January Report

Media Coverage of the
2016 Elections
January 2016 findings
BACKGROUND
Why monitor media coverage of elections?
The goal of ACME’s project is to contribute to accurate, fair, impartial and
balanced coverage of the 2016 elections. ACME’s specific objectives are:
 To monitor, document and share trends in media coverage of the 2016
general elections.
To monitor media compliance with election reporting guidelines and
regulations.
To influence journalists, editors and media owners to provide information
that is more accurate, impartial and fair.
To empower civil society and the public to demand adherence to
professional standards in media coverage of elections.
Methodology
Scope of study:
A purposive sample of print and electronic media.
January 2015 coverage of presidential and parliamentary elections by
newspaper, television and radio.
Media content types: news, current affairs, and commentary.
Data collection method:
Story/article is the unit of analysis.
Content analysis.
Key informant interviews.
Sampling (1)
9 newspapers
5 televisions channels
33 radio stations
Choice constitutes a purposive sample designed to capture all facets of
the election coverage to which the electorate is exposed.
Sampling (2)
PRINT PUBLICATIONS (9)
TELEVISION (5)
 Dailies - New Vision, Daily
 Public channels – UBC &
Monitor, Red Pepper, Bukedde
Bukedde
 Weeklies - The Independent,
Etop, Rupiny and Orumuri
 Tri-weekly - The Observer
 Private channels – NTV
Uganda, NBS & WBS
Sampling (3)
RADIO (33)
 Languages: English, Luganda, Ateso, Luo, Lumasaba, Lusoga,
Lugbara and Runyakitara
 Stations: UBC, Bukedde, Arua One, Baba FM, Buddu FM, Bushenyi
FM, Capital Radio, Central Broadcasting Services, Dokolo, Kagadi
Broadcasting Services, Kasese Guide, KFM, Kioga Veritus FM, Mighty
FM, Nenah, Nile, Open Gate FM, Radio Amani, Radio pacis, Radio
Rhino, Radio Sapienta, Radio West, Rock FM, Rukungiri FM, Signal
FM, Simba, Spice FM, Sun, Top Radio, Voice of Africa FM, Voice of
Kigezi, Voice of Life, Voice of Teso, Voice of Toro
Monitoring/Research Questions (1)
What topics do the media focus on in their coverage of the elections?
What type of reports do the media produce [news,
commentary/opinion, features/special reports, etc]?
What is the nature of the reporting [conventional, interpretative,
investigative, enterprise]?
Who are the sources in media coverage [ordinary people, party officials,
candidates, regulators, civil society, diplomats, religious leaders, central
government officials, local leaders, police/security, etc]?
What is the number and gender of the sources?
Which political parties are focused on in media coverage?
Monitoring/Research Questions (2)
Which presidential candidates are focused on in media coverage?
How much time or space is dedicated to each party?
How much time or space is dedicated to each presidential candidate?
What is the tone of coverage?
What is the frequency of personal attacks in media coverage?
Do media houses offer the right of reply?
How often do news stories interrogate candidate or party promises?
How often do news stories include background and context?
CUMULATIVE RESULTS
Cumulative number of election stories
Newspaper: Since September, newspapers have published a
total of 3,453 election stories. Daily Monitor has the highest
cumulative number of stories and Rupiny has the least.
Television: TV stations have aired a total of 1,562 election
stories since November. NTV Uganda tops in having the
highest number of election stories, while WBS TV has the least
number.
Radio: Since November, radio stations have aired a total of
2,587 election stories.
Cumulative No. of election stories - newspaper
Cumulative No. of election stories -newspaper (%) N=3,453
26.2
Monitor
20.8
New Vision
19.9
Red Pepper
12.8
Bukedde
10.5
The Observer
3.4
Etop
3.0
The Independent
Orumuri
1.7
Rupiny
1.7
Cumulative No. of election stories by newspaper
Cumulative No. of election stories by publication (%)
20.3
25.0
39.0
23.3
23.3
24.1
25.9
35.3
26.2
17.5
23.3
33.9
6.8
41.7
8.3
1.7
16.4
25.2
17.2
10.7
September
6.9
October
24.9
24.5
26.5
24.2
24.4
29.1
26.2
12.2
10.3
15.8
6.4
15.1
17.0
22.1
20.1
32.9
14.6
11.6
13.2
13.6
November
22.2
31.0
December
January
10.0
Cumulative No. of election stories - television
Cumulative No. of election stories - TV (%) N=1,562
30.0
NTV Uganda
25.4
NBS
18.1
Bukedde
14.1
UBC
WBS
12.4
Cumulative No. of election stories by TV station
Election stories by station (%) N=1,562
21.4
49.2
38.6
42.0
45.1
26.4
24.4
WBS
35.5
25.9
UBC
28.4
21.6
36.4
33.5
Bukedde
November
NBS
December
January
40.1
31.6
NTV Uganda
Cumulative space/time to election stories
Newspaper: Since September, newspapers have provided a
total of 2,493,564.45Cm2 space to election stories. New Vision
allocated more space to election stories while Orumuri
provided the least space.
