Zambia’s Media Wars
A Critical Analysis of Media coverage of
the 2008 Presidential By-Election in
Zambia
Executive Summary
Media 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 30th
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.
i
Table of Content
Executive Summary ......................................................................................................... i
List of tables ................................................................................................................... iv
List of Abbreviations and Acronyms .............................................................................. v
CHAPTER ONE: INTRODUCTION, BACKGROUND AND RATIONALE ........... 1
1.0 Introduction ............................................................................................................... 1
1.2 Background ............................................................................................................... 2
1.3 Significance of the study ........................................................................................... 3
CHAPTER TWO: STUDY OBJECTIVES AND METHODOLOGY ........................ 4
2.0 General objective ...................................................................................................... 4
2.1 Methodology ............................................................................................................. 4
2.2 Research Design........................................................................................................ 4
2.3 Definition of analytical categories ............................................................................ 5
2.4 Sampling of the media and dates .............................................................................. 6
2.5 Data Collection and Analysis .................................................................................... 7
CHAPTER THREE: SUMMARY OF THE MEDIA IN ZAMBIA ............................. 8
3.0 Overview ................................................................................................................... 8
3.1 Print media ................................................................................................................ 9
3.2 Broadcasting ............................................................................................................. 9
3.3 News Agency .......................................................................................................... 11
3.4 Limitations of the study: Lessons Learnt ................................................................ 11
CHAPTER FOUR: STUDY RESULTS AND ANALYSIS ......................................... 13
4.0 Key findings and quantitative analysis ................................................................... 13
4.1.0 The Times of Zambia ............................................................................................. 14
4.1.1 Number of stories ................................................................................................. 14
4.1.2 Number of front page election stories .................................................................. 14
4.1.3 Number of sources used in the election stories .................................................... 15
4.1.4 Number of lead stories published ........................................................................ 15
4.1.5 Number of pictures published .............................................................................. 16
4.1.6 Number of stories about presidential candidates ................................................. 16
4.2.0 The Zambia Daily Mail ......................................................................................... 17
4.2.1 Number of election stories ................................................................................... 17
4.2.2 Number of front page stories ............................................................................... 17
4.2.3 Number of sources ............................................................................................... 18
4.2.4 Number of lead stories ......................................................................................... 18
4.2.5 Number of pictures .............................................................................................. 19
4.2.6 Number of stories about presidential candidates ................................................. 19
4.3.0 The Post Newspaper .............................................................................................. 20
4.3.1 Number of stories ................................................................................................. 20
4.3.2 Number of front page stories ............................................................................... 20
4.3.3 Number of sources ............................................................................................... 21
ii
4.3.4 Number of lead stories ......................................................................................... 21
4.3.5 Number of pictures .............................................................................................. 22
4.3.6 Number of stories about presidential candidates ................................................. 22
4.4.0 The Zambia National Broadcasting Corporation (ZNBC) ................................ 23
4.4.1 Number of stories ................................................................................................. 23
4.4.2 Number of headline stories .................................................................................. 23
4.4.3 Number of sources ............................................................................................... 24
4.4.4 Number of pictures .............................................................................................. 24
4.4.5 Number of stories about presidential candidates ................................................. 25
4.5.0 Comparative analysis of media coverage ............................................................ 26
4.5.1 Number of stories in all the four media houses ................................................... 26
4.5.2 Number of sources in all the media houses ......................................................... 27
4.5.3 Number of stories with female sources in all the four media houses .................. 27
4.5.4 Number of stories about presidential candidates for all media houses ................ 28
4.6.0 Comparative print media analysis ........................................................................ 29
4.6.1 Number of lead stories in the three dailies........................................................... 29
4.6.2 Number of front page stories in the three dailies ................................................. 29
4.7. Qualitative Analysis ............................................................................................... 30
4.8.0 Thematic analysis of media content ..................................................................... 31
4.8.1 Headlines and nature of stories ............................................................................ 31
4.8.2 Sources quoted for the stories .............................................................................. 34
4.8.3 Picture analysis and language of captions ........................................................... 36
4.9.0 Other findings from interviews ............................................................................ 38
4.9.1 Self – assessment of how selected media covered the October 30 presidential byelection .......................................................................................................................... 39
4.9.2 Existence of an in – house policy for covering elections..................................... 40
4.9.3 Description of the electoral laws in Zambia ........................................................ 41
4.9.4 Impact of the actions of the electoral body on coverage of elections .................. 41
4.9.5 Successes and Challenges of media coverage ..................................................... 42
4.9.6 Suggestions for media coverage of future elections ............................................ 43
CHAPTER FIVE: RECOMMEDNDATIONS AND CONCLUSION ....................... 44
Appendix A Zambia Daily Mail: Summary of coverage ............................................. 50
Appendix B The Post Newspaper: Summary of coverage .......................................... 54
Appendix C The Times of Zambia: Summary of coverage ......................................... 59
Appendix E Summary of coverage for all media houses ............................................. 66
Appendix F Electoral Code of Conduct 2006 ............................................................... 72
Appendix G ZNBC Guidelines and Principles for coverage of elections ................... 73
iii
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 8
Number of front page stories
Table 9
Distribution of sources quoted in the election stories
Table 10
Number of lead stories published
Table 11
Number of pictures published
Table 12
Number of stories about presidential candidates
Table 13
Distribution of stories covered by the Post Newspaper
Table 14
Number of front page stories
Table 15
Distribution of sources quoted in the election stories
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 23
Number of stories about presidential candidates
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
v
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.
1
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.
2
1.3 Significance of the study
Parliamentary 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.
