Introduction to media monitoring

The Media Monitoring Unit of the EU Election Observation Mission focuses on assessing media coverage during an election campaign, with reference to principles such as the right of access, allocation of coverage and balance in the mass media. Monitoring is carried out using international methodological standards of quantitative and qualitative analysis.

The Monitoring Unit observes media coverage of the elections in order to assess:

• Whether independent candidates and political parties are able to gain fair and equitable access to the mass media during the campaign period;
• Whether candidates are covered in a fair, balanced and unbiased manner.
• The tone of media coverage towards the candidates.
• Whether the media and authorities adhere to regulations on coverage of an election campaign.
• Whether the media is giving sufficient coverage of electoral issues to provide for the electorate to make an informed choice on election day.

The EU EOM Monitoring Unit selects a representative sample of broadcast and print media. The audiovisual media is monitored daily during peak time broadcasts, throughout the period of the election campaign. The print media is also monitored on a daily basis.

As well as measuring the time and space allocated to political actors, parties and candidates, the Monitoring Unit also categorises the tone of media coverage according to three classifications - positive, negative and neutral. This is done in order to capture the overall attitude of media outlets towards different candidates and parties.

For the Afghanistan Elections 2009, the Media Analysts are coordinating a 10-person monitoring team, in order to prepare a qualitative and quantitative analysis of the performance and content of the major electronic and print media in the country. The team’s regular assessment of the performance of the media forms part of the EU EOM’s overall evaluation of the election process.