Banda. The headline and the story had the potential to cast the MMD and its

presidential candidate as being tribal. The story could also be seen to incite

people of Eastern province to get upset with the remarks and consequently

refuse to vote for the MMD candidate because the statement attributed to Mr.

Tetamashimba could be regarded as an insult. Other headlines that could be

regarded as controversial included “Sata threatens Sun hotel Managers” (Zambia

Daily Mail, 27/10/2008), “Image builders cause discomfort in MMD campaign”

(Post, 13/10/2008), “CBU students vow to vote against Rupiah” (Post,

30/10/2008) and “I will write off chief’s car loans – Sata” (Daily Mail, 29/10/2008).

The study also brought to fore the clear divide between the state-owned and

controlled and the privately-owned media in terms of the nature and tone of the

stories published. It was evident that the private media in this case the Post

Newspaper was very critical of the MMD candidate Mr. Rupiah Banda and the

majority of the stories published about the MMD and Mr. Banda in particular were

negative. Quantitatively one would get the impression that the MMD was well

covered but qualitatively that was not the case. Examples of negative stories

about the MMD and Mr. Banda were noted in the stories published under the

following headlines; “Squabbles rock Rupiah’s campaign team” (08/10/2008),

“Rupiah is sleepy” (10/10/2008), “Banda has confirmed his own dented image”

(10/10/2008), “Another eyewitness insists Rupiah bribed Sakala (10/10/2008),

“Image builders cause discomfort in MMD campaign” (13/10/2008), “Rupiah can’t

win without rigging – Hichilema” (20/10/2008), “MMD doesn’t deserve another

chance to rule – UPND councillor” (20/10/2008), “It’s over for Rupiah – Sata”

33

(30/10/2008) and “CBU students vow to vote against Rupiah” (30/10/2008).

However it was also apparent that the Post newspaper published stories about

the opposition PF that could be considered positive implying that the paper was

sympathetic to Mr. Sata. The other opposition parties also received uncritical

coverage in the Post. The following are some of the headlines of the stories

about the PF and Mr. Sata. “Sata promises not to stop Chiluba’s plunder cases”

(13/10/2008), “Chihana endorses Sata’s candidature” (13/10/2008), “Mongu

welcomes Sata” (20/10/2008), “Sata is winning – Munkombwe…if the MMD

makes a small mistake” , “FFTUZ backs Sata for president” (24/10/2008), “It’s

over for Rupiah – Sata”, “Chumbwe defects to PF” and “Sata is a leader for all –

PF member”, “I’m unstoppable – Sata” (27/10/2008), “Police try but fail to stop

Sata’s Mbala rally” (15/10/2008), “PF vows to uproot MMD in Chibombo”

(15/10/2008), “Satamania hits south” and “Admit political league is tough Sata

tells Rupiah” (17/10/2008), “Sata is unstoppable – Mulemfwe” (22/10/2008), “Dr.

Sacika vows to vote for Sata” and Zulu smells PF victory in eastern province”

(29/10/2008).

The public media both the print and electronic media published a lot of stories in

favour of the MMD and Mr. Banda. In terms of tonal bias all the stories were

positive in favour of the MMD. The coverage in the Post Newspaper on the other

hand was favourable to the opposition especially the Patriotic Front Leader Mr.

Michael Sata who received uncritical coverage. This was in sharp contrast to the

coverage accorded to Mr. Rupiah Banda of the MMD. The majority of stories

about the MMD in the Post were negative and some were meant to bring shame

to the then acting president.

4.8.2 Sources quoted for the storiesNews sources are vital for the provision of information to various media houses.

However, these sources ought to be credible. Source credibility is related to the

quality aspect of news coverage. The aspect of sources was analysed from both

the quantitative and qualitative perspectives. The quantitative perspective

34

compared the number of sources quoted from all the four contesting parties while

the qualitative focused on the position or status of the individuals quoted. An

attempt was also made to count the number of stories that directly quoted the

presidential candidates to determine the candidate who enjoyed massive media

coverage. The study revealed that the majority of sources quoted in the three

public media institutions namely the Times of Zambia, Zambia Daily Mail and

ZNBC were from the ruling MMD. For instance the Times of Zambia had a total

of 94 sources quoted in the stories and 72 of them were from the MMD, the

Zambia Daily Mail had 51 sources and 39 of them were MMD, while ZNBC had

40 and 26 were MMD. The same pattern was noted with stories that directly

quoted presidential candidates. The Times had a total of 30 stories that quoted

the four candidates and 19 stories were about the MMD candidate Mr. Banda,

the Daily Mail had 11 stories out of the total of 18 while ZNBC quoted Mr. Banda

11 times out of the total of 19 stories about the presidential candidates. Refer to

tables 3, 9, 15, and 21 for the number and distribution of sources quoted. The

general trend was that on average four sources were quoted for stories involving

the MMD as opposed to single sourced stories about the opposition. However,

some semblance of balance was noted in the Post Newspaper in as far as the

number of sources was concerned. The Post had a total of 69 sources and 29

were MMD while PF had 27 but even then other two political parties were not well

represented. The same pattern was evident in the stories about the presidential

candidates. A total of 20 stories were published about the candidates and 8 were

about Mr. Banda, 6 about Mr. Sata and 5 about Mr. Hichilema.

In addition to the imbalance in the number of sources used, it was also evident

that the “apparent support” that the media houses rendered to some candidates

had a bearing on the choice of sources. It was generally observed that the public

media solicited more comments from prominent members of government or the

ruling MMD for stories about the ruling party while sources from the opposition

had low standing in the party and some of them were unknown and in some

cases sources made comments that were contrary to the position of the party.

35

Picture analysis and language of captions

A news story without an accompanying picture is different from a story with

picture(s). This difference is more cardinal for the electronic media and television

in particular. Pictures bring about realism of events and provide some proof that

the evident happened and the reporter was present. In fact some pictures tell

better stories than words can describe thus pictures are key components in the

media coverage of world events. The media can deliberately deceive or present

the true picture through the use of images. Pictorial analysis of the coverage of

the 2008 election campaigns revealed serious attempts by the sampled media in

Zambia to engage in agenda setting. The portrayal of some candidates through

pictures clearly showed that the media houses had intentionally decided to

promote their preferred candidates while at the same time others attempted to

embarrass some candidates. Quantitative analysis showed that the public media

especially the print media did not highlight the activities of the opposition parties

in as far as pictures were concerned. The majority of pictures published were

about the ruling party and the few pictures about the opposition parties were

mainly file pictures and many of them were portrait pictures. To put this point into

perspective, the Times of Zambia published 9 pictures about the MMD out of the

total of 11 pictures; the Daily Mail had 10 pictures about the MMD out of the total

of 19 pictures while ZNBC aired a total of 22 stories with pictures and 16

belonged to the MMD. For the description of the types of pictures refer to

appendix A. It is however, worthy to note that the Daily Mail on two occasions

published pictures which captured the campaign activities of all contesting

political parties on the same page. On the 20th of October the paper published

pictures of crowds that attended public rallies addressed by the four presidential

candidates at different venues though Mr. Banda had two pictures on the same

page. The pictures were under the headline “Countdown to October 30:

Campaign trails in pictures”. On 27th October 2008 the Daily Mail also published

pictures about the rallies held by the four candidates. In addition, the paper

36

published the portrait pictures of the four candidates under the headline;

“Presidential Campaigns in pictures: Three days to go”.

The Post Newspaper on the other hand had the largest number of pictures

totalling 27 and the majority of them were about the campaign activities of the

Patriotic Front and Mr. Sata in particular. Statistically, the Post published 17

pictures about the PF against 7 about the MMD, 2 about the UPND and one

about the HP. It was very evident that the Post had rendered its support to the

candidature of Mr. Sata and strongly criticised the then Acting President Mr.