3
CHAPTER TWO: STUDY OBJECTIVES AND METHODOLOGY
2.0 General objective
The 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 Design
A 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
4
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 dates
The 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 Analysis
Material 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 Overview
The 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 media
The 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 Broadcasting
The 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 (Catholicowned 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 Agency
In 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
11
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 analysis
The 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 stories
The 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
100.0
Table 1. Distribution of stories covered by the Times of Zambia
4.1.2 Number of front page election stories
The 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
MMD
15
62.5
PF
4
16.7
UPND
4
16.7
HP
1
4.2
TOTAL
24
100.0
Table 2. Number of front page stories in the Times of Zambia
14
Percentage
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
100.0
Table 3. Distribution of sources quoted in the election stories in the Times of Zambia
4.1.4 Number of lead stories published
The 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
100.0
Table 4. Distribution of lead stories published in the Times of Zambia
15
4.1.5 Number of pictures published
The 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
100.0
Table 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
100
Table 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 stories
The 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
Percentage
MMD
19
63.3
PF
8
26.7
UPND
3
10.0
HP
0
0.0
TOTAL
30
100.0
Table 7. Number of stories covered by the Daily Mail
4.2.2 Number of front page stories
The 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
100.0
Table 8. Number of front page stories in the Daily Mail
17
4.2.3 Number of sources
A 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
Percentage
MMD
39
76.5
PF
9
17.6
UPND
3
5.9
HP
0
0.0
TOTAL
51
100.0
Table 9. Distribution of sources quoted for the election stories in the Daily Mail
4.2.4 Number of lead stories
The 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
MMD
8
100.0
PF
0
0.0
UPND
0
0.0
HP
0
0.0
TOTAL
8
100.0
Table 10. Number of lead stories published in the Daily Mail
18
Percentage
4.2.5 Number of pictures
A 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
Percentage
MMD
10
52.6
PF
3
15.8
UPND
3
15.8
HP
3
15.8
TOTAL
19
100.0
Table 11. Number of pictures published in the Daily Mail
4.2.6 Number of stories about presidential candidates
The 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.
Candidate’s Name
Number of stories about candidates
Percentage
Mr. Rupiah Banda
11
61
Mr. Michael Sata
5
28
Mr. Hakainde Hichilema
2
11
Brig. Gen. Godfrey Miyanda
0
0
TOTAL
18
100.0
Table 12. Number of stories about presidential candidates in the Daily Mail
19
4.3.0 The Post Newspaper
4.3.1 Number of stories
The 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
100.0
Table 13. Distribution of stories covered in the Post
4.3.2 Number of front page stories
The 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
MMD
9
42.9
PF
9
42.9
UPND
3
14.3
HP
0
0.0
TOTAL
21
100.0
Table 14. Number of front page stories in the Post
20
Percentage
4.3.3 Number of sources
A 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.
Party
Number of sources
Percentage
MMD
29
42.0
PF
27
39.1
UPND
12
17.4
HP
1
1.4
TOTAL
69
100.0
Table 15. Distribution of sources quoted in the election stories in the Post
4.3.4 Number of lead stories
A 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
Percentage
MMD
4
36.4
PF
7
63.6
UPND
0
0.0
HP
0
0.0
TOTAL
11
100.0
Table 16. Distribution of lead stories published in the Post
21
4.3.5 Number of pictures
The 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
100.0
Table 17. Number of pictures published in the Post
4.3.6 Number of stories about presidential candidates
A 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.
Candidate’s Name
Number of stories about candidates Percentage
Mr. Rupiah Banda
8
40
Mr. Michael Sata
6
30
Mr. Hakainde Hichilema
5
25
Brig. Gen. Godfrey Miyanda
1
5
TOTAL
20
100.0
Table 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 stories
The 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
Percentage
MMD
26
65.0
PF
8
20.0
UPND
5
12.5
HP
1
2.5
TOTAL 40
100.0
Table 19. Number of news items covered by ZNBC
4.4.2 Number of headline stories
The 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
MMD
6
60.0
PF
3
30.0
UPND
1
10.0
HP
0
0.0
TOTAL 10
Percentage
100.0
Table 20. Distribution of headline news stories aired by ZNBC
23
4.4.3 Number of sources
A 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.
Party
Number of sources
Percentage
MMD
26
65.0
PF
8
20.0
UPND
5
12.5
HP
1
2.5
TOTAL 40
100.0
Table 21. Distribution of sources of news quoted by ZNBC
4.4.4 Number of pictures
A 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
Percentage
MMD
16
72.7
PF
4
18.2
UPND
2
9.1
HP
0
0.0
TOTAL 22
100.0
Table 22. Number of pictures aired by ZNBC
24
4.4.5 Number of stories about presidential candidates
Mr. 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.
