Monitoring Media Coverage of the 2016 Elections - Final Report (highlights)

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Monitoring Media Coveof the 2016 Election

Final Report

Overview

Introduction and explanation of the methodology.

Findings from pre-election day period, starting Septem16 February 2016.

Findings from election day and post-election coverage.

Findings from social media usage by presidential candi

elections.

BACKGROUNDWhy monitor media coverage of elections?

The goal of ACME’s project is to contribute to accurate, fair, impa

balanced coverage of the 2016 elections. ACME’s specific objecti To monitor, document and share trends in media coverage of t

general elections.

To monitor media compliance with election reporting guidelineregulations.

To influence journalists, editors and media owners to provide inthat is more accurate, impartial and fair.

To empower civil society and the public to demand adherence professional standards in media coverage of elections.

Methodology (1)Scope of study

A purposive sample of print and electronic media.

September-March coverage of presidential and parliamentaelections by newspaper, television and radio.

Media content types: News, current affairs, and commenta

Social media usage by presidential candidates during electi

Data collection methodStory/article is the unit of analysis.

Content analysis.

Key informant interviews.

Methodology (2)

Sampling

9 newspapers5 televisions channels

33 radio stations

Twitter profiles of presidential candidates Yoweri M

Kizza Besigye and Amama Mbabazi. The choice of Twwas informed by the frequency of use of the platformthree presidential candidates during elections, compFacebook, for instance.

Methodology (3)Sampling

PRINT PUBLICATIONS (9) TELEVISION (5)

Dailies - New Vision, DailyMonitor, Red Pepper, Bukedde

Public channels –

UBCBukedde

Weeklies - The Independent,

Etop, Rupiny and Orumuri

Private channels – NT

Uganda, NBS & WBS

Tri-weekly - The Observer SOCIAL MEDIA/TWITTER

@kagutamuseveni

@amamambabazi

@kizzabesigye1

RADIO (33)

Languages: English, Luganda, Ateso, Luo, Lumasaba, LusogLugbara and Runyakitara

Stations: UBC, Bukedde, Arua One, Baba FM, Buddu FM, B

FM, Capital Radio, Central Broadcasting Services, Dokolo,

Broadcasting Services, Kasese Guide, KFM, Kioga Veritus F

FM, Nenah, Nile, Open Gate FM, Radio Amani, Radio pacisRhino, Radio Sapienta, Radio West, Rock FM, Rukungiri FM

FM, Simba, Spice FM, Sun, Top Radio, Voice of Africa FM, V

Kigezi, Voice of Life, Voice of Teso, Voice of Toro

Methodology (4)Sampling

Monitoring/Research Questions (1

What topics do the media focus on in their coverage of the

What type of reports do the media produce [news,

commentary/opinion, features/special reports, etc]?

What is the nature of the reporting [conventional, interpretinvestigative, enterprise]?

Who are the sources in media coverage [ordinary people, p

officials, candidates, regulators, civil society, diplomats, religleaders, central government officials, local leaders, police/seetc]?

What is the number and gender of the sources?

Monitoring/Research Questions (2

Which political parties are focused on in media coverage?

Which presidential candidates are focused on in media covHow much time or space is dedicated to each party?

How much time or space is dedicated to each presidential c

What is the tone of coverage?

How often do news stories interrogate candidate or party pHow often do news stories include background and context

How did presidential candidates use Twitter?

THE RESULTSSeptember 2015 – 16 February 2016

Type of election

Presidential election most covered by all three med

-Newspapers (65%)-TV (70.8%)

-Radio (53.8%)

Observation: Radio covered the parliamentary electiothan newspapers and television.

