MEDIA ANALYSIS

REPORT
SEPTEMBER 2015

Space to candidates
Space to candidates (%)
43.8

37.0

16.7

1.5

0.5

0.5

n=182082.1CM

Space to Candidate (%)

1.9

2.1

3.2

5.7

0.6

0.0

0.8

20.7

21.5

8.8

13.3
24.1

41.0
28.9

28.0
34.5

49.3

94.1

37.8

61.2
50.0

43.0

44.7

32.3
0.0
0.0
5.9

Amama

n=182082.1CM

Besigye

Yoweri

Other President

Bwanika

Mabirizi

40.0

Space to political party

Space to Political party (%)
45.9

20.0

19.1

9.3
5.8

Space to Political Party (%)

0.0
7.2
0.0
7.7

13.9

0.0
3.1
0.0

10.1

0.0

10.1
39.9

17.2

23.2

38.6

0.0

96.9
85.0

22.2

60.1

44.5

19.1
0.0

1.3

0.0
NRM

TDA

FDC

DP

0.0
UPC

Most Covered Topic

Most Covered Topic (%)
66.7
6.6
6.1
5.0
3.2
2.7
2.7
2.3
1.8
1.8
0.7
0.2
0.2
0.0

n=441

Topics

New Vision

The
Observer

Monitor

Red Pepper

Bukedde

Etop

The
Independent

Orumuri

Total

Health

3.3

1.6

0.0

0.0

3.0

10.5

0.0

0.0

1.8

Economy

1.7

11.3

6.6

4.4

4.5

5.3

0.0

10.5

6.6

Infrastructur
e

3.3

2.4

1.6

0.0

6.0

5.3

0.0

5.3

2.7

Education

1.7

0.8

4.9

5.6

1.5

5.3

0.0

0.0

2.7

Agriculture

1.7

1.6

1.6

0.0

6.0

10.5

0.0

0.0

2.3

Security

1.7

4.8

4.9

6.7

0.0

15.8

0.0

15.8

5.0

Corruption

1.7

2.4

1.6

2.2

1.5

0.0

0.0

0.0

1.8

Energy

0.0

0.0

0.0

1.1

0.0

0.0

0.0

0.0

0.2

Politics

73.3

62.9

63.9

75.6

68.7

36.8

100.0

57.9

66.7

Natural
resources

0.0

0.0

0.0

1.1

0.0

0.0

0.0

0.0

0.2

Foreign
policy

0.0

0.0

0.0

0.0

0.0

0.0

0.0

0.0

0.0

Human
rights

8.3

8.9

6.6

3.3

1.5

5.3

0.0

10.5

6.1

Land

0.0

0.8

1.6

0.0

0.0

5.3

0.0

0.0

0.7

Other

3.3

2.4

6.6

0.0

7.5

0.0

0.0

0.0

3.2

100.0

100.0

100.0

100.0

100.0

100.0

100.0

100.0

100.0

Total

Location of Stories
Location of stories (%)

75.9

15.2

5.7

2.7

0.6

n=336

Location of stories (%)

0.0
0.0

13.0

6.6
2.2

6.6

0.0
0.0

8.3

9.9

1.7
0.0

8.5

15.0

2.1

0.0
0.0

16.7
19.7

87.0

84.6

100.0

100.0

0.0

0.0
0.0

80.0

72.9
62.0

Central

n=336

Eastern

Northern

Western

Other

100.0

Count of Election Stories by

Publication
Count of Stories by Publication (%)
27.1

21.1

17.9

14.3

13.7

3.3

2.4

0.3

n=336

Space by Newspaper
Space by Publication (%)
32.4

20.3

16.1
14.9

10.8

3.9
1.2

n=336, Area=244,819.32 Cm2

0.4

Space by Dailies (%)

32.7

26.0
23.9

17.4

n=268, Area=152,006.63 Cm2

Prominence of election
reporting
Prominence of the story (%)

27.6

Non prominent
Prominent

72.4
n=319

Prominence of story (%)

0.0

41.4
54.8
67.4
87.3

88.0

100.0

100.0

100.0

58.6
45.2
32.6

12.0

12.7
0.0
Non prominent

n=319

Prominent

0.0

Type of election
Type of election (%)
8.8

23.5

Presidential
Parliamentary
Both

67.7

n=319

Type of election (%)

