The Editors' Forum of Namibia's Media Ombudsman has launched the 2024 Presidential and National Assembly Elections Media Monitoring Project in Windhoek.
The media monitoring tool will be used to gauge the coverage of media houses and outlets before, during, and after the November 27 elections.
All media reports, interviews, and discussion programmes will be subjected to a tracking mechanism, and monthly reports on coverage will be provided to political parties during the pre- and post-election process as well as the polling itself.
Speaking at the introduction of the media monitoring project, veteran journalist Gwen Lister pointed out that the broader public may not always realise the heavy responsibility of the media.
She listed a number of issues, such as ensuring editorial independence, fair access to contesting parties, providing educational content about elections and election-related information, doing voter education and targeting disadvantaged groups, reporting on the unfolding elections and results, and, on top of that, countering disinformation.
"I think if the public knew the media had to do all these things, they would not be as viciously critical of the media as they sometimes are about the role of the media."
Among a host of other issues, such as advocacy and neutrality, Lister pointed out that reporters should never allow their convictions to overshadow their stories.
She also called for the revision of the self-regulatory Code of Ethics and Conduct for Namibian print, broadcast, and online media.
It was revised a few years ago to include online media.
"But times continue to change, and so does the media environment and the context in which we live, and for example, its revision preceded the disinformation tsunami, and this now needs to be taken into account. That being said, there should be maximum compliance with the existing code during this election."
Media Ombudsman John Nakuta spoke about the project, which came into operation on July 1.
Dr. Nakuta stated that this is not a policing exercise of the media but a way to ensure compliance with the media code of conduct by Namibian journalists.
"It is also not an idea to censure or limit media freedom, what we are trying to achieve is to provide constructive feedback to improve on how we do it.'
Namibia Media Monitoring Company will be responsible for the tracking of media reports, and its Managing Director and Owner, Natasja Beyleveld, explained that this exercise would also be a guide to improving how the media informs the broader public.
"It is an ever-learning exercise, and it gives power back to citizens and the media to see that we are in fact trying our best to inform and educate. and involve the public and politicians in creating the necessary debate."
The election monitoring project team is also made up of researcher Christie Keulder, academics Antionette Hengari, Philip Santos, Wanja Njuguna, and EFN Coordinator Elizabeth Mule.