Type of election by media type

Newspaper TV Radio

65.0 70.8

21.7 13.8

13.3 15.422.7

Type of election (%)

Presidential Parliamentary Both

Type of election by newspaper

69.0 71.5 72.8

55.066.4

57.470.1

15.417.1 10.7

33.323.0

50.040.2

36.8 11.1

15.6 11.4 16.5 11.6 10.619.7 19.5

5.918.8

Type of election (%) N=4,116

Type of election by television

Bukedde NBS NTV Uganda UBC WBS

64.7 69.9 72.2 74.3 73.7

20.9 15.2 12.9 8.0 10.3

14.5 15.0 14.9 17.7 16.0

Type of election (%) N=2,274

Presidential Parliamentary Both

Type of content by media type

Newspaper TV Radio

10.4 3.9 2.0

89.6 96.1 98.0

Type of article (%)

Commentary News

Total space/time to election coverag

Newspaper: A total of 3,005,615cm² space allocated tocoverage. Of the total, Daily Monitor provided most spafollowed by New Vision (25.1%).

Television: A total of 10,873 minutes allocated to electicoverage by TV stations monitored. NBS topped (31.5%providing time to election stories.

Radio: Radio stations monitored allocated 10,257 minuelection coverage.

Space to election stories - newspape

0.0 5.0 10.0 15.0 20.0 25.0

Orumuri

Rupiny

The Independent

The Observer

Bukedde

Red Pepper

New Vision

Monitor

Space by publications (%) Area=3,005,615cm2

Time to election stories - televisio

Bukedde

NTV Uganda

Time by station to elections (%) Time=10,873 minutes

Radio time to election coverage per re

Northern

South-Western

West Nile

Western

Eastern

Kampala

Central

Time to news stories per region (%) Time=10,257 m

Number of election stories

Newspaper: A total of 4,116 election stories were published in

newspapers between September and February. Of the total, D(26%) had the highest number of stories and Rupiny (1.7%) had

Television: A total of 2,274 election stories were aired by TV stmonitored. Of the total, NTV Uganda (27.7%), aired the most n

stories and WBS broadcast the least number WBS TV (18.7%).

Radio: There were 2,587 election stories aired on radio stationmonitored.

Number of election stories - newspa

Orumuri

Rupiny

The Independent

The Observer

Bukedde

Red Pepper

New Vision

Monitor

Number of election stories (%)N=4,116

Number of election stories - televis

Bukedde

NTV Uganda

Number of election stories (%) N=2,274

N b f di t i

Number of radio news stories per reg

Northern

South-Western

West Nile

Western

Eastern

Kampala

Central

Number of radio news stories per region (%) N=3,960 N1=3,879

Most covered candidate

Museveni was the most covered candidate by newspatelevision (45%) and radio stations monitored (41%).

Overall trend: Notable drop in space and time allocatMuseveni, Besigye and Mbabazi between December a

Most covered candidate - newspap

Biraro

Bwanika

Kyalya

Mabirizi

Baryamureeba

Besigye

Mbabazi

Museveni

Space to candidates (%) Area=2,061,343.74cm2

M t d did t

Most covered candidate per newspa

23.8 19.3 20.4

47.031.9

25.933.6

2.0 2.3

0.81.6

1.4 2.1

0.50.0

5.50.1

19.927.3

21.624.4

16.7 22.9 28.61.9

6.2 0.8

0.41.9

5.70.4

44.052.1

51.343.4

37.6 41.2

23.834.5

Space to candidates by publication (%) Area=2,061,343.74cm

d d d l

Most covered candidate - television

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0

Biraro

Kyalya

Mabirizi

Bwanika

Baryamureeba

Mbabazi

Besigye

Museveni

Time to candidates (%) Time=7,511 minutes

Most covered candidate per TV statio

24.0 20.1 21.912.3

2.52.3

1.41.8

21.3 28.5

6.1 2.4

2.4 2.2

39.9 40.530.2

Mbabazi Baryamureeba Biraro Besigye Bwanika Mabirizi Kyalya

M d did di

Most covered candidate - radio

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0

Mabirizi

Biraro

Bwanika

Baryamureeba

Kyalya

Besigye

Mbabazi

Museveni

#T d M t d did t

#Trends: Most covered candidate – news

25.728

21.119.8

September October November December January

Museveni Mbabazi Besigye

#T d L t d did t

#Trends: Least covered candidate – news

November December January Febru

Space to candidates (%)

