The NMT Media Foundation has officially launched reports of its study of a media monitoring project, launched during a national reflective consultation last year.
The publication reveals monthly monitoring reports and thematic briefing papers, further providing a guidance note for media practitioners.
Media monitoring plays a crucial role in upholding the integrity and democracy of the democratic process, as it significantly influences public perception and voter behaviour.
According to key findings based on the project's assessment, the country's self-regulatory system is showing signs of strain in the face of digital transformation, rising misinformation and limited public engagement.
The findings further reveal that the national code of ethics is outdated and fails to address online content, AI-generated media and platform-specific accountability.
Deputy Speaker of the National Assembly Phillipus Katamelo said, "Traditional media outlets, such as the Namibian newspaper, continue to reach significant audiences, but social media has emerged as a powerful platform for political communication and campaigning, especially among the young voters. Social media's instantaneous and viral nature offers both opportunities and risks. It enables citizens to actively participate in political discourse and information sharing but also opens doors to misinformation, and I learnt a new word, disinformation".
According to final consolidation reports, the Swapo Party dominated coverage on radio, television and social media platforms.
The report reads that although no systematic bias was detected in favour of any party, the disparities in coverage, sentiment trends and reliance on media-driven narratives provide a picture of how the media shaped electoral discourse.
Katamelo says that despite some challenges, such as operational lapses from the ECN, the 2024 election demonstrated Namibia's resilience and capacity for democratic self-correction but also serves as a reminder that democracy is a continuous project requiring vigilance, innovation and commitment from all stakeholders.
"I urge directors, government institutions, media practitioners, political parties, civil society and citizens to work collaboratively to strengthen Namibia's democratic processes. Let us harness the power of media responsibly, uphold the integrity of our elections and force the institutions that safeguard our democracy for generations to come."
A press statement released by the NMT Media Foundation provides recommendations for reform, encouraging an update and expansion on the national code of ethics to reflect digital realities, increasing public awareness and engagement with self-regulatory systems, and promoting co-regulatory participation from civil society and audiences.
The reports can be accessed online by all members of the public.