Global research shows that media owners tend to influence the editorial direction of their newspapers. Such influence generally tends to be in line with the media owner’s economic and / or political interests. Naturally, this is a challenge because media is regarded as the fourth estate and is supposed to be an objective yet effective channel for the citizenry to make informed decisions about their world. The study seeks to find out if the owners of four daily newspapers in South Africa, based on their political proximity; may have influenced their newspapers to be biased in favour or against any of the three biggest political parties contesting the 2016 Local Government Elections. This study is an exploratory and descriptive content analysis based on an Agenda Setting theoretic framework – supported by framing analysis and game framing. Findings reveal the correlation between the media owner’s interests and the biased reporting within their respective newspaper. This suggests that although media may not be directly or explicitly forced to adopt a specific ideology, it can be argued that political relations with media owners can influence editorial decisions. Therefore, it can be inferred that media owners of The New Age, The Citizen and The Star influenced editorial content of their newspapers during the 2016 local government elections. Given the findings of this study and the elections scheduled for 2019 in South Africa, it is important for more political communication studies to be conducted in order to establish guidelines for unbiased news reporting across all media – including newspapers. Alternatively, to compel media owners to declare their bias towards and against specific political parties in each news content, upfront. Particularly important during election period, is the need for each media (including newspapers) to have an independent editor – potentially one from the Independent Electoral Commission (IEC) to ensure that each piece of content produced is validated as bias or impartial. / Communication Science / M.A. (Communication Science)