#T d M t d did t t l

#Trends: Most covered candidate – telev

19.120.2

18.9 18.413.6

45.2 43.8

NOVEMBER DECEMBER JANUARY FEBRUARY

Time to candidates (%)

#Trends Least co ered candidate tele

#Trends: Least covered candidate – telev

3.5 3.5

November December January Feb

#Trends: Most covered candidate rad

#Trends: Most covered candidate – rad

27.5 28.2 24.4

November December January Fe

Besigye Mbabazi Museveni

#Trends: Least covered candidate rad

#Trends: Least covered candidate – rad

3.12.9

November December January February

Pictures of presidential candidates

Museveni had the highest number of pictures overall (39.1%the front page (38.2%).

Kyalya had the least number of pictures overall (2.5%), whilfeatured least on cover in terms of pictures (2%).

Pictures of candidates overall - newsp

Kyalya

Biraro

Mabirizi

Bwanika

Baryamureeba

Besigye

Mbabazi

Museveni

Number of pictures overall (%) n=2,552

Pictures of candidates overall by newsp

New Vision Monitor RedPepper The Observer Bukedde The

Independent

Orumuri Rupiny Etop

33.9 35.130.8 31.1

23.2 21.321.2

29.5 31.917.8

26.822.3

23.114.9

1.3 1.84.3

4.35.8 4.1

1.9 1.3 2.35.4

4.3 9.610.8

1.9 2.2 2.6 3.6

4.31.9 4.1

2.94.7

1.7 0.9 0.6 1.85.3 1.9

4.12.3 5.2 1.1 1.3 2.3 1.8 3.2 5.8 2.7

Number of pictures overall (%) n=2,552

Pictures of candidates on front pag

0.0 5.0 10.0 15.0 20.0 25.0 30.0 3

Bwanika

Kyalya

Mabirizi

Biraro

Baryamureeba

Besigye

Mbabazi

Museveni

Pictures on front page (%) n=408

Pictures of candidates on front page

newspaper

New Vision Monitor RedPepper The

Observer

Bukedde Orumuri Rupiny Etop

32.1 31.626.9

30.0 33.3 33.3

18.4 26.9

33.3 33.3

11.325.7

5.00.9 1.3

2.5 2.8 2.6

2.5 1.8 2.61.9

2.5 1.8 2.66.7 11.1

2.5 2.8 1.3 1.9 3.3

Pictures on front page (%) n=408

Front page coverage

There were 950 front page stories on presidential cMbabazi received the most (32.4%) coverage on fro

followed by Museveni (30%) and Besigye (23.7%).

Mabirizi least covered on front page (2.3%).

Overall trend: Mbabazi dominated front page from Seto October, before losing the slot to Museveni from Nonwards.

Front page coverage - newspaper

Front page coverage newspaper

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Mabirizi

Bwanika

Kyalya

Biraro

Baryamureeba

Besigye

Museveni

Mbabazi

Front page coverage (%) n=950

Front page coverage per newspaper

Bukedde Etop Monitor New Vision Orumuri RedPepper Rupiny The

Observer

28.3 25.418.2

44.1 42.9 40.8

3.64.4

1.5 7.1

2.87.7 3.6 3.4 6.8

1.00.8

30.828.3

22.0 18.2

20.821.4

24.82.8

3.4 6.8

1.5 0.8

3.46.8

1.0 0.8

6.8 1.0 0.8

33.8 30.8 27.934.6

27.3 29.2 28.6 29.6

Front page coverage by candidate (%) n=950

#Trends: Front page coverage of candi

33.6 32.9

21 20.8 20.8

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY

Front page coverage (%) n=950

Mbabazi Besigye Museveni

Most covered topic

Politics was the most covered topic overall by newstelevision and TV from September to February.