Banda. The pictures published portrayed Mr. Sata’s rallies to have been well

attended and the descriptions of the rallies were full of adjectives such as

“mammoth”, “huge” “well attend” and “massive” while in contrast pictures of Mr.

Banda’s campaign rallies depicted poor attendance and mainly by children.

Below are some descriptions of the pictures and the accompanying captions; on

8th 0ctober the paper published a front page picture captioned “Children singing

in support of the Vice – President at Choma Trades”. This was in sharp contrast

with the picture of Mr. Sata addressing a rally in Mwansabombwe on the same

front page. The picture depicted a crowd of people at a rally addressed by Mr.

Sata. On Friday 17th October a front page picture of the bus decorated with the

MMD’s campaign posters was published. Mr. Banda could not be seen in the

picture though the caption read, “Pupils at Chibansa airstrip in Mpika welcoming

Vice President Banda on Monday”. Again on 29th of October the Post published

two pictures captured at rallies held by Mr. Banda. The captions for the two

pictures read; “Kanini Basic School pupils welcoming Rupiah Banda at Green

Village in Ndola shortly before a campaign rally” and “Children flagging MMD

symbols to Rupiah Banda at a rally in Chingola”. Mr. Banda was not visible in

both pictures. And on 10th October the paper carried a picture of Mr. Banda and

Southern Province Minister Daniel Munkombwe with the caption which read

“POLITICS OF BENEFITS: Southern Province Minister Daniel Munkombwe

kneeling before Vice-president Banda at a rally in Mazabuka. However, a

remarkable difference in approach was noted in relation to the pictures about the

37

Patriotic Front leader Mr. Michael Sata. On 13th October the Post published two

pictures of Mr. Sata visiting patients at Chilonga Mission Hospital and one of the

patients was Chief Chikwanda. On 22nd of October two pictures one on the front

page and the other on page four were published showing the crowd that attended

Mr. Sata’s rallies in Senanga but what was of interest was the wording of the

caption. The caption on the front page read, “Senenga listens to Sata on Monday

after a downpour failed to stop his rally” and the caption for the picture on page

four read, “Senenga residents on Monday braved the rains to listen to Sata”.

It was also interesting to note that on 30th October the Post did not carry any

pictures from the rally held by the then vice president Rupiah Banda in Mandevu

but published two pictures about Mr. Sata’s rally at Woodlands Stadium. Pictures

about Mr. Hichilema’s rally in Kanyama Township were also published in the

Post.

Other findings from interviews

The study also involved conducting interviews with key personnel in the sampled

media houses. The main objective was to have deeper insights into how the

media felt they covered the elections in order to establish the correlation between

the quantitative and qualitative findings of the study and the self-assessment of

individuals in the media. The interviews sought answers to the following

questions; the description of individual media house’s coverage of the run up to

the October 30th 2008 presidential by elections, whether they had in-house policy

regarding election coverage and if they did adhere to it, the adequacy of the

electoral laws in Zambia in facilitating media coverage of elections, whether the

electoral body, in this case the Electoral Commission of Zambia was helpful in

facilitating coverage of the elections, the highlighting of successes and

challenges faced so as to suggest improvement in the coverage of future

elections in Zambia.

38

Self – assessment of how selected media covered the October 30 presidential by-election

The run up to any elections is usually characterised by massive media coverage

because the contending parties would like to appeal to a far and wide electorate.

The mass media become vital vehicles in helping to convey what the various

political players are saying. This crucial role that the media play was evident even

during the October 2008 presidential by election in Zambia.

Key informants interviewed for this study described their coverage of elections as

being “generally fair.” For instance, Zambian National Broadcasting Corporation’s

(ZNBC) News Manager Kelly Chubili described the Corporation’s coverage of

elections as “above average” (20/02/2009). He also observed that ZNBC tried as

much as possible to give equal coverage to all the political players but he was

quick to point out that in many African countries heads of state are regarded as

important news sources hence much coverage was accorded to the acting

president Mr. Rupiah Bwezani Banda, the ruling Movement for Multiparty

Democracy candidate. And Times of Zambia Deputy News Editor Chris Mfula

described the coverage as “being generally fair” though he admitted that the

party in government had a slight advantage over the opposition parties

(23/02/2009). He added that to ensure that all political parties were equally

covered the editorial office had assigned specific reporters to all contending

candidates. And Zambia Daily Mail Deputy News Editor, Nigel Mulenga said that

much as they would have liked to give equal coverage to all parties involved in

the election, the issue of “shareholding” dictated that much coverage had to be

accorded to the ruling party (24/02/2009). Muvi Television Managing Editor for

current affairs and Z–Kids News but at the time of elections was News Editor

Mabvuto Phiri said being a relatively new television station, covering the October

39

2008 elections was both exciting and challenging. He was however quick to note

that Muvi Television was a firm believer in the tenets of democracy hence the

station laboured to provide equal coverage to all contesting political parties. He

described the coverage as “fair and unbiased”. And to effectively offer the much

needed coverage to all political parties the TV station sent out some of its

reporters in what he termed as “strategic places” so that reports could be filed

from such places. As for places where journalists were not dispatched, Muvi

Television had worked closely with the community radio stations dotted all over

the country. These stations provided news to the TV station about the activities of

the participating political parties in those areas (02/03/2009).

(NB. Muvi TV was initially the other station sampled from the electronic media but

the researcher was unable to have access to the news bulletins aired during the

study period because the station did not have them. Thus, it was difficult to verify

Mr. Phiri’s assessment).

4.9.2 Existence of an in – house policy for covering electionsThe study revealed that only Zambia National Broadcasting Corporation (ZNBC)

had well laid down guidelines for covering elections, the rest of the media houses

that were formed part of the study did not have any policy to guide the editorial

staff on how elections were to be covered. All respondents noted that the

Electoral (Code of conduct) regulations provided sufficient guidelines. However,

they were all in favour of the need for media houses to have policy guidelines

specifically stating how they intended to cover the elections. In addition these

policies should be publicised for the awareness of all parties involved. This way,

journalists would be properly guided throughout the electoral process and it

would also be easy for the public to hold media outlets accountable for their

actions or lack of them. As for ZNBC, both respondents claimed that the

corporation tried as much as possible to follow the in – house guidelines by

ensuring that all parties were granted coverage though as earlier stated the ruling

party was given more coverage than the opposition. And ZNBC’s Assignment

Editor Gravazio Zulu noted that publishing the guidelines in all the daily

40

newspapers prior to the elections was in itself a “measure of transparency for the

corporation” (20/02/2009).

Description of the electoral laws in Zambia

The respondents were also asked for their opinions regarding the electoral laws

in Zambia especially the ones relating to the media. They unanimously agreed

that the Electoral Act (Act No. 12 of 2006) contained everything that would have

facilitated fair, balanced and objective media coverage of elections in Zambia.

For instance, Times of Zambia’s Deputy News Editor Chris Mfula noted that in

fact the Electoral Act enabled them to cover elections fairly. And Nigel Mulenga,

Deputy News Editor at Zambia Daily Mail said the provisions in the Act were

adequate but was not comfortable with the punitive actions for non compliance

with the law. He described the punishment as being too harsh on journalists.

However, despite the seemingly good provisions in the Act, media houses

admitted that they did not adhere to the Act fully as evidenced by skewed

coverage in favour some parties and candidates over others.

Impact of the actions of the electoral body on coverage of elections

The respondents acknowledged the vital role of the election body in this case,

the Electoral Commission of Zambia (ECZ) in facilitating coverage of elections.

They noted that the Commission should provide all the information relating to the

electoral process to enable journalists write well informed stories and other

articles or programs. The ECZ was described as helpful to a greater extent

especially when it came to hosting of workshops for media practitioners to

educate them on the Electoral Code of Conduct and other matters relating to the

electoral process. However, some respondents lamented the tedious process of

accreditation suggesting that it should be decentralised. Others felt that the

41

Commission was not open and accommodating at times especially when it came

to the printing and transportation of election material specifically the ballot

papers.

