This study explores the relative importance of the media in influencing the electoral choices of a small group of Zambians, namely Evelyn Hone College students in Lusaka who participated in the December 2001 elections in Zambia. The study investigates the interplay of mediation between the lived cultural experiences of the sample of students and the impact of media messages. Students at Evelyn Hone College come from different ethnic groupings, social classes, religions and regions. They are exposed to both the state and the privately owned media, which represent a range of political viewpoints. The outcome of the December 2001 elections in Zambia gave the impression that people in urban areas in Zambia were less likely to vote on ethnic lines because they had easy access to different media, ranging from print to electronic, which provided them with diverse information about the political scene, and probably shaped their electoral choices. Conversely, their counterparts in the rural areas appeared to vote along ethnic lines, seemingly because of lack of exposure to the media. It was also assumed that most people in rural areas were not as modernized as their urban counterparts who were more exposed to enlightened sources of information such as professional groups and other elite social institutions which helped them to shape their political opinions than most rural people. The study attempts to establish to what extent the media impacted on the selected sample of urban students in the choice of their presidential candidates in the December 2001 elections in Zambia. The study further investigates to what extent other factors such as ethnic inclinations and other social predispositions influenced them in their choice of the candidates. The interviewees for this study were randomly drawn from a population of Evelyn Hone College students that voted in the December 2001 presidential elections in Zambia. The sample consisted of 30 randomly selected students who were purposely stratified in three focus groups of ten each. Each stratum represented the approximate ethnic equivalence of one of the presidential candidates who contested the December 2001 elections.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:rhodes/vital:3516 |
| Date | January 2003 |
| Creators | Jere, Caesar |
| Publisher | Rhodes University, Faculty of Humanities, Journalism and Media Studies |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MA |
| Format | 150 leaves, pdf |
| Rights | Jere, Caesar |
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