Television: Since November, TV stations have allotted 9,354.37
minutes to election reporting. NBS TV provided more time to
election stories, while WBS came last.
Radio: Radio stations have dedicated 9,616.95 minutes to
election reporting since November.
Cumulative space to stories - newspaper
Space to elections (%) Area=2,493,564.45Cm2
25.1
New Vision
23.4
Monitor
16.5
Red Pepper
15.1
Bukedde
11.0
The Observer
4.6
The Independent
2.2
Etop
Rupiny
1.1
Orumuri
1.0
Cumulative space to stories by newspaper
Cumulative space to stories by publication (%)
18.7
28.6
30.8
15.0
18.8
27.5
20.0
12.8
26.6
28.1
31.1
57.3
39.8
18.5
17.9
21.1
26.2
17.1
35.0
22.8
45.6
25.2
7.1
15.7
3.6
5.6
September
4.8
13.2
16.4
8.3
October
25.6
34.8
19.4
18.9
10.8
19.2
8.8
10.5
8.5
15.1
22.5
13.5
4.2
November
December
January
28.8
Cumulative time to stories - television
Time by station (%) Time=9,354.37 minutes
32.7
NBS
30.2
NTV Uganda
16.2
UBC
12.4
Bukedde
WBS
8.5
Cumulative time to stories by TV station
Time to stories by station (%) Time=9,354.37 minutes
33.2
21.9
17.4
33.7
37.7
24.8
44.4
44.9
49.1
26.2
53.0
25.2
20.5
41.6
26.5
WBS
Bukedde
UBC
November
December
NBS
January
NTV Uganda
JANUARY RESULTS & TRENDS
Number of election stories - newspaper
Number of election stories (%) N=877
25.3
Monitor
24.3
Red Pepper
18.1
New Vision
12.5
Bukedde
10.7
The Observer
3.2
Etop
2.7
The Independent
Orumuri
Rupiny
1.7
1.4
Number of election stories - television
Election stories by station (%) N=517
25.7
NTV Uganda
23.0
Bukedde
18.4
WBS
UBC
16.4
NBS
16.4
Space to election stories - newspaper
Space to publications (%) Area=582,579.36
26.7
Monitor
21.5
New Vision
19.8
Red Pepper
11.4
The Independent
The Observer
8.4
Bukedde
8.3
Etop
Orumuri
Rupiny
1.8
1.3
0.9
Time to election stories - television
Time by station (%) Time=2,409.13 minutes
30.7
NTV Uganda
22.0
NBS
17.6
WBS
16.0
Bukedde
UBC
13.8
Most covered presidential candidate
Newspaper: In January, newspapers dedicated 476,382.52Cm2 space to
presidential candidates. Museveni was covered most and Bwanika least.
Television: In January, TV stations allotted 1,905.92 minutes to presidential
candidates. Museveni most covered and Mabirizi least covered.
Radio: A total of 1,898.96 minutes was dedicated to presidential candidates
by radio stations monitored in January. Museveni was most covered.
Overall trend: The general trend for newspaper, TV and radio shows a drop
in space and time allocated to Museveni, Besigye and Mbabazi between
December and January and a significant rise in coverage to Kyalya, Mabirizi,
Baryamureeba, Biraro and Bwanika. This is attributed to the presidential
debate in the middle of the month that gave them more media attention.
