Media and Elections
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 itself so that voters can make an informed choice. A democratic election with no media freedom would be a contradiction in terms.
But the paradox is that, in order to ensure that freedom, a degree of regulation is required. Government media, funded out of public money, should be required to give fair coverage and equitable access to opposition parties, for example. Media often may not be allowed to run reports - for example on exit polls or early results - before every vote has been cast.
The mass media – often referred to as just “the media” – are usually understood to refer to the printed press and to radio and television broadcasters. In recent years, the definition has perhaps become broader, encompassing the Internet in its various forms and other new forms of electronic distribution of news and entertainment, such as short message services to mobile telephones.
The prime concern is the right of voters to full and accurate information. But this is not the only right involved. Parties and candidates are entitled to use the media to get their messages across to the electorate. The media themselves have a right to report freely and to scrutinize the whole election process. This scrutiny is itself an important additional safeguard against interference or corruption in the management of the election. Finally, the electoral management body (EMB) has a crucial need to communicate information to the electorate – and to a variety of other groups, including the political parties and the media themselves.
The relationship of the EMB to the media is hence a fairly complex one. Potentially, electoral managers may stand in three distinct relations to the media:
- As regulator: the EMB may sometimes be responsible for developing or implementing regulations governing media behaviour during elections (especially relating to direct access to the media by parties and candidates). It may also be responsible for dealing with complaints against the media.
- As communicator: the EMB will also, invariably, want to use the media as a vehicle for communicating its messages to the electorate.
- As news story: the EMB will be a focus of media interest throughout the election process. The media will be interested in the information that the EMB can provide, as well as trying to scrutinize the EMB’s performance and the efficiency and integrity of the elections.