However, in September and October, the proportiocovered by newspapers was higher than in other m

Most covered topic by media type

Petition

Foreign affairs

Natural resources

Energy

Corruption

Human rights

Agriculture

Education

Health

Infrastructure

SecurityEconomy

Politics

Newspaper (%) n=5,462

Foreign affairs

Natural resources

Corruption

Energy

Human rights

Agriculture

Education

Health

Security

Infrastructure

Economy

Politics

3.13.3

10.010.4

Television(%) n=4,707

Foreign affairs

Natural resources

Energy

Corruption

Agriculture

Human rights

Health

Education

Infrastructure

Economy

Security

Politics

Trends: Most covered topics

newspap

Foreign Affairs

Natural resources

Energy

Agriculture

Health

Education

Infrastructure

Corruption

Economy

Security

Human rights

Politics

7.359.2

OCTOBER (%) n=723

Foreign Affairs

Energy

Natural resources

Health

Corruption

Agriculture

Infrastructure

Education

Security

Human rights

EconomyPolitics

6.666.7

SEPTEMBER (%) n=441

Foreign affairs

Natural resources

Energy

Human rights

Corruption

Agriculture

Health

Security

Infrastructure

Education

Economy

Politics

NOVEMBE

#Trends: Most covered topic – newspa

#Trends: Most covered topic newspa

Foreign affairs

Natural resources

Energy

Corruption

Human rights

Agriculture

Education

Security

Infrastructure

Health

Economy

Politics

10.010.4

DECEMBER (%) n=1,720

Foreign affairs

Energy

Corruption

Natural resources

Human rights

Agriculture

Education

Health

Security

Infrastructure

Economy

Politics

3.53.7

JANUARY (%) n=1,719

Foreign affairs

Natural resources

Corruption

Agriculture

Energy

Humanrights

Education

Health

Infrastructure

Security

Economy

Politics

Tone of coverage

Generally, the tone of coverage by all three media twas neutral, averaging 60%.

Newspaper: Orumuri (97%), Etop (74%) and New Visihad stories with the most neutral tone.

Television: Bukedde (66.7), NTV (66%) and UBC (60%)stories with the most neutral tone.

Candidates: Mbabazi and Besigye had the most numbstories with negative tone across all three media.

Story tone by media type

y y yp

Newspaper TV Radio

23.8 29.4 28.5

60.761.3 60.5

15.5 9.3 11.0

Tone of coverage (%)

Positive Neutral Negative

Newspaper story tone

17.2 23.6 22.915.6

10.925.0

73.3 60.7 61.6

62.597.6

9.5 15.7 15.527.2

9.3 14.5 12.50.0

Tone of coverage (%) N=4,116 N1=2,796

Television story tone

27.2 31.124.0

36.9 31.3

66.7 55.6 66.1

6.213.3 9.9

3.213.5

Tone of coverage (%) N=2,274, N1=1,820

Newspaper story tone by candidate

19.032.3 31.3

20.228.2 26.7 31.3

62.0 63.4

67.3 67.5 63.5

5.7 5.4

4.5 5.8 5.2

Tone of coverage (%) n=2409

TV story tone by candidate

22.134.2 36.5

28.035.5 30.2

62.5 58.861.3

60.562.3

15.43.3 4.7 10.8

4.0 7.5 6.9

Tone of coverage (%) n=2,372

Radio story tone by candidate

26.039.8 45.1

29.246.3 47.9

58.0 52.8

52.6 49.357.6

12.62.2 2.1

11.01.1 2.7 2.8

Tone of coverage (%) n=3,296

#Trends: Newspaper story tone

17.7 21.6

58 58.2 56.4

66.763.3

21.4 28.2

13.2 15.6 15.1

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY

#Trends: Television story tone

10 10.0 9.0

NOVEMBER DECEMBER JANUARY FEB

#Trends: Radio story tone

24.318.8

6063.5

12.29.9

Reporting approach

The most dominant reporting approach by all three mwas Conventional.