Candidate’s Name
Number of stories about candidates
Percentage
Mr. Rupiah Banda
11
58
Mr. Michael Sata
4
21
Mr. Hakainde Hichilema
4
21
Brig. Gen. Godfrey Miyanda 0
0
TOTAL
100.0
19
Table 23. Number of stories about presidential candidates
25
4.5.0 Comparative analysis of media coverage
Media 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 houses
A 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
100.0
Table 24. Number of stories covered by the 4 media houses analysed
26
4.5.2 Number of sources in all the media houses
The 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
The Times of Zambia
94
37
The Zambia Daily Mail
51
20
The Post Newspaper
69
27
ZNBC
40
16
TOTAL
254
100.0
Table 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 houses
Only 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
Percentage
The Times of Zambia
8
38
The Zambia Daily Mail
7
33
The Post Newspaper
4
19
ZNBC
2
10
TOTAL
21
100.0
Table 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 houses
A 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
The Times of Zambia
22
28
The Zambia Daily Mail
18
23
The Post Newspaper
20
25
ZNBC
19
24
TOTAL
79
100.0
Table 27. Distribution of stories about presidential candidates in the 4 media houses studied
28
4.6.0 Comparative print media analysis
The 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 dailies
The 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
The Times of Zambia
6
24
The Zambia Daily Mail
8
32
The Post Newspaper
11
44
TOTAL
25
100.0
Table 28. Number of lead stories in the print media
4.6.2 Number of front page stories in the three dailies
A 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
The Times of Zambia
24
36
The Zambia Daily Mail
22
33
The Post Newspaper
21
31
TOTAL
67
100.0
Table 29. Distribution of front page stories published in the 3 newspapers
29
4.7. Qualitative Analysis
This 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 content
After 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 stories
The 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 stories
News 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 20 th 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 elections
The 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
48
49
Appendix A Zambia Daily Mail: Summary of coverage
Date
08/10/08
10/10/08
Headline
Sata
“woos”
Chinese
Rupiah
Banda
pledges to revive
Maamba
Coal
Mine
I’ll
reduce
Luapula povertyRupiah Banda
Sata counselled
over KK
13/10/08
Church
backs
Banda
body
Rupiah
UNIP
ratifies
Rupiah Banda’s
endorsement
15/10/08
Sata
praises
Electoral
Commission
of
Zambia
chairperson
Confusion
as
ballot
papers
arrive
Rupiah
woos
North voters
Source(s)
-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
-Rupiah Banda in Maamba at a
rally
-Michael Mabenga MMD acting
president
-Rupiah Banda on arrival at
Mansa Airport
-Chrispin Musosha, Luapula
province deputy minister
-Rupiah Banda on a rally in
Mwansabombwe
-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
-Charles Mwape chairpersonthe Christian Coalition in a
Press statement
-Emmanuel Tembo Committee
National Chairperson-student
and youth for Rupiah Banda in
a statement
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
Mr. Sata PF leader in an
interview in Mpika
-Electoral
Commission
Zambia Priscilla Isaacs
-UPND’s Rhoda Nsama
-Rupiah Banda rallies
Mpulungu & Mbala
50
Page
1
Lead
No
Pictures
No
1
No
No
1
Yes
Yes, Rupiah
Banda at a
rally
in
Maamba
1
No
No
1
Yes
No
1
No
No
2
No
No
1
No
No
of
in
17/10/08
22/10/08
24/10/08
Hakainde
Hichilema
to
donate salary to
youths if elected
“Free, fair polls
assured”
Eight (8) Patriotic
Front
MP’s
against me-Sata
Rupiah
Banda
warns
fertiliser
abusers
MMD
cautions
opposition
Revenge is outRupiah Banda
MMD is intact
Maureen
supports Rupiah
Banda
27/10/08
29/10/08
4000 jobs coming
Sata
threatens
Sun
Hotel
managers
Magande
challenges
UPND
MMD
predicts
victory
State to open 10
-Nevers Mumba former vice
president
-Catherine Namugala MMD
Northern
Province
women
chairperson
Hakainde Hichilema, UPND
leader at a rally in Isoka
2
No
No
-Rupiah Banda on arrival at
Lusaka International Airport
from Northern Province
-John Fungameli in a statement
PF leader at a rally in Mansa
1
No
No
1
No
No
Rupiah Banda at rallies in
Chama, Mambwe and Lundazi
1
NO
No
-Sebastian Kopulande MMD
chairperson for commerce &
industry quoted on ZNBC’s
election
2008
countdown
programme
-Dr. Guy Scott, PF vice
president
Rupiah Banda at a rally in
Kabwe and Mambwe
Rupiah Banda speaks to
journalists at the City Airport
-Maureen
Mwanawasa
endorsed Rupiah Banda in an
interview. Maureen former first
lady.
-Rupiah Banda quoted from
ZNBC
-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
Sata, Patriotic Front leader at a
rally in Livingstone
2
No
No
1
Yes
1
No
Yes, a crowd
at a party
No
2
No
No
1
Yes
Yes,
of
Rupiah
Banda at a
rally
in
Luanshya
1
No
No
-Magande: Finance Minister
-Mabenga:
MMD
acting
president
-Vernon
Mwaanga-MMD
campaign team
-Dr. Neo Simutanyi in an
interview-Pangolin Consultancy
-Rupiah Banda at a rally in
1
No
No
1
Yes
Yes. At a
rally in Ndola
1
No
No
51
new mines
30/10/08
I will write off
chiefs car loansSata
I’ll protect allRupiah Banda
Opposition
veteran
politicians
endorse Rupiah
Banda
Vote peacefully
20/10/08
22/10/08
24/10/08
RB
for
subsidies
Agro
Countdown to 30
October
campaign trails in
pictures
Rupiah
Banda
warns
fertiliser
abusers
MMD
cautions
opposition
Revenge is outRupiah Banda
MMD is intact
Maureen
Ndola
-George
Mpombo:
MMD
Copperbelt campaign manager
-Nevers Mumba-former vice
president
-Margaret
Zambezi:
MMD
Ndola
central
constituency
candidate
Patriotic Front leader at a rally
in Lundazi (ZANIS)
1
No
No
Rupiah Banda at a rally in
Mandevu Lusaka
1
Yes
-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
Patriotic Front leader at a rally
in Woodlands
-Hakainde Hichilema at a rally
in Kanyama
-Rupiah Banda at a rally in
Chongwe
-Chieftainess
Nkomeshya
Mukamambo II
1
No
Yes, of a
crowd at a
rally
in
Lusaka
No
1
No
No
1
Yes
Yes,
of
Rupiah
Banda at a
rally
in
Chongwe
Rupiah Banda at rallies in
Chama, Mambwe and Lundazi
1
NO
No
-Sebastian Kopulande MMD
chairperson for commerce &
industry quoted on ZNBC’s
election
2008
countdown
programme
-Dr. Guy Scott, PF vice
president
Rupiah Banda at a rally in
Kabwe and Mambwe
Rupiah Banda speaks to
journalists at the City Airport
-Maureen
Mwanawasa
2
No
No
1
Yes
1
No
Yes, a crowd
at a party
No
2
No
No
52
supports Rupiah
Banda
27/10/08
29/10/08
4000 jobs coming
Sata
threatens
Sun
Hotel
managers
Magande
challenges
UPND
MMD
predicts
victory
State to open 10
new mines
30/10/08
I will write off
chiefs car loansSata
I’ll protect allRupiah Banda
Opposition
veteran
politicians
endorse Rupiah
Banda
Vote peacefully
endorsed Rupiah Banda in an
interview. Maureen former first
lady.
