Journalism plays a crucial role in society, tasked with being the watchdogs of democracy and informing the public. The media are among the most influential voices in society, helping to shape narratives and guide public discourse. As SANEF (2024) states, “The media are essential to democracy, and a democratic election is impossible without media.” When examining the role of journalism locally, it becomes clear that the importance lies not only in credible journalism but also in inclusive journalism and media reporting. During elections, the mandate for journalism should be clear: to inform the public, act as watchdogs of democracy, safeguard information and create a safe space for ordinary citizens to engage with politicians and government. This will be achievable if the media are fully utilized and shift their focus from politicians and sensationalism to the everyday people of South Africa. As Madlala (2004) questions, “What is the role of community media in advocacy journalism, if any, and how would this affect election coverage?” The role of community media is vital; it empowers local citizens by actively involving them in the creation of content and ensuring that their voices are heard, whether on community radio, TV, or newspapers. The significance of community media during elections is that it empowers people to engage with the government and politicians critically. For this to be effective, the media need specialized training in peace journalism and election coverage. Peace journalism emphasizes reporting that aims to alleviate conflict, and tension, and encourage conversation and understanding among various communities. This strategy is especially important during elections when tensions can run high and disinformation can quickly spread. Journalists educated in peace journalism can better report on election-related problems in a way that promotes constructive dialogue rather than increasing differences.

MMA submits that in the coverage of the NPE, the public should be featured as sources, not only to bring diversity to who speaks in the coverage but also to empower the public to participate adequately and effectively in the NPE discourse. After all, elections should be about the people (MMA Brief Analysis, 2024). Audience interaction and viewer participation are essential because mainstream media drive discourse in society. In a developing country like South Africa, where many citizens are disadvantaged and rely on news media for education on what is happening around the country, these platforms must reflect the diverse experiences of the population. During the election period, this should be the main focus.

The lack of visibility of ordinary voices and women in the media, especially during critical times like national elections, highlights the progress still needed within media institutions. Despite the efforts from South African media houses to provide fair and balanced reporting of the 2024 election, one must admit that some media coverage has often lacked genuine diversity in perspective. “MMA submits that coverage of the NPE should be more issue-based than event-based in order to empower the over 27 million people who have registered to vote, and more people” (MMA Brief Analysis, 2024). The narrative during the elections frequently revolved around political norms and interests, and party politics rather than the broader socio-economic realities faced by ordinary South Africans. This is particularly evident in the reliance on political analysts and commentators from academia, which limits the scope of debate and leaves a significant gap in the discourse about the people and their problems.

“A loss of integrity and reputation means a loss of faith and trust in the journalist and eventually a loss of faith and trust in their particular newspaper, magazine, radio or TV station” (Dardagan,2004). Voice matters, because those who speak and are covered in the media are perceived to have power or hold important positions and worthy and important views. This is precisely the reason why the media needs to be intentional about who they interview and talk about in the media. The lack of visibility of ordinary voices and women in the media especially during crucial and critical times such as National elections makes one wonder about the progress and the learning that still needs to happen inside institutions. Mainstream media are the drivers of discourses in society, South Africa is still a developing country which means many South Africans are disadvantaged and the only source of education, enlightenment, and the way they gain knowledge is through watching the news. They need to see themselves represented.

Given the constitutional and legal framework, media houses have a significant responsibility in shaping public discourse. To contribute to more inclusive and nonviolent political discourse that fosters social cohesion, media can ensure diverse representation by providing a platform for a wide range of voices, including marginalized and minority groups. This approach helps in reflecting the true diversity of South African society.

It is clear that while the South African media played a crucial role, there are areas that require significant improvement. The media’s responsibility in a democracy is not just to inform, but to foster a well-rounded and inclusive public discourse. This election cycle highlighted both strengths and weaknesses in this regard.

Reference List

Namumba L, Media Monitoring Africa (2024) An analysis of media’s coverage of the 2024 South African elections. Johannesburg

South African National Editors’ Forum (2024) The Role of Media during Elections – Elections Training Modules.

Dardagan G, Papayya M, Madlala C, Mulitkita G, Joseph R, Media and Election Reporting in South Africa (2004) Media Institute of Southern Africa and International Federations of Journalist

By Nande Mbekela, Communications Intern.