Most covered candidate - newspaper
Space to candidates (%) Area=476,382.52Cm2
39.7
Museveni
22.5
Mbabazi
16.4
Besigye
Mabirizi
4.6
Biraro
4.6
Kyalya
4.5
Baryamureeba
4.2
Bwanika
3.6
Most covered candidate by newspaper
Space to candidates (%) Area=476,382.52Cm2
16.8
23.5
40.8
43.0
7.6
66.7
9.0
63.9
77.1
5.9
35.3
33.9
10.8
11.2
0.5
0.5
0.8
10.7
5.7
1.8
1.0
13.7
24.8
17.3
1.1
1.1
13.3
1.8
1.2
13.4
14.1
7.4
10.7
8.3
0.8
8.3
16.3
2.1
1.7
2.1
2.1
20.2
0.9
14.6
27.0
0.5
1.1
1.4
14.6
0.8
0.8
64.7
2.1
42.3
10.9
1.3
9.6
28.9
2.1
2.1
10.4
0.4
15.5
Museveni
Kyalya
Mabirizi
Bwanika
Besigye
Biraro
Baryamureeba
Mbabazi
Most covered candidate - television
Time to candidates - TV (%) Time=1,905.92 minutes
45.2
Museveni
18.4
Mbabazi
14.8
Besigye
6.6
Baryamureeba
Biraro
4.6
Bwanika
4.5
Kyalya
Mabirizi
3.4
2.5
Most covered candidate by TV station
Time to candidates by stations (%) Time=1,905.90 minutes
23.9
43.3
51.9
0.4
2.6
20.3
3.1
2.8
4.2
16.6
0.9
5.8
2.7
2.9
21.3
81.1
3.3
7.5
14.4
24.4
12.4
NBS
Mabirizi
6.1
8.8
2.8
Bukedde
Kyalya
0.6
3.5
Museveni
Bwanika
1.2
25.2
53.2
4.9
NTV Uganda
2.2
1.9
5.2
0.6
2.3
6.2
UBC
Besigye
Biraro
7.8
Baryamureeba
2.7
Mbabazi
2.7
16.7
WBS
Most covered candidate - radio
Time to candidates (%)Time=1,898.96 minutes
37.3
Museveni
Besigye
24.4
Mbabazi
24.4
3.5
Biraro
Kyalya
3.1
Baryamureeba
2.6
Mabirizi
2.4
Bwanika
2.3
#Trends: Most covered candidate – newspaper (1)
44.2
39.7
39.0
28.0
25.7
21.1
22.5
19.8
16.4
November
December
Besigye
Mbabazi
January
Museveni
#Trends: Most covered candidate – newspaper (2)
4.6
4.6
4.5
4.2
3.6
3.4
3.0
2.9
2.6
2.3
2.5
2.1
1.6
1.5
0.3
November
December
Mabirizi
Baryamureeba
Bwanika
January
Biraro
Kyalya
#Trends: Most covered candidate – television (1)
53.4
45.2
32.8
24.2
19.1
20.2
18.9
November
December
Besigye
Mbabazi
18.4
14.8
January
Museveni
#Trends: Most covered candidate – television (2)
9.1
6.6
4.6
4.3
3.7
3.5
3.3
3.5
4.5
3.4
1.8
2.5
1.3
0.5
0.4
November
December
Mabirizi
Biraro
Kyalya
January
Bwanika
Baryamureeba
#Trends: Most covered candidate – radio (1)
46.7
37.3
39.3
28.2
27.5
24.4
24.4
20.8
17.4
November
December
Besigye
Mbabazi
January
Museveni
#Trends: Most covered candidate – radio (2)
4.7
4.6
3.5
3.1
2.6
2.4
2.3
3.0
1.7
1.7
1.7
1.3
0.7
0.5
0.1
November
December
Mabirizi
Biraro
Bwanika
January
Kyalya
Baryamureeba
Radio news coverage of elections per region
 Most election stories aired in January were by radio stations in
Kampala, while radios from western region had the least
number of election stories. Among the top 10 radio stations
monitored, KFM had more election stories while Capital Radio
had the least number.
 Similarly, radio stations in Kampala allocated the highest
percentage of airtime to election stories. Western region
provided the least time to election stories. Among the top 10
radio stations, Baba FM allocated more time to election
reporting while UBC Blue Channel allotted the least time.
Number of radio news stories per region
Number of radio news stories per region (%)
32.2
Kampala
26.5
Central
15.4
Eastern
7.6
South-Western
Northern
6.7
North-Western/West Nile
6.6
Western
5
Number of radio news stories by
top 10 radio stations
Number of news stories (%)
10.3
KFM
7.2
UBC Blue Channel
6.7
Sun
6.5
Baba FM
6.4
Voice of Africa FM
5.8
Central Broadcasting Service
5.5
Radio Sapientia
5.2
Simba
Kagadi Broadcasting Services
Capital Radio
5.1
4.8
Radio time to election coverage per region
Time to election coverage (%)
26.7
Kampala
25.9
Central
20.4
Eastern
9.5
South-Western
8.3
North-Western/West Nile
6.0
Northern
Western
3.2
Radio time to election coverage by
top 10 radio stations
Time to election coverage by top 10 radio stations (%)
11.8
Baba FM
10.0
KFM
6.4
Kagadi Broadcasting Services
6.1
Simba
5.9
Voice of Africa FM
5.8
Sun
Central Broadcasting Service
5.3
Radio Sapientia
5.3
Radio Amani
UBC Blue Channel
5.1
5.0
Type of election
In January, the presidential election was the most covered by
newspaper, TV and radio. The parliamentary polls received the
least coverage.
For instance, an analysis of New Vision, Daily Monitor, The
Observer and Red Pepper shows that the parliamentary elections
made the lead headline on front page only twice for all four
publications combined.
Overall trend: Since September, the general media trend shows
the presidential election getting more coverage.
