The Pre-Election Coverageby Kenyan Media ahead of the

2013 General Election

March 2013

Monitoring Report

The Pre-Election Coverageby Kenyan Media ahead of the

2013 General Election

March 2013

Monitoring Report

Published by:

Media Council of KenyaP. O. Box 43132 - 00100 Nairobi, Kenya

Ground Floor, British American Insurance CentreMara/Ragati Road Junction, Upper Hill

Tel: +254 (020) 2737058, 2716265, 2716266Mobile: +254 727 735252

Email: info@mediacouncil.or.keWebsite: www.mediacouncil.or.ke

© Media Council of Kenya, 2013

The Pre-Election Coverageby Kenyan Media ahead of the

2013 General ElectionMarch 2013

Monitoring ReportMedia Council of Kenya

OUR MANDATE

To regulate the media and the conduct and discipline of journalists in accordance with the provisions of the Media Act CAP 411B.

OUR VISION

A professional and free media accountable to the public

OUR MISSION

To safeguard media freedom, enhance professionalism and arbitrate media disputes

COUNCIL’S ROLE, MANDATE, FUNCTIONS AND AUTHORITY

The Council draws its mandate and authority from the Media Act CAP 411B. Its functions are to:

1. Mediate or arbitrate in disputes between the government and the media, between the public and the media and intra-media.

2. Promote and protect freedom and independence of the media.3. Promote high professional standards amongst journalists.4. Enhance professional collaboration among media practitioners.5. Promote ethical standards among journalists and in the media.6. Ensure the protection of the rights and privileges of journalists in the performance

of their duties.7. Advise the government or the relevant authority on matters pertaining to

professional, education and the training of journalists and other media practitioners.

8. Make recommendations on the employment criteria for journalists.9. Uphold and maintain the ethics and discipline of journalists.10. Do all matters that appertain to the effective implementation of this Act.11. Compile and maintain a register of journalists, media practitioners, media

enterprises and such other related registers.12. Conduct an annual review of the performance and the general public opinion of

the media, and publish the results.

Table of Contents

1

Acknowledgement 2

Executive Summary 3

Highlights of Key Findings 4

Chapter 1 : Print Media 6

Background 6

Coverage in The Standard 6

The Daily Nation 7

The Star 8

The People 9

Allocation of Space 10

Chapter 2 : Electronic Media 19

Background 19

Coverage of Politicians/Allocation of Airtime 19

Airtime Allocated to Presidential Candidates/Running Mates 20

Tonality 21

Topics Associated with Politicians 22

Findings Radio 23

General Observations: Radio Talk Shows 23

Election Coverage 23

Call to Vote 23

General Findings: News Coverage 25

Election Coverage 25

Breaches 26

Adherence to the Code of Conduct 26

Hate Speech 26

Chapter 3 : Conclusion and Recommendations 28

Recommendations 28

he Media Council of Kenya wishes to extend sincere gratitude to all those who

Tparticipated in ensuring the success of data collection, analysis, report writing and

preview/editing of this report.

We acknowledge the work of the MCK Media Analysis team:

• Immaculate Mwende• Abraham Kisang• Allennita Gakii• Njeri Munyiri • Ahmed Kassim

The Council also acknowledges the contribution of the following media monitors:

Martin Kimani, Evans Kiogora, Ivy Wafula, Dan Sudi, Frida Ngéthe, David Mulatyah, Nancy

Gitonga, Dancan Juma, Evelyne Musambi, Fred Orina, Carolyne Kathure.

Special thanks also go to the Research and Media Monitoring Supervisor Amos Kibet for

assisting in editing this report and Media Council of Kenya's Communications and

Information Officer Jerry Abuga for overseeing production of the report.

We also appreciate the input and support of the Programs Manager, Victor Bwire and the

CEO, Haron Mwangi towards the success of publication of this report.

We thank German Development Cooperation GIZ (Social Justice Program & Civil Peace

Service) and PACT, Kenya Program for the support of this project.

Acknowledgements

2

thenya undertook its historic general election in March 4 2013 under the Kenya

KConstitution 2010.The passing of the constitution in 2010 led to formation of six

elective positions from the country representatives all the way up to the president.

The novelty of the election process attracted several aspirants and contestants for all the

elective posts.

The Independent Electoral and Boundaries Commission (IEBC) cleared 8 candidates and

their running mates to contest the presidency and the sponsoring Coalitions, who are the

main focus of this report.

The Media Council of Kenya conducted a pre-election monitoring of the coverage of

Presidential candidates and their running mates with an objective of measuring the quantity

and determining the quality of journalistic reporting and the adherence to both the Code of

Conduct for the Practice of Journalism in Kenya and the Guidelines on Elections Coverage.

This report therefore covered 8 presidential aspirants: Raila odinga (CORD), Uhuru

Kenyatta (Jubilee), Musalia Mudavadi (Amani), James Ole Kiyiapi (RBK), Martha Karua

(NARK Kenya), Paul Muite (Safina), Peter Kenneth (KNC) and Mohammed Abduba Dida

(ARK).

st thFrom March 1 to March 9 2013, The Media Council of Kenya monitored the coverage of

Presidential candidates and their running mates across 4 newspapers, 6 vernacular Radio

stations and 5 TV stations. All stories in the Daily Nation, The Star newspaper, The Standard

and The People were analysed. On TV, 9pm bulletins on Citizen TV, NTV, KTN, KBC and

K24 were monitored, while talk shows of between 6 A.M and 10AM and News at 1PM

and 7 PM were analysed on Kameme FM (Kikuyu), Radio Salaam (Kiswahili), Kass FM

(Kalenjin), Mulembe FM (Luhya), Egesa FM (Ekegusii) and Nam Lolwe FM (Dholuo)

