Voter Education: The Role of the Media and Civil Society

As Namibians prepare to head to the polls for presidential and national assembly elections on 27 November, the importance of well-informed and unbiased voter participation cannot be understated.

Elections are the basis for democratic governance and offer citizens the opportunity to mould their government and hold their political leaders accountable.

For democracy to function effectively, voters must have access to fair, balanced, and unbiased information.

In this respect, there is a need to explore the important roles of the media and civil society in voter education, focusing on the challenges posed by skewed media coverage and a critical need for proper training and resources for journalists.

In addition, there is a need to highlight the importance of engaging the youth and marginalised communities to ensure an inclusive electoral process.

The media plays a crucial role in voter education in any democratic society by providing fair and factual coverage of political events and candidates, and by ensuring voters are well-informed and able to make informed choices.

Its role includes fair coverage for all political parties and candidates, not just those with the biggest budgets or extensive influence.

Beyond reporting, it involves analysing political promises and party platforms and offering a variety of perspectives.

In a healthy democracy, the press should endeavour to present diverse viewpoints and avoid favouritism.

In this way they can help create an informed electorate capable of making decisions based on a clear understanding of all options.

For example, press outlets in Sweden and Canada are known for their commitment to balanced reporting, which contributes to high levels of voter engagement and helps to build trust in the electoral process.

In guaranteeing that all candidates receive equal airtime and coverage, these countries support a well-informed electorate and develop a more competitive political landscape.

LEGAL AND ETHICAL RESPONSIBILITIES

Media organisations have legal and ethical obligations to provide impartial coverage. In Namibia, this includes following regulations set by the

Media Ombudsman and other relevant bodies.

These regulations are designed to prevent media bias and to ensure that all political entities are represented fairly.

Also, ethical journalism standards highlight accuracy, fairness, and the prevention of conflicts of interest, all of which are essential for maintaining public trust and promoting democratic values.

In Namibia, the media landscape is heavily influenced by the ruling party, Swapo, which has significant control over state media institutions such as print, television and radio media.

This and the ruling party’s substantial financial resources create an imbalance in media coverage, which often results in a narrative that exaggerates its perceived achievements while downplaying challenges faced by other parties.

This not only limits the visibility of opposition parties and candidates but skews perceptions especially among voters who rely heavily on state media for information.

The imbalance in media coverage affects voter behaviour.

For example, regions such as the Kavangos and Ohangwena, despite being among the most underdeveloped and underserved, demonstrate strong support for Swapo.

A lack of alternative viewpoints and critical analysis contributes to a voting pattern that may not reflect the true needs or preferences of these communities.

A media environment skewed towards a single party undermines the democratic process by limiting electoral competition and reducing the quality of public debate.

Voters primarily exposed to one-sided information may make decisions based on incomplete or biased perspectives, ultimately affecting the fairness of the election.

THE ROLE OF CIVIL SOCIETY

Civil society organisations (CSOs) play an equally crucial role by providing neutral, unbiased voter education.

These organisations have a unique position that reaches diverse audiences and offers critical information about the electoral process.

Collaboration among CSOs – such as the Friedrich-Ebert-Stiftung (FES), the Council of Churches in Namibia (CCN), the Legal Assistance Centre

(LAC), and the Institute for Public Policy Research (IPPR) – can enhance voter education efforts.

These organisations can create a more comprehensive and inclusive voter education campaign by combining resources and expertise.

For example, the FES’s focus on political education, the CCN’s community outreach, the LAC’s legal expertise, and the IPPR’s research capabilities can collectively address various aspects of voter education.

A joint effort could include multilingual educational materials, workshops, and public forums that reach underserved areas and engage different ethnic, cultural and geographic demographics.

CSOs are especially effective at reaching rural and marginalised communities, where access to diverse information sources may otherwise be limited.

Customising voter education efforts to meet these communities’ needs through local languages and culturally relevant content ensures that no one is left out of the democratic process.

International donors and partners can support these collaborative efforts by providing funding and resources.

JOURNALISTIC ETHICS AND TRAINING

The effectiveness of media coverage during elections depends on the quality and ethics of journalism.

Proper training and resources for journalists are fundamental to maintaining high standards of reporting and ensuring that the public receives accurate and unbiased information.

One example is the recent four-day extensive training workshop on election reporting for journalists in Windhoek, a collaboration between the

Namibian Press Agency (Nampa), the Namibia Media Trust, Unesco and DW Akademie.

Media houses must invest in training and the professional development of journalists to provide them with the skills needed for wide-ranging political reporting.

This includes understanding electoral processes, fact-checking, and adhering to ethical standards.

Training programmes and workshops can help journalists cope with the challenges of political reporting and avoid common mistakes such as inadvertent bias or misinformation.

ROLE OF REGULATORY BODIES

The Media Ombudsman and other regulatory bodies play a key role in overseeing journalistic practices and ensuring compliance with ethical standards.

These organisations are responsible for addressing complaints, investigating breaches of conduct, and promoting transparency within the media industry.

International best practices provide a valuable understanding of improving journalistic standards.

For example, media outlets in countries with strong democracies have rigorous training programmes and clear ethical guidelines, which lead to high-quality reporting and public trust.

Engaging youth and marginalised communities in the electoral process is crucial for a fully inclusive democracy. These groups often face unique obstacles to participating in the political process, and targeted voter education can help address these challenges.

EDUCATION INITIATIVES

Voter education initiatives should be designed to meet the specific needs of youth and marginalised communities.

This includes creating accessible educational material in local languages, using social media and other digital platforms to reach younger audiences, and conducting community-based workshops to engage those with limited access to mainstream media.

Empowering young people – who, according to the Electoral Commission of Namibia (ECN), number more than 90 000 of the 1.4 million voters registered for the 2024 election – with knowledge about their voting rights and the electoral process will lead to increased political participation and ensure realistic representation.

These educational efforts will help build a more engaged and informed electorate by providing clear and feasible information.

In conclusion, as Namibia nears these crucial elections, the role of the media and civil society in voter education are more important than ever.

Ensuring fair and balanced media coverage, addressing the dominance of the ruling party’s narrative, and creating a collaborative environment among CSOs are essential for a healthy democratic process in Namibia.

Furthermore, investing in training and resources for journalists and focusing on inclusive education for youth and marginalised communities can significantly improve the quality of voter engagement.

Committing to these principles will strengthen Namibia’s democracy and ensure everyone has the opportunity to fully and fairly participate in shaping our country’s future.

It is our collective responsibility to support an informed electorate and uphold the values of transparency and equity in the electoral process.

– Tuhafeni Vaino Hangula is a sales consultant with a background in Marketing and Communications. The views expressed here are his own and not those of the organisations he represents; hangula@gmail.com