Type of election by media type
Type of election (%)
100%
90%
11.4
15.5
17.3
5.2
80%
21.3
12.7
70%
Both
60%
Parliamentary
50%
40%
71.3
79.3
Presidential
66.0
30%
20%
10%
0%
Newspaper
TV
Radio
Type of election by newspaper
Type of election by newspaper (N=877)
12.6
8.8
7.7
10.8
16.0
11.7
25.0
5.3
28.6
78.6
26.7
21.8
35.7
81.5
4.2
4.2
8.3
12.7
75.0
91.7
78.7
59.6
73.3
65.5
Both
Parliamentary
Presidential
39.3
16.7
Type of election by television station
Type of election by TV station (%) N=517
22.7
12.9
9.8
0.8
9.4
15.3
16.8
5.9
3.2
8.4
Both
Parliamentary
89.5
68.9
Bukedde
78.8
77.6
NBS
NTV Uganda
UBC
80.0
WBS
Presidential
Front page coverage
 Museveni (NRM) had the most coverage on newspaper
cover in January. 30.2% front page coverage was dedicated
to him. He was followed by Mbabazi (Independent) and
Besigye (FDC).
Overall trend: Since November, Museveni has dominated the
front page. In September and October, Mbabazi was most
covered on front page.
Front page coverage - newspaper
Front page coverage (%) N=877, N1=100, n=212
30.2
Museveni
27.8
Mbabazi
20.8
Besigye
Biraro
4.7
Baryamureeba
4.7
Bwanika
4.2
Kyalya
3.8
Mabirizi
3.8
Front page coverage by newspaper
Front page coverage (%) N=877, N1=100, n=212
25.0
25.0
25.4
25.0
4.2
4.2
5.6
8.3
8.3
16.7
25.0
5.6
5.6
8.3
25.7
10.0
2.1
2.1
2.1
2.9
2.9
2.9
10.0
19.1
15.2
10.0
18.2
Etop
Monitor
New Vision
31.4
42.6
28.6
Red Pepper
Bwanika
Biraro
Baryamureeba
Mbabazi
10.0
Orumuri
Kyalya
Besigye
2.9
10.0
Museveni
Mabirizi
2.9
10.0
28.2
16.7
2.1
2.1
10.0
3.0
25.0
Bukedde
3.0
3.0
3.0
3.0
8.3
27.7
51.5
8.3
21.1
30.0
The Observer
#Trends: Front page coverage of candidates
JANUARY (%) N=877, N1=100, n=212
30.2
27.8
Museveni
Mbabazi
20.8
Besigye
Biraro
Baryamureeba
Bwanika
Kyalya
Mabirizi
DECEMBER (%) N=827, N1=94, n=144
Mbabazi
Kyalya
Mabirizi
Bwanika
Biraro
Baryamureeba
NOVEMBER (%) N=920, N1=186, n=295
28.8
21.0
Besigye
6.1
Baryamureeba
Kyalya
3.7
0.7
0.7
0.7
0.7
0.7
OCTOBER (%) N=493, N1=56, n=82
31.5
Mbabazi
20.8
Besigye
4.7
4.7
4.2
3.8
3.8
Museveni
39.6
36.1
Museveni
40.2
Mbabazi
32.9
Besigye
26.8
Museveni
Other
0.0
Mabirizi
3.1
Mabirizi
0.0
Biraro
3.1
Bwanika
0.0
Bwanika
2.7
Baryamureeba
0.0
Most pictured candidate
Museveni was the most pictured presidential candidate in
January by newspapers, while Bwanika was the least pictured.
Most pictured candidate - newspaper
Most pictured candidate - newspaper (%) n=680
37.6
Museveni
21.8
Mbabazi
20.3
Besigye
4.9
Baryamureeba
Mabirizi
4.3
Biraro
4.1
Kyalya
Bwanika
3.7
3.4
Camera angles for pictured candidates
Camera angle (%) n=680
40.7
32.5
28.4
3.1
3.1
3.7
6.3
6.3
4.2
7.4
7.4
6.3
22.4
15.7
18.9
34.8
Museveni
51.3
0.7
1.2
4.9
3.7
17.3
26.3
1.2
8.6
2.5
3.7
1.3
20.4
22.2
26.7
Panorama
Mugshot
Closeup
9.4
5.8
5.3
7.4
19.9
18.9
Wideshot
Fullshot
Kyalya
Mabirizi
Bwanika
Besigye
Biraro
Baryamureeba
Mbabazi
Most covered topic
 Politics was the most covered topic in January by
newspaper, television and TV.
Overall trend: The general media trend shows politics as the
most covered topic since September. Economy, infrastructure,
security and health have also been the top most covered topic
by all three media types since September.