Successes and Challenges of media coverage of elections

All the respondents claimed that they had successfully covered the 2008

presidential elections though with varying degrees but at the same time they

expressed their desire to have done better than they did. Success according to

them was measured on the basis that they reported about the campaign activities

of all the candidates and their agents. Respondents representing ZNBC noted

the following indicators as pointers to the success of coverage, they claimed that

the Corporation did not take sides by supporting certain candidates; stories were

not deliberately chosen to discredit some candidates; they chose not to highlight

personal attacks of candidates but instead focused on the manifestoes of various

parties and what the candidates said they would do for the electorates. Nigel

Mulenga of the Zambia Daily Mail also observed that he would comfortably

describe coverage as successful because his publication managed to report on

the main players of various political parties and in addition the paper focused on

reporting “things as they where” without adding any dimensions. He also stated

that Daily Mail avoided reporting that would sort of set parties against each other.

The study brought to the fore many challenges encountered by media

practitioners in their quest to inform the electorate about the activities of political

parties. The most outstanding challenge which cut across all media houses was

lack of resources both financial and human. Respondents noted that the 2008

presidential by – election was particularly challenging resource wise because

there wasn’t enough time to mobilise funds to enable reporters accompany

candidates to all the areas they held their campaigns. They did not equally have

enough reporters to be allocated to all the candidates. One respondent from a

42

public media house observed that sometimes his reporters would be told that

there was no room for them either on the planes or vehicles carrying candidates.

The study also revealed that some political parties had no confidence in the

reporters. They treated some reporters with suspicion considering them as

“spies” for the other political parties. This mostly was the case when a reporter

from the public media went to cover the opposition. Reporters from the private

media were also not well treated when they covered the campaign rallies of the

ruling party.

The other challenge was that some presidential candidates were not accessible

or could not avail themselves to the media. Brigadier General Godfrey Miyanda

was singled out as the most inaccessible candidate together with his party

officials. The respondents complained that they had no idea when and where

Miyanda would be holding his rallies hence it was difficult to cover the campaigns

of the Heritage Party. Perhaps this could be explain why the Heritage Party was

the party least covered by all the media houses sampled.

Suggestions for media coverage of future elections

Since lack of both financial and human resources was the biggest challenge

cited, respondents suggested that management of media houses should mobilise

funding specifically for the coverage of elections. It was also highly

recommended that the donor community and the central government should

provide funding to the Electoral Commission of Zambia specifically for both the

public and private media to enable them cover the elections more effectively.

This way media houses would have no excuse to give for failure to cover some

political parties on account of lack of transport or other resources like cameras.

The “election media fund” can enable media houses to also engage a number of

reporters on a temporally basis to beef up the staffing levels.

43

Another recommendation came in a form of advice to all the political parties to

allow journalists reach them by informing them in advance about up coming

events and activities. It was also suggested that political parties must avail their

manifestoes to media houses so that depth is added to the stories they cover

about these parties.

Media bodies especially MISA – Zambia was encouraged to embark on capacity

building among journalists as a way of empowering them with necessary skills

needed to cover elections effectively. The ECZ was requested to continue

organising seminars and workshops meant to educate media practitioners about

the entire electoral process and all relevant pieces of legislation.

Recommendations and conclusions

The evaluation and examination of media content during the election period is an

important undertaking because of the important role the media play in informing

and educating the citizenry. The study came to the conclusion that the 2008

presidential by – election was not covered in a fair manner by the media in

Zambia. The coverage from the media studied was characterised by biased

reporting based on political inclination. The public media for instance gave much

coverage to the ruling party and its candidate Mr. Rupiah Banda while the private

media was bent on discrediting the ruling party and promoting the opposition.

Both the quantitative and qualitative analyses of the media content indicated that

media did not cover the election campaign in a balanced, fair and objective way.

This sad state of affairs casts serious doubts on the credibility of the media to

provide the much needed reliable, accurate and objective news and information

for citizens to make informed decisions. Media organisations must realise that the

period for elections provides an opportunity for them to help Zambians decide

which political party or candidate is best able to articulate issues by ensuring that

all the activities by political players are highlighted. Similarly the media should not

merely report what the various political parties are saying but should also

44

endeavour to bring to the fore issues that the citizens would like the parties to

explain or how they intend to address certain issues if they voted for them. This

way the electorate would be able to decide the best candidates based on the

responses to the issues raised.

However, election coverage in Zambia will not improve for many years to come if

media houses themselves do not take deliberate steps to come up with in –

house policies to provide guidance on how to report the elections. Even in an

event that these guidelines are drawn media practitioners must commit adhere to

them. Adherence is vital because pronouncements are in vain if they are not put

into practice as was the case with ZNBC that had even published the principles

and guidelines on covering the elections but was found to have given more

coverage to the ruling party and Mr. Banda in particular. The study revealed that

apart from ZNBC none of the other media houses sampled had well laid down

guidelines for reporting on elections. The practitioners seemed content with the

provisions in the Electoral Act of 2006 which they also failed to adhere to in full.

Failure to cover the 2008 presidential by- election by the media was greatly

attributed to lack of resources both financial and human. Media houses said they

did not have adequate resources to accompany all the candidates on their

campaign tours neither did they have enough personnel to follow the candidates.

Though this is not a very valid reason to suffice for unfair, subjective or biased

reporting, there is still need for management of various media houses to find

resources that they can specifically allocate to election coverage activities. It was

also suggested that the donor community and the government can assist with

some sort of “media election fund” that can be administered by the Electoral

Commission of Zambia. This could go a long way in assisting media houses

cushion their financial burden. The other reason for suggesting such a fund is

that once the media are empowered financially they would have no excuse to

give for poor coverage of elections.

45

Capacity building among media practitioners was one of the recommendations

made. Some journalists and reporters felt ill-prepared to adequately understand

and consequently report on the intricacies relating to the elections. MISA and

other media bodies and associations are encouraged to organise training for

media practitioners. Ideally this training should be conducted first for individual

media houses so that training takes into consideration the unique existing

conditions in those media outlets. Subsequent trainings can be organised for

media practitioners from all the media houses together. Findings from studies

such as this one can be used as a basis for training.

Political parties were also partly to blame for the unbalanced coverage of the

elections. Some political parties were unavailable and inaccessible making it hard

for the media to cover them. Political parties must be encouraged to inform the

media about their activities. They should also endeavour to avail the copies of

their manifestos and other relevant documents such as plans of actions to the

media. This will enable the media to write well researched stories or come up

with the ideas to be used as basis for conducting interviews.

46

BIBLIOGRAPHY

Banda, F, (2006). African Media Development Initiative. London: BBC World Service Trust. http://eprints.ru.ac.za/535/01/ZAMBIA_AMDI_RESEARCH_REPORT.pdf.

Chirwa, C, (1997). Press Freedom in Zambia: A Brief Review of the State of the Press during the MMD’s first Five years in Office. Lusaka: ZIMA.

Hansen, A., Cottle, S., Negrine, R. & Newbold, C. (1998). Mass communication research methods. London: Macmillan.

Neuman, W. (1997). Social research methods: qualitative and quantitative approaches. Needham Heights, MA: Allyn & Bacon.

Neuendorf, K. (2002). The Content Analysis Guidebook, Thousand Oaks, CA: Sage Publications.

Horning, S. (1996). Media Research: an introduction, California: Sage Publications, Inc.

Merrill, C. (1991) Global Journalism (Survey of International Communication), New York & London: Longman.

Shoemaker, P. & Reese, S. (1996). Mediating the message: theories of influences on mass media content. White Plains, NY: Longman.

