The free flow of information
is essential to a free and fair election. The media disseminates election-related
information and plays several roles that may affect election integrity. Journalists monitor elections from a news perspective and they may act as accredited
national or international election reporters. They may uncover election-related
fraud or corruption, and otherwise provide information on election developments
to the public.
The work of the media results
in much greater transparency for the election process, helping to safeguard
election integrity. However, incorrect or biased reporting may give rise to false
impressions, give the public an unfair perception of a particular candidate or the
entire process, and thereby undermine the credibility of an election. Such
actions are inconsistent with the media’s primary responsibility to keep the
public informed in an objective manner.
Media
Oversight of the Electoral Process
The media can help safeguard
election integrity by uncovering fraud and corruption, and reporting
irregularities in the electoral process. They help to ensure that electoral decision-makers
are accountable for their actions, and also help to deter unethical or illegal
conduct by officials or election participants.
In addition, for many voters the media is an important source of
information on election processes and developments.
Transparency works to improve
the electoral system since if defects, problems or other weaknesses are
detected and made public electoral administrators or policy makers may be
forced to take correction action.
Responsibility
to Provide Fair and Balanced Reporting
Voters often mostly learn
about the electoral process from news coverage of elections, perhaps even more
than from political advertising or official programming. The media have a special responsibility to the public given the ability of the
media to reach voters and citizens’ faith in what they read in the newspapers,
hear on radio or see on television. They must offer fair and balanced reporting and ensure that
everyone is treated equally. If they do not, the media may pose a serious
threat to electoral integrity.
- Inaccurate reporting may
give voters and policy makers the wrong impression. This may happen if the
media carry false statements, use facts selectively or simply do not meet
professional standards—for example, by not checking information or reporting
rumour as fact.
- What appears as irresponsible
reporting may in fact be deliberate. Members of the press may seek to sway
public opinion through the selection of stories and the tone it adopts
toward them.
- The media may stir up
nationalist or discriminatory sentiment by focusing negatively on immigrants,
minority ethnic groups, or a particular political party.
- The media may destroy a
candidate’s credibility through unsubstantiated allegations of illegal or
unethical activities.
- Biased media may give
preferential treatment to large advertisers. Most political parties,
candidates and interest groups run paid advertising in the media. These commercial
benefits can undermine the principle of equal treatment for all election
participants.
- Also, so-called journalists
may reflect their political preference by favouring a particular party and
tending to criticize others.
- Reporting on public
opinion polls within a short period of time before voting day can
subconsciously influence voters.
To lessen the danger that
inappropriate reporting will compromise the integrity of the electoral process,
media practices may be regulated by law. For example, France, Italy,
South Africa and Canada
place various legal restrictions on the publication of election-related opinion
polls. In addition, the media’s obligation to provide fair, accurate and
balanced reporting is entrenched in law in a number of countries; for example,
in Austria the Federal
Communications Committee (BKS) exercises this function, including during an
electoral period.[1]
Newspaper or broadcasting companies often include a code of conduct in the
employment contract that their journalists sign, but that does not necessarily
apply specifically to election-related reporting.
[1] See
OSCE/ODIHR, Final EAM Report on the Austrian Presidential Election, 2010, op. cit.
