The study of elections has been of interest to political scientists and media researchers. Considerable debate has surrounded the definition of the term "Elections" to the extent that there are still some disagreements among scholars. Rather than contribute to the confusion, this study prefers to accept Manhood’s (1983: 2) assertion that a definition is normally accepted more because it is useful than because it is true.
Harrop and Miller (1987) defined an election as a .formal expression of preferences by the governed, which are then aggregated and transformed into a collective decision about who will govern, -who should stay in office, -who should be thrown out, -who should replace those who have been thrown out. (Harrop and Miller 1987: 2). It needs to be said that an .election is a process rather than an event. (Schlemmer and Hirschfeld 1994: 194). Moyo (1992) adds that the opportunity to choose through periodic elections who will govern is widely regarded as the hallmark of representative democracy (Moyo 1992). Although this Blog is concerned with the role of the press in an election, it is however important to discuss why it is important to study elections? This is done to lay some background on how the press should be involved in an election.
Why study Elections?
Harrop and Miller (1987); and Moyo (1992) gave some arguments regarding the importance of studying elections in a political scientist point of view, but without the importance of the media in psyche. For convenience, this Blog will not discuss the reasons why it is important to study elections. It should be stressed that this Blog is concerned about the role of the press during the electioneering period. The most fundamental aspect during the electioneering period is the election campaign.
The Importance of the Election Campaign.
An election campaign is a process whereby parties present their manifestos and agendas to the electorate through acceptable means. The election campaign period clearly constitutes the highest level of politicization of the people, but depoliticization of the people is caused by political violence, and intimidation leading to a low voter turn out during the polling day. During the election campaign parties and candidates use various channels in campaigning, ranging from the use of political rallies to the use of the press. The press tends to be more vigilant, and the coverage of politics expands during the election campaign to include more of advocacy, information and analysis than normal (Harrop and Miller 1987). The importance of campaigning is that the electorate and the candidates learn from each other. Schoenbach (1983) notes that:Many studies have shown that voters do learn from election campaigns. They get to know the goals and policies of candidates and parties better than they did before; they become aware of the major problems facing their country; and they learn some facts about the election itself-for example the candidates, the number of seats in political institutions and which party holds majority support in parliament to be elected . Election campaigns, for all their faults, may be the major learning experience of democratic politics (cited in Harrop and Miller 1987: 266). Election campaigning, according to Harrop and Miller (1987)5 is effective at educating the electorate about the term and limits of the government. The politicians on the other hand also get some form of knowledge during the election campaign. The knowledge is got through the analysis of opinion polls, and this educates politicians to develop a sense of the electorate’s concerns. In addition, Hilton (1993) notes that:. political .advertising and communication during the election campaign is as essential for modern democracy as a ballot box. These are useful methods for enabling the candidates to make their points to the electorate in the most appropriate way using the most dominant medium of the day [italics mine] (cited in Negrine 1996: 152). 2.2.3.
The Ideal roles of the Press in an Election.
The press plays a vital role during the electioneering period. The press provides the electorate with information and analysis; and it is also an open forum of public debate and discussion (Harrop and Miller 1987, MMPZ 2000, Darnolf 2000).
Information and Analysis. The press should provide the electorate with information relating to the election process (MMPZ 2000, Article 19 2000), this could increase the electoral participation during voting time. Participation by an informed electorate is fundamental to the success of a democracy. To suggest that political participation is only possible within the context of the state machinery is tantamount to saying that what is good for the state is good for everyone, a suggestion which is fundamentally false as far as what is known about the diversity of human condition goes (Moyo 1991). Political participation by the electorate needs to be aided by an effective, vibrant and free press, which will ultimately help in the safeguarding of democracy. Steytler et al (1994) believes that "democracy can be safeguarded only where the free flow and dissemination of information, views and opinions relevant to the electoral process are constitutionally guaranteed" (Steytler et al 1994: 154). A key requirement in ensuring such participation is a robust and independent .but generally a fair press, which provides the electorate with necessary information. It is the responsibility of the press to ensure that the democratic ideal flourishes. This, it can do only if the right to freedom of the press and expression is guaranteed (Steytler et al 1994, MMPZ 2000). Freedom of the press and expression are guaranteed in internationally signed documents and these should help governments in ensuring that democratic principles prevail, namely the Universal Declaration of Human Rights [Article 19], and the African Charter on Human Rights [Article 9]. While Article 19 states that: Everyone has the right to freedom of opinion, and expression; this right includes the right to hold opinions without interference and to seek, receive and impart information and ideas through any media regardless of frontiers; Article 9 states that: Every individual shall have the right to receive information and every individual shall have the right to express and disseminate his/her opinion within the law.
