An Assessment of Newspaper Coverage of the 2022 Presidential Election

Abstract

This study examines media coverage during Kenya's 2022 presidential election, focusing on The Daily Nation and The Standard Newspaper to discern factors influencing candidate portrayal, media framing, and overall tonality. Noteworthy distinctions in editorial approaches emerge, with The Standard prioritizing candidates' political history and policies, while The Daily Nation leans towards emphasizing poll ratings. Key drivers of coverage include the candidate's manifesto, public interest, media owner influence, and scandals. Media framing predominantly revolves around political dynamics and power struggles, side-lining substantive policy issues, indicative of the "horse race reporting" phenomenon. Tonality analysis reveals varied levels of neutrality, negativity, and positivity, with Raila Odinga portrayed as more neutral and William Ruto facing more negative coverage. The limited positive coverage for both candidates underscores the study's emphasis on balanced reporting and the imperative of media responsibility in shaping public perceptions during democratic processes in Kenya. These insights provide a foundation for discussions and improvements in future electoral event coverage.