THE UNIVERSITY OF ZAMBIA

SCHOOL OF HUMANITIES AND SOCIAL SCIENCES

DEPARTMENT OF MEDIA AND COMMUNICATION STUDIES

RESEARCH PROPOSAL

TITLE: THE EDITORIAL POLICIES ON POLITICAL PROPAGANDA IN

MEDIA INDUSTRIES:

A CASE STUDY OF UNZA RADIO

GROUP MEMBERS:

NKANDU MANDA 2022066502

MUBANGA CHANDA 2022989791

JOYCE VERONICA PHIRI 2022063104

VIOLET PHIRI 2022080483

NAOMI NAMUKANZYE
 TABLE OF CONTENT

CHAPTER ONE

1.1 Introduction
1.2 Study Background
1.3 Research Aim
1.4 Study Objectives
1.5 Research Questions
1.6 Significance of the study
1.7 Theoretical and Conceptual Framework

CHAPTER TWO

2.0 Literature Review

CHAPTER THREE

3.0 Introduction

3.1 Study design

3.2 Study setting

3.3 Study population

3.3 Target population

3.4 Sampling

3.4.1 Sample selection

3.5 Sample size

3.6 Data collection

3.6.1 Data collection tool

3.6.3 Data collection technique

CHAPTER FOUR

PRESENTATION OF FINDINGS

4.0 Introduction

4.1 Editing factors

CHAPTER FIVE

DISCUSSION OF FINDINGS

5.0 Introduction

5.1 Outcome of interviews

CHAPTER SIX

SUMMARY, CONCLUSION AND RECOMMENDATIONS

6.0 Introduction

6.1 Summary

6.2 Conclusion

6.3 Recommendations

REFERENCES
 CHAPTER ONE

1.1 Introduction

Political propaganda plays a significant role in shaping media landscapes, influencing content,
audience perceptions and the overall credibility of media organizations. This study aims to delve
into the impact of editorial policies on political propaganda in the operations of media industries,
with a specific focus on Unza Radio. Furthermore, other researchers in the compiling of their
Literature review can use this information.
1.2 Study Background

The propaganda conceptual model initially proposed by Herman and Chomsky in 1988 and
revisited in 2002 developed during a time when the internet had not yet gained widespread
prominence. The model focused on critiquing the role of the role of traditional mass media in
shaping public opinion and disseminating information.

The 21st Century often referred to as the Digital Age, has witnessed a significant transformation
in communication with the advent of social media platforms. Over the past two decades, there
has been a growing debate on the impact of social media on news production.

The media shapes and has great impact on the people and shape their opinion showing how much
power the media has. On the other hand, most political candidates want to use the media for their
agenda making a particular media house less credible and look bias. Such is a case of the Zambia
National Broadcasting Corporation, which pushes the agenda of a party in government and in
most cases, covering or relaying the other opposition parties in bad light and situations.
3.1 Statement of problem

This research seeks to understand how political propaganda influences Unza Radio, exploring
the strategies employed, the effects on media credibility and audience trust. By examining these
aspects, we aim to uncover the intricate relationship between editorial policies, political
influences and media organizations.

Media industries are challenged on whether to move with a particular party’s agenda or to work
with the intention of information dissemination and risk closure if in bad terms with the ruling
party.

RESEARCH AIM

The aim of this study is to ascertain whether the media industries can work and be run
without political interference or propaganda.
1.4 STUDY OBJECTIVES
 To ascertain if media industries can work without political propaganda.
 To ascertain if political interference is necessary in media operation.
 To look at the benefits of having a political free media.
 Investigate the strategies used to disseminate political propaganda on Unza Radio.
 Analyze the effects of political propaganda on the credibility and trust of the station as a
media outlet.
 Explore how Unza Radio responds to and navigates political influences in its operations
and content.
1.5 RESEARCH QUESTIONS
The research questions for this study are:
 How does the Unza Radio cope with Political Propaganda?
 What is the role of editorial boards in mitigation or amplifying political propaganda?
 What are the financial risks associated with being perceived as a propagandist media
house?
 How does the involvement in political propaganda affect the credibility and reputation of
media houses?
 Does the media feel the political intervention is necessary in their line of work?
  How does the dissemination of information of political propaganda influence journalistic
standards and ethics within media houses?