These internationally approved documents set the tone clear on freedom of expression, of which an election is part of that expression.In providing information and analysis the press should provide a truthful, comprehensive and intelligent account of the day’s events in a context, which gives them meaning. In doing so, the press should separate facts from opinion and present both sides of the disputed issue (MMPZ 2000). Negrine (1994) argues that as the press provides information to the electorate, the electorate increases its knowledge of the parties and their leaders. This may play a part in determining their choices during the election time. This, however, needs a press that is credible. Negrine (1994) adds that, when party loyalties are weak, the press may contribute to the voter’s decision about choices. The more .believable. the press is, the more attention that the electorate turns to that press. This implies that the press has an effective and intensive impact in shaping the voting preferences. This is possible only and only if the press is deemed to be credible in providing information and analysis to the electorate and also assuming a credible press influences voter preference.The influence of the press can best be seen in terms of its ability to reinforce political choices. Harrop (1987) note that, .newspapers exert at most a small direct influence in changing voting behavior among the readers.. But in phrasing this conclusion in terms of .changes in voting behavior. one is masking what is most significant influence of the press, namely its long-term ability to capture and sustain support for either party (Negrine 1994: 117, Blumler and Gurevitch 1995).The public service role of the press is to inform and educate the electorate by focusing on issues and policies presented by the parties and candidates and also by independent experts. This implies that the press does more than simply giving parties printing space. The responsibility of the press in informing the electorate is to adopt a more critical stance towards the politicians, their policies and their manifestos (Blumler and Gurevitch 1995, Negrine 1994). Different political players, in the form of political analysts, correspondents, and researchers should be pulled to the press programmes to deal with issues, policies and manifestos. The result of this is that election issues are replayed from different angles, and the electorate is informed about the political and the electoral process timely, and this is important for the preservation of democracy (Blumler and Gurevitch 1995, Negrine 1994, Steytler et al1994). In the run up to the elections, voter education becomes another significant role of the press besides just informing the electorate on matters relating to rallies and analysis of pressing issues. Gilder (1994) notes that .most analysts concede that the most telling rule-of-thumb-yardstick for measuring the success of an election is a high voter turn out, and that voter education plays an important role in the process. [italics mine] (cited in Schlemmer and Hirschfeld 1994: 209). The high voter turn out is supposedly heralded by the press and to some extent chartered by voter education organizations.Skeptics who place little value on voter education as a means in enabling potential voters to cast their vote, nevertheless, concede that the role of the press, election observers, and also the election commission plays a crucial role for the inexperienced voters in ensuring that they have access to voter education and to the ballot box (Friedman and Stack 1994).Last but not least the press should assist the contesting parties to attract support among the electorate by covering their rallies and disseminating information relating to the venues, times and dates for the rallies. In light of this Darnolf (2000) adds that the press is the primary source of voter information.2.2.7.2. Open Forum of Public Debate and Discussion. The press should provide a forum for parties and candidates to articulate their views (Article 19 2000). Thorton (2000) argues that although elections are the most visible fundamental characteristics of democratic societies, these elections are assumed to be supported by discussions among citizens at all levels of the society about issues of importance to the nation, this is effectively facilitated by the media both print and broadcast. Curran (2000) argues that the press should assist the parties to constitute themselves and clarify their objectives. The press should do this by giving contesting candidates and parties a platform to question the policies of each other. This can be achieved by inviting commentaries and opinion 50 pieces from the contesting parties and candidates and also by inviting independent experts. In cases like this, the press will be providing a robust open forum for the exchange of opinion, through comment and criticism. The press should encourage discussion, that is, the right of individuals to engage in critical-rational and informed debate on personal, local, national, and the broader issues, which affect the individual and his social space without fear or favor. The discussion will ultimately promote critical-rational voting, that is, the right of individuals to chose their representatives at various levels of government, under an institutional background, which entrenches human freedom dignity (Moyo 1991).As a robust open forum of public debate and discussion, the press assists the electorate to agree by .consensus. by debating contrasting opinions on matters of importance to the citizens. This also helps the citizens to gain some knowledge on electoral issues. Mill argues that:The only way in which a human being can make some approach to knowing the whole of a subject, is by hearing what can be said about it by persons of every variety of opinion, and studying all models in which it can be looked at by every character of mind (cited in Steytler et al1994: 154).If the above objective is to be accomplished, the press should be accessible to all of the competing parties and candidates, and also to political commentators and analysts. This brings to light the argument that the press should be objective.
Objectivity implies that the press should give equal opportunities to all competing parties and candidates to clarify their objectives. Buttersby (1989) argues that objectivity is .taken for granted as the cornerstone for a free press and a pre-requisite for the functioning of the press in a democratic society. (cited in Nel 1989:32). Every political party within a multi-party environment must enjoy the right to equal access to the national press, and the press needs to be reliable and impartial if it needs to be seen by the electorate as credible. In addition to this, though debatable, each party must have the right to set up and run its media. While some authors believe that there can be no doubt about the powerful role the press can play in an election (Hoffman: 1990: 1), others see the press as generally ineffectual in fashioning choices and attitudes, serving the function rather of reinforcing enduring political opinions (Raubenheimer 1991: 9). Hiebert, Ungurait and Bohn (1985) believe that:[m]ost research evidence supports the hypothesis that mass media can create a new opinion more easily than they can change existing ones, but that reinforcing existing beliefs is the main effect of mass media communication experiences (1985: 248);While Graber believes that .the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about. (cited in Steytler et al 1994: 155).