Electoral Processes and Media Coverage- A Study of the Media’s Performance in the Gambia’s December 2021 Presidential Elections

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Morolake Adekunle
Morolake Adekunle
2
Morolake Omowumi Adekunle
Morolake Omowumi Adekunle

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Electoral Processes and Media Coverage- A Study of the Media’s Performance in the Gambia’s December 2021 Presidential Elections Banner
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The focus of the investigation was The Gambia’s media outlets. The study’s 30-day timeframe allowed for the content analysis of the media outlets’ output. The media’s coverage of political rallies, the candidates, and party manifestos, their efforts at voter education and civic engagement, and their ethical use of language were the areas of interest. It was discovered that government-owned media outlets covered the parties and election-related topics in an utterly impartial, nonpartisan, and thorough manner. Most of the private media outlets paid little or no attention to giving voter education or giving presidential candidates a platform on which to engage with the public. It is remarkable, nevertheless, that media companies did not permit unethical language use on their platforms, with a few notable exceptions. The Gambia’s media is entering a period of unprecedented freedom of expression, allowing professionals to carry out their civic duties without fear of reprisal. The dormant potentials are starting to manifest. This activity represents a reaffirmation of what the public expects from the media during election season.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Morolake Adekunle. 2026. \u201cElectoral Processes and Media Coverage- A Study of the Media’s Performance in the Gambia’s December 2021 Presidential Elections\u201d. Global Journal of Human-Social Science - A: Arts & Humanities GJHSS-A Volume 23 (GJHSS Volume 23 Issue A8): .

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GJHSS Volume 23 Issue A8
Pg. 59- 68
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Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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January 3, 2024

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English

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The focus of the investigation was The Gambia’s media outlets. The study’s 30-day timeframe allowed for the content analysis of the media outlets’ output. The media’s coverage of political rallies, the candidates, and party manifestos, their efforts at voter education and civic engagement, and their ethical use of language were the areas of interest. It was discovered that government-owned media outlets covered the parties and election-related topics in an utterly impartial, nonpartisan, and thorough manner. Most of the private media outlets paid little or no attention to giving voter education or giving presidential candidates a platform on which to engage with the public. It is remarkable, nevertheless, that media companies did not permit unethical language use on their platforms, with a few notable exceptions. The Gambia’s media is entering a period of unprecedented freedom of expression, allowing professionals to carry out their civic duties without fear of reprisal. The dormant potentials are starting to manifest. This activity represents a reaffirmation of what the public expects from the media during election season.

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Electoral Processes and Media Coverage- A Study of the Media’s Performance in the Gambia’s December 2021 Presidential Elections

Morolake Omowumi Adekunle
Morolake Omowumi Adekunle

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