Executive summary

3

Highlights of Key findings

Television

• Raila Odinga was the presidential candidate most mentioned in the TV coverage

during the monitoring period (23% of all mentions), followed by Uhuru Kenyatta

(21%), Musalia Mudavadi 9%, Peter Kenneth (8%), Martha Karua 5%, Paul Muite

4%. Both Abduba Dida and James ole Kiyiapi got 3%. Most mentions of Raila

Odinga were monitored on NTV and KTN at 28% and 27% respectively. KBC

aired the least of his mentions (17%). • Elections featured prominently on TV platform and overshadowed other topics

such as National cohesion, agriculture and Constitution implementation which

were accorded minimal airtime• Notable was the Major Coverage accorded to two Presidential candidates of the

two leading coalitions: Hon. Uhuru Kenyatta (Jubilee Alliance) and Hon. Raila

Odinga (CORD)

Radio

• There was marked improvement in professional handling of interviews and

moderation of discussions during interviews and call-in programmes. There were

however a few isolated incidences in some radio stations which aired reckless

statements made by politicians.• During the period under review, radio stations scored highly on accuracy, balance

and fairness, with majority of the news reports and the talk-shows showing no

evidence of slanted reporting. Most W/H questions were answered, the sources

quoted were credible and at least two viewpoints given. However a few incidences

of hate speech were noted in some Vernacular radio stations.

Print

• The People Newspaper dedicated the highest space (39%) in coverage of

presidential aspirants, The Standard (29%), Daily Nation (20%) whereas The Star

4

2was the least with only (11%) overall space allocation in cm for the four

Newspapers analysed. The People, The Star and The Standard allocated more space

to Uhuru Kenyatta (23%), (39%) and (26%) respectively. Raila Odinga was

prominently covered in Daily Nation (27%).• William Ruto of the Jubilee Alliance was the most prominently covered presidential

running mate at 58% in all the four newspapers analysed. Kalonzo Musyoka of

CORD came second (33%). William Ruto was allocated the highest space in all the

four newspapers analysed; The People (74%), Daily Nation (56%), The Star (50%)

and The Standard (43%).• Jubilee Alliance was allocated the highest space in The Star (67%) and The People

(45%), whereas CORD was allocated more in The Standard (57%). Daily Nation

allocated equal space to both Jubilee and CORD (47%).

Objectives

The monitoring aimed at:a) Conducting content (discourse analysis) of pre-election coverage of presidential

candidates ahead of the general election held in March 2013 in order to understand

major trends.

b) Determining the incidence and extent to which the Code of Conduct for the

Practice of Journalism in Kenya was adhered to or otherwise during the reporting

and news dissemination of this historic event.

c) Undertake an objective analysis of allocation of space and time by media platforms

to presidential candidates ahead of the general election.

Methodology

Content Analysis was used for content development which formed a data set that informed

the analysis and findings of this report. All media platforms; print, radio and TV were

analysed. Quantitative and qualitative methods of data analysis and interpretation were

then used to synthesise the collected data into the findings of this report.

The basis of media monitoring which strongly guided the adoption of the code sheet that

was used for this report is the Code of Conduct for the Practice of Journalism as enshrined

in the Media Act 2007.

5

Background

The monitoring of pre-election coverage of presidential candidates by print media explores

the extent to which newspapers reported on elections with a clear focus on the 8

presidential candidates. The print media in Kenya consist of regular daily newspapers,

weekly newspapers, magazines, regional newspapers and alternative press.

Print media platform comes third after radio and TV platforms in terms of Audience

consumption. According to Quarterly audience research study conducted by Ipsos

Synovate, the Daily Nation and The Standard are the two leading newspaper publications in

the country and are produced by the two leading media houses in the country. This study

focused majorly on the daily newspapers which include the Daily Nation, The Standard, The

People and The Star newspapers.

Print media monitoring at MCK is automated with high accuracy levels with un- doubtable

degrees of validity and reliability from the data it generates. The print media module allows

the capturing of all relevant key words tied to a particular topic of study and allows

systematic capturing and retrieval of data for analysis.

The print media platform offers an ample space and opportunity for extensive discourse

and coverage of pre-elections because of its attributes as a media tool. Some of the areas

that coverers political/election related articles are the local News section, opinion & letters

to the editor section, Editorial/commentary and also in special features magazine inserts.

Some of these sections were key informants during our data collection on the topic of pre-

election coverage of presidential aspirants.

Coverage in The Standard

The Standard newspaper election related articles were published under special pages

Chapter 1 Print Media

6

dubbed Choice 2013. Uhuru Kenyatta (Jubilee Alliance presidential Candidate) and Raila

Odinga (CORD presidential candidate) received significant coverage as compared to the

other six candidates.

There was a call for peaceful elections, and on 04.03.13, pg. 1 cont. 14 the paper carried a

story dubbed "If peace prevails" that urged Kenyans to maintain peace before and after

elections.

1Post poll results were extensively covered with a majority of stories carrying different

views from various political parties and coalitions; e.g. 05.03.13 pg. 1 continued on 11, 17

and 37 'Uhuru and Raila lead in early poll results’

A majority of opinion pieces carried peace messages e.g. 01.03.13. pg.15; 'Here's my

prayer: Go ye all and vote in peace', 'IEBC must not allow sensational claims of electoral

fraud', 'Geeks for peace' are all ears to monitor hate speech', 'We have ability to manage

peaceful transfer of power', 05.03.13.pg.14 'Let us all keep the peace as we await final vote

tally”.

The Daily Nation

The paper dedicated more coverage to both Jubilee Presidential candidate Uhuru Kenyatta

and CORD presidential candidate Raila Odinga; both candidates were the primarily

covered before and after the elections as they continued dominating the headlines. This st thtrend was particularly noted between 1 and 9 March 2013 in the front pages extending to

inner ones, in regards to their political campaigns.

During this period, peace remained a crucial subject as presidential candidates finalised

their campaigns wooing voters in their strongholds. They called upon them to turn up in

large numbers to vote. They also took their time to urge voters to remain peaceful during

and after the election process; this was reected in many articles published.