Interviews

Chubili, Kelly, ZNBC News Manager, Personal interview, 20 Feb. 2009

Zulu, Grevazio, ZNBC Assignment Editor, Personal Interview, 20 Feb. 2009

Mfula, Chris, Times of Zambia Deputy News Editor, Personal interview, 23 Feb. 2009

Mulenga, Nigel Zambia Daily Deputy News editor, Personal interview, 24 Feb. 2009

Phiri, Mabvuto Muvi Television Managing Editor for Z-kids News, Personal interview, 2 Mar. 2009

47

http://eprints.ru.ac.za/535/01/ZAMBIA_AMDI_RESEARCH_REPORT.pdf

Appendix A Zambia Daily Mail: Summary of coverage

Date Headline Source(s) Page Lead Pictures08/10/08 Sata “woos”

Chinese-Sata PF leader quoted on Hot FM Radio programme-Robby Chanda PF Ndola District Chairman-Dorothy Mushota, defector to MMD & former PF Ndola Central Constituency Chairperson

1 No No

Rupiah Banda pledges to revive Maamba Coal Mine

-Rupiah Banda in Maamba at a rally-Michael Mabenga MMD acting president

1 No No

10/10/08 I’ll reduce Luapula poverty-Rupiah Banda

-Rupiah Banda on arrival at Mansa Airport-Chrispin Musosha, Luapula province deputy minister-Rupiah Banda on a rally in Mwansabombwe

1 Yes Yes, Rupiah Banda at a rally in Maamba

Sata counselled over KK

-Given Lubinda, PF spokesperson quoted on Radio Phoenix’s presidential campaign programmes.-Chibeza Mfuni MMD media campaign committee chairperson-Sikwindi Situla UPND presidential campaign coordinator

1 No No

13/10/08 Church body backs Rupiah Banda

-Charles Mwape chairperson-the Christian Coalition in a Press statement-Emmanuel Tembo Committee National Chairperson-student and youth for Rupiah Banda in a statement

1 Yes No

UNIP ratifies Rupiah Banda’s endorsement

UNIP national council ratified the decision made by the central committee to endorse Rupiah Banda as a presidential candidate. Jemina Banda, UNIP chair for the resolutions committee

1 No No

Sata praises Electoral Commission of Zambia chairperson

Mr. Sata PF leader in an interview in Mpika

2 No No

Confusion as ballot papers arrive

-Electoral Commission of Zambia Priscilla Isaacs-UPND’s Rhoda Nsama

15/10/08 Rupiah woos North voters

-Rupiah Banda rallies in Mpulungu & Mbala

1 No No

50

-Nevers Mumba former vice president-Catherine Namugala MMD Northern Province women chairperson

Hakainde Hichilema to donate salary to youths if elected

Hakainde Hichilema, UPND leader at a rally in Isoka

2 No No

17/10/08 “Free, fair polls assured”

-Rupiah Banda on arrival at Lusaka International Airport from Northern Province-John Fungameli in a statement

1 No No

Eight (8) Patriotic Front MP’s against me-Sata

PF leader at a rally in Mansa 1 No No

22/10/08 Rupiah Banda warns fertiliser abusers

Rupiah Banda at rallies in Chama, Mambwe and Lundazi

1 NO No

MMD cautions opposition

-Sebastian Kopulande MMD chairperson for commerce & industry quoted on ZNBC’s election 2008 countdown programme-Dr. Guy Scott, PF vice president

2 No No

24/10/08 Revenge is out-Rupiah Banda

Rupiah Banda at a rally in Kabwe and Mambwe

1 Yes Yes, a crowd at a party

MMD is intact Rupiah Banda speaks to journalists at the City Airport

1 No No

Maureen supports Rupiah Banda

-Maureen Mwanawasa endorsed Rupiah Banda in an interview. Maureen former first lady.-Rupiah Banda quoted from ZNBC

2 No No

27/10/08 4000 jobs coming -Rupiah Banda at rally’s in Lufwanyama Luanshya-Sakwiba Sikota, United Liberal Party president-Vernon Mwaanga, former foreign affairs minister-George Mpombo, MMD Copperbelt campaign manager

1 Yes Yes, of Rupiah Banda at a rally in Luanshya

Sata threatens Sun Hotel managers

Sata, Patriotic Front leader at a rally in Livingstone

1 No No

Magande challenges UPND

-Magande: Finance Minister-Mabenga: MMD acting president

1 No No

29/10/08 MMD predicts victory

-Vernon Mwaanga-MMD campaign team-Dr. Neo Simutanyi in an interview-Pangolin Consultancy

1 Yes Yes. At a rally in Ndola

State to open 10 -Rupiah Banda at a rally in 1 No No

51

new mines Ndola-George Mpombo: MMD Copperbelt campaign manager-Nevers Mumba-former vice president-Margaret Zambezi: MMD Ndola central constituency candidate

I will write off chiefs car loans-Sata

Patriotic Front leader at a rally in Lundazi (ZANIS)

1 No No

30/10/08 I’ll protect all-Rupiah Banda

Rupiah Banda at a rally in Mandevu Lusaka

1 Yes Yes, of a crowd at a rally in Lusaka

Opposition veteran politicians endorse Rupiah Banda

-Njekwa Anamela-UNIP vice president-Christon Tembo, former vice president-Benjamin Mwila-National Democratic Focus -Edith Nawakwi Forum for Development and Democracy president-Sakwiba Sikota-United Liberal Party president all at a rally in Mandevu

1 No No

Vote peacefully Patriotic Front leader at a rally in Woodlands-Hakainde Hichilema at a rally in Kanyama

1 No No

20/10/08 RB for Agro subsidies

-Rupiah Banda at a rally in Chongwe-Chieftainess Nkomeshya Mukamambo II

1 Yes Yes, of Rupiah Banda at a rally in Chongwe

Countdown to 30 October campaign trails in pictures

22/10/08 Rupiah Banda warns fertiliser abusers

Rupiah Banda at rallies in Chama, Mambwe and Lundazi

1 NO No

MMD cautions opposition

-Sebastian Kopulande MMD chairperson for commerce & industry quoted on ZNBC’s election 2008 countdown programme-Dr. Guy Scott, PF vice president

2 No No

24/10/08 Revenge is out-Rupiah Banda

Rupiah Banda at a rally in Kabwe and Mambwe

1 Yes Yes, a crowd at a party

MMD is intact Rupiah Banda speaks to journalists at the City Airport

1 No No

Maureen -Maureen Mwanawasa 2 No No

52

supports Rupiah Banda

endorsed Rupiah Banda in an interview. Maureen former first lady.-Rupiah Banda quoted from ZNBC

27/10/08 4000 jobs coming -Rupiah Banda at rally’s in Lufwanyama Luanshya-Sakwiba Sikota, United Liberal Party president-Vernon Mwaanga, former foreign affairs minister-George Mpombo, MMD Copperbelt campaign manager

1 Yes Yes, of Rupiah Banda at a rally in Luanshya

Sata threatens Sun Hotel managers

Sata, Patriotic Front leader at a rally in Livingstone

1 No No

Magande challenges UPND

-Magande: Finance Minister-Mabenga: MMD acting president

1 No No


-Vernon Mwaanga-MMD campaign team-Dr. Neo Simutanyi in an interview-Pangolin Consultancy

1 Yes Yes. At a rally in Ndola

State to open 10 new mines

-Rupiah Banda at a rally in Ndola-George Mpombo: MMD Copperbelt campaign manager-Nevers Mumba-former vice president-Margaret Zambezi: MMD Ndola central constituency candidate

1 No No

I will write off chiefs car loans-Sata

Patriotic Front leader at a rally in Lundazi (ZANIS)

1 No No

30/10/08 I’ll protect all-Rupiah Banda

Rupiah Banda at a rally in Mandevu Lusaka

1 Yes Yes, of a crowd at a rally in Lusaka

Opposition veteran politicians endorse Rupiah Banda

-Njekwa Anamela-UNIP vice president-Christon Tembo, former vice president-Benjamin Mwila-National Democratic Focus -Edith Nawakwi Forum for Development and Democracy president-Sakwiba Sikota-United Liberal Party president all at a rally in Mandevu

