One important function of the media during a campaign period will be a constant process of voter information. This includes formal voter education material, but might be said more broadly to encompass most of what the media do during an election.
Voter education is addressed at length in a separate subject area (see Voter Education). Voter education through the mass media can be very expensive and consequently may assume a low priority where cost is a major consideration. However, on occasions the media themselves may undertake to produce their own voter education materials or to offer their services at cost price to the electoral authorities. The scope of these materials can extend beyond more traditional methods - advertisements telling people how to vote - to educational soap operas.
Voter education will need to be targeted at those who are traditionally disadvantaged and therefore less likely to register to vote and to participate in elections. These may include women, racial, ethnic or national minorities, or people with disabilities. With special programming, such as in minority languages, the media (especially broadcasters) can play a vital role in this area.
However, voter information extends more broadly than voter education. This is the rationale for the investment of time and resources that the electoral administration should make in keeping the media well briefed on developments (see 'mee02'). However, the media also have a proper role to play in scrutinizing the election arrangements and exposing any shortcomings. This is an important aspect of the transparency and accountability of the election process.