1Standard: 01.03.13 pg.8 “Uhuru call for high voter turnout”pg.9 “keep promise on peace, Mudavadi tells leaders”02.03.13. pg. 18; “Uhuru promises fish factory in HomaBay”, pg. 19. “Raila urges voters to get out, vote for CORD,' 03.03.13, pg. 2. “Raila urges voters to get out, vote for CORD”pg.3; “Jubilee leaders predict first round victory, appeal for voters support”pg.4; “Kenneth pledges new order in his final call, says he is best” 04.03.13. pg. 1 &4; “D-Day as Kenyans vote in biggest election ever”, pg. 5; “Raila, Uhuru vow to keep peace after elections”, pg. 4; “ Mudavadi confident of smooth transition”05.03.13, pg. 1,,11,17 and 37; “Uhuru and Raila lead in early poll results”.06.03.13 Pg.3; “Vote tally shows race between Raila, Uhuru” pg.7; “Voter verification slows election”06.03.13. pg.1 &2; “Results headache as big names fall”, pg.2. “CORD calls for calm over election results”,” Jubilee protests IEBC's move on spoilt votes”. 07.03.13, pg. 2 “Uhuru, Raila ahead in fresh vote count”, pg.3 “URP's generational change policies send home long-serving MPs”, Pg.6 “Joho, Omar cement lead as competitors cry foul”, pg.10; “Jubilee claims Britain out to force run-off”. 08.03.13, pg.1&6: “Uhuru leads as Raila team protest tallying” pg. 2 “Jubilee asks IEBC to be firm on results”, Pg. 3; “CORD, Jubilee alliances eclipse rivals in race for MPs seats”. 09.03.13, pg. 1; “Victory for Uhuru”, pg.4; “Mudavadi concedes defeat, calls for unity”Pg.2; “Uhuru wins race to state house with tiny margin”.

7

rdOn 3 March 2013: pg. 4 & 5 the presidential candidates were extensively covered

attending church services ahead of the elections where they exuded confidence with the

IEBC on transparency in the voting process. On 5.03.13: pg.3 all presidential candidates

were covered casting votes in their registered polling stations.

2Independent Electoral and Boundaries Commission (IEBC) was predominantly covered

after the voting process. This was comprehensively done on 06.03.13: pg. 1 & 2. In

regards to the challenges the commission experienced through its electronic transmission

system in relying the poll official results.

Matter of integrity on the two jubilee leaders Uhuru Kenyatta and his running mate William

Ruto regarding charges they are facing at the ICC was comprehensively covered.

The Star

During this period the paper concentrated mainly on campaigns, voting and

announcement of election results. Presidential candidates were vastly covered in regards

to their final political campaigns. This saw Uhuru Kenyatta (Jubilee Alliance Presidential

Candidate) and Raila Odinga (CORD presidential candidate), get more coverage as

compared to the other six presidential candidates. E.g. 01.03.13pg. 20. “Raila campaigns in

Nyanza today and Nairobi tomorrow”, 02-03.03.13 pg.6; “Jubilee's Uhuru holds

campaign in Homa Bay”.

Independent Electoral and Boundaries Commission was extensively covered in regards to

controversy surrounding the electronic transmission of the results E.g. 07.03.13, pg. 3.

“Cord rejects manual tally of poll results”, 06.03.13. pg. 2. “TNA complains over KTN poll

transmission”. Star 08.03.13; pg. 4 “Kenneth decries results delay”, 06.03.13:pg. 22 “IEBC

explains the many spoilt votes”

International Criminal Court issues were covered in regards to the cases facing Jubilee

Alliance Presidential candidate Uhuru Kenyatta and his running mate William Ruto.

2Daily Nation: 03.03.13; pg. 1, 6&10; “Turn out in large numbers, Raila tells voters” 02.03.13: pg.20; “Karua takes campaigns to home turf”, pg. 26 “Kiyiapi vows to be ruthless on graft if elected”.06.03.13:pg52;“Cord asks supporters to be calm.” 01.03.13: pg.6; “Uhuru vows to concede defeat if he loses.”07.03.13: pg.6;“IEBC ditches tally system after hitch”, pg.8; “Row rages over spoilt votes in final poll tally.” 09.03.13: pg.6; “Electoral commission to check results for errors”, 01.03.13:pg.5 “PM seeks to woo western bloc”, 3.03.13: pg. 28 “How ICC gave rise to the Jubilee coalition”, 01.03.13: pg. 72; “Uhuru dismisses claim key ICC witness bribed”, 09.03.13: pg. 7; “ICC

puts off Ruto, Sang trial to May”, 03.03.13: pg. 33; “Fresh fault line as Ruto and Sang differ on ICC.” 08.03.13:pg.52; “Uhuru ICC trial set for July.” 02.03.13: pg. 21; “Raila says he is confident of first round win.”, 02.03.13: pg.20,“Mudavadi accuses Cord of sabotage”,07.03.13: pg. 8,“Row rages over spoilt votes in final poll tally”

8

09.03.13- 10.03.13; pg. 1 cont. 8; “Ruto, Sang ICC case to start on May 28”, 08.03.13:

pg. 1 cont. 6. “Muthaura, Uhuru ICC case starts on July 9”,

Presidential aspirants emphasized on the importance of maintaining peace during and after

elections.

The People

Jubilee presidential aspirant Uhuru Kenyatta and CORD presidential aspirant Raila Odinga

were among the presidential extensively covered. Jubilee and cord coalitions were the

most covered coalitions.

All presidential aspirants, were given one page coverage on 04.03.13, with a major focus

on their promises to Kenyans if elected to the office of president. International criminal

court matters were covered in regards to cases facing Uhuru Kenyatta and his running mate

William Ruto.

The voting process, and poll results announcement were given limelight; this further

extended to the delayed relaying of results through the Independent Electoral Boundaries

Commission electronic transmission system that failed at some point, thus generating a lot

of controversies. Election was the major topic covered in the opinion pieces mainly

focusing on various politicians.

