Factors informing media coverage of presidential candidates in Kenya’s 2022 general election

Abstract

This study investigated the factors informing media coverage of presidential candidates during Kenya's 2022 General Election, focusing on the differences between The Daily Nation and The Standard Newspaper. The research addresses potential biases and priorities in media reporting that could influence public perception and voter decision-making. The study utilised a mixed-methods approach combining quantitative surveys with qualitative interviews to analyse journalist responses. The evaluation considers the impact of factors such as candidates' political history, policy proposals, and poll ratings on the prioritisation of news stories. Results indicated that The Standard emphasised candidates' past political history and policy proposals while The Daily Nation primarily focused on poll ratings. Both outlets recognised the candidate's manifesto as the most critical factor driving Coverage. The study also highlighted media bias, which was reported as systematic and anecdotal. Systematic biases stemmed from editorial policies and ownership influence, while anecdotal biases reflected individual journalist preferences. This bias shaped public opinion by influencing which aspects of candidates were most visible, potentially affecting voting choices. The study underscores the media’s pivotal role in shaping public opinion and the necessity for balanced reporting. The study's recommendations included promoting diverse candidate coverage, enhancing bias-awareness training for journalists, implementing robust editorial guidelines, and fostering a feedback culture to ensure more impartial and comprehensive election reporting. These measures aimed to empower voters with the necessary information for informed decision-making in future elections.