Media monitoring methodology

The methodology employed by the EUEOM to monitor media coverage of the elections is the one designed by the Osservatorio di Pavia based in Italy. Some techniques of European Institute for the Media (EIM), which is based in Düsseldorf, Germany, are also applied. Both institutions have monitored media coverage of over 60 elections in Central and Eastern Europe, the former Soviet Union, Africa and Asia.

What do we monitor? Using a sample of national and local media outlets, the media unit will assess their performance in Rwanda. The media monitoring focuses on free and balanced access of the main political actors in Rwanda.

Who do we monitor? We monitored the main political actors. The list is not limited but includes government, candidates, political parties, national institutions, the civil society and any other main participants.

What do we monitor? We monitor, news, talk show, paid political advertising and any other type of relevant political communication. The quantitative component of the monitoring consists of a content analysis of a representative sample of media outlets. Radio, television and newspapers will all be included in the sample and will be monitor on a daily basis. The qualitative analysis consists of two components: the evaluation and the frame of the tone in the mass media. We also record any speech that does not comply with the code of conduct.

Which framework does the EUEOM use? The standards we apply to do media monitoring are the international recognized standards, the Rwandan legislation, including the code of conduct and the media component of the electoral law.

Electronic media

Radio and television will be monitored during peak time viewing hours and will include monitoring of all programming within this time framework. The programmes will be timed by the monitors in order to measure the access that each candidate and political party receive on each of the channels. Furthermore, quantifying the amount of coverage each candidate receives will be complemented with an assessment of the tone of the coverage received based on a scale of negative, neutral and positive. The monitoring will also assess balance and tone of news and current affairs programmes to assess the extent they provide adequate and balanced coverage of candidates.

Print media

Newspapers will be monitored daily to assess the coverage of candidates and parties standing for election. As is the case with broadcast media the tone, access and balance of coverage will be assessed during the media monitoring.
Lear more: If you are interested to know more on media monitoring please check the following links.

Observatoire de Pavie

Mémo 98

Institut Européen des Média de Düsseldorf