Most covered topic – newspaper & TV
Newspaper (%) n=1,719
30.5
Politics
11.2
Economy
Radio (%) n=1,319
TV (%) n=1,114
28.0
Politics
11.4
Economy
40.4
Politics
12.8
Security
Infrastructure
8.6
Security
9.3
Economy
8.0
Security
8.1
Health
8.7
Infrastructure
7.9
Health
7.9
Infrastructure
8.4
Human rights
5.8
Education
7.4
Education
7.9
Health
5.8
Agriculture
6.9
Agriculture
Education
5.7
Human rights
4.8
6.0
Energy
5.0
Agriculture
4.7
Corruption
2.2
3.9
Natural resources
3.7
Human rights
Corruption
3.5
Natural resources
3.1
Natural resources
2.0
Energy
3.1
Land
3.1
Energy
1.8
Land
3.0
Corruption
2.8
Land
1.5
Other
0.8
Other
1.0
Foreign affairs
1.1
Foreign affairs
0.8
Foreign affairs
0.6
Other
1.1
#Trends: Most covered topic – newspaper
NOVEMBER (%) n=2,115
Politics
DECEMBER (%) n=1,720
28.1
11.4
Economy
9.3
Education
31.5
Politics
Economy
Health
10.0
Infrastructure
8.6
Security
8.1
Health
7.9
Education
7.4
Agriculture
6.9
Infrastructure
Security
8.3
Security
7.4
Education
7.4
Agriculture
7.0
6.7
Agriculture
5.4
Corruption
4.0
Human rights
Energy
3.3
Natural…
2.6
Land
2.25
Other
1.85
Foreign affairs
0.9
11.2
10.4
8.4
7.6
30.5
Politics
Economy
Infrastructure
Health
JANUARY (%) n=1,719
8.7
Human rights
4.5
Corruption
4.4
Energy
3.0
Land
2.3
Natural resources
2.3
other
0.9
Foreign affairs
0.4
Human rights
4.8
Natural resources
3.7
Corruption
3.5
Energy
3.1
Land
3.0
Other
0.8
Foreign affairs
0.8
#Trends: Most covered topic - television
NOVEMBER (%) n=1,155
29.7
Politics
10.9
Economy
DECEMBER (%) n=1,265
29.5
Politics
11.4
Infrastructure
Infrastructure
10
Economy
10.2
Education
8.9
Health
10.2
8.2
Security
Security
JANUARY(%) n=1,114
8.7
Security
9.3
Health
8.7
Infrastructure
8.4
7.9
7.3
Education
7.2
Education
Health
6.8
Agriculture
6.5
Agriculture
5
6.0
Energy
5.0
4.7
4.4
Natural resources
2.4
Human rights
3.7
Energy
2.4
Natural resources
3.1
Human rights
Energy
4.6
Human rights
11.4
Economy
Agriculture
Corruption
28.0
Politics
Natural resources
1.9
Corruption
2.4
Land
3.1
Land
1.5
Other
2.1
Corruption
2.8
Land
2.1
Other
1.0
Foreign affairs
0.6
Other
Foreign affairs
1
0.7
Foreign affairs
0.4
#Trends: Most covered topic - radio
NOVEMBER (%) n=1,990
41.8
Politics
Economy
8.1
Infrastructure
8.0
Security
7.2
Education
7.2
Corruption
5.5
Health
5.5
Agriculture
5.4
Human rights
5.0
Energy
1.8
Other
1.7
Natural…
1.1
Land
0.9
Foreign affairs
0.9
JANUARY(%) n=1,319
DECEMBER (%) n=1,328
44.8
Politics
40.4
Politics
12.8
Economy
7.9
Security
Security
7.8
Economy
8.0
Education
7.1
Infrastructure
7.9
Health
6.7
Human rights
5.8
Infrastructure
6.1
Health
5.8
Human rights
5.7
Education
5.7
Agriculture
5.0
Agriculture
3.9
Corruption
2.9
Corruption
2.2
Energy
1.7
Natural resources
2.0
Land
1.7
Energy
1.8
Natural resources
1.5
Land
1.5
Other
0.7
Foreign affairs
1.1
Foreign affairs
0.5
Other
1.1
Tone of coverage
 The general media tone has been neutral since September.
General trend: Other than radio, newspaper and TV registered
a drop in number of stories with neutral tone between
December and January.
 The positive tone on an upward trend, while negative tone
on a downward trend for all three media types.