-Rupiah Banda quoted from
ZNBC
-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
Sata, Patriotic Front leader at a
rally in Livingstone
1
Yes
Yes,
of
Rupiah
Banda at a
rally
in
Luanshya
1
No
No
-Magande: Finance Minister
-Mabenga:
MMD
acting
president
-Vernon
Mwaanga-MMD
campaign team
-Dr. Neo Simutanyi in an
interview-Pangolin Consultancy
-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
Patriotic Front leader at a rally
in Lundazi (ZANIS)
1
No
No
1
Yes
Yes. At a
rally in Ndola
1
No
No
1
No
No
Rupiah Banda at a rally in
Mandevu Lusaka
1
Yes
-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
Patriotic Front leader at a rally
in Woodlands
-Hakainde Hichilema at a rally
in Kanyama
1
No
Yes, of a
crowd at a
rally
in
Lusaka
No
1
No
No
53
Appendix B The Post Newspaper: Summary of coverage
Date
08/10/08
Headline
Squabbles rock
Rupiah’s
campaign team
Source(s)
-Based
on
a
conflicting
statements between Katele
Kalumba
and
Benny
Tetamashimba
-Mbita Chitala, chief executive
campaign officer
-“reliable sources”
-Wynter Kabimba, Patriotic
Front for local government in
quotes on a MUVI TV
programme “Matter at Hand”
Page
1,4,6
Hakainde
Hichilema calls
for responsible
voting
Hichilema
is
immatureMunkombwe
-Hakainde Hichilema at a rally
in Chipata.
-Margaret Mzyeche, deputy
national treasurer
-Daniel Munkombwe-Southern
Province minister
_Rupiah at a rally in Choma
-Sakwiba Sikota-United Liberal
Party president
Rupiah
sleepy
Hakainde
interview
Patriotic Front
warns Kenneth
Kaunda
over
his support for
Banda
10/10/08
13/10/08
is
Banda
has
confirmed his
dented imageKahenya
Another
eyewitness
insists Rupiah
bribed Sakala
“Vote for Akulu
Mphuno,”
Mpezeni urges
subjects.
Headline
on
page one but
story on page
10
Lead
No
Pictures
No
2
No
Picture
of
Sata
addressing a
rally in rally
in
but no
story
Yes, file
2
No
an
1
Yes
UPND
in
an
1
No
-Mulenga Sichilya, witness in a
walk in interview
-Charles Banda, former FDD
Kapoche MP
-Paramount Chief Mpezeni
when
he
addressed
his
subjects at his palace
_Chief Mwanjawanthu in an
interview
4
No
Yes
Sichilya
10
Yes
Yes,
file
picture
of
Rupiah
Banda
greeting
Mpezeni
during
Ukesenfya
pangwena
traditional
ceremony in
Mungwi
Hichilema
Tiens
Kahenya,
secretary
General
interview
54
in
1,4,9
Yes, Rupiah
Banda
arriving
a
rally
and
children
waiting
Yes,
of
Hakainde
Hichilema in
a crowd in
Chipata
No
of
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
Image builders
cause
discomfort
in
MMD campaign
Mwata advises
HH to be brave
Rupiah Banda at a rally in
Chiengi and Nchelenge
1
No
No
-Anonymous inside sources
(MMD campaign team)
-Mike
Mulongotu
MMD
campaign manager
-Mwata
Kazembe
when
Hakainde Hichilema paid a
courtesy call
-Hakainde
Hichilema
at
Kazembe Palace
-Watson Lumba UPND national
management official
-Friday
Mulenfwe,
PF
representative,
during
the
newsmakers forum in SolweziThe Post Freedom Committee
Bishop
Simon
Chihana,
president,
International
Fellowship
of
Christian
Churches in a statement
Sata, PF leader in an interview
in Mbala and at a rally at
Lucheche Basic School
2
No
No
4
No
No
6
No
No
6
No
No
1
Yes
-Rupiah Banda at a rally in
Mpika
-Sakwiba Sikota, ULP leader
-Nevers Mumba former vice
president
Guys Scott, PF vice president
1
No
Yes
One at a
rally
in
Mpulungu &
one in his
room
at
Lake Chila
Lodge with
two
police
officers
No
4
No
No
Captain Walusiku Lyambela,
UPND National trustee
7
No
No
UPND accuses
MMD
of
cheapening
Zambians
15/10/08
Chihana
endorses
Sata’s
candidature
Police try but
fail
to
stop
Sata’s rally
Banda
feels
protected from
witchcraft
British
image
bulilders wont
make
dull
Rupiah
charismatic
says Scott
Confusion
reigns
over
ballots
at
Lusaka
International
55
17/10/08
Airport
PF vows to
“uproot” MMD
in Chibombo
Satamania hits
south…Sata
has broken the
barriers
of
tribalismHimiyanze
Opposition
stops
ballot
papers ‘theft’
Admit political
league
is
tough,
Sata
tells Rupiah
20/10/08
Rupiah to deal;
with
anyone
who disputes
poll results
Mongu
welcomes
Sata, story on
page 4
Rupiah
can’t
win
within
riggingHichilema
The Post is
making
me
popular, claims
Rupiah
Miyanda asks
Ndola residents
Emmanuel Chenda-PF Member
of Central committee in a
telephone interview
Opper Hamiyanze, PF Southern
Province coordinator in an
interview
8
No
No
1
Yes
1
No
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
No
Sata PF leader at a rally in
Mansa
-Alex Chama, PF central
committee member
-Godfrey Mwamba, Lusaka
businessman
Rupiah Banda at a rally in
Kasama
2
No
No
3
No
no
-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
Hakainde Hichilema at a press
conference
1
No
Sata
greeting
Bishop Paul
Duffy
-People
welcoming
Sata
in
Mongu
-Sata at a
rally
in
Kabwe
Yes,
file
photo
Rupiah
Banda
addressing
Chiefs at Kariba North Bank
Guest House
1
No
No
Heritage Party leader Miyanda
at a rally in Ndola
7
No
Yes,
portrait
56
a
22/10/08
to vote for him
MMD doesn’t
deserve
another chance
to rule-UPND
Councillor
Sata
is
unstoppableMulefwe
Rupiah
accuses Sata
of
being
quarrelsome
Gover will start
gold,
copper
explorations in
Mambwe,
Banda
24/10/08
Sata
is
winning-Daniel
Munkombwe.