11.9

9.5

7.2

14.5

4.3

0.0
8.5

6.9
25.0

21.7

33.8

30.0

32.8

10.0

50.0

78.6

78.3

100.0

73.9
57.7

60.3

60.0

25.0

0.0
Presidential

n=319

Parliamentary

Both

Reporting approach
Reporting approach (%)

70.2

14.7

11.9

3.1

n=319

Reporting approach (%)

0.0
7.1
7.1

3.6

0.0
6.5

0.0

1.7
1.7

10.0

10.3

10.8
15.2

25.0
32.4

13.3
0.0
40.0
23.9

5.6

25.0

100.0
10.0

86.2

85.7
72.3
62.0
54.3

50.0
40.0

Conventional

n=319

Interpretive

Investigative

Enterprise

Issue vs. personality reporting

Issue vs. Personality reporting (%)

37.1
38.7
Personality
Issues
Both

24.2

n=318

Issue vs. Personality reproting (%)

17.5
25.0
32.6
45.2

42.2
50.0

50.7
22.8

12.5

21.7
15.7

100.0

22.5
47.6

59.6
42.2

62.5

40.0

45.7
26.8
10.0

7.1
0.0
Personality

n=318

Issues

Both

Issue vs. event based reporting

Issue vs. Event based reporting

36.19

Event-based
Issue-based

63.81

n=315

Issue vs. event based reporting (%)

0.0

28.0

14.3
37.8
42.3

73.8

40.0

72.0

85.7

100.0

100.0

62.2
57.7
26.2
60.0

0.0

Event-based

n=315

Issue-based

Distinguishing fact from opinion

Fact vs. opinion (%)
16.1

No
Yes

n=274

83.9

Fact vs. opinion (%)

0.0

74.3
86.0

81.6

81.4

88.9

91.1
100.0

25.7
14.0

18.4

18.6

11.1

8.9
0.0
No

n=274

Yes

100.0

Right of reply
Right of reply (%)

30.7

No
Yes

69.3

n=179

Right of reply (%)

No

n=179

Yes

Personal attacks
Personal attacks (%)

27.0

No
Yes

73.0

n=259

Personal attacks (%)

32.4

67.6

n=259

33.8

66.2

26.3

73.7

22.2

0.0

0.0

0.0

100.0

100.0

100.0

25.0

77.8

75.0

No

Yes

Interrogation of candidates
claims
Interrogation of candidates claims (%)

38.1

61.9

n=202

No

Yes

Interrogation of claims (%)

0.0

25.0
33.3
42.6

37.0

42.5
50.0

100.0

100.0

75.0
66.7
57.4

63.0

57.5
50.0

0.0

n=202

No

Yes

Use of background
Use of background (%)

32.3

No
Yes

67.7

n=235

Use of background (%)

46.7

50.0
68.8

69.0
89.1

53.3

100.0

100.0

100.0

0.0

0.0

0.0

50.0
31.3

31.0
10.9

No
n=235

Yes

Candidate/Party agenda
Candidate/Party agenda (%)

38.9

61.1

n=265

No
Yes

Candidate/party agenda (%)

54.8
58.2

48.6
53.6
75.0
85.7
100.0

45.2
41.8

100.0

51.4
46.4
25.0
14.3
0.0

No

n=265

Yes

0.0

Reporting approach
Reporting approach (%)

79.7

16.7

3.6

n=281

Reporting approach (%)

0.0
7.7

4.2

0.0
8.6

0.0

1.9
1.9

11.1

12.5
20.0

33.3

34.3

0.0

100.0

96.2

92.3

44.4

83.3
71.4

66.7

65.7

44.4

Conventional

n=281

Investigative

Enterprise

Tone of coverage
Tone of coverage (%)
20.5

21.4

Positive
Neutral
Negative

n=336

58.0

Tone (%)
0.0

4.3

9.1

11.7

12.5
27.5

37.5

39.4

54.5
60.0
82.6

66.7

12.5
100.0

48.4

52.1
50.0
36.4
24.2
13.0

28.3
20.8
8.5
0.0

n=336

Positive

Neutral

Negative

Sources by occupation
Sources by Occupation (%)
32.6

14.8
11.7

10.7

6.7
4.7

4.3

4
2.4

n=580

1.9

1.2

1.2

0.9

0.7

0.5

0.5

0.3

0.3

0.2

0.2

0.2

Sources by Gender (%)

15.7

Male
Female

n=535

84.3

Origin of story
Origin of the story (%)
31.0
19.5
16.5
15.0
9.4
3.7
2.7
1.5
0.3
0.3
0.3

n=406