Tone of coverage by media type
Tone of coverage (%)
100%
9
15.1
9.9
90%
80%
70%
60%
63.3
64.1
71.3
50%
Neutral
Positive
40%
30%
20%
Negative
21.6
26.9
10%
18.8
0%
Newspaper
TV
Radio
Tone of coverage by newspaper
Tone of coverage (%) N=877, N1=615
6.5
16.8
2.5
12.9
27.3
29.1
39.2
80.5
57.4
93.3
71.0
100.0
90.0
59.1
60.1
Neutral
58.2
13.0
25.8
16.1
10.8
Negative
Positive
6.7
10.0
13.6
Tone of coverage by TV station
Tone of coverage by TV station (%) N=517, N1=479
3.7
12.3
67.3
63.0
14.7
50.4
2.6
76.9
9.8
69.6
Negative
Neutral
Positive
29.0
Bukedde
24.7
NBS
34.9
20.5
NTV Uganda
UBC
20.7
WBS
Tone of coverage in newspaper by candidate
Tone of coverage (%) N=877, N1=554, n=938
19.5
10.5
9.8
55.3
63.4
18.0
8.3
12.8
69.4
56.4
5.7
62.9
61.1
64.4
66.1
17.2
Negative
Neutral
Positive
34.2
14.4
26.8
17.5
22.2
30.8
31.4
21.6
Tone of coverage in TV by candidate
Tone of coverage by candidate (%) n=620
16.7
5.7
51.4
3.1
12.6
2.7
11.1
46.9
62.2
62.2
61.4
51.9
7.7
4.5
46.2
66.4
Negative
Neutral
42.9
22.0
50.0
25.2
35.1
37.0
Positive
46.2
29.1
Tone of coverage in radio by candidate
Tone of coverage (%) n=832
70.7
6.3
9.0
11.5
81.6
80.4
74.6
82.2
78.1
8.2
82.5
73.6
Negative
Neutral
Positive
17.8
15.8
19.6
16.4
17.8
15.6
17.5
18.2
#Trends: Tone of coverage - newspaper
Tone of coverage (%)
80
66.7
70
63.3
60
50
58
58.2
56.4
40
30
20
30.4
28.2
21.4
20.5
10
13.6
17.7
21.6
15.6
15.1
December
January
13.2
0
September
October
Positive
November
Neutral
Negative
#Trends: Tone of coverage - television
Tone of coverage (%)
80
70
60
69.9
64.1
62.1
50
40
30
26.9
27.9
20.1
20
10
10
9.0
10.0
0
November
December
Positive
Neutral
January
Negative
#Trends: Tone of coverage - radio
Tone of coverage (%)
80
70
60
50
40
30
20
10
0
71.3
63.5
60
32
24.3
12.2
8
November
9.9
December
Positive
Neutral
18.8
Negative
January
Reporting approach
 Conventional reporting approach dominant for all three
media in January.
General trend: The findings show an upward trend in
conventional reporting for newspaper, TV and radio between
December and January.
Reporting approach by media type
Reporting approach (%)
5.5
2
4.8
10.3
10.1
2.9
0.3
5.7
8.1
Enterprise
Investigative
87.7
91.1
71.5
Newspaper
Interpretive
Conventional
TV
Radio
Reporting approach by newspaper
Reporting approach (%) N=877, N1=774
11.3
8.5
5.0
9.4
8.3
8.3
16.4
9.6
1.9
1.9
1.9
8.0
4.0
14.8
16.4
28.0
6.2
13.3
26.1
44.4
13.3
21.7
13.4
11.1
94.3
75.2
73.9
69.4
53.7
11.1
Enterprise
73.3
30.4
60.0
Investigative
Interpretive
33.3
Conventional
21.7
Reporting approach by television
Reporting approach (%) N=517, N1=505
0.9
16.3
6.9
0.8
0.8
8.4
5.3
3.2
5.3
7.5
13.8
Enterprise
Investigative
99.1
91.5
91.6
86.3
Conventional
62.5
Bukedde
NBS
Interpretive
NTV Uganda
UBC
WBS
#Trends: Reporting approach - newspaper
Reporting approach (%)
75.3
70.2
69.8
71.5
61.5
21.4
12.3
11.9 14.7
4.8
3.1
September
October
Conventional
9.6
8.9
11.3
6.1
November
Interpretive
8.5
10.4
December
Investigative
Enterprise
8.1
10.1
January
10.3
#Trends: Reporting approach - television
Reporting approach (%)
87.7
84.9
76.6
8.5
4.1
2.4
November
9.0
6.4
8.0
4.8
December
Conventional
Interpretive
January
Investigative
Enterprise
2.0
5.5
#Trends: Reporting approach - radio
Reporting approach (%)
91.1
88.5
73.3
12.3
5.5
8.9
November
3.8
5.4
2.9
2.3
December
Conventional
Enterprise
January
Interpretive
Investigative
5.7
0.3
Issues vs. personalities
 Issue-based reporting dominant in January for newspaper,
TV and radio.
Overall trend:
Except for newspaper, the media registered significant
increase in the number of issue-based stories between
December and January.