Among the newspapers, Etop, The Independent, The Ostood out for having a fair mix of the four reporting ap

Overall trend:

Conventional reporting highest between November a

February. Dominance of conventional reporting pronounced in r

Reporting approach by media typ

Newspaper TV Radio

83.1 82.7

6.7 4.911.14.7 4.6

8.6 5.5 7.9

Reporting approach (%)

Conventional Interpretive Investigative Enterprise

Reporting approach per newspape

77.766.9

56.466.7

65.2 67.6

5.812.8

16.19.2

32.2 1.5

10.010.4

16.4 16.0

4.216.7

6.5 9.9 11.0 8.2 3.213.6 16.7 11.8

Reporting approach (%) N=4,116 N1=3,688

Reporting approach per TV statio

73.0 78.886.2 85.

8.6 7.20.7

7.50.9 2.9

11.0 4.9 4.3 3.9

Reporting approach (%) N=2,274, N1=2,179

Background and context

Most election stories by the media contained backgro

context, but the percentages of stories that lacked it isworrying.

Background & context by media ty

Newspaper TV Radio

37.0 43.4 49.3

63.0 56.6 50.7

Background context (%)

No Yes

Background & context by newspap

50.637.9

44.8 45.5

49.462.1

55.2 54.5

Background (%) N=4,116 N1=2,135

No Yes

Background & context by televisio

52.1 47.939.1 33.9 40.4

47.9 52.160.9 66.1

Background (%) N=2,446, N1=1,455

No Yes

#Trends: Background & context - news

32.329.4

34.437.2

67.7 70.665.6

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBR

Background & context (%)

#Trends: Background & context - telev

No Yes

#Trends: Background & context - ra

November December January Feb

No Yes

Interrogation of claims Generally the media did not interrogate claims and

Generally, the media did not interrogate claims andmade by presidential candidates.

It’s however noteworthy that Daily Monitor introduFactchecker and Truthometer as a way of interrogaand promises by presidential candidates.

Interrogation of claims by media ty

Newspaper TV Radio

61.877.7 73.7

38.222.3 26.3

Interrogation of claims (%)

No Yes

Interrogation of claims by newspap

69.953.8 58.0

71.354.0 62.5

30.146.2 42.0

28.746.0 37.5 52.9

Interrogation of claims (%) N=4,116 N1=1,88

No Yes

Interrogation of claims & promises by te

69.878.5 80.0

30.2 21.5 20.0 30.6

Interrogation of claims (%) N=2,274, N1=1,249

No Yes

#Trends: Interrogation of claims - news

63.4 62.261.8

38.1 36.6 37.8 38.234.9

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBR

#Trends: Interrogation of claims - telev

81.576.2 76.8

23.8 23.2

NOVEMBER DECEMBER JANUARY FEBRUAR

#Trends: Interrogation of claims - ra

23.829.2

No Yes

SourcingNumber of sources

Overall, most election stories were single-sourced.

The problem of single sourcing more pronounced in ra

Overall trend: An increase in the use of at least two sourc

Gender of sources

Male voices dominant in election stories.

Overall trend: Increase in number of female sources betwand February across all three media types.

Number of sources by media type

Newspaper TV Radio

57.2 62.075.0

19.121.0

16.39.88.6

5.613.8

8.4 3.1

Number of sources (%)

One source Two sources Three sources Multiple sources

Gender of sources by media type

Newspaper TV Radio

15.8 14.6 12.9

84.2 85.4 87.1

Gender of sources (%)