1 No No

Vote peacefully Patriotic Front leader at a rally in Woodlands-Hakainde Hichilema at a rally in Kanyama

1 No No

53

Appendix B The Post Newspaper: Summary of coverage

Date Headline Source(s) Page Lead Pictures08/10/08 Squabbles rock

Rupiah’s campaign team

-Based on a conflicting statements between Katele Kalumba and Benny Tetamashimba-Mbita Chitala, chief executive campaign officer-“reliable sources”

1,4,6 No No

Patriotic Front warns Kenneth Kaunda over his support for Banda

-Wynter Kabimba, Patriotic Front for local government in quotes on a MUVI TV programme “Matter at Hand”

1,4,9 Picture of Sata addressing a rally in rally in but no story

Hakainde Hichilema calls for responsible voting

-Hakainde Hichilema at a rally in Chipata.-Margaret Mzyeche, deputy national treasurer

2 No Yes, file

Hichilema is immature-Munkombwe

-Daniel Munkombwe-Southern Province minister_Rupiah at a rally in Choma-Sakwiba Sikota-United Liberal Party president

2 No Yes, Rupiah Banda arriving a rally and children waiting

10/10/08 Rupiah is sleepy

Hakainde Hichilema in an interview

1 Yes Yes, of Hakainde Hichilema in a crowd in Chipata

Banda has confirmed his dented image-Kahenya

Tiens Kahenya, UPND secretary General in an interview

1 No No

Another eyewitness insists Rupiah bribed Sakala

-Mulenga Sichilya, witness in a walk in interview-Charles Banda, former FDD Kapoche MP

4 No Yes of Sichilya

13/10/08 “Vote for Akulu Mphuno,” Mpezeni urges subjects. Headline on page one but story on page 10

-Paramount Chief Mpezeni when he addressed his subjects at his palace_Chief Mwanjawanthu in an interview

10 Yes Yes, file picture of Rupiah Banda greeting Mpezeni during Ukesenfya pangwena traditional ceremony in Mungwi

54

Sata promises not to stop Chiluba’s plunder cases

Sata PF leader in an interview in Mpika

1 No Sata visiting patients at Chilonga Mission Hospital

Banda claims to be the only one carrying Levy’s vision

Rupiah Banda at a rally in Chiengi and Nchelenge

1 No No

Image builders cause discomfort in MMD campaign

-Anonymous inside sources (MMD campaign team)-Mike Mulongotu MMD campaign manager

2 No No

Mwata advises HH to be brave

-Mwata Kazembe when Hakainde Hichilema paid a courtesy call-Hakainde Hichilema at Kazembe Palace

4 No No

UPND accuses MMD of cheapening Zambians

-Watson Lumba UPND national management official-Friday Mulenfwe, PF representative, during the newsmakers forum in Solwezi-The Post Freedom Committee

6 No No

Chihana endorses Sata’s candidature

Bishop Simon Chihana, president, International Fellowship of Christian Churches in a statement

6 No No

15/10/08 Police try but fail to stop Sata’s rally

Sata, PF leader in an interview in Mbala and at a rally at Lucheche Basic School

1 Yes YesOne at a rally in Mpulungu & one in his room at Lake Chila Lodge with two police officers

Banda feels protected from witchcraft

-Rupiah Banda at a rally in Mpika-Sakwiba Sikota, ULP leader-Nevers Mumba former vice president

1 No No

British image bulilders wont make dull Rupiah charismatic says Scott

Guys Scott, PF vice president 4 No No

Confusion reigns over ballots at Lusaka International

Captain Walusiku Lyambela, UPND National trustee

7 No No

55

AirportPF vows to “uproot” MMD in Chibombo

Emmanuel Chenda-PF Member of Central committee in a telephone interview

8 No No

17/10/08 Satamania hits south…Sata has broken the barriers of tribalism-Himiyanze

Opper Hamiyanze, PF Southern Province coordinator in an interview

1 Yes Yes, file, picture of Rupiah Banda’s bus arrives at Chibesa Airstrip in Mpika with pupils in school uniforms and a picture of Rupiah Banda’s minibus at a rally in Kasama

Opposition stops ballot papers ‘theft’

1 No No

Admit political league is tough, Sata tells Rupiah

Sata PF leader at a rally in Mansa-Alex Chama, PF central committee member-Godfrey Mwamba, Lusaka businessman

2 No No

Rupiah to deal; with anyone who disputes poll results

Rupiah Banda at a rally in Kasama

3 No no

20/10/08 Mongu welcomes Sata, story on page 4

-Godfrey Bwalya Mwamba, Lusaka businessman-Kenneth Namutulo-Western Province PF chairman in an interview-Sata at a rally in Kabwe

1 story on page 4

Yes - Sata greeting Bishop Paul Duffy-People welcoming Sata in Mongu-Sata at a rally in Kabwe

Rupiah can’t win within rigging-Hichilema

Hakainde Hichilema at a press conference

1 No Yes, file photo

The Post is making me popular, claims Rupiah

Rupiah Banda addressing Chiefs at Kariba North Bank Guest House

1 No No

Miyanda asks Ndola residents

Heritage Party leader Miyanda at a rally in Ndola

7 No Yes, a portrait

56

to vote for himMMD doesn’t deserve another chance to rule-UPND Councillor

-Kachunga Simusamba at a Press Freedom Committee discussion-Ian Sikazwe, former Zambia’s Ambassador to France

9 No No

22/10/08 Sata is unstoppable-Mulefwe

-Friday Mulefwe, PF North Western provincial coordinator in an interview-Richard Kayumba, PF North western youth chairman

1 No No

Rupiah accuses Sata of being quarrelsome

Rupiah Banda at a rally in Katete

1 No No

Gover will start gold, copper explorations in Mambwe, Banda

-Rupiah Banda at a rally in Mambwe-Benny Tetamashimba, MMD spokesperson-Edith Nawakwi, FDD president-Kennedy Zulu, MMD Eastern province chairperson

4 No No

24/10/08 Sata is winning-Daniel Munkombwe. … if MMD makes a small mistake

Daniel Munkombwe, Southern Province Minister when he addressed Civil Servants in Choma

1 Yes -Yes, file picture and Sata in Lukulu talking to a police officer.-A police officer flashing a PF symbol in Solwezi

Easterners will be considered useless if they don’t vote for Rupiah-Teta

-Benny Tetamashimba at a rally in Eastern province-Rupiah Banda at a rally-Edith Nawakwi, FDD president-Sakwiba Sikota, United Liberal Party leader

3 No No

Hichilema’s vision is the best, says Chief Kasempa

-Chief Kasempa when Hakainde Hichilema paid a courtesy call on him-Patrick Kangwa, North Western Province UPND coordinator-Hakainde Hichilema UPND leader

3 No No

Federation for Free Trade Unions in Zambia backs Sata for president

Charles Phiri FFTUZ vice president in an interview-Golden Tembo former MMD youth chairman

9 No No

57

27/10/08 I’m unstoppable-Sata

-Sata at a rally in Mazabuka-Christopher Muyaba 1

Yes 4-rally pictures of Sata in Mazabuka, Choma, Livingstone and Monze

Race to plot one: who will rule

Profiles of the 4 candidates

29/10/08 Rupiah doesn’t control eastern province-Sata…look at my rallies in Katete, Petauke and Chipata

-Sata, PF leader at rallies in Katete, Petauke and Chipata-Lucas Phiri, former UNIP Chipangali MP-Given Lubinda PF spokesperson

1 Yes Yes, three at rallies in Katete, Petauke and Chipata

Dr. Sacika vows top vote for Sata

Dr. Sketchley Sacika former secretary to the Cabinet and former chairperson of FDD in an interview-Mwaba Mushota loosing MMD presidential candidate for 2006, defected to PF

