Strategy and Policy Reporting by Newspapers in Kenya: The Pre-Election Campaigns Coverage, 1992 & 1997

Abstract

This study examines how the Kenya daily newspapers applied strategy and policy styles of political campaign reporting during the 1992 and 1997 pre-elec- tion presidential campaigns. Strategy was conceptualized as any campaign tactic used by presidential hopefuls to win or gain advantage over other contenders. Policy was conceptualized as information proposing solutions to problems affecting Kenyans as advocated by presidential candidates, A content analysis research methodology was used to study the coverage in respect to strategy and policy styles of political campaign reporting for the two election periods. Results indicate there was more frequent use of strategy style of reporting than policy style in both elections. The findings also show there was more strategy-oriented coverage in 1992 than 1997. While there was a marginal increase in policy coverage in 1997, observations across dailies show overwhelm- ing use of strategy style of coverage in the two election years. The Daily Nation ranked high in strategy coverage as compared to both the East African Standard and the Kenya Times. The study found that the incumbent (Moi) received more coverage across dailies than opposition presidential contenders.