Female Male

Gender of sources by newspaper

17.2 13.9 14.3 14.1 14.432.1 33.7

82.8 86.1 85.7 85.9 85.667.9 66.3

Gender of sources (%) n=6,607

Female Male

Gender of sources by televisionG d f (%) 3 569

20.5 12.9 14.0 10.3 12.9

79.5 87.1 86.0 89.7 87.1

Gender of sources (%) n=3,569

Female Male

#Trends: Gender of sources - newspa

84.3 82.2 84.1 82.785.3 83.6

15.7 17.8 15.9 17.414.7 16.4

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUAR

#Trends: Gender of sources - televis

12.616.0

11.514.3

NOVEMBER DECEMBER JANUARY FEBRUARY

#Trends: Gender of sources - radi

11.4 13.3 12.2

88.6 86.7 87.8

November December January

Female Male

Sourcing by occupation

Presidential candidates are dominant sources in election st

Dearth in the use of experts as sources, particularly by radiInclusion of ordinary persons’ voices in election stories was

encouraging.

Occupation of source by media typNewspaper (%) n=6,900 Radio (%Television (%) n=3,601

Business person

Judicial Officer

Election observerReligious leader

Executive

NGO/CSO official

Anonymous

Electoral Commission…

Police Representative

Expert

Candidates agent

Parliamentary candidate

Party official

Ordinary person

Presidential candidate

1.21.6

p p ( ) ,

Business pers

Election obser

Judicial Offi

Anonymo

Religious lea

Execut

NGO/CSO offi

Candidates ag

Police Representat

Ordinary pers

Electoral Commiss

Party offi

Parliamentary candid

Presidential candid

Other (Specify)

Business person

Anonymous

Election observer

Judicial Officer

Executive

Religious leader

NGO/CSO official

Candidates agent

Expert

Electoral Commission…

Party official

Ordinary person

POST-ELECTION COVERAGE

Period: 18 February - 31 March 2016

Key events: Election day, the petition and activities of the opp

Space/Time to post-election covera

New Vision and NTV Uganda provided the most spa

time respectively, to coverage of post-election activiBesigye was the most covered presidential candidat

and television, while newspapers covered Museveni

Space to post-election coverage - news

Rupiny

Orumuri

The Independent

Bukedde

The Observer

Monitor

Red Pepper

New Vision

Space by publication(%) Area=352,424.35 Cm2

Time to post-election coverage - telev

Bukedde

NTV Uganda

Time by TV station (%) Time=1,164 minutes

Most covered candidate - newspape

Kyalya

Baryamureeba

Biraro

Bwanika

Mabirizi

Mbabazi

Besigye

Museveni

Space to candidates (%) Area=232,174.58 Cm2

Most covered candidate - televisio

Kyalya

Bwanika

Baryamureeba

Biraro

Museveni

Mbabazi

Besigye

Time to candidates (%) Time=840 minutes

Most covered candidate by televisio

25.233.0 29.9

59.350.3

2.4 1.3

54.244.0 37.2

2.929.5

2.20.9

20.5 18.623.8 28.5

Time to candidates (%) Time=840 minutes

Most covered candidate

Ti t did t (%) Ti 1 110 i t

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Kyalya

Biraro

Baryamureeba

Bwanika

Mabirizi

Mbabazi

Museveni

Besigye

Electoral administration by media ty

(election day)

Newspaper TV Radio

39.5 36.7 29.8

22.1 21.7 29.8

24.1 23.1 23.8

0.61.4 1.1

13.8 17.1 15.5

Electoral administration (%)