304.03.13;pg.4 “Ruto justify plea for ICC Video-link trials”; 06.03.13; pg. 17; “Jubilee, Amani spoil Cord 'party' in Busia” 07.03.13; pg. 14, “Cord takes majority seats in Bungoma”, 07.03.13; pg. 1 cont. 6, Jubilee adamant on spoilt ballots, 08.03.13; pg. 1 cont. 6 “Jubilee will have majority in senate and National Assembly”; 01.03.13pg. 30. “What Kenyans have learnt in five year”s, 09.03.13; pg. 9 “Losers claim irregularities”, 09.03.13;pg. 7; “Othaya poll a sham says loser” 01.03.13,pg. 2 “Enforce the law, Karua tells IEB”C, 01.03.13, pg. 30 “What Kenyans have learnt in five years”, 09.03.13; pg. 9 Star Losers claim irregularities , 09.03.13,pg. 7 “Othaya poll a sham says loser” , 01.03.13; pg. 2 “Enforce the law, Karua tells IEBC”

408.03.13; pg. 1 and 2, “Jubilee, cord take lion's share of senate, governor seats” , 07.03.13; pg.5: “Jubilee accuses UK envoy of meddling”, 06.03.13,pg. 20; “Cord suffers big blow in Nandi as bigwigs lose” 01.03.13, pg.3, “Cord in rift as poll nears”, 02.03.13, pg.11 “Cord endorse Jirongo for senator”, on 03.03.13; pg. 1,2 and 3, “Jubilee, cord plead for high turnout of voters”. 08.03.13, pg. 9: “Uhuru,

Muthaura Hague case date set for July 9th “, 09.03.13, pg.4 “Ruto, sang ICC trial date postponed to may 28th “. 04.03.13:pg.3 “The iron lady remains focused”, pg. 4; “Raila upbeat as he takes third stab at presidency”, pg. 6 “A decade after false start, Uhuru comes of age to mount tough bib”, pg. 7 “Kiyiapi promises true rebirth for Kenya”, pg. 8, “Kenneth promises integrity, development for Kenya”, pg. 9 “Mudavadi out to prove he is his own man”, pg. 10 “Dida entry spiced the state house race”, 08.03.13: pg. 1 and 2; “ Jubilee, cord take lion's share of senate, governor seats”, 07.03.13 pg. 5 “Jubilee accuses UK envoy of meddling”, 06.03.13: pg.20 “Cord suffers big blow in Nandi as bigwigs lose”, 01.03.13:pg 3. “Cord in rift as poll nears”, 02.03.13, pg. 11 “Cord endorse Jirongo for senator” 03.03.13: pg. 1,2 and 3 “Jubilee, cord plead for high turnout of voters” 05.03.13: pg. 9 “Jubilee confident of victory”

9

Allocation of Space

Coverage of Presidential Aspirants

Uhuru Kenyatta was the most prominently covered presidential aspirant with 26% overall

space allocation in all newspapers analysed. CORDs presidential ag bearer Raila Odinga

received 24%, Musalia Mudavadi 15%, Peter Kenneth 10%, Martha Karua 9%, Abduba

Dida received 6%, whereas Paul Muite and James Ole Kiyiapi received 5%.

Space Allocation to Presidential Aspirants

Muthaura Hague case date set for July 9th “, 09.03.13, pg.4 “Ruto, sang ICC trial date postponed to may 28th “. 04.03.13:pg.3 “The iron lady remains focused”, pg. 4; “Raila upbeat as he takes third stab at presidency”, pg. 6 “A decade after false start, Uhuru comes of age to mount tough bib”, pg. 7 “Kiyiapi promises true rebirth for Kenya”, pg. 8, “Kenneth promises integrity, development for Kenya”, pg. 9 “Mudavadi out to prove he is his own man”, pg. 10 “Dida entry spiced the state house race”, 08.03.13: pg. 1 and 2; “ Jubilee, cord take lion's share of senate, governor seats”, 07.03.13 pg. 5 “Jubilee accuses UK envoy of meddling”, 06.03.13: pg.20 “Cord suffers big blow in Nandi as bigwigs lose”, 01.03.13:pg 3. “Cord in rift as poll nears”, 02.03.13, pg. 11 “Cord endorse Jirongo for senator” 03.03.13: pg. 1,2 and 3 “Jubilee, cord plead for high turnout of voters” 05.03.13: pg. 9 “Jubilee confident of victory”

Mudavadi15%

Dida6%

Kenneth10%

Karua9%

Odinga24%

Kiy

iap

i

5%

Mui

te

5%

Kenyatta26%

The People dedicated the highest space (39%) in coverage of presidential aspirants, The

Standard (29%), Daily Nation (20%) whereas The Star was the least with only 11% overall 2space allocation in cm for the four Newspapers analysed. The People, The Star and The

Standard allocated more space to Uhuru Kenyatta (23%), (39%) and (26%) respectively.

Raila Odinga was prominently covered in Daily Nation (27%).

10

Coverage of Presidential Candidates in Newspapers

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Dida Kenneth Karua Odinga Kiyapi Muite Kenyatta Mudavadi

TPN

STAR

STD

DN

7%

4%

5%

5%

7%

6%

10%

13%9%

8%

11%

7%

22%

20%

23%

31%

6%

2%

5%

5%4%

4%

4%

7%

23%

39%

36%

27% 16%

17%

17%

13%

Coverage of Presidential Running mates

William Ruto of the Jubilee Alliance was the most prominently covered presidential running

mate at 58% in all the four newspapers analysed. Kalonzo Musyoka of CORD came

second (33%), Ronald Osumba (Eagle Alliance) (5%), Shem Ochuodho (Safina Party)

(2%). Jeremiah Kioni (Amani coalition), Joshua Onono (Alliance for Real Change) and

Winnie Kaburu Kinyua (RBK) received 1%. William Ruto was allocated the highest space in

all the four newspapers analysed; The People (74%), Daily Nation (56%), The Star (50%)

and The Standard (43%).

