Media and Elections

BRIDGE for Media Professionals and Constitutional Commissions in Mutare, Zimbabwe 

The Zimbabwe Media Commission (ZMC) and the United Nations Development Programme (UNDP), delivered a 3-day BRIDGE workshop, Media and Elections, for media professionals and Constitutional Commissions. in Mutare, Zimbabwe. Twenty-five (25) participants from various media houses gathered for the workshop in Mutare the capital city in the province of Manicaland, from 11 to 13 November 2024 with the support of the Embassy of France, Embassy of Japan and from the broader support of UNDP core partners.

The overall objective of the workshop was to enhance accountability and transparency in the electoral process through strengthened media capacity for election reporting. This was to be achieved through:

§ Introducing BRIDGE to media practitioners.

§ Customizing the BRIDGE Media and Elections module for use in the context of Zimbabwe.

§ Building on the 2023 Zimbabwe Media Commission election reporting training.

§ Enhancing participants’ understanding of the role of the media throughout the electoral cycle.

§ Strengthening capacity of media professionals to uphold good practices and ethics and adhere to the code of conduct for election reporting.

§ Providing participants with the ability to implement gender sensitive and conflict sensitive reporting.

The customised Media and Elections workshop was designed as part of a broad capacity development programme aimed at strengthening media capacity for independent, inclusive and responsible election reporting so as to enhance accountability and transparency in the electoral process. This is achieved through incremental continued stakeholder engagement and strengthened capacity of media professionals and Constitutional Commissions in order to provide and monitor equitable coverage of electoral processes.

The three-day workshop was packed with insightful and pertinent topics aimed at enhancing journalists’ understanding of elections. The wide range of subjects provided a holistic view of how the media can perform its role during elections and beyond working together with other stakeholders such as Election Management Bodies, law enforcement agencies, Constitutional Commissions and others. Thematic areas covered included introduction to the media, democracy and the electoral cycle, media and stakeholder relations, legal and institutional frameworks governing electoral processes, media related communication tools and techniques.

A key takeaway was how journalists recognized the significant role they play in shaping what happens in the electoral cycle. The BRIDGE methodology was a new concept for many in the room, with a few participants familiar with it. Some journalists had a general understanding of their role in elections, drawing from the training workshops they attended in 2023 while others perceived elections as an event. Many journalists admitted that they often took aspects such as balanced coverage and fact-checking for granted without realizing the harm they caused, but they now understood how they could improve moving forward.

The training featured an array of facilitators from ZEC, UNDP, ZMC and a lead BRIDGE facilitator who engaged in discussions on various topics. The mix of interactive sessions, role plays, debates, group activities, and plenary discussions enhanced peer-to-peer learning among the journalists, with facilitators guiding the sessions. It was beneficial to have participants from the Zimbabwe Electoral Commission (ZEC) and the Zimbabwe Media Commission (ZMC) present, as these resource persons provided insights into their organizations’ focuses, further deepening attendees’ understanding of the thematic areas. 

The facilitators effectively presented real-life international, continental and regional examples illustrating instances where journalists practised responsible journalism and those where they did not, demonstrating how media can incite violence. Participants were able to identify these examples from the work of other journalists, demonstrating their understanding of responsible journalism in their day-to-day work. These real-life cases helped journalists understand the magnitude of how their roles can significantly impact peace or contribute to conflict.

The journalists expressed a strong interest in pursuing more information about the BRIDGE program, as not all topics could be covered thoroughly due to time constraints. It was beneficial that the facilitators provided extra materials on flash drives in addition to the Participants Handbook, for the journalists to consult later. Through comparing pre-evaluation and post-evaluation results, journalists gained insights into the components of a communications plan, they learned how to practice responsible journalism by providing fair coverage, quoting sources, fact-checking, and fostering good relationships with electoral management bodies (EMBs) for the benefit of citizens.

The media acknowledged the importance of proactively starting their work to shape the 2028 election cycle instead of regarding it as an event. They recognized their role in maintaining checks and balances for accountability, keeping the public informed and responding to current needs that are of public interest. Journalists agreed on the necessity of establishing collective standards to guide their work, demonstrating a duty of care. The ZMC resource person alluded to the voluntary journalists’ code of conduct produced with support from ZIMECO and how it has been adopted by other African countries for journalists to use. It was emphasized that strategies should be developed to replicate successful practices from different regions.

There was also a session led by a journalist who facilitated a discussion on what the media needs to do to enhance their work. There was consensus on the necessity of ongoing media monitoring and capacity building for media organizations, as a lack of resources can compromise the quality of news coverage. 

As a next step, there was an agreement between UNESCO and the ZMC to support the establishment of an association of elections reporters comprised of journalists from the BRIDGE workshop. An interim committee to lead the association was selected and will work with the ZMC. UNESCO expressed its willingness to provide financial resources for this.

Authors: Sharon Sigauke, UNDP Participant and Chifarai Sarah Masike, TtF Complete