…
if
MMD
makes a small
mistake
Easterners will
be considered
useless if they
don’t vote for
Rupiah-Teta
Hichilema’s
vision is the
best,
says
Chief Kasempa
Federation for
Free
Trade
Unions
in
Zambia backs
Sata
for
president
-Kachunga Simusamba at a
Press Freedom Committee
discussion
-Ian Sikazwe, former Zambia’s
Ambassador to France
-Friday Mulefwe, PF
North
Western provincial coordinator
in an interview
-Richard Kayumba, PF North
western youth chairman
Rupiah Banda at a rally in
Katete
9
No
No
1
No
No
1
No
No
-Rupiah Banda at a rally in
Mambwe
-Benny Tetamashimba, MMD
spokesperson
-Edith Nawakwi, FDD president
-Kennedy Zulu, MMD Eastern
province chairperson
Daniel Munkombwe, Southern
Province Minister when he
addressed Civil Servants in
Choma
4
No
No
1
Yes
-Benny Tetamashimba at a rally
in Eastern province
-Rupiah Banda at a rally
-Edith Nawakwi, FDD president
-Sakwiba Sikota, United Liberal
Party leader
-Chief
Kasempa
when
Hakainde Hichilema paid a
courtesy call on him
-Patrick
Kangwa,
North
Western
Province
UPND
coordinator
-Hakainde Hichilema UPND
leader
Charles Phiri FFTUZ vice
president in an interview
-Golden Tembo former MMD
youth chairman
3
No
-Yes,
file
picture and
Sata
in
Lukulu
talking to a
police
officer.
-A
police
officer
flashing
a
PF symbol in
Solwezi
No
3
No
No
9
No
No
57
27/10/08
29/10/08
I’m
unstoppableSata
-Sata at a rally in Mazabuka
-Christopher Muyaba
Race to plot
one: who will
rule
Rupiah doesn’t
control eastern
provinceSata…look at
my rallies in
Katete,
Petauke
and
Chipata
Dr.
Sacika
vows top vote
for Sata
Profiles of the 4 candidates
Continued
threats
MMD
useless-HH
Zulu smells
victory
eastern
province
30/10/08
by
are
PF
in
It’s over for
Rupiah-Sata
Chuumbwe
defects to PF
Sata is a leader
for
all-PF
member
Copperbelt
University
Students
to
vote
against
Rupiah
The
Post
cannot
break
me,
says
Rupiah
Yes
4-rally
pictures of
Sata
in
Mazabuka,
Choma,
Livingstone
and Monze
1
-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. 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
Hakainde Hichilema UPND
leader in an interview and at a
rally in Namwala
2
No
No
2
No
No
-George Zulu former Petauke
district commissioner in an
interview
-Samuel Kungha, Mambwe
district PF chairperson
Sata-PF leader at a rally in
Woodlands Stadium Lusaka
11
No
No
1
Yes
-Geoffrey
Chuumbwe-former
Lusaka
province
MMD
chairperson
and
Christine
Moonga,
MMD
National
Executive Committee member
George Chewe, PF chairperson
for Livingstone district in an
interview
Decision by students at a
general
meeting-Chomba
Kangwa
2
No
Yes, of Sata
at a rally at
Woodlands
Stadium
No
3
No
No
6
No
No
-Rupiah Banda at a rally in
Kitwe
-Vernon Mwaanga, veteran
politician
9
No
No
58
-Nevers Mumba
-Benny Tetamashimba
Appendix C The Times of Zambia: Summary of coverage
Date
08/10/08
Headline
RB
strongwilled
to
develop all nine
provinces
MMD
manifesto
in
tune with real
issues
10/10/08
MMD
presidential
candidate’s
tour of duty
moves
to
Luapula
HH slams Chief
Bright
Nalubamba
Luapula set to
be mining giant
“Its not money
luring me to
state house”
PF wants oil
pipeline
from
Angola
13/10/08
Tempers flare
Sata
woos
Mpika voters
PF offered me
Source(s)
-Rupiah Banda in Livingstone
and Maamba
-Acting MMD president, Michael
Mabenga
-Mike Mulongoti, campaign
manager
-Michael Kaingu, provincial
campaign coordinator.