Overal coverage of Running mates

33% 58%

5%Ruto

Kalonzo

Lotodo

Osumba

Kinyua

Ochuodho

Kioni

Onono

11

Coverage of Running Mates on Specific Newspapers

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Ruto Kalonzo Lotodo Osumba Kinyua Ochuodho Kioni Onono

TPNSTARSTDDN

Coverage of Political Alliances

The Jubilee Alliance was the most prominently covered political Alliance with 52% in all

four dailies analysed. Coalition of Reforms and Democracy (CORD) received 44%, Amani

Coalition (4%) Whereas Eagle Alliance received less than 1%.

Allocation of print Space to Coalitions

CORD JUBILEE AMANI EAGLE

52%

44%

4%

0%

12

Jubilee Alliance was allocated the highest space in The Star (67%) and The People (45%),

whereas CORD was allocated more in The Standard (57%). Daily Nation allocated equal

space to both Jubilee and CORD (47%). The use of photographic manipulation to show

mammoth crowds was particularly evident especially when two political rallies for different

alliances were running concurrently.

Coalitions cm2

DN

%

DN

cm2

STD

%

STD

cm2

STAR

%

STAR

cm2

TPN

%

TPN

cm2

TOTAL

%

TOTAL

CORD 274.63 47%

629.87

57%

347.95

31%

116

42%

1369.806 44%

Eagle 8 1%

0

0%

3

0%

0

0%

11.0165 0%

Jubilee 272.94 47% 433.62 39% 756.81 67% 124 45% 1588.909 52%

Amani 23 4% 39 4% 16 1% 34 12% 112.0894 4%

Total 578.57 100% 1102.49 100% 1123.76 100% 274 100% 3081.82 100%

Coverage of Political Parties

The National Alliance (TNA), was the most prominently covered political party in all

newspapers (31%) of coverage of all political parties observed), followed by Orange

Democratic Movement (ODM) (30%). United Republican Party (URP) received 15%,

United Democratic Forum (UDF) (7%), Wiper (6%), Narc Kenya (4%), Kenya National

Congress (KNC) (3%), Restore and Build Kenya (RBK) and Safina received (1%) whereas

Alliance for Real Change (ARK) received (1%).

Coalition Coverage according to Newspapers

ODM30%

TNA31%

URP

15%

Wip

er6%

UDF 7%Safina 1%

RBK 2%

Kenya 4%

KNC 3%

ARK 1%

Coverage of Party's in print Media

13

Political

Parties

cm2

DN

%

DN

cm2

STD

%

STD

cm2

STAR

%

STAR

cm2

TPN

%

TPN

cm2

TOTAL

%

TOTAL

ARK 7 2%

3

0%

2

0%

3

1%

15.02275 1%

KNC 12 3%

17

3%

17.52

2%

21

4%

67.59406 3%

NARC K 15 3%

25

4%

13

1%

49

9%

102.0889 4%

ODM 151.32

34%

185.8

31%

248.3

27%

176

32%

762.3371 30%

RBK 10 2%

15

2%

6

1%

17

3%

48.05359 2%

Safina 15 3%

10

2%

9

1%

11

2%

45.05983 2%

TNA 117.51 26% 137.3 23% 389.16 43% 144 26% 788.8874 31%

UDF 21 5% 48 8% 56.8 6% 41 7% 166.9885 7%

URP 63.51 14% 131 22% 124.3 14% 65 12% 384.3043 15%

Wiper 36 8% 36 6% 40 4% 29 5% 141.1836 6%

TOTAL 448.34 100% 608.1 100% 906.08 100% 556 100% 2521.52 100%

Adherence to the Code of Conduct

98.4% of all articles monitored were classified as not containing breaches of the code of

conduct, whereas 1.6% did not adhere to the rules of the code.

Accuracy and Balance

77.2% of all news reports provided more than one viewpoint, only 22.8% did not. A vast

majority of news articles did not provide all the six W/H questions (Who? What? Where?

When? Why? and How?). 39.7% provided all the six W/H questions, whereas 41.2%

answered five of the questions; the rest 19.1% provided 4 and less. There were a

significant number of news articles with unnamed sources (20.5%) recorded. 40.2% of all

news reports referred to only one source, 19.7% to two sources and 19.6% to more than

three sources.

Political Parties Coverage according to Newspapers

14

80

60

40

20

01 2

n=580

Perc

en

tNumber of viewpoints in news reports

77.2%

22.8%

The Standard and Daily Nation scored the highest regarding the diversity of viewpoints

covered in the news. 97% of the news reports analysed in Daily Nation and 97.2% of the

reports in The Standard presented more than one viewpoint. 47.9% of the reports in The

People and 26% in The Star only provided one viewpoint.

Perc

en

t

n=580Viewpoints

1

2

100%

80%

60%

40%

20%

0%DN STAR STD TPN

Viewpoints in News Reports

97.0%

74.0%

97.2%

52.1%

26.0%

47.9%

15

The Standard scored the highest with regard to the completeness of information. 66% of all

The Standard news reports answered all 6W/H questions, compared to only 23% in Daily

Nation.

Perc

en

t

60%

40%

20%

0%DN STAR STD TPN

Number of W/H Answers in News Reports

16

%

58

%

23

%

24

%

42

%

35

%

28

%

66

%

20

%

41

%

23456

n=580W/H Answers

Distinction between comment and facts

The majority of articles did not mix editorial comments and facts. 94.5% of all news reports

didn't contain any journalistic opinion, whereas 0.2% contained a small portion (<20%)

and 5.3% a higher portion (>20%) of journalistic opinion.

100

80

60

40

20

0

Perc

en

t

Distinction of Facts and Opinion in News Items

94.5%

5.3%0.2%

Less than 20% journalistic Opinion More than 20% journalistic Opinion No journalistic Opinion

16

Hate Speech

None of the articles observed contained hate speech.

Obscenity

None of the articles observed contained obscene language or images.

Gender Balance

84.1% of all articles analysed contained male as the central subjects, whereas 4.8% only

focused on women. A majority of articles were written by men (64 %), only 10.2% of the

authors were female. 21.9% of articles observed did not contain by-lines, whereas 4%

were written by both gender.

