Introduction to media monitoring
Media monitoring is conducted using international methodological standards of quantitative and qualitative analysis. The media monitoring unit observes media coverage of the elections in order to assess:
The access granted to candidates, political parties and coalitions in the mass media and whether the coverage of candidates, political parties and coalitions is fair and balanced;
Whether candidates, political parties and coalitions standing for election were covered in a unbiased and equitable manner;
The tone of media coverage towards the candidates, political parties and coalitions.
The monitoring covers a representative sample of Kenyan broadcast and print media. The audio-visual media is being monitored daily during peak time viewing and listening throughout the period of the election. The print media is also being monitored on a daily basis.
As well as measuring the time and space allocated to political actors, parties and candidates, the media unit also measures the tone of media coverage (positive, negative and neutral) in order to assess the overall tone of the media outlets towards contestants and the different political parties.
The EU EOM has employed a team of local media monitors trained in quantitative analysis, who are monitoring a representative sample of the media in Kenya. The media monitoring informs the EU EOM on the performance of the media through regular reports and it also forms part of the overall evaluation of the election process.