Sebastian Kopulande being
quoted
during
as
radio
programme on Yatsani, MMD
chairperson for commerce and
industry
Clement
Siame,
Luapula
Permanent Secretary
Page
1
Lead
No
Pictures
No
1
No
No
1
No
No
Hakainde Hichilema, UPND
President in an interview in
Chipata
-Rupiah Banda at a rally in
Mwansabombwe
-Sakwiba Sikota, ULP President
-Chrispine Musosha, Provincial
minister
Hakainde Hichilema, UPND
President at a rally in Petauke
3
No
No
1
Yes
No
1
No
Yes,
portrait
a
Given
Lubinda,
party
spokesperson,
campaign
manager in an interview in
Lusaka
-ECZ chairperson Florence
Mumba
-Tiens Kahenya, then UPND
secretary general
-Patrick Mweene, UPND party
trustee
_Rhoda Nsama, PF Lusaka
Central Committee in Lusaka
Sata at a rally in Mpika
1
No
Yes,
portrait
a
1
Yes
Yes,
Kahenya
and Justice
Mumba
1
No
No
Martin Tembo, Petauke MMD
1
No
NO
59
K60m, claims
MMD youth
MMD’s
improved
image cheers
campaign team
15/10/08
17/10/08
Don’t
experiment
with presidency
HH to donate
salary
to
vulnerable
youths
Sata pledges to
cancel chiefs
car loans
MMD assures
to
keep
economic
policies alive
We are still
popular insists
UPND
HH promises
Copperbelt
miners “gold”
Six PF officials
defect to MMD
NRDC students
union endorses
RB
Don’t vote for
opposition
20/10/08
“I
am
best
suited
for
presidency”
Youth Chairperson
-Ben Tetamashimba, MMD
spokesperson in an interview in
Ndola
-Mike Mulongoti
-George Mpombo
-Emmanuel
Tembo,
Chairperson of students and
youth national committee
Brian Chituwo, then Minister of
Health at a rally in Mumbwa
1
No
No
2
No
No
Hakainde Hichilema at a rally in
Isoka
1
No
No
Sata, PF leader at a rally in
Mpulungu
1
No
No
-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
Philip Maambo, UPND deputy
chair for elections in an
interview
Hakainde Hichilema, UPND
president at a rally at Kaunda
Square
Chingola’s
Chiwempala Township
-George Mpombo, defence
minister
-Moses Zimba, defector from
PF to MMD
Statement signed by six
executive committee members
3
No
Yes,
of
Kopulande,
file portrait
3
No
No
4
No
Yes, portrait,
file photo
4
No
No
4
No
No
-Angela Cifire, MMD Luangeni
MP at a rally in Luangeni
constituency
-Moses Liche, defector from PF
to MMD
-Rupiah Banda at a rally in
Chongwe
-Chieftainess Nkomeshya
-Sylvia Masebo, Chongwe MP
-Geoffrey
Lungwangwa,
Education Minister
4
No
Yes, portrait
file photo
1
No
No
60
-Sakwiba Sikota, ULP leader
There will be
no
polls
in
2011-Sata
“HH is the best
candidate”
Vote for me,
RB
implores
Southerners
22/10/08
24/10/08
Banda’s Vision
Hichilema
dangles hefty
perks
HP pits urban,
rural
in
its
concept
MMD
warns
against
alarming
statements
Maureen backs
Rupiah
“I
will
revenge”
not
MMD promises
free education
up to grade 12
There is no
PF leader at a rally in Kabwe
1
No
No
-Charity
Chileshe,
UPND
Northern Province campaign
coordinator at a press freedom
forum
-Francis
Kombe,
MMD
representative
-Fidelis
Mwaamba,
PF
representative
-Rupiah Banda at a rally in
Mufumbwe are
-Sakwiba Sikota, ULP president
4
No
No
4
No
No
-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
Hakainde Hichilema at a rally in
Zambezi
1
Yes
Yes,
a
crowd
at
Katete rally
1
No
No
Waziah Phiri in an interview in
Lusaka
1
No
No
Chibeza Mfuni, chairperson for
media-campaign committee
2
No
No
-Maureen Mwanawasa, former
first lady in an interview
-MMD campaign coordinatorMbita Chitala
-George Mpombo, Copperbelt
campaign coordinator
-Rupiah Banda at rallies in
Mumbwa and Kabwe
-Vernon Mwaanga, veteran
politician
-Moses Muteteka, Chisamba
M.P
-Nawakwi, FDD president
Sebastian Kopulande quoted
during a special programme on
Muvi TV in Lusaka
Rupiah Banda reacting to
1
Yes
No
1
No
No
4
No
Yes, file
4
No
No
61
disunity
in
MMD-Banda
HP confident of
winning
27/10/08
Remain
neutral,
Sata
tells church
4,000
jobs
coming
Banda
promises
resolution
of
house
ownership
wrangles
Magande
smells
MMD
victory
Hichilema
pledges
to
work
with
chiefs
Teta scoffs at
HH’s ‘rigging’
claim
Accept
poll
results
says
UPND member
Family
colleagues
vouch for RB
29/10/08
Presidential
campaigns
swing towards
MMD
MMD predicts
victory
10 new mines
to open soon
RB
assures
UNZA,
CBU
sentiments by Lusaka MMD
Chairperson,
Geoffrey
Chuumbwe
Nelson Phiri, Eastern province
organiser in an interview in
Chipata
Sata, PF president in an
interview
4
No
Yes
of
Miyanda file
No
Yes, file
-Rupiah Banda at a campaign
rally in Lufwanyama district
-Lwipa Puma, area MP
1
Yes
-Rupiah Banda at a rally in
Luanshya
-Simon Kachimba, are MP
-Sakwiba Sikota, ULP president
1&4
No
Yes
of
Rupiah
Banda at a