100

80

60

40

20

0

Perc

en

t

(n.a) Both women andmen equally central

Man Central Woman Central

0.5% 10.5%

84.1%

4.8%

News Gender Presence

60

40

20

0(n.a) Both Female Male

Author Gender

Perc

en

t

21.9%

4.0%10.2%

64.0%

17

The People had significantly more female writers at 14% as compared to Daily Nation

represented by only 3%

Perc

en

t

80%

60%

40%

20%

0%DN STAR STD TPN

Author Gender

(n.a.)bothfemalemale

Author Gender n=580

47%

8%

42%

13% 13%

73%

17%

6%

70%

21%

14%

60%

18

Background

Electronic Media in this report refers to both radio and TV which are the major media

platforms that are consumed in Kenya. Therefore the impact of the two media platforms in

terms of reporting and coverage regarding political/electoral issues during the pre-elections

period made it a key area of focus for monitoring.

thThe coverage of politicians on the campaign trail soliciting for votes ahead of the March 4

2013 election was the most dominant topic during the monitoring period. This was

followed up closely by the election petition that followed.

The electronic medium witnessed a few violations. The low number of incidences is

however not surprising and is owed to the numerous trainings and sensitisation programs

that journalists have been subjected to by the Media Council of Kenya and other

stakeholders ahead of the general election.

Coverage of politicians/allocation of Airtime

The total number of TV items analysed during the three days of analysis contained 189

containing 75 mentions of presidential candidates and their running mates. Citizen TV aired

the most mentions (62), followed by K24(48), 43 on NTV, 22 on KTN and KBC (14). The

majority of items were news reports (82%), followed by special features at 10% while 8%

were political advertisements.

The highest number of mentions were observed on Saturday and Sunday

(1.3.13&2.3.13), the final weekend to the general election. The Independent Electoral

and Boundaries Commission had set Saturday as the last day of campaigning (1.3.13) and

thus there was heightened political activity.

Raila Odinga was the presidential candidate most mentioned in the TV coverage during the

Chapter 2 Electronic Media

19

monitoring period (23% of all mentions), followed by Uhuru Kenyatta (21%), Musalia

Mudavadi (9%), Peter Kenneth (8%), Martha Karua (5%), Paul Muite (4%). Both Abduba

Dida and James Ole Kiyiapi got 3%. Most mentions of Raila Odinga were monitored on

NTV and KTN at 28% and 27% respectively. KBC aired the least of his mentions (17%).

KBC aired the most mentions of Uhuru Kenyatta at 29% while KTN aired 27% of his

mentions. Citizen TV aired the least Kenyatta mentions (18%).

Raila Odinga was exclusively mentioned as the Coalition for Democracy and Reforms

presidential candidate at 95% while he was mentioned as the Kenyan Prime Minister at

2%. On the other hand, Uhuru Kenyatta was mentioned as the Jubilee alliance exclusively

at 95% while 3% of his mentions were in his capacity as the Deputy Prime minister.

Vice President Kalonzo Musyoka was exclusively mentioned as the Coalition for Reform

and Democracy at 93%, while only 7% mentioned him as the Vice President.

The Jubilee Alliance running mate William Ruto was the highest mentioned running mate at

12% followed by Kalonzo Musyoka of the Coalition for Reform and democracy who got

8% of the total mentions. Ronald Osumba (2%) while Winnie Kaburu got 1% of the total

mentions.

Most Ruto mentions came from K24 (30%) while the least mentions came from KTN

(9%). Kalonzo Musyoka's most mentions came from K24 (33%), while his least mentions

were from KBC (7%).

Airtime Allocated to Presidential candidates/Running mates

There were significant variances in terms of airtime allocated to Presidential candidates and

their running mates across the five sampled stations.On Citizen TV, Prime Minister Raila

Odinga received the most airtime of all the presidential candidates at 32%, followed by

Kenyatta at 18 % while Musalia Mudavadi got 10%.18% of the total airtime on K24 was

allocated to Odinga, while Kenyatta got 17%. Kenneth got 13% while Mudavadi got 8%. KBC allocated 39% of their total airtime to Kenyatta while Odinga and Mudavadi got 13%

and 12% respectively.Uhuru Kenyatta received more than a third of the coverage on KTN

at 34% followed by Odinga at 33%. Mudavadi got 10% of the total airtime.

NTV allocated 39% of their total airtime to Raila Odinga, while Kenyatta got 21%.

20

Mudavadi received 19% of the total airtime on the station. On Citizen TV, William Ruto

was the highest covered running mate (12%), followed by Kalonzo Musyoka (8%).

K24 had the highest Ruto coverage at 17%, followed by Kalonzo Musyoka at 9%. K24 was

the only station that covered Eagle Alliance's Ronald Osumba. KBC allocated 27% of the

total airtime to Ruto while Musyoka got 5%.

The amount of airtime on KTN allocated to Ruto and Musyoka was almost the same at 7%

and 6 %respectively. Out of all other running mates apart from Musyoka and Ruto, only

Osumba was covered on KTN at 1%. On NTV, 12% of the total airtime was allocated to

Ruto, while Musyoka got 8%. Osumba got 2%

Tonality

The overall tonality of coverage was assessed as highly neutral (96%). Receiving the

highest number of mentions CORD's presidential candidate Raila Odinga also received the

highest number of negative mentions (7%), Deputy Prime Minister Uhuru Kenyatta did not

have any negative mentions.

21

Topics associated with Politicians

thThe overall coverage focussed on the March 4 2013 General election as well as

campaigns of both the Presidential candidates and their running mates. Topics such as land

issues, National Cohesion and constitution implementation took a backseat in terms of

coverage during the period in which coverage was assessed. Topics such as education,

health and women issues were completely ignored. Jubilee Alliance Presidential Candidate

Uhuru Kenyatta was most associated with issues around the International Criminal Court.

Peter Kenneth and Raila Odinga were the Presidential candidates most associated with

issues about economic development and employment. Raila Odinga was also most

associated with land issues than any other Presidential candidate. Augustine Lotodo, Joshua

Onono, Ronald Osumba and Winnie Kaburu were the running mates associated with

speaking about elections only. Ruto was mostly associated with the ICC topic

40

30

20

10

0

Perc

en

t

Did

a

Kab

uru

Karua

Kenneth

Kenyatta

Kiyap

i

Lo

tod

o

Mud

avadi

Muite

Musyo

ka

Od

inga

Ono

no

Osum

ba

Ruto

Tone

NegativeNeutralPositive

22

Findings Radio

General Observations: Radio Talk-shows

Election Coverage

Call to vote

On the election date, trends were similar in majority of the vernacular radio stations.

Stations covered the election process, with the programmes focusing on updates from

various polling stations across the country. The updates were mainly from reporters on the

ground.

On Kameme FM 4.03.2013, the presenter encouraged people to, "…turn out in large

numbers to elect leaders of their choice for a better Kenya..." The presenter also focused

on pleading with the audience to cast their votes in peace saying that, "…we were all The

People of one nation and we should be united and peaceful..." Kass FM, 4.03.2013, the

reporters on the field covered Jubilee Deputy Presidential candidate William Ruto voting in

Gat Kosechai Primary school polling station. William Ruto called on all supporters to turn up

in large numbers and vote. On Mulembe FM this trend continued with presenters

sensitising people to ensure that they went out to vote.

5.03.2013, Kameme FM, Kass FM and Mulembe FM streamed the results of the elections

as they were being received in the Independent Electoral Boundaries Commission (IEBC)

tallying centre, Bomas of Kenya. On Kameme FM, the presenter thanked the commissions

and non- governmental organizations for getting involved in civic and voter education

country wide attributing this to the high voter turnout.

On Egesa FM, 6.03.2013,reporters and presenters called for peace as they waited for the

result tallying process to be completed. IEBC continued to stream election results on the

third day after voters cast their ballots, streaming in of this reports was the main focus in the

monitored stations with most of the stations keeping their listener's updated on the latest

result tallies and figures. Kass FM, 6.03.2013, Caroline Lesan from Mercy Corps and

Longet Teres from Ministry of Justice and National Cohesion were invited to the studio.

The two talked about how people can protect themselves during the election period.

23

Egesa FM, on the 7.03.2013 held discussions based on what issues listeners would want

respective leaders to focus on. Some of the issues the callers discussed as paramount for

leaders to start work on were Education, roads, harnessing resources from the Diaspora.

On Mulembe FM, the presenters highlighted on some of the unexpected results received

from IEBC, including some of the veteran politicians who lost in the elections. Some of

them included Najib Balala, Lina Jebii Kilimo, Joshua Kutuny, Samuel Phogisio, Ayiecho

Olweny and Magerer Langat. The discussion sought to find out what went wrong for these 5politicians?

On the 8.03.2013 the country entered into day five of the vote counting process. IEBC

remained clear that they were still within the law as they had seven days to announce the

results of the elections. Most stations held their discussions based on future expectations as

most results for Governors, Senators, and Woman Representatives had already been

declared. Given this prolonged period of vote tallying members of the public were also

urged to return to their jobs and resume normal day to day activities.

Egesa F M, talk-show requested listeners to call in with key issues they would want elected

leaders to tackle first. Some of the main issues highlighted by callers included roads

(infrastructure), issues of cattle rustling, education, electricity and agriculture.

Mulembe FM focused on the question of leaders from different coalitions working together

after the elections. Examples, in Nairobi, where the Governor Elect Evans Kidero-ODM,

Senator, Mike Mbuvi-TNA, Woman Representative, Rachel Shebesh-TNA. In Kakamega

County, the Governor Wycliffe Oparanya-ODM, Senator, Bony Khalwale-UDF were also

expected to work together despite their affiliation to opposing sides.

On Kameme FM the presenter played a clip of government spokesman Muthui Kariuki

reading a statement from the PS, and Ministry of State for Provincial Administration and

head of the public service Francis Kimemia, issuing a directive for all public and civil servants

to report back to work with immediate effect.

5Some of the opinions of the callers included: Caller 1 said, “baendeleanga nende isiama, bebilila barumwa nende Kenya.”Transcription, “They only concentrate on their parties and forget about The People of Kenya are the one who send them.”Caller 2 said, “Bandu mukenya bachakire huerevuka.”Transcription, “The Kenyan People are knowledgeable on elections and therefore they are well informed.”

24

General Findings: News Coverage

Election Coverage

The main subject in the news coverage of the six vernacular radio stations was the General thElection. On the 4 of March the main news items focused on the voter turnout. Mulembe

FM on 4.03.2013,“Kenyans come out in large numbers to vote for their respective

presidential candidates.” IEBC as the main electoral body said that all polling stations would

be closed at 5pm. Isaac Hassan however assured voters in the queue would be given

enough time to cast their vote. Kameme F M, 4.03.2013, “Polling stations to close at 5pm.”

Sporadic cases of insecurity were reported. Mulembe F M, 4.03.2013, “Inspector General

David Kimaiyo confirms killings of six policemen.” The Inspector General urged people to

go and vote and restated that security was in place. Kameme F M, 4.03.2013, “Police

reinforce security personnel countrywide.”

IEBC chair applauded Kenyans for voting peacefully, Nam Lolwe 5.03.2013. He also urged

Kenyans to remain calm as the tallying continued at the Bomas of Kenya. He asked

Kenyans not to celebrate or complain about the election results released saying that they

were provisional results, Kameme, 5.03.2013, “IEBC chairman asks Kenyans to remain

calm.”

On the second day of voter tallying the news was on the IEBC reverting to manual voter

tallying. Mulembe F M, 6.03.2013, “Manual tallying of elections.” This was after a glitch in

the electronic system occurred. United Nations Secretary General, Ban Ki Moon, urged

Kenyans to maintain peace and Commonwealth Electoral observers said Kenyans

elections were free and fair, Kass FM, 6.03.2013. “United States praise Kenyans for

conducting a peaceful poll as Uhuru Kenyatta holds the lead on second day of vote

counting, Nam Lolwe”, 6.03.2013.

On the 7.03.2013, the vote tallying showed that Uhuru Kenyatta was leading in the official

tally. Kameme F M, Mulembe F M, Kass Fm and Egesa F M. On Egesa FM and Kameme F M,

the IEBC chairman rejected claims by the Cord Alliance that some presidential results

released far exceeded the number of registered voted. Egesa FM, 7.03.2013,

“parliamentarians defeated.” This news item highlighted the 'big' loses and the new

parliamentarians.

25

The main focus on the 8.03.2013 was Amani Coalition presidential aspirant Musalia

Mudavadi, conceding defeat. On Radio Salaam, Kameme FM and Mulembe FM

8.03.2013, news item highlights High Court dismissal of Civil Societies case seeking to stop

the presidential vote tallying process. The three judge bench ruling indicated that the

Supreme Court and not the High Court had jurisdiction. Breaches

Adherence to the Code of Conduct

Most of the news and talk-show content adhered to the Code of Conduct for Practice of

Journalism and the Guidelines for Elections Coverage. Accuracy and fairness was the most

common breach observed. Majority of the news reports provided answers to all six W/H

questions (who? What? Where? When? Why? and How?). Credible sources were also

provided. Majority of the talk-shows also adhered to the code, with most topics presented

in an accurate way. Majority of the discussions also covered two sides of the topics with no

journalistic opinion injected.

Hate Speech

Of the talk shows monitored only one contained hate speech, Kameme F M, 01.03.2013,

morning show, Njogu wa Njoroge (the host) invites guests Ephraim Maina - Aspiring Nyeri

senator (TNA) to the studio and inquires how the campaigns have been and what he thinks

of the recent tussle between Ferdinand Waititu, Shebesh and Mike Sonko aspiring Nairobi

County Governor, Senator and Woman Representative respectively.

6The guest made alarming statements and used coded language for ethnic groups. He uses

names that are dehumanizing to the people of the Kikuyu ,Luo and Kalenjin communities

by referring to them as 'Mbogo' which translates to Buffalo and he also says that the reason

communities support their own is that if they do not they will be attacked or eaten.

6Hate Speech; Quoting persons making derogatory remarks based on ethnicity, race, creed, colour and sex shell be avoided. Racist or negative e ethnic terms should be avoided. Careful account should be taken of possible effect upon the ethnic or racial group concerned, and on the population as a whole, and of the changes in public attitudes as to what is and is not acceptable when using such terms.

26

He says that the Kikuyu are already oppressed and were denied a lot of constituencies

unlike in other places like Rift Valley. He also says that if Kikuyu fail to support Uhuru in TNA

party they are the ones who will suffer.

Ephraim Maina, “…mbogo itiikaranagia ni kwedana,cie ikaranagina todo ire iki nii koreago ireagwo.”Transcription Mr.Maina, “...Buffalos do not huddle together because of love; they do so because if they are alone they are eaten.”Ephraim Maina, “…tumahinyererie already …”Translation, “…we are already oppressed…”And “…gikuyu ni twatunyirwo constituency ciito..” Translation, “…kikuyu constituencies were stolen from us...”. Maina, “….ando aitu marega koingera kiamaine kia TNA nimo makarea thena tii Uhuru….” Translation, “… if our people fail to support the National Allinace Party (TNA) they are the ones who will suffer not Uhuru…”

27

Elections issues got the highest coverage in percentage. However, issue based election media reports were minimal as journalists chose to focus on the sensation stories. However a media house worth mentioning is the Nation Media Group which developed specific interest stories that governed their election coverage. This was very remarkable.

thThe media coverage of the March 4 2013 General Election showed a comparative improvement with that of 2007.This can be attributed to the sensitisation and training that the journalists have undergone especially after the 2007 Post-election violence. Adherence to the Code of Conduct for the Practice of Journalism in Kenya was also well reected in most media articles and reports. However, accuracy and fairness was one of the most violated article in the code.

During this period, the media focused on campaigns, voting and announcement of election results which formed the key themes around which election media reporting was done. From this report analysis, it is notable that Jubilee and CORD were the two mostly covered political parties during the period under study.

Commendable trends by the media were noted especially on coverage aimed at promotion of peace after the vote casting especially after the delayed results announcement by IEBC. The media did a good job in mitigating the growing tension especially during and after the election results delayed.

The media gave the Independent Electoral and Boundaries Commission extensive coverage with regards to controversy surrounding the electronic transmission of the results which failed at some point. Therefore the mostly covered topic was elections followed by economic issues.

Recommendations

Democracy and the media have a symbiotic relationship where both benefit immensely. The media in Kenya undertook a vital step in the coverage of first elections under the new constitution. The challenges were not lacking because of the complex voting process brought about by the new constitutional framework. Based on this report, the following

Chapter 3 Conclusions and recommendations

28

are some of the recommendations:

i. The Media should enhance a more balanced coverage of elections and avoid preferential treatment of parties or candidates. This can be done through equitable allocation of space and time for all parties, candidates and coalitions involved in the elections.

ii. Issues based coverage of elections should be encouraged as was depicted by the Nation Media Group as opposed to personality based coverage. This is where key topical issues drive coverage of elections and help to shape agenda around what is of importance for a country's progress.

iii. The photographic journalists should also avoid using camera tricks to magnify and display the size of a small rally as a mammoth meeting. This is in utter disregard to journalistic ethics and the fundamental principles of the Code of Conduct and Guidelines on Elections Reporting should be factual and accurate as possible.

iv. Covering elections should be objective as much as possible. Covering election is a two sided affair which includes covering what the politicians are saying and investigating if the issues that are being discussed are a proper reection of actual situation. The media should therefore strive to present both perspectives.

29

Guidelines for Elections Coverage in Kenya booklet developed by the MCK

30

P. O. Box 43132 - 00100 Nairobi, KenyaGround Floor, British American Insurance CentreMara/Ragati Road Junction, Upper Hill

Tel: +254 (020) 2737058, 2716265, 2716266Mobile: +254 727 735252Email: info@mediacouncil.or.keWebsite: www.mediacouncil.or.ke