Issues vs. personalities by media type
Issues Vs Personality (%)
100%
90%
80%
70%
63.1
71.8
77.6
60%
50%
Personality
40%
30%
20%
Issues
36.9
28.2
22.4
10%
0%
Newspaper
TV
Radio
Issues vs. personalities by newspaper
Issue Vs Personality (%) N=877, N1=477
40.9
41.2
60.0
66.7
58.2
54.4
86.2
100.0
100.0
Issues
58.8
40.0
13.8
33.3
41.8
45.6
59.1
Personality
Issues vs. personalities by television
Issue Vs Personality (%) N=517, N1=312
82.4
73.0
66.2
64.6
66.7
Issues
Personality
17.6
Bukedde
27.0
NBS
33.8
NTV Uganda
35.4
UBC
33.3
WBS
#Trends: Issues vs. personality - newspaper
Issue Vs Personality (%)
70.0
60.0
50.0
40.0
60.5
39.5
57.2
59.7
42.8
40.3
66.5
33.5
63.1
36.9
30.0
20.0
10.0
0.0
September
October
November
Issues
Personality
December
January
#Trends: Issues vs. personalities - television
Issue Vs Personality (%)
80.0
70.0
71.8
69.8
67.8
30.2
32.2
November
December
60.0
50.0
40.0
30.0
28.2
20.0
10.0
0.0
Personality
Issues
January
#Trends: Issues vs. personalities - radio
Issue Vs Personality (%)
90
77.6
80
70
69.6
61.7
60
50
40
38.3
30.4
30
22.4
20
10
0
November
December
Personality
Issues
January
Background and context
 The media to a large extent provided background and
context to election stories in January.
Overall trend: Findings show a sharp decline in provision of
background and context for newspaper, TV and radio between
December and January.
Background & context by media type
Background & context (%)
100%
90%
80%
54.9
50.3
41.0
70%
60%
Yes
50%
No
40%
30%
45.1
49.7
59.0
20%
10%
0%
Newspaper
TV
Radio
Background & context by newspaper
Background & context by publication (%) N=877, N1=486
18.2
38.2
42.3
54.7
83.7
57.1
85.1
Yes
77.8
No
100
81.8
61.8
57.7
45.3
16.3
42.9
14.9
22.2
Background & context by television
Background & context by TV (%) N=517, N1=364
38.0
61.8
53.8
47.5
52.3
Yes
No
62.0
38.2
Bukedde
NBS
46.2
NTV Uganda
52.5
UBC
47.7
WBS
#Trends: Background & context - newspaper
Background & context (%)
80
70
67.7
60
62.8
70.6
54.9
65.6
50
40
32.3
29.4
September
October
30
34.4
37.2
45.1
November
December
January
20
10
0
No
Yes
#Trends: Background & context - television
Background & context (%)
80
70
60
67.6
59.8
50
40.2
40
30
50.3
49.7
32.4
20
10
0
November
December
No
Yes
January
#Trends: Background & context - radio
Background & context (%)
70
60
61
59.0
47.6
39
41.0
November
December
January
52.4
50
40
30
20
10
0
No
Yes
Interrogation of claims
 Generally, the media did not interrogate claims and promises
by presidential candidates in January.
For instance, an analysis of New Vision, Daily Monitor, The
Observer and Red Pepper shows that only New Vision carried
front page lead stories on campaign promises (of
Museveni/NRM) in January. The other three publications did not.
Overall trend: Except for newspaper, the media registered a
notable increase in the number of stories that interrogated
claims and promises of presidential candidates between
December and January.
Interrogation of claims by media type
Interrogation of claims & promises (%)
34.9
23.8
29.2
Yes
64.1
Newspaper
76.2
TV
70.8
Radio
No
Interrogation of claims by newspaper
Interrogation of claims & promises (%) N=877, N1=421
32.7
34.5
33.3
10.0
16.7
25.3
55.6
58.6
100
67.3
65.5
66.7
83.3
74.7
41.4
90.0
Yes
44.4
No
Interrogation of claims & promises by television
Interrogation of claims (%) N=517, N1=323
5.9
24.2
14.5
35.0
44.9
Yes
94.1
75.8
65.0
55.1
Bukedde
NBS
NTV Uganda
No
85.5
UBC
WBS
#Trends: Interrogation of claims - newspaper
Interrogation of claims (%)
70.0
60.0
61.8
61.9
63.4
65.1
62.2
50.0
40.0
38.1
36.6
30.0
37.8
38.2
34.9
20.0
10.0
0.0
September
October
November
No
Yes
December
January
#Trends: Interrogation of claims - television
Interrogation of claims (%)
90
80
70
60
50
40
30
20
10
0
76.2
81.5
70.8
23.8
29.2
18.5
November
December
No
Yes
January
#Trends: Interrogation of claims - radio
Interrogation of claims (%)
90
80
70
60
50
40
30
20
10
0
76.2
70
70.8
29.2
30
November
23.8
December
No
Yes
January
Sourcing (Number)
 Most election stories by the media were single-sourced in
January.
Overall trend: The media has been largely relying on singlesourced stories since September.
 Except newspapers that have been registering a decline in
single-sourced stories since November, the media recorded
a rise in number of single-sourced stories between
December and January.