1.6 Significance of the study

This study is crucial for gaining insights into the dynamics between political propaganda and
media industries, providing valuable contributions to the fields of media studies, political
communication and journalism. It is hoped that this study will be of use to the media industries
as well as the stakeholders. By focusing on Unza Radio as a case study, it aims to offer a
nuanced understanding of how politics influence impact media organizations in a specific
context as well as media works and decision-making processes to make the study effective.
Initially, this research study is for the benefit of the media industry, but others can also use it for
Literature Review and other related fields of study so as there can be a change of political
interventions in the media.

1.7 THEORETICAL OR CONCEPTUAL FRAMEWORK

One of the most notable effects of propaganda in history is the issue of genocide where
individuals use the media as a tool to disseminate hate against another race or a particular group
of people .

The theory that supports this study is the Propaganda Theory. The term propaganda can be
coercive and aggressive in a manner and it is not objective and has little regard for truth. Even if
it is not necessarily false, since sometimes the truth can be sometimes good propaganda.

The media being regarded as the fourth state, is sometimes used to mobilize hate and confusion
which in most cases brings disasters that causes a great impact on the people involved and if
worse, the country. For example, the Rwanda Genocide which by then 1922 has a large
population that could not read and write and the use of radio was used directly for killing of the
Tutsi which brought about huge problems when the war finished. At times, propaganda can be
used as a tool for tribalism which also causes a stir of emotions as well as confusion in a state.
 CHAPTER TWO
2.0 LITERATURE REVIEW

The main aim of propaganda has been to protect and corporate power from the threat of public
understanding and participatory. One important reason for why mainstream media report about
fake news is anchored in the very basic tenants of their role. Part of journalist’s role perceptions
contains the need to seek the truth and to expose what is not true (Donsbach, 2004). At the core
of these professional commitments and perceptions lays a belief that a functioning democratic
society depends on quality information. Providing citizens with the information they need to
make political decisions is among the most highly ranked professional values in surveys of
journalists across political contexts (Hanitzsch et ql, 2012).

Also important in this context is that news stories reporting about propaganda in an attempt to
correct misinformation is not necessarily perceived as more credible than the fake news they try
to expose or correct. Audience trust in the mainstream media is low in many countries and in
about half of the countries studies in the World Values Surveys and European Values Surveys
(Hanitzch, 2014). Despite the advantage of simultaneously receiving the false information with
its correction, a major problem with news coverage of fake news is that in order to report about
fake news stories, mainstream journalists have to repeat the false information. This is a
problematic, as repetition is known to be a major problem in attempts to correct disinformation
(Walter and Tukachinsky, 2019).

However, convincing evidence also shows that in the social media exposure, propaganda is
heavily concentrated. For example, an analysis of Twitter activity in the context of the 2016 U.S
election shows that 80% of the fake news stories were consumed by merely 1% of the population
(Grinberg et al, 2019). Certainly not the only conduit of propaganda, mainstream media are thus
probably a significant amplifier and disseminator of false stories- even if they are, for the most
part, cover fake news with an intent to set the record straight and correct the fabricated
information.

Another key why propaganda is reported by mainstream and news media has to do with
psychology of news decisions. When examining the psychological factors that shape news
decisions, (Donsbach, 2010) argues that beyond seeking the truth, a major factor that shapes
journalist’s decision is social validation, that is, that journalists are extremely attentive to what
other journalists are saying and doing when making their own news decisions.
 CHAPTER THREE

METHODOLOGY

3.0 Introduction

This section describes the research site, research design, sample population and sampling
procedures, methods of data collection and data analysis. It also covers anticipated problems
within this study and ethical considerations.

3.1 Study design

A study design refers to the methods and methodologies used in research to gather data the data
needed to explore a specific question (Chalmers and Cowdell, 2021). The study adopted a
qualitative approach to gather the data.

3.2 Study Setting

Study setting in research refers to the location or environment in which the research takes place
(Bauer et al, 2021). The study setting was at Unza Radio. The population at UNZA comprises of
mostly the youths as everywhere in Zambia, (CSