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Catalogue

Newsletter

Monitoring of media coverage of elections (2020)

Elections
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Council of Europe - Rasťo Kužel
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Toolkit for civil society organisations.

During elections, media monitoring by civil society organisations provides benchmarks for judging the fairness of the election process, and gives professional, comprehensive and objective assessment of political diversity and balance in the news and current affairs coverage. The results of media monitoring can help to initiate and substantiate an open discussion about the objectivity and quality of the media reporting and to promote media compliance with international standards and good practices of fair, balanced and impartial media coverage of elections.

The aim of this Toolkit is to provide civil society organisations with detailed methodology of how to implement a monitoring project of media coverage of elections, containing description of its stages and activities, as well as practical step-by-step guidelines and tips with regard to monitoring of different types of media (TV, printed and online media, social media).

The publication contains tools and methods that can be applicable in any Council of Europe member state and adjusted according to the given context and research question to be answered, as well as presents media monitoring case studies from several countries.
ACKNOWLEDGEMENTS 
DIVISION OF ELECTIONS AND CIVIL SOCIETY (DG DEMOCRACY) 
INTRODUCTION – WHAT IS THE PURPOSE OF THIS TOOLKIT? WHO CAN USE IT AND HOW? 
SECTION 1 – ELECTION CAMPAIGNING IN THE 21ST CENTURY. NEW CHALLENGES IN MONITORING MEDIA COVERAGE OF ELECTIONS 
Election campaigning in the 21st century 
The changing media environment 
New challenges in monitoring the media coverage of elections 
SECTION 2 – INITIATING A MEDIA MONITORING PROJECT 
Developing project goals 
Purpose of the monitoring 
Recruiting monitors 
Human and financial resources 
Developing a timeline 
SECTION 3 – HOW TO MONITOR TELEVISION, PRINT AND ONLINE MEDIA 
Analysing the legal and regulatory framework 
Scope and type of monitoring 
Deciding what outlets to monitor 
Public broadcast media 
Private broadcast media 
Print and online media 
Monitoring different types of programmes 
Deciding what actors to monitor 
Advantage of incumbency 
Media analysis: what are we trying to determine? 
Reporting 
SECTION 4 – HOW TO MONITOR SOCIAL MEDIA 
Scope of monitoring 
Tools available for data collection and analysis 
Analysing and choosing relevant data 
Publishing reports: format and frequency 
Data interpretation 
SECTION 5 – HOW TO ENGAGE MONITORING ACTORS AND ENSURE SYNERGY BETWEEN STAKEHOLDERS AND THE SUSTAINABILITY OF MONITORING RESULTS 
SECTION 6 – MAKING AN IMPACT WITH MONITORING: HOW TO USE THE RESULTS TO ADVOCATE FOR IMPROVEMENTS AND CHANGES 
Post-election follow-up 
APPENDICES 
Appendix 1 – Media monitoring matrix 
Appendix 2 – Useful tips for a media monitoring project 
Appendix 3 – Case study from Ukraine 
Appendix 4 – Examples of social media monitoring projects