Number of sources by media type
Number of sources (%)
14.4
5.3
7
9.7
18.9
2.1
5.2
14.3
19.3
56.6
Newspaper
Single source
78.4
68.8
TV
Double sources
Radio
Triple sources
Multiple sources
#Trends: Number of sources - newspaper
Number of sources (%)
62.1
59.3
57.4
54.7
22.2
15.2
15.6
12.3
18.5
Single source
19.3
14.4
12.1
9.8
7.4
October
16.4
16.5
12.8
7.8
September
56.6
November
Double sources
December
Triple sources
Multiple sources
9.7
January
#Trends: Number of sources - television
Number of sources (%)
68.8
63.3
58.8
23.6
23.2
7.4
10.0
5.7
November
Single source
18.9
December
Double sources
7.0
8.0
Triple sources
January
Multiple sources
5.3
#Trends: Number of sources - radio
Number of sources (%)
78.1
78.4
77.4
14.8
14.3
4.7
5.4
2.8
November
Single source
14.3
2.4
December
Two sources
Three sources
5.2
January
Multiple sources
2.1
Sourcing (Type)
 Male sources dominant in election stories by newspaper,
TV and radio in January.
Overall trend: Dominance of male sources across all three
media since September.
 Rise in number of male sources for all three media between
December and January.
Gender of sources by media type
Gender of sources (%)
100%
90%
80%
70%
60%
85.3
88.5
87.8
50%
Female
40%
30%
20%
10%
Male
14.7
11.5
12.2
0%
Newspaper
TV
Radio
Gender of sources by newspaper
Gender of sources by newspaper (%) n=1,542
64.1
84.3
87.4
86.8
86.1
64.5
85.8
91.7
90.2
Male
Female
35.9
15.7
12.6
13.2
13.9
14.2
35.5
8.3
9.8
Gender of sources by TV station
Gender of sources by TV station (%) n=733
80.0
95.2
88.0
89.9
93.8
Male
Female
20.0
4.8
Bukedde
NBS
12.0
NTV Uganda
10.1
UBC
6.2
WBS
#Trends: Sourcing by gender - newspaper
Gender of sources (%)
90
80
70
60
50
40
30
20
10
0
84.3
15.7
September
82.2
17.8
October
82.7
84.1
15.9
November
Male
Female
17.4
December
85.3
14.7
January
#Trends: Sourcing by gender - television
Gender of sources (%)
100
90
80
70
60
50
40
30
20
10
0
88.5
87.4
84.0
12.6
16.0
November
December
Female
11.5
Male
January
#Trends: Sourcing by gender - radio
Gender of sources (%)
100
90
80
70
60
50
40
30
20
10
0
87.8
88.6
86.7
11.4
13.3
12.2
November
December
January
Female
Male
Occupation of source by media type
NEWSPAPER (%) n=1,598
29.3
Presidential candidate
16.8
Ordinary person
TELEVISION (%) n=739
RADIO (%) n=964
42.9
Presidential candidate
10.7
Ordinary person
Parliamentary candidate
Parliamentary candidate
11.7
Parliamentary candidate
7.7
Party official
Party official
11.3
Party official
7.6
NGO/CSO official
Candidates agent
6.9
Electoral Commission official
5.7
Candidates agent
5.6
Candidates agent
Expert
4.2
NGO/CSO official
Police Representative
3.9
Expert
NGO/CSO official
3.1
4.2
Ordinary person
Electoral Commission…
4.1
Police Representative
3.0
Police Representative
2.7
Executive
Anonymous
2.8
Religious leader
2.6
Executive
2.1
Executive
1.9
2.0
Election observer
1.1
1.4
Judicial Official
0.7
Electoral Commission…
Religious leader
Business person
31.8
Presidential candidate
Expert
Religious leader
Election observer
Judicial Official
Army
Judicial Officer
1.1
Army
0.4
Election observer
0.9
Anonymous
0.4
Other
Army
0.6
Donor
0.3
Anonymous
Donor
0.1
Business person
0.3
Donor
Business person
12.9
12.2
8.8
7.9
6.7
5.1
4.6
2.9
1.9
1.8
1.5
0.7
0.4
0.3
0.2
0.2
0.1
OBSERVATIONS & CONCLUSIONS
General observations & conclusions (1)
Ordinary persons among top five most quoted sources in
newspaper and TV stories since November. However, radio,
considered the true mass media in the country, has not
adequately sourced ordinary persons in election stories.
The media is focusing more on issue-based reporting as the
country inches closer to polling day.
Significant improvement in coverage (space & time allocation) of
presidential candidates Biraro, Mabirizi, Kyalya, Bwanika and
Baryamureeba by all three media between December and
January.
General observations & conclusions (2)
Male sources still the majority at more than 80% across all
media, with number of female sources declining between
December and January.
The parliamentary election has not been prominently and
adequately covered by the media since September. For instance,
despite the more localized nature of the parliamentary polls,
radio – which has more reach in up-country areas, has not dwelt
much in covering it.
A sharp decline in provision of background and context across all
three media between December and January.
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