{"id":427127,"date":"2011-05-20T05:09:51","date_gmt":"2011-05-20T05:09:51","guid":{"rendered":"http:\/\/www.ghanamma.net\/2011\/05\/20\/media-role-in-promoting-peaceful-polls\/"},"modified":"2011-05-20T05:09:51","modified_gmt":"2011-05-20T05:09:51","slug":"media-role-in-promoting-peaceful-polls","status":"publish","type":"post","link":"https:\/\/www.ghanamma.com\/2011\/05\/20\/media-role-in-promoting-peaceful-polls\/","title":{"rendered":"Media Role in Promoting Peaceful Polls"},"content":{"rendered":"
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\"The<\/a><\/p>\n

Abel Mboozi And Sylvia Mweetwa<\/p>\n

19 May 2011<\/p>\n

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Zambians will go to the polls later this year. Some stakeholders have, however, raised concern on issues regarding violence and general confusion during the polls.<\/p>\n

The question for now is on how the media can assist in preventing such fears among stakeholders through responsible and fair reporting.<\/p>\n

Zambia has conducted peaceful and fair elections before and it is envisaged that even this time around, the polls will be peaceful.<\/p>\n

To substantiate this fact, South African High Commissioner to Zambia Moses Chikane envies Zambia’s past history in as far as holding peaceful, free and fair elections is concerned.<\/p>\n

The diplomat expresses confidence that the situation will remain so even this year.<\/p>\n

He notes that Zambia has been a trendsetter in holding peaceful elections and the Southern African Development Community (SADC) remains hopeful and confident that the record would once more be upheld this year.<\/p>\n

Apart from holding credible polls the envoy is elated that Zambia has also enjoyed peace since it gained independence in 1964 and countries in the region have been learning a lot, especially on the conduct of elections.<\/p>\n

Therefore, Zambia needs to uphold this international acclaim it has built over the years by showing the world that the country is capable of delivering yet again another free, fair and transparent election.<\/p>\n

This is, however, achievable if the media which is regarded as the fourth-estate is engaged in impartial reporting.<\/p>\n

Unfortunately, this still appears to remain a challenge in some sectors today.<\/p>\n

It is fundamental for the media to provide balanced coverage to political players as the country heads towards holding the tripartite elections this year.<\/p>\n

Elections are a cornerstone of democracy and it goes without saying that the media has a vital role to play in the electoral process by being professional.<\/p>\n

This should be so because the public, non governmental organisations (NGOs), the State, political parties and those tasked with a responsibility of overseeing the elections such as the Electoral Commission of Zambia (ECZ) regard the media as key stakeholders to national development as it plays a cardinal role in assisting the public to make informed decisions during election times and brings out various issues affecting citizens.<\/p>\n

With support from the ECZ and the United Nations Development Programme (UNDP), the Times of Zambia newspapers recently held a workshop on election reporting to acquaint its staff on the need for impartial reporting.<\/p>\n

When officially opening the workshop ECZ director Priscilla Isaac reiterated that the media has a duty to be knowledgeable about the electoral process or legislation.<\/p>\n

Ms Isaac stressed that for the media to be able to inform the public accurately they should be equipped with knowledge that include ensuring that they understand the Electoral Code of Conduct.<\/p>\n

“It goes without saying that the media should be truthful, reliable and trusted as the public are guided or misguided by what the media reports,” she said.<\/p>\n

While criticism is healthy and acceptable it should be constructive and mindful that it is not defamatory, slanderous or demeaning.<\/p>\n

“Each individual should be respected under the provisions of the law,” she said.<\/p>\n

The media remains influential in the perceptions that the public would have about issues and political players and that a fair and balanced media therefore helps in providing a level playing field for all political players.<\/p>\n

The public media on the other hand is expected to provide equal coverage to political parties and candidates and the same is expected of the private media in the interest of the balanced and fair coverage for political parties and candidates.<\/p>\n

Ms Isaac notes that the media has a duty to clarify issues with stakeholders in the electoral process to ensure the correct information is disseminated; the obligations of the media should not only be to the people that it reports about but also to the society who consume the news.<\/p>\n

Responsible journalists are expected to only use honest methods to obtain news and should always abide by professional ethics.<\/p>\n

“Remember that inaccurate or false news reports can ruin an individual’s reputation or cause unrest. You must not misuse your power to twist facts and use it as a personal weapon to deliberately harm anyone,” Ms Isaac warns.<\/p>\n

The commission stands ready to enhancing the already cordial relationship it enjoys with the media so as to enable them improve their understanding of the electoral process.<\/p>\n

The training of Times of Zambia staff, she said was timely considering that the country is heading towards holding elections.<\/p>\n

To show appreciation to the gesture by ECZ and UNDP, Times Printpak managing director John Phiri represented by his deputy Miriam Zimba said the involvement of<\/p>\n

journalists in the electoral process issues remains cardinal in assisting scribes in delivering quality coverage.<\/p>\n

Mr Phiri stressed that Times of Zambia would continue to strive to perform to the expectations of ECZ in gathering of news and disseminating information relating to elections at all times before, during and after the elections.<\/p>\n

As media practitioners, Mr Phiri observes that journalists play a critical role in the elections and therefore they must at all times be seen to be exercising ethical values as per dictates of the profession when it comes to carrying out their assignments.<\/p>\n

He urged journalists to be always accurate in writing of their articles by ensuring that angles are relevant to the story and of course accord fairness to all parties as these are ingredients of coming up with a good story.<\/p>\n

“Elections are not only about presidential, they border on all activities where people cast votes to usher into office officials to carry out their mandate.<\/p>\n

Let me take this opportunity to urge you to devise measures that would ensure those in remote rural parts of the country are given equal coverage. This can be done through formation of partnership with local communities,” he told the participants.<\/p>\n

In Kabwe, some ordinary residents talked to about media coverage were of the view that the fourth estate should tone down especially when reporting on national issues that affects the well being of ordinary citizens.<\/p>\n

Elina Mumba notes that the media has failed the Zambian people because of its failure to speak for the voiceless who have been cheated of development projects during election campaigns.<\/p>\n

The voiceless are fed with promises that are never fulfilled.<\/p>\n

Ms Mumba remains categorical that the media has not provided a voice for the public in newspapers, on radio or television and therefore appeals to them to get back to the basics of reporting.<\/p>\n

She hails the Times of Zambia, which she says has remained steadfast in reporting on development issues which directly affect the people in her town and not Lusaka alone.<\/p>\n

Evans Banda a trader says the media should provide a platform for rural communities to allow those in authority to address their problems and that publishing of insults by media organisations makes sad reading because it has very little impact on ordinary people.<\/p>\n

On the part of the Government, Central Province Permanent Secretary Denny Lumbama advises the media to remain proactive and highlight issues that are beneficial to ordinary people and that their pens will once more be put to test as the country heads towards the elections.<\/p>\n

It is true that the media can build or destroy and therefore it would be poor journalism for any responsible media house to engage in reporting that is aimed at dashing Zambia’s internationally acclaimed reputation of holding free, fair and transparent elections.<\/p>\n

<\/p>\n

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