rally
in
Lufwanyama
No
Magande quoted on a MISA
programme aired on ZNBC
1
No
No
Hakainde Hichilema quoted
during his visit to chiefs in
Western Province
3
No
No
Benny Tetamashimba, MMD
spokesperson in an interview
4
No
No
Mulilo Kabesha quoted during
the Post newsmakers forum in
Kabwe
-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
-Akashambatwa
Lewanika,
founder member of MMD at a
rally in Kalabo and Senanga
4
No
No
4
No
Yes,
Kankasa
and Chituwo
4
No
No
-Vernon
Mwaanga,
MMD
campaign committee member
-Mbita Chitala, MMD campaign
committee member
Rupiah Banda at a rally in
Ndola
Rupiah Banda at a rally in Kitwe
1
Yes
No
1
No
No
1
No
No
62
students
upped
allowance
Pangolin
denies
conducting
opinion polls
PF
militant,
says
Kopulande
170 Ndola PF
cadres defect
Sata is in good
health-Wife
UPND
to
increase maize
flow price
-Dr. Neo Simutanyi, Centre for
Policy
Dialogue
Executive
Director
-Benny Tetamashimba, MMD
campaign agent
-Ngande
Mwanajiti,
former
executive director (Afronet)
-Sebastian
Kopulande-MMD
chairman for commerce and
industry quoted from a MUVI
TV interview
-Josephat Changwe, defector
leader
-George Mpombo, Copperbelt
MMD campaign coordinator
-Nevers Mumba former vice
president
-Benny
Tetamashimba
campaign manager
-Sakwiba Sikota ULP president
Dr Christine Kaseba-Sata’s
wife at a rally in Masaiti
3
No
Yes, file of
Neo
Simutanyi
4
No
Yes, portrait
file
4
No
No
4
No
No
Hakainde Hichilema in
and Kalomo rallies
4
No
No
63
Zimba
Appendix D ZAMBIA NATIONAL BROADCASTING CORPORATION: Summary of coverage
Date
08/10/08
Headline
RB
Sata
Source(s)
-Rupiah Banda at a rally in
Mazabuka
-Chief Kaingu of Namwala
-Rupiah Banda at a rally in Maamba
-Sata in an interview
Rupiah Banda at Kwanga traditional
ceremony
Pictures
Rupiah Banda
and
Chief
Kaingu
10/10/08
Non
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
No picture
17/10/08
Rupiah Banda
Rupiah Banda at a rally in Isoka
-Edith Nawakwi, FDD president
-Chiefs Kafwimbi and Mweniwise of
Isoka
Rupiah Banda at a rally in Chongwe
20/10/08
20/10/08
Rupiah
Banda
and Michael Sata
No picture
-Edward Mwanza, Chongwe MMD
District chairperson
Yes, of Rupiah
Banda
Yes of Vernon
Mwaanga
-Hakainde Hichilema quoted on
‘Race to plot one’ on ZNBC TV
Kitwe
Yes
Hakainde
Hichilema
-Given Lubinda at a press briefing
Rupiah Banda at a rally in Chama
No
No
Chibesa Mfuni, Media chairperson
for the MMD national campaign
committee at a press briefing
Hakainde Hichilema at a rally in
Kabompo
Robbie Chizyuka, UPND Namwala
No
64
No
No
of
MP in interview
21/01/08
22/10/08
24/10/08
27/10/08
29/10/08
Sata in Mongu
Chileshe Mulenga, PF deputy
secretary general
Sebastian
Kopulande,
MMD
Chairperson for Commerce, trade on
ZNBC ‘National Watch’
No
Yes,
Dr.
Mulenga
Yes
Kopulande
Guy Scott, PF vice president
Yes, of
Guy Scott
Katele Kalumba in a statement MMD
National Secretary
No
Felix Mutati, Commerce Minister
Maureen Mwanawasa, former first
lady
Rupiah Banda at a rally in Mumbwa
No
Yes
Wazziah Phiri, HP spokesperson
Rupiah Banda at a rally in Kafue
Ben Kapita at the same rally
Edith Nawakwi, FDD president
Dickson
Hamainza,
Tonga
Traditional Association President
Michael Sata, PF president
Hakainde Hichilema at a rally in
Sinazongwe
Rupiah
Banda
at
rally
in
Chililabombwe
Vernon Johnson Mwaanga
Rupiah Banda, at a rally in
Luanshya
George Mpombo
Felix
Mutati
welcoming
PF
defections to MMD
Sata at a rally in Itezhi tezhi
Rupiah Banda at a rally in Mandevu
Lusaka
Michael Sata at a rally in Lusaka
woodlands stadium
Hakainde Hichilema at a rally in
Lusaka’s Compound
65
Dr.
Yes, of Rupiah
Banda
No
Yes
Yes
Yes
No
No
No
No
No
Yes
Yes
No
No
Yes
Yes
Yes
Appendix E Summary of coverage for all media houses
10/8/2008
Party
MEDIUM
Times
Zambia
MMD
PF
UPND
HP
Total
3
0
1
0
4
6
3
0
0
1
0
0
0
0
1
1
0
0
0
0
0
0
0
0
0
7
3
0
0
2
2
1
0
0
2
2
1
0
0
1
0
0
0
0
1
0
0
0
0
0
4
2
0
0
4
4
1
0
1
1
1
0
1
1
0
0
1
0
0
0
0
6
2
0
3
MMD
PF
UPND
HP
Total
1
1
1
0
3
3
1
1
0
2
1
1
0
1
1
1
1
0
1
1
0
0
0
0
0
5
3
1
2
4
3
1
1
1
1
1
1
0
0
0
1
1
0
0
2
0
0
0
0
0
5
3
1
1
3
2
1
1
1
0
0
0
0
2
1
0
0
0
0
0
0
4
2
1
1
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
Daily Mail
The Post
10/10/2008
Party
MEDIUM
Times
Zambia
Daily Mail
The Post
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
10/13/2008
Party
66
MEDIUM
Times
Zambia
MMD
PF
UPND
Hp
Total
3
1
0
0
4
6
2
0
0
2
1
1
0
0
1
0
0
0
0
0
0
0
0
0
0
7
3
0
0
3
3
2
1
0
3
1
0
0
0
2
0
0
0
0
2
0
0
0
0
0
4
2
1
0
7
4
1
1
1
3
1
0
1
3
0
0
0
0
0
0
0
10
2
1
2
MMD
PF
UPND
HP
Total
1
2
3
0
6
1
0
0
1
