Like the country's political, constitutional, industrial and social structures, the media sector also needs a deep review, introspection and reform. The flood of 'misinformation' and 'disinformation' makes the sensitive role of credible, responsible and accountable journalism all the more necessary.

In this context, Kantipur has started a debate series to give special place to criticism, critique, review, and suggestions. We are waiting for the participation of stakeholders and experts in an objective and responsible debate.

The role of the mass media is important and sensitive in elections that are held as an integral and inevitable process of the democratic system. The mass media can play a leading role in conducting clean, free, impartial, fearless, credible, and economical elections. However, in the changing media landscape, this role of the mainstream mass media is not only shrinking, but in some contexts, the risk of becoming secondary has arisen.

During any political movement or election period for public rights, the mass media gets an opportunity to prove its legitimacy and reach a large audience. In the context of Nepal, there are also many examples of our media positively utilizing such opportunities and advocating for public rights.

The Nepali media world, which has been developing on the foundation of 'advocacy journalism' for a democratic system, has already done a lot of work in setting the political agenda. After the election date was set, the Nepali mass media did not seem to be sparing any effort in creating an environment for the election through election-related news, analysis, commentary, opinion, editorials and other materials. Although the media's initiative and activism in news dissemination are satisfactory, it seems to be indifferent in preparing informed voters and playing its interventionist role during the election. 

The columnist had the opportunity to work as a media expert in the Election Commission during the local level, House of Representatives and Provincial Assembly elections held in 2079 BS. Effective dissemination of factual and official information is essential to make the election free, free, impartial, transparent and credible. Keeping this fact in mind, the Commission had set up a separate press office at that time. 

The Press Office facilitated the work of preventing false information, propaganda, and hate speech on social media during the elections and effectively delivering the Commission's information, election code of conduct, and voter education materials to voters, candidates, political parties, and stakeholders. 

The Press Office was responsible for assessing the concept, type, quality, and effectiveness of the content posted on social media by the Commission. The Office also analyzed the trends of all types of election-related activities on social media and analyzed the content disseminated in the mass media. The Press Office was responsible for making policy decisions that would hold the concerned media responsible instead of monitoring the mass media during the elections. 

This article focuses on the role played by the mass media in the 2079 BS elections and the initiatives to be taken in the upcoming House of Representatives elections scheduled for Falgun 21.

Mass media in elections

During elections, the mass media should report on the policies, programs, and agendas of parties and candidates, provide a common platform for debate among candidates, convey their messages to voters, and act as a bridge to convey the wishes and expectations of voters to parties and candidates. The mass media also plays a leading role in informing voters to exercise their rights. 

It is found that the mass media publishes and broadcasts election-related content with high priority long before the Election Commission, parties, and candidates start campaigning, that is, from the day the election date is set. However, the level of depth and detail that should be included in these content does not seem to be achieved. The mass media cannot demonstrate its weak presence by simply reporting news or features on the regular activities of parties and candidates during the election campaign.

Associate Professor of Journalism and Mass Communication Hrishikesh Dahal says that social media is being used the most in the flow of information in political activities. Political parties have also started giving priority to its use for the flow of information, and the use of this type of media is even more widespread during the election period, as mentioned in his book ‘Digital Scenario: Dimensional Changes in Communication and Journalism’. Dahal has written in the same book that political parties form organized groups for the flow of information, and such groups spread all kinds of information to create an atmosphere in favor or against. 

If the mainstream media starts disseminating news only based on the information spread by parties and candidates through social media during the election, it will not only mislead the general voters, but there is also a danger that the mass media itself will become a carrier of false information. Just as the statuses written by a leader on his social media are now becoming headlines in the mainstream mass media, it will be unfortunate to continue this during the election as well.

If that happens, the media will not only not be able to provide more new information to the 'audience', but there is also a risk of further alienating them. During the election campaign, parties and candidates are constantly active. They go 'live' on social media and continuously post photos and statuses. The media will not be able to establish its role in the election by following their activities alone. 

What should be done? 

According to the latest report of the Nepal Telecommunication Authority, internet access in Nepal has reached 110 percent of the total population. The number of people using the internet on mobile is 82.55 percent. According to the Digital Media Report, 2024, there are about 12 million active Facebook users, 10 million YouTube viewers, 9 million TikTok users, and 4 million Instagram users. According to the 'Nepal Media Survey-2022' report by the Sharecast Initiative, 90 percent of those with internet access use social media regularly. 