Results Administration Transparency&Accountability Voter Education Vot

Electoral administration by newspap

Electoral administration (%) n=793

43.237.4

36.8 41.2

73.3 72.7

21.624.3

29.429.4

34.624.2

33.032.7

20.617.6

27.323.1

1.93.8

2.3 3.7 3.013.2 11.8

Voter Inform

Voter Educa

Transparen

Administrat

Results

Electoral administration by televisio

26.740.0

32.019.0

21.020.4

1.033.3

13.3 21.433.3

Results Administration Transparency&Accountability Voter Education Voter In

Most covered topic - newspapers

Most covered topics (%) n=1 042

Energy

Natural resources

Foreign affairs

HealthEducation

Agriculture

Infrastructure

Corruption

Economy

Human rights

Security

Petition

Politics

1.31.7

Most covered topics (%) n=1,042

Most covered topic - television

Most covered topic (%) n=411

Infrastructure

Agriculture

Energy

LandHealth

Natural resources

Education

Economy

Foreign affairs

Corruption

Human rightsSecurity

Petition

Politics

15.0917.52

Most covered topic - radio

Most covered topics (%) n=1 073

Energy

Natural resources

Infrastructure

Agriculture

Health

Education

Corruption

Economy

Foreign affairs

Human rights

Petition

Security

Politics

Most covered topics (%) n=1,073

Candidate tone

Tone of coverage for presidential candidates was

dominantly neutral across all three media types.

Tone of newspaper coverage by candid

13.428.6 35.3

33.3 40.030.8

73.8 50.047.1

64.440.0 33.3

38.5 6

12.821.4 17.6 23.8 26.7 26.7 30.8

Tone of television coverage by candid

100.062.7

100.0 72

14.125.3

Tone of radio coverage by candidat

Tone of coverage (%) N=751, N1=454, n=645

23.733.3 41.7

25.938.1 30.4 31.6 2

70.466.7 58.3

61.9 69.6 68.46

5.9 10.6

Sourcing

Single-sourced stories dominant in post-election co

with Bukedde newspaper and UBC TV having the hignumber of single-sourced stories.

Judicial officers were the most quoted sources in poelection reporting.

Number of sources by media type

Number of sources (%)

Newspaper TV Radio

38.724.8

6.626.1

Number of sources by newspaper

Number of sources (%) N=668, N1=555

28.2 24.7 30.3

69.860.0

24.3 27.2 11.8

17.530.0

47.413.6

4.8 15.8

20.07.9 10.0 5.3

Number of sources (%) N 668, N1 555

Number of sources by television

Number of sources (%) N=252, N1=222

38.529.6

Sourcing by occupation - newspape

Sourcing by occupation (%) n=1,624

Business person

Witness

Public Officer

Election observerReligious leader

Report/Policy/Law

Anonymous

NGO/CSO official

Candidates agent

Expert

Party official

Electoral Commission official

Ordinary person

Judicial Officer

0.10.30.50.6

1.42.02.1

2.32.7

3.04.6

6.77.3

8.49.2

9.911.0

Sourcing by occupation - television

Sourcing by occupation (%) n=1,089

Report/Policy/Law

Anonymous

Election observer

Religious leader

Public Officer

NGO/CSO official

Expert

Candidates agent

Ordinary person

Parliamentary candidateParty official

Judicial Officer

0.831.56

9.3712.49

Sourcing by occupation - radio

J di i l Offi 14 5

Sourcing by occupation (%) n=888

Anonymous

Business person

Uganda Communications…

Witness

Executive

Election observer

Public Officer

Religious leader

Candidates agent

Ordinary person

Expert

NGO/CSO official

Party official

Judicial Officer

0.10.10.20.20.2

0.60.7

1.02.4

2.83.2

3.64.6

5.911.0

11.712.112.2

13.014.5

SOCIAL MEDIA USAGE IN THE 2016 ELE

According to a 2015 Afrobarometer report, 6% of Ugandans get their nmedia channels. Majority of them (95%) use Facebook as their main n

In this study, we explore how Museveni, Mbabazi and Besigye used Twelections.

Introduction

Three candidates – Museveni, Mbabazi, Besigye - were choseb f h f f h f d h l l f

basis of the frequency of their use of Twitter and the level oftheir tweets.

Selection, tools and handles

Why Twitter?Searchable conversations.

Socialbakers, Yoast and Twitter internal analytics.

Twitter handles @kagutamuseveni @amamambabazi @kizzabesigye1

Note: Candidates also used their party/group Twitter handles focampaigns, but only those through which the candidates officialwere monitored.

Definitions - 1

Total followers: The total number of profile followers durinselected time range.

R l ti h i f ll Th t h i f ll

Relative change in followers: The percentage change in follduring a selected time range.