1
2
1
0
0
0
3
1
0
0
1
0
0
0
0
0
6
2
0
1
2
3
1
0
0
1
0
0
0
0
3
1
0
0
0
0
0
0
0
0
0
4
1
0
0
4
3
1
0
3
1
1
0
0
0
0
0
0
6
2
1
MMD
PF
UPND
HP
Total
3
0
1
0
4
5
0
1
0
6
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
Daily Mail
The Post
10/15/2008
Party
MEDIUM
Times
Zambia
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Daily Mail
The Post
10/17/2008
Party
MEDIUM
Times
Zambia
of
# of stories
#
of
sources
67
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
Daily Mail
The Post
0
1
0
1
0
0
0
1
0
1
0
0
0
0
0
0
0
2
0
2
2
1
0
0
1
1
1
0
0
2
0
0
0
0
0
0
0
0
0
0
3
2
0
0
3
1
1
0
2
4
1
1
1
0
0
0
0
0
0
0
0
5
2
1
3
MMD
PF
UPND
Hp
Total
3
2
1
0
6
9
1
0
0
1
2
1
0
0
0
1
0
0
0
0
0
0
0
0
0
12
2
0
0
1
2
1
1
1
2
0
0
0
0
1
0
0
0
0
2
0
0
0
0
1
2
1
1
1
6
2
1
0
0
3
1
1
3
2
1
0
1
1
0
0
1
8
3
1
5
MMD
PF
UPND
HP
Total
2
0
1
1
4
6
1
1
1
2
0
0
0
0
1
1
1
0
0
0
1
1
0
0
0
8
3
1
1
3
10/20/2008
Party
MEDIUM
Times
Zambia
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
Daily Mail
The Post
10/22/2008
Party
MEDIUM
Times
Zambia
Daily Mail
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
68
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
The Post
2
1
0
0
2
1
0
0
0
1
0
0
0
0
0
0
0
0
0
0
3
1
0
0
3
5
1
0
1
2
1
1
2
0
0
0
0
0
0
0
0
7
2
1
3
MMD
PF
UPND
HP
Total
4
1
1
1
7
9
2
1
1
3
1
0
0
0
0
1
0
0
0
0
1
0
0
1
0
12
2
1
2
3
4
2
1
1
2
0
0
0
0
1
0
0
0
0
1
0
0
0
0
0
4
2
1
1
4
5
2
1
0
2
0
0
2
3
0
0
1
0
0
0
0
10
2
1
3
MMD
PF
UPND
Hp
Total
6
0
2
0
8
14
3
1
3
2
0
0
0
0
1
2
0
0
0
0
0
0
0
0
0
16
3
1
3
3
6
1
1
1
1
0
0
0
0
0
0
0
7
2
1
10/24/2008
Party
MEDIUM
Times
Zambia
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
Daily Mail
The Post
10/27/2008
Party
MEDIUM
Times
Zambia
Daily Mail
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
69
Picture
# of stories
#
of
sources
Front page
Lead
Picture
The Post
1
0
0
1
0
0
0
0
1
1
0
0
0
0
2
1
1
4
0
0
0
0
0
0
0
0
2
1
1
4
MMD
PF
UPND
HP
Total
6
1
1
0
8
13
3
1
3
2
1
0
0
0
1
1
0
0
0
0
0
0
0
0
0
15
3
1
3
3
6
2
1
1
0
1
1
0
0
3
0
0
0
0
1
0
0
0
0
0
7
3
1
1
4
0
0
0
0
7
1
1
3
1
0
0
0
0
0
0
0
8
1
1
3
MMD
PF
UPND
HP
2
1
1
0
6
1
1
1
1
3
1
1
0
0
3
4
1
1
0
0
0
0
0
0
0
0
0
0
10/29/2008
Party
MEDIUM
Times
Zambia
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
Daily Mail
The Post
10/30/2008
Party
MEDIUM
Times
Zambia
Daily Mail
The Post
of
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
sources
Front page
Lead
Picture
# of stories
#
of
70
sources
Front page
Lead
Picture
0
0
1
1
1
0
0
0
0
ZAMBIA NATIONAL BROADCASTING CORPORATION
Date
MMD
PF
UPND
10/8/2008
Headlines
1
1
0
Stories
2
1
0
Sources
2
1
0
Pictures
2
1
0
10/10/2008
Headlines
1
0
0
Stories
1
0
0
Sources
1
0
0
Pictures
0
0
0
10/12/2008
Headlines
0
0
0
Stories
3
0
0
Sources
3
0
0
Pictures
3
0
0
10/15/2008
Headlines
0
0
0
Stories
4
0
0
Sources
4
0
0
Pictures
0
0
0
10/17/2008
Headlines
1
0
0
Stories
2
1
1
Sources
2
1
1
Pictures
2
0
1
10/20/2008
Headlines
1
1
0
Stories
3
3
2
Sources
3
3
2
Pictures
1
2
0
10/22/2008
Headlines
1
0
0
Stories
4
0
0
Sources
4
0
0
Pictures
2
0
0
10/24/2008
Headlines
1
1
1
Stories
3
1
1
Sources
3
1
1
Pictures
3
0
0
10/27/2008
Headlines
0
0
0
Stories
3
1
0
Sources
3
1
0
Pictures
2
0
0
10/29/2008
Headlines
0
0
0
Stories
1
1
1
Sources
1
1
1
Pictures
1
1
1
71
0
0
0
HP
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
0
0
0
0
0
0
0
0
0
0
0
0
0
Total
2
3
3
3
1
1
1
0
0
3
3
3
0
4
4
0
1
4
4
3
2
8
8
3
1
5
5
2
3
5
5
3
0
4
4
2
0
3
3
3
Appendix F Electoral Code of Conduct 2006
ELECTORAL CODE OF CONDUCT 2006
STATUTORY INSTRUMENT
NO. 90 OF 2006
The Electoral Act
(Act No. 12 of 2006)
The Electoral (Code of Conduct)
Regulations, 2006
IN 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 the
Electoral 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 Media
12 (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
72
(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 Time
13. (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 Programme
14. (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 AND
PRINCIPLES FOR COVERAGE OF ELECTIONS
73
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.
74
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.
75
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.
ZNBC will require adequate additional funding for coverage of elections
through such bodies as the Electoral Commission of Zambia.
2.
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
9.
- CD
The Director General shall have the final say on the material that goes on air.
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