Often, social media users are perceiving and accepting the things that come on the ‘platform’ they use as ‘official’ news or truth. They are not only forming their opinions by watching Facebook shorts reels, TikTok videos, etc., but are also considering them as the ultimate truth. During the election, the mass media can attract the audience that is making social media its official source of information by conducting voter-centric news stories, field reporting, and dialogue programs between candidates. Similarly, programs of the same nature can be made about the policies and programs of the parties. 

Candidates should disseminate content before registering their nominations on analytical news stories based on constituency-specific data, ‘follow-up’ of promises made by political parties and candidates in previous elections, problems faced by voters, the importance of the franchise of sovereign voters in a democracy, etc. The media should play an effective role in conveying the views and needs of citizens to political parties, candidates, election management bodies, and the government. For this, the media should be active in all 165 constituencies before the election campaign of the parties. Only then would voters have a platform to express their views.

By reporting only on the election-focused activities of the election management bodies, political parties, and candidates, the mass media will fail in its serious responsibility to prepare informed voters and convey the ground-truth of the voters. As a result, it will lose the trust of the voters and the audience.

Voters will form their opinions by considering the 'raw' information and information coming from social media as news. Voters will have no other option but to watch or listen to the false information, propaganda, and hate speech scattered on the network. They will not get the opportunity to verify the truth of the information and information. As a result, voters risk losing the opportunity to elect the right representative.

Can propaganda and hate speech be stopped?

The development of information and communication technology (ICT) has made an unimaginable contribution to the possibilities of communication. ICT has played a significant role in making the exercise of freedom of expression, which is a political right of citizens, accessible to the general public and promoting it. 

The development of the Internet and social media has not only facilitated political awareness and mobilization but also helped in the democratization of information. However, the Internet and social media have also given rise to negative possibilities. In the last decade, the negative effects that information and communication technology, mainly the Internet and social media, have had and may have on democratic practices and the peace and security of the country have become a matter of serious concern and interest worldwide. In recent years, disinformation has emerged as a national security problem.

Disinformation tends to divide society, create disharmony between communities, disrupt religious tolerance, and encourage violence. On the other hand, it also reduces public trust in law enforcement agencies and authorities. Individuals and groups seeking to further their vested interests, both within and across borders, are increasingly using the internet and social media to misuse them. Therefore, how to regulate disinformation has become a serious issue among policymakers.

According to a report published by the World Economic Forum last year, disinformation, cyber insecurity, and social polarization are the major challenges the world will face in the next decade. Disinformation is used as a form of ‘soft power’ and ‘hard power.’ It undermines social values, unity, and tolerance, and increases distrust in democratic public institutions, spreading and widening public discontent.

In the context of elections, disinformation, propaganda, and hate speech are very sensitive and serious issues. However, political parties and candidates have been using them since previous elections. To reduce this trend, the Commission first regulated the election code of conduct with its definition through the three-tier elections held in 2079 BS. The Commission is also the first constitutional body to define false information, propaganda and hate speech. 

The Commission has defined ‘disinformation’ in the election code of conduct as ‘the act of deliberately communicating false or misleading information with malicious intent to benefit oneself and harm others and to deceive the general public’. Similarly, ‘speech, writing or behavior that directly or indirectly targets race, national or ethnic origin, religion, gender, age, disability or other non-renewable groups and spreads intolerance or hatred or promotes violence’ has been clearly defined as ‘hate speech’. Similarly, ‘misleading information or information communicated without the intention of harming anyone while carrying out/having any election-related work done or without knowing that the information is false’ has been defined as ‘false information’. 

False information and propaganda not only undermine the constitutionally guaranteed freedom of expression, but also the right of voters to be informed. False information, propaganda and hateful expressions sent through social media for vested political interests against any political party and candidate during elections or with the intention of adversely affecting the elections cannot be considered freedom of expression.

It is not possible for the Commission alone to remove the shameful expressions, misleading and hateful content coming through fake accounts regarding leaders and political parties running in elections from the relevant social media platforms. For this, it is necessary for the mainstream media to increase the flow of ‘digital media literacy’ content with fact-checking. To reduce the flow of misinformation, the mainstream media should conduct a special campaign to raise awareness among voters and stakeholders to verify the source of information and trust only information transmitted by official bodies. 

Mass media in election propaganda 

Former Chief Election Commissioner of the Election Commission Dinesh Kumar Thapaliya has said in an article published in ‘Kantipur’, ‘Elections in a democratic system are in themselves a method of ‘mass communication’. Political parties and candidates participating in elections are conducting ‘political communication’ extensively by expressing their policies, principles, ideas, agendas and commitments to the citizens.’ 

