The free flow of information is an essential part of a free and fair election. The media is often used to disseminate electoral information, and as such, plays several very important roles. It provides information on the electoral process to the citizens. It covers the campaigns of the candidates and provides analysis of their platforms. It acts as a watchdog and investigates election fraud and corrupt practices. It is also used by the political parties, candidates and special interest groups to influence the public through political advertising; the objective being to gain public support for themselves or their positions, and that this public support translates into votes on election day.
The power of the media is evident in the election-related 'Watergate' investigation, undertaken by the Washington Post, that resulted in the resignation of the U.S. President, Richard Nixon. The power of the media to reach so many potential voters, and the faith of the citizens in what it reads in the newspapers, hears on the radio and sees on TV, gives the media a responsibility towards the public to provide accurate, fair and balanced reporting, and in its advertising, to ensure equal access and treatment to all. (For ethics in reporting see Media Code of Ethics)
Public Enlightenment
According to the Society of Professional Journalists, the primary role of the media in a democracy is public enlightenment which is 'the forerunner of justice and the foundation of democracy. The duty of the journalist is to further those ends by seeking truth and providing a fair and comprehensive account of events and issues.'97
This role is supported by the Associated Press which states in its code of ethics: 'The public's right to know about matters of importance is paramount. The newspaper has a special responsibility as surrogate of its readers to be a vigilant watchdog of legitimate public interests.' 98
Some of the other roles played by the media to help ensure election integrity:
Voter information
Voters learn about the electoral process through the coverage provided by the media on the elections, the candidates and their platforms, as well as through the political advertising done through the media. The media's coverage and analysis of the process, the candidates, and the thoughts of the voters, helps educate the public on how the process works, how integrity can be maintained and who is accountable for what. The media's comparison of platforms with candidate records and actions provides information to voters that they can use to make an informed choice on election day. The media can also publicize the dates, time and location for campaign events, voter registration and polling.
Integrity Watchdog
Through its investigative role, the media can uncover fraud and corruption and add transparency to the electoral process. The Society of Professional Journalists believe that the media needs to 'recognize a special obligation to ensure that the public's business is conducted in the open and that government records are open to inspection.' 99 The Gannett Newspaper Division Principals of Ethical Conduct encourages investigative journalists to uncover fraud and abuse: 'Aggressive, hard-hitting reporting is honourable and often courageous in fulfilling the press' First Amendment (freedom of press) responsibilities, and it is encouraged.' 100
Enables candidates to reach voters with their campaign information
In a fair election, the voters need access to information from all candidates so that they can make an informed choice on election day. The media can give candidates an equal opportunity to reach the voters. Through its news coverage, the media provides free publicity of electoral events and campaigns. However, most political parties and candidates competing in elections, as well as lobbyists and others with a special interest, will supplement this news coverage with paid political advertisements done through the mass media. This makes money for newspapers and broadcasters, and helps disseminate information to the voters. However, it can also raise integrity issues such as:
- the amount of money it now takes to run a media campaign and the integrity issues involved with the raising and spending of this money; and the perception in a growing number of countries that elections are being won by the person who spends the most money. This is looked at in Campaign Financing.
- access to advertising space. Most countries require equal access to the media for advertising purposes. But partisan papers or broadcasters can give preferential treatment to large advertisers, ruling parties or partisan friends. This is discussed in Access to Media; and
- content of advertising: whether the political advertisements are truthful and help ensure a good atmosphere for the process, or if they are deceitful and hurt the integrity of the process and campaign. This is dealt with in Lobbying Registration.
International Media
The international media, and the rise of global news stations, have increased the international visibility of elections around the world. The international media is playing an increasingly important role in election integrity, especially in the newer democracies and countries undergoing a democratic transition. These can include:
- promoting the standards of a free press. The international media brings with it the expectations of a free press, access to public information and the freedom to do investigative journalism. This aggressive type of journalism can have a beneficial effect on election integrity in countries that have a history of state domination of the media or censorship of the press. It places the glare of the international spotlight on journalistic practices that are unacceptable in a free and fair election. This can be the irresponsible journalism of a partisan press as well as censorship problems. At the same time, the international media needs to be aware of local conditions and not rush to judgement. Some of the criticisms for international observers have also been placed on the international press which are discussed in Media; and
- exposing an unfair and unfree process. In places with restrictions on local journalists, whether these restrictions are mandated or self-imposed out of fear or intimidation, the international press can run stories that expose local corruption, unfair processes or other stories which local journalists might be unable or unwilling to cover.