2 No No

Continued threats by MMD are useless-HH

Hakainde Hichilema UPND leader in an interview and at a rally in Namwala

2 No No

Zulu smells PF victory in eastern province

-George Zulu former Petauke district commissioner in an interview-Samuel Kungha, Mambwe district PF chairperson

11 No No

30/10/08 It’s over for Rupiah-Sata

Sata-PF leader at a rally in Woodlands Stadium Lusaka

1 Yes Yes, of Sata at a rally at Woodlands Stadium

Chuumbwe defects to PF

-Geoffrey Chuumbwe-former Lusaka province MMD chairperson and Christine Moonga, MMD National Executive Committee member

2 No No

Sata is a leader for all-PF member

George Chewe, PF chairperson for Livingstone district in an interview

3 No No

Copperbelt University Students to vote against Rupiah

Decision by students at a general meeting-Chomba Kangwa

6 No No

The Post cannot break me, says Rupiah

-Rupiah Banda at a rally in Kitwe-Vernon Mwaanga, veteran politician

9 No No

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-Nevers Mumba-Benny Tetamashimba

Appendix C The Times of Zambia: Summary of coverage

Date Headline Source(s) Page Lead Pictures08/10/08 RB strong-

willed to develop all nine provinces

-Rupiah Banda in Livingstone and Maamba-Acting MMD president, Michael Mabenga-Mike Mulongoti, campaign manager-Michael Kaingu, provincial campaign coordinator.

1 No No

MMD manifesto in tune with real issues

Sebastian Kopulande being quoted during as radio programme on Yatsani, MMD chairperson for commerce and industry

1 No No

MMD presidential candidate’s tour of duty moves to Luapula

Clement Siame, Luapula Permanent Secretary

1 No No

HH slams Chief Bright Nalubamba

Hakainde Hichilema, UPND President in an interview in Chipata

3 No No

10/10/08 Luapula set to be mining giant

-Rupiah Banda at a rally in Mwansabombwe-Sakwiba Sikota, ULP President-Chrispine Musosha, Provincial minister

1 Yes No

“Its not money luring me to state house”

Hakainde Hichilema, UPND President at a rally in Petauke


PF wants oil pipeline from Angola

Given Lubinda, party spokesperson, campaign manager in an interview in Lusaka


13/10/08 Tempers flare -ECZ chairperson Florence Mumba-Tiens Kahenya, then UPND secretary general-Patrick Mweene, UPND party trustee_Rhoda Nsama, PF Lusaka Central Committee in Lusaka

1 Yes Yes, Kahenya and Justice Mumba

Sata woos Mpika voters

Sata at a rally in Mpika 1 No No

PF offered me Martin Tembo, Petauke MMD 1 No NO

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K60m, claims MMD youth

Youth Chairperson

MMD’s improved image cheers campaign team

-Ben Tetamashimba, MMD spokesperson in an interview in Ndola-Mike Mulongoti-George Mpombo-Emmanuel Tembo, Chairperson of students and youth national committee

1 No No

Don’t experiment with presidency

Brian Chituwo, then Minister of Health at a rally in Mumbwa

2 No No

15/10/08 HH to donate salary to vulnerable youths

Hakainde Hichilema at a rally in Isoka

1 No No

Sata pledges to cancel chiefs car loans

Sata, PF leader at a rally in Mpulungu

1 No No

MMD assures to keep economic policies alive

-Sebastian Kopulande, chairperson for commerce, trade and industry quoted at Mobi TV programme-Wynter Kabimba, PF chairperson for local government and housing-Cornelius Mweetwa, UPND deputy spokesperson for information

3 No Yes, of Kopulande, file portrait

We are still popular insists UPND

Philip Maambo, UPND deputy chair for elections in an interview

3 No No

17/10/08 HH promises Copperbelt miners “gold”

Hakainde Hichilema, UPND president at a rally at Kaunda Square Chingola’s Chiwempala Township

4 No Yes, portrait, file photo

Six PF officials defect to MMD

-George Mpombo, defence minister-Moses Zimba, defector from PF to MMD

4 No No

NRDC students union endorses RB

Statement signed by six executive committee members

4 No No

Don’t vote for opposition

-Angela Cifire, MMD Luangeni MP at a rally in Luangeni constituency-Moses Liche, defector from PF to MMD

4 No Yes, portrait file photo

20/10/08 “I am best suited for presidency”

-Rupiah Banda at a rally in Chongwe-Chieftainess Nkomeshya-Sylvia Masebo, Chongwe MP-Geoffrey Lungwangwa, Education Minister

1 No No

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-Sakwiba Sikota, ULP leaderThere will be no polls in 2011-Sata

PF leader at a rally in Kabwe 1 No No

“HH is the best candidate”

-Charity Chileshe, UPND Northern Province campaign coordinator at a press freedom forum-Francis Kombe, MMD representative-Fidelis Mwaamba, PF representative

4 No No

Vote for me, RB implores Southerners

-Rupiah Banda at a rally in Mufumbwe are-Sakwiba Sikota, ULP president

4 No No

22/10/08 Banda’s Vision -Rupiah Banda at a rally in Lundazi-Sakwiba Sikota, ULP president-Edith Nawakwi, FDD president-Tilyenji Kaunda, UNIP president-Benny Tetamashimba, publicity and information chairperson for MMD

1 Yes Yes, a crowd at Katete rally

Hichilema dangles hefty perks

Hakainde Hichilema at a rally in Zambezi

1 No No

HP pits urban, rural in its concept

Waziah Phiri in an interview in Lusaka

1 No No

MMD warns against alarming statements

Chibeza Mfuni, chairperson for media-campaign committee

2 No No

24/10/08 Maureen backs Rupiah

-Maureen Mwanawasa, former first lady in an interview-MMD campaign coordinator-Mbita Chitala-George Mpombo, Copperbelt campaign coordinator

1 Yes No

“I will not revenge”

-Rupiah Banda at rallies in Mumbwa and Kabwe-Vernon Mwaanga, veteran politician-Moses Muteteka, Chisamba M.P-Nawakwi, FDD president

1 No No

MMD promises free education up to grade 12

Sebastian Kopulande quoted during a special programme on Muvi TV in Lusaka

4 No Yes, file

There is no disunity in MMD-Banda

Rupiah Banda reacting to sentiments by Lusaka MMD Chairperson, Geoffrey

4 No No

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ChuumbweHP confident of winning

Nelson Phiri, Eastern province organiser in an interview in Chipata

4 No Yes of Miyanda file

Remain neutral, Sata tells church

Sata, PF president in an interview

No Yes, file

27/10/08 4,000 jobs coming

-Rupiah Banda at a campaign rally in Lufwanyama district-Lwipa Puma, area MP

1 Yes Yes of Rupiah Banda at a rally in Lufwanyama

Banda promises resolution of house ownership wrangles

-Rupiah Banda at a rally in Luanshya-Simon Kachimba, are MP-Sakwiba Sikota, ULP president

1 & 4 No No

Magande smells MMD victory

Magande quoted on a MISA programme aired on ZNBC

1 No No

Hichilema pledges to work with chiefs

Hakainde Hichilema quoted during his visit to chiefs in Western Province

3 No No

Teta scoffs at HH’s ‘rigging’ claim

Benny Tetamashimba, MMD spokesperson in an interview

4 No No

Accept poll results says UPND member

Mulilo Kabesha quoted during the Post newsmakers forum in Kabwe

4 No No

Family colleagues vouch for RB

-Taken from a profile of Rupiah Banda broadcast on ZNBC-Brian Chituwo-Akashambatwa Mbikusita Lewanika-Chifumu Banda, FDD member of parliament-Chibesa Nkankasa-Rupiah Banda’s sons Nenani & Dingani

