Media monitoring methodology

The methodology employed for the media monitoring is both quantitative and qualitative. The quantitative component of the monitoring consists of a content analysis of a representative sample of media outlets. Radio, television and newspapers will all be included in the sample and will be monitored on a daily basis.

Broadcast media

Radio and television will be monitored during peak time viewing hours and will include monitoring of all programming within this time framework. The programmes will be timed by the monitors in order to measure the airtime that each candidate and political party receives on each of the channels. Furthermore, quantifying the amount of coverage each candidate receives will be complemented by an assessment of the tone of the coverage given, based on a scale of negative, neutral and positive. The monitoring will also assess balance and tone of news and current affairs programmes to assess the extent to which they provide adequate and balanced coverage of candidates.

Print media

Newspapers will be monitored daily to assess the coverage of candidates and parties standing for election. As is the case with broadcast media, the tone, access and balance of coverage will be assessed during the media monitoring process.