Thapaliya writes, ‘To attract citizens to the importance of elections and voting, parties and candidates are adopting methods such as public meetings, seminars, gatherings, door-to-door distribution of pamphlets, pamphlets, etc. In addition, parties and candidates also conduct their own propaganda through mass media. These traditional methods used for election campaigning have now undergone a major change. With the highest development of information technology and expansion of access and the increasing use of social media, parties and candidates who stand in front of the citizens and express their agenda and commitments have increased their use of virtual media.

In countries where democratic practices are mature, campaigning is considered the main basis for forming public opinion. For this, parties and candidates adopt various propaganda media, technologies and psychological strategies. Election campaigning can be effective if it can be in a way that remains in the memory of the voters. It is an international norm that it should be conducted according to a certain legal basis and standards of ethical conduct, focusing on democratic values, fair competition and citizen participation.

The concept of ‘level playing field’ (equal opportunity for all) is prevalent in election campaigning. This implies that the election management body and the mass media should ensure equal treatment between the parties or candidates participating in the election. The belief that the status of all candidates standing in the election field is the core of this concept. Therefore, the media is not allowed to give special treatment to candidates based on their party position, Prime Minister, current government minister, former Prime Minister or minister. 

The ‘Code of Good Practice in Electoral Matters’, approved by the Venice Commission under the European Commission in 2002 with the participation of the member states of the Council of Europe and the United States, Canada, Israel, Japan and other countries, has set a clear framework for the time frame, code of conduct and international practice covering the election campaign. 

According to the Venice Commission, ‘a period of silence (electoral silence) should be set to give voters the opportunity to freely make their own decisions in their own conscience, free from pressure from parties and candidates, the shouting of crowds and the pollution of social media.’ 

The Commission recommends equal opportunities for all candidates and parties in the media, meetings, rallies, advertisements, posters and digital media. Accordingly, the time allocation of public media should be equal, fair and transparent. It is mandatory for private media to maintain impartiality and balance. 

The ‘Code of Good Practice’ states that the regulation of media and propaganda materials should be systematic. False, insulting, abusive, misleading, inciting hatred and inciting violence should be prohibited. Advertising policy should be clear and transparent. There should be a mandatory provision for disclosing the limit and source of advertising expenditure. All candidates should be included in the election debate. Public resources and government resources cannot be used for their own propaganda. 

In India, there is widespread violation of the election expenditure limit and the dissemination of misinformation through social media and digital media. Religiously-based propaganda, caste-based polarization, use of divisive slogans and paid news are rampant. The role of ‘Godi Media’ and social media in the rise and success of Prime Minister Narendra Modi has been adequately analyzed. 

Changing campaigning style 

There has been a major change in the election campaign. Speeches, rallies, meetings, conferences, wall writing, door-to-door campaigning have now reached the digital system. Digital platforms, analytical ‘tools’ and targeted messages have started to be used. 

With increasing digital access, parties and candidates have started using digital pamphlets, brochures, motion graphics, video messages, animation clips, and hashtags for social media. The main part of the campaigning has started to be occupied by Facebook, YouTube, Twitter, TikTok, WhatsApp, Facebook pages opened under various names, websites and online news portals. Parties and candidates are increasingly using teams of information technology experts to campaign.

Facebook live, online interaction, information from mobile apps, campaigning from social media, and digital posters have started to be used extensively. The use of AI tools, micro-targeting influencer marketing, sentiment analysis, Zoom meetings, podcast platforms, chatbots, etc. are being widely used. The mainstream media should also be alert to the danger that voters may lose the opportunity to choose the right representative due to negative propaganda, group-centric strategies, emotional propaganda style, populist faces, and agenda-centric propaganda. 

In conclusion 

The Gen-G youth took to the streets on Discord to 'discuss' the then government's decision to close social media platforms such as Facebook, WhatsApp, WeChat, Snapchat, Telegram, Instagram, YouTube, X, LinkedIn, Threads, Discord, Reddit, which were not registered in Nepal. 

The government led by Prime Minister Sushila Karki, which was formed after the Gen-G rebellion of Bhadra 23 and the destruction of 24, is saying that it is working single-mindedly in preparing for the election. Prime Minister Karki is intensifying the election-focused discussions. However, the government has not paid enough attention to the rebellion launched by the digital front and the threat that may arise through digital media in the upcoming elections. Expressing dissatisfaction with the government's working style, some youth are threatening, "We can mobilize 150,000 youth in two days by discussing on Discord, if we want, we can still bring millions of youth to the streets across the country by holding virtual meetings."