Media’s role as a public educator is in
essence a combination of media’s three other roles with a few added
aspects. For example, media as a
mechanism for transparency ensures voters are provided information necessary to
fully evaluate the conduct of officials as well as the process at large. Media as a campaign platform ensures the
public is educated in political agenda’s of all participating parties and
candidates equally. Media as open forum
for debate and discussion ensures that voters can educate other voters,
politicians, and officials.
Media
also educates through the transmission of voter information. This might be through direct negotiation with
EMBs and NGOs for broadcast of educational material (see Encyclopaedia topic
area: Voter Education for more information).
It also happens indirectly. For
example, when media report on an electoral event, details such as the location
of voting sites, the necessity of voter registration, how the count will be
conducted, and so forth, may be provided to the audience. This is one reason
why it is very important that an EMB communicates frequently with all media,
providing them with the necessary facts and figures to ensure accurate
reporting.
Media
also play an important analytical role, which enhances their ability to play
their other roles, as watchdogs, forums for debate, and so on. For example, if
media simply re-post or re-broadcast an EMB press release, transmission of
information to the electorate may still warrant useful, but lacking in scope
and context. Without analysis of the
press release in relation to on the ground events, results, or opposing
opinions, for example, the information received by the media audience is
one-dimensional. In ensuring that the
public has the level of informational detail required to make informed choices
or action, media utilize various tools of analysis. These include:
- Opinion polls;
- Research and scrutiny of policies, records
and reports;
- Investigative journalism;
- Use of expert input and opinion;
- Assess community needs and opinions;
- Measure candidates/parties
deliveries against promises.