4 No Yes, Kankasa and Chituwo

Presidential campaigns swing towards MMD

-Akashambatwa Lewanika, founder member of MMD at a rally in Kalabo and Senanga

4 No No


-Vernon Mwaanga, MMD campaign committee member-Mbita Chitala, MMD campaign committee member

1 Yes No

10 new mines to open soon

Rupiah Banda at a rally in Ndola

1 No No

RB assures UNZA, CBU students upped

Rupiah Banda at a rally in Kitwe 1 No No

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allowancePangolin denies conducting opinion polls

-Dr. Neo Simutanyi, Centre for Policy Dialogue Executive Director-Benny Tetamashimba, MMD campaign agent-Ngande Mwanajiti, former executive director (Afronet)

3 No Yes, file of Neo Simutanyi

PF militant, says Kopulande

-Sebastian Kopulande-MMD chairman for commerce and industry quoted from a MUVI TV interview

4 No Yes, portrait file

170 Ndola PF cadres defect

-Josephat Changwe, defector leader-George Mpombo, Copperbelt MMD campaign coordinator-Nevers Mumba former vice president-Benny Tetamashimba campaign manager-Sakwiba Sikota ULP president

4 No No

Sata is in good health-Wife

Dr Christine Kaseba-Sata’s wife at a rally in Masaiti

4 No No

UPND to increase maize flow price

Hakainde Hichilema in Zimba and Kalomo rallies

4 No No

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Appendix D ZAMBIA NATIONAL BROADCASTING CORPORATION: Summary of coverage

Date Headline Source(s) Pictures08/10/08 RB

Sata-Rupiah Banda at a rally in Mazabuka-Chief Kaingu of Namwala-Rupiah Banda at a rally in Maamba-Sata in an interview

Rupiah Banda and Chief Kaingu

10/10/08 Non Rupiah Banda at Kwanga traditional ceremony

No picture

12/10/08 Non -Charles Mwape-Christian Coalition National Chairperson-Moses Muteteka at a rally in Chisamba-Dr. Kalambo Mwansa

Charles Mwape, Moses Muteteka and Dr. Kalombo Mwansa

15/10/08 Non Rupiah Banda at a rally in Isoka-Edith Nawakwi, FDD president-Chiefs Kafwimbi and Mweniwise of Isoka

No picture

17/10/08 Rupiah Banda Rupiah Banda at a rally in Chongwe Yes, of Rupiah Banda

-Edward Mwanza, Chongwe MMD District chairperson

Yes of Vernon Mwaanga

-Hakainde Hichilema quoted on ‘Race to plot one’ on ZNBC TV Kitwe

Yes of Hakainde Hichilema

-Given Lubinda at a press briefing No20/10/08 Rupiah Banda

and Michael SataRupiah Banda at a rally in Chama No

20/10/08 Chibesa Mfuni, Media chairperson for the MMD national campaign committee at a press briefing

No

Hakainde Hichilema at a rally in Kabompo

No

Robbie Chizyuka, UPND Namwala MP in interview

No

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Sata in Mongu NoChileshe Mulenga, PF deputy secretary general

Yes, Dr. Mulenga

Sebastian Kopulande, MMD Chairperson for Commerce, trade on ZNBC ‘National Watch’

Yes Kopulande

21/01/08

Guy Scott, PF vice president Yes, of Dr. Guy Scott

22/10/08 Katele Kalumba in a statement MMD National Secretary

No

Felix Mutati, Commerce Minister NoMaureen Mwanawasa, former first lady

Yes

Rupiah Banda at a rally in Mumbwa Yes, of Rupiah Banda

Wazziah Phiri, HP spokesperson No24/10/08 Rupiah Banda at a rally in Kafue Yes

Ben Kapita at the same rally YesEdith Nawakwi, FDD president YesDickson Hamainza, Tonga Traditional Association President

No

Michael Sata, PF president No27/10/08 Hakainde Hichilema at a rally in

SinazongweNo

Rupiah Banda at rally in Chililabombwe

No

Vernon Johnson Mwaanga NoRupiah Banda, at a rally in Luanshya

Yes

George Mpombo YesFelix Mutati welcoming PF defections to MMD

No

Sata at a rally in Itezhi tezhi No29/10/08 Rupiah Banda at a rally in Mandevu

LusakaYes

Michael Sata at a rally in Lusaka woodlands stadium

Yes

Hakainde Hichilema at a rally in Lusaka’s Compound

Yes

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Appendix E Summary of coverage for all media houses

66

10/8/2008 Party MEDIUM MMD PF UPND HP TotalTimes of Zambia # of stories 3 0 1 0 4

# of sources 6 0 1 0 7

Front page 3 0 0 0 3 Lead 0 0 0 0 0 Picture 0 0 0 0 0Daily Mail # of stories 1 1 0 0 2


Front page 1 1 0 0 2 Lead 0 0 0 0 0 Picture 0 0 0 0 0The Post # of stories 2 1 1 0 4


Front page 1 1 0 0 2 Lead 0 0 0 0 0 Picture 1 1 1 0 3

10/10/2008 Party MEDIUM MMD PF UPND HP TotalTimes of Zambia # of stories 1 1 1 0 3






Front page 1 0 1 0 2 Lead 1 0 0 0 1 Picture 1 0 0 0 1

10/13/2008 Party MEDIUM MMD PF UPND Hp TotalTimes of Zambia # of stories 3 1 0 0 4





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Appendix F Electoral Code of Conduct 2006

ELECTORAL CODE OF CONDUCT 2006STATUTORY INSTRUMENT

NO. 90 OF 2006The Electoral Act

(Act No. 12 of 2006)The Electoral (Code of Conduct)

Regulations, 2006IN EXERCISE of the powers contained in section one hundred and nine of the Electoral

Act, 2006, the following Regulations are hereby made:Title

1. These Regulations may be cited as the Electoral (Code of Conduct) Regulations,2006.

Interpretation In these Regulations, unless the context otherwise requires - "Act" means theElectoral Act, 2006; "campaign material" means party manifestos, posters, chitenges, T-shirts and any other material with party symbols lawfully used in connection with an election; "candidate" means a person nominated as a candidate for an election; "Code" has the meaning assigned to it in the Act; "Commission" means the Electoral Commission of Zambia established under the Constitution; "election officer” has a meaning assigned to it in-the Act; "media" includes print and electronic media; "public officer" means a person holding or acting in any public office but does not include officers holding the offices referred to in Clauses (2) and (3) of Article one hundred and thirty-nine of the Constitution.

Duties of the Media12 (1) All print and electronic media shall –(a) Provide fair and balanced reporting of the campaigns, policies, meetings, rallies and press conferences of all registered political parties and candidates during the period of campaigning;

(b) Provide news of the electoral process up to the declaration of results;

(c) Abide by regional codes of conduct in the coverage of elections provided that such guidelines are not in conflict with this code;

(d) Be bound by the provisions of the Code during elections;(e) In liaison with the Commission, recognize a representative media body authorized to receive complaints and provide advice regarding fair coverage of elections.

(2) All media organizations shall Endeavour to-(a) Undertake capacity building of media personnel in their respective organizations;(b) Report election news in an accurate manner and not make any abusive editorial comment, incite violence or advocate hatred based on race, ethnicity, tribe, gender, political or religious conviction; and

(c) Identify any editorial comment they wish to make and separate it from the news.

(3) Heads and other senior management staff of public or private media organizations shall not intimidate media practitioners and shall allow them to exercise professional judgment without undue influence.

(4) All public and private media personnel shall:-(a) Conduct interviews with candidates with fairness both in the style of the interview and in the amount of the time given; and

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(b) Refrain from broadcasting their own political opinion, commentary or assessment; and where they wish to do so, they shall clearly identify the opinion, commentary or assessment as their own and shall carefully balance it in order to avoid bias.

Allocation of Air Time13. (1) all public television and radio broadcasters shall allocate public air time equally to all political parties for their political broadcasts.

(2) A political party shall not buy more than thirty minutes air time in any given one language on public television or radio in any one week.

(3) Television shall not schedule any party’s political broadcast or other political discussion or interview, opinion poll results or broadcast prediction of the result of polling day until the polls have closed.

(4) Broadcasters shall inform the public on the source of a public opinion poll and shall indicate the margin of error.

Election Results Programme14. (1) All media shall disclose accurate election results and shall provide updates on the progress of the vote counting process and shall not speculate election results but shall broadcast confirmed election results as they are announced and published by presiding officers.

(2) Television and radio stations shall:-(a) Maintain full records of all radio and television news bulletins and recordings of all other programmes related to the election, including party political broadcasts and shall institute a close and meticulous monitoring system to ensure balance throughout the campaign and up to the close of poll; and

(b) Provide the Commission at any reasonable time with all such records, information and recordings as the Commission may require to fulfil its monitoring role.

(3) The Commission shall require newspapers to make available back copies of newspapers for inspection in the event of a complaint.

(4) Any candidate or political party wishing to make a complaint of unfair treatment or coverage in the course of the election campaign shall send that complaint in writing to the Commission.

(5) Where any complaint made under sub-regulation (4) has the effect of asking any media organization to correct a mistake, the candidate making the complaint shall send the complaint to that media organization and a copy of it to the Commission, and the media organization shall respond to any such complaint.

(6) Where a right of reply, a retraction or the correction of a matter of significance is necessary, it shall be made in a like manner and with equal prominence as the original report or publication.

Appendix G ZNBC Guidelines and Principles for coverage of elections

ZAMBIA NATIONAL BROADCASTING CORPORATION GUIDELINES ANDPRINCIPLES FOR COVERAGE OF ELECTIONS

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Preamble Zambia National Broadcasting Corporation as a National Broadcaster, Guided by the Laws of Zambia and the protocols, conventions, guidelines and treaties endorsed, signed, and/or ratified by our Government in the desire to ensure the success of democratic processes and in particular the SADC Principles and Guidelines governing democratic elections (2004) as outlined by Southern African Broadcasting Association SABA, Determined to create sound principles to guide coverage of elections, Dedicated to highlighting the duty of ZNBC to contribute to and ensure free, fair and transparent elections in Zambia, Hereby presents the guidelines for the coverage of the elections as follows:-. A. Editorial Guidelines 1. The aim of election coverage is to ensure that the electorate is empowered to make an

informed choice.

In light of this, the public is entitled to accurate, fair, impartial and balanced information about the election procedures, and the positions of political parties/independents and/or candidates on issues. ZNBC is therefore committed to make every effort to present all available and relevant information to the public.

ZNBC will therefore ensure that coverage of the elections will be designed to emphasise the relevance of elections and encourage participation by all citizens in the election process.

2. Our Editors will ensure that they focus on issues of relevance and interest to citizens and

not purely cover events of political parties/contestants. 3. ZNBC will provide opportunities for the public to take part in political debates on election

issues. Producers of such broadcasts must be as representative as possible of different views and sectors of society.

4. Our editors will treat all political parties/contestants equitably. They shall to this end

facilitate fair play.

Equitable treatment does not mean equal treatment nor does it mean that ZNBC will abandon its news values and/or processes. Equitable treatment means fair treatment in news, current affairs and discussion programmes. Fairness is achieved over time. It is unlikely to be achieved in a single programme.

Our Producers will not rely on political parties or candidates to bring information but will proactively seek out information and participation in discussions.

5. In an election campaign there is a risk of incumbent party trying to use their position to

advance their election prospect. ZNBC shall regard with caution any statement or action by an official of an incumbent party and need to check thoroughly whether for example public appearances of Government officials are strictly on government business or part of their election campaign.

70

6. ZNBC will make sure that any impression of one-sidedness is avoided in all programming. ZNBC will act and be seen to be acting in a fair and independent manner and not influenced by political or other interests.

ZNBC Staff members who hold political office, and/or are office bearers with a political party, and/or active in political campaigning and/or standing for parliament, will not be allowed to broadcast and/or participate in editorial decision making during the election period. Staff members will also not accept gifts, favours or special treatment by political parties or other interests that compromise their professional integrity.

7. ZNBC will afford political parties and/or candidates the right of reply where a report aired

under the editorial responsibility of the broadcaster contains inaccurate information or unfair criticism based on a distortion of facts. The opportunity to reply will be given within at last 24 hours in a programme of similar weight and audience. ZNBC will in this regard take special care immediately prior to the election date in order to ensure timely correction of such distortions.

In instances of conflict about this right of reply, ZNBC shall ensure timely independent arbitration.

8. ZNBC shall not broadcast views that could incite violence or advocate hatred that is

based on race, ethnicity, gender, religion or political conviction and that constitute incitement to cause harm.

9. ZNBC shall treat Public opinion polls with caution and shall exercise the same caution in

reporting the findings of such polls. ZNBC shall inform the public on the source of the poll, the commissioning agency, the period of time over which it was conducted, the sample size and the likely margin of error. Similar care shall be applied when dealing with exit polls.

10. ZNBC has an obligation to inform the public of the election results, as they become

available. ZNBC will take special care to ensure the accuracy of all results broadcast.

B. Guidelines on Party Election Broadcasts and Political Advertisements

1. Definitions

1.1 Party Election broadcasts are time slots allocated to political parties/contestants

to inform the electorate of their policies. 1.2 Political advertisements are paid for advertisements intended to advance the

interests of any political party. 2. Guidelines

ZNBC shall comply with the electoral laws of Zambia and afford political parties/contestants equitable and fair access to party election broadcasts and political advertisements.

ZNBC shall ensure that it develops transparent formulae for allocation of airtime, including the amount of time and the time of broadcast, to be provided to individual political parties/contestants.

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ZNBC shall develop transparent mechanisms and procedures to ensure that political advertisements and party election broadcasts are not unilaterally edited or amended without consent of political parties and contestants. Such alterations will only be possible if such advertisements or broadcasts do not comply with reasonable technical standards, the laws of Zambia or any other electoral codes applicable in Zambia.

Should a political party or contestant in such instances refuse to edit or amend such advertisement or broadcast, ZNBC reserves the right to refuse to air it. ZNBC will however be entitled to indemnity by political parties against any cost, damage or loss incurred or sustained as a result of any claim arising from such broadcasts or advertisements.

C. Requirements for the implementation of these Guidelines and Principles

1. To be allowed to operate in an environment free of violence and intimidation.

All electoral stakeholders must respect the rights of ZNBC as broadcaster to cover the campaigns and elections.

2. ZNBC will require adequate additional funding for coverage of elections through such bodies as the Electoral Commission of Zambia.

D. Terms and Conditions of Contract for Advertising to which all Political

Programmes and Adverts are subject to:

1. No independent producer shall be allowed to present ‘live” programmes. of any kind, whether on radio or television All programmes will only be presented by full time staff. However special circumstances may apply only in cases where ZNBC commissions such a person.

2. Only pre-recorded programmes will be presented by Independent producers .

3. ZNBC, being the publisher shall have the control of the broadcasts of all programmes and shall reserve the right to reject any programme that does not comply with these guidelines.

4. Political Programmes and adverts with unpalatable language, language that is not

accepted in broadcasting shall not be broadcast.

5. Programmes and adverts with material likely to lead to litigation will not be

broadcast whether or not an indemnity is guaranteed.

6. ZNBC shall have the right to pre-listen and/or preview all programmes for quality evaluation and suitability for broadcast.

7. ZNBC shall have the right to terminate any contract without Notice if any of the

above (1-6) is not followed.

8. All broadcast material must be of high quality and must be submitted in the following formats:

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Television - Betacam – PAL, DV-Cassette in PAL, Radio - CD

9. The Director General shall have the final say on the material that goes on air.

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