Introduction to media monitoring

Media monitoring will be conducted using international methodological standards of quantitative and qualitative analysis. The media monitoring has a specific focus on the coverage of the media against principles including the right of access, allocation of coverage and balance in the mass media.

The monitoring unit will observe media coverage of both the Presidential and Parliamentary elections in order to assess:

• The access granted to political parties and independent candidates in the mass media and whether the coverage of candidates is fair and balanced;
• whether candidates standing for election were covered in a unbiased and equitable manner;
• the tone of media coverage towards the candidates.

The monitoring will cover a representative sample of broadcast and print media. The audiovisual media will be monitored daily during peak time viewing throughout the period of the election. The print media will also be monitored on a daily basis.

As well as measuring the time and space allocated to political actors, parties and candidates, the media unit will also measure the tone of media coverage according to a three level scale (positive, negative and neutral) in order to assess the overall tone of the media outlets towards contestants and the different political parties.

There will be a team of local media monitors trained in quantitative analysis monitoring a representative sample of media in Zambia. The media monitoring will inform the EUEOM on the performance of the media through regular reports and it will also form part of the overall evaluation of the election process.

Media expert: David Ward
Contact: david.ward@eueomzambia.org
Tel: 01 257 200
      01 257 300
      01 257 400
Mobile: 099 777 504