Absolute change in followers: The total change in followersselected time range.

Interactions are both outgoing and incoming

Total tweets: The total number of tweets made by a profile

the selected time range.Average tweets per day: The sum of all engagement rates o

tweets made over the month divided by the total tweets mathe same time period.

Definitions -2

Retweet count: Number of times the Profile has been retwduring a selected time range.

Mentions: Total number of ‘organic’ mentions made about

Mentions: Total number of organic mentions made about Profile during a selected time range.

Influencers: List of the top users most frequently interactinProfile through individual mentions.

Outgoing interactions: Replies, retweets or mentions of a uProfile.

Incoming interaction: Replies, retweets or mentions of the users.

Total following: The total number of users the Profile is follduring a selected time range.

Total number of followers

Total Number of followers(%)

50,000

100,000

150,000

200,000

250,000

December January February March

Yoweri Museveni Amama Mbabazi Kizza Besigye

Trends in Twitter followers

All three candidates had a steady increase in number of fo

yeach month.

In relative terms, Besigye’s following grew the most by 20.8January compared to Mbabazi (7.2%) and Museveni (10.6%

Trends in Twitter followers

February March

Yoweri Museveni 4.37% 3.84%

Amama Mbabazi 3.37% 5.19%

Kizza Besigye 32.22% 16.27%

Absolute change in number of followe

35,000

10,000

15,000

20,000

25,000

30,000

Yoweri Museveni Amama Mbabazi KizzaBesigye

Following

There is a significant difference in the approach of candidat

receiving information through their Twitter timelines, indicanumber of profiles they follow. Yet the larger and more divefollowing, the wider one’s topics and the more likely one is tin discussion, share information and respond to queries.

Total number of Twitter profiles follow

December January February Mar

14 16 17 17

6,241 6,326 6,342 6,57

319 323 325 331

Total number of tweets

Average tweets per day

4.6 5.4 4.9 1.4

0.4 8.6 4.1 0.2

0.9 0.9 1.4 2.1

Total number of interactions

Total number of retweets

Total number of mentions

30,000

10,000

15,000

20,000

25,000

Yoweri Museveni Amama Mbabazi Kizza Besig

Top influencers from December - Febr

@kagutamuseveni @amamambabazi @kizzabesigye1

1. @TeamSevo 1. @Tjozra 1. @FDCOfficia

992 mentions 899 mentions 731 me

2. @lenonmullar

908 mentions

(Just one month- Jan)

2. @talemwa2008

806 mentions

2. @Byamugisha

322 me

3. @amonrukundo

635 mentions

3. @jude_mugabi

749 mentions

3. @jude_muga

302 me

4. @kiryowakk

626 mentions

4. @Amama2016

643 mentions

4. @BMKGift

214 me

5. @hkashillingi

376 mentions

5. @JMNkangi

595 mentions

5. @#vote4chan

212 me

@lenonmullar

… OT a ‘

Total number of replies

Response to questions on Twitter

On the whole, candidates were slow to answer questions dh h dl

sent to their Twitter handles.

Of the 3,410 questions addressed to @kagutamuseveni, noresponded to from December 2015 to March 2016.

@AmamaMbabazi answered eight out of the 2,148 questiohis handle.

@KizzaBesigye1 received the fewest number of questions –

and responded to two of them in the period monitored.

Summary of conclusions

All three presidential candidates used Twitter in the same h di i l di l f id

they use traditional media platforms: as a space to provide

but not a space to listen, respond and debate.There were numerous opportunities lost by the presidenti

engaging with large following; such as answering questionsdistinguishing themselves from their rivals by mentioning tname (handle).

While supporters of the three candidates were quite combTwitter, they kept the conversation cordial, only hinting on in covert ways.

Inquiries and information:

Website: www.acme-ug.org

Facebook: ACME.UG

Twitter: ACME_Uganda

Email: info@acme-ug.org

Monitoring Media Coverage of the 2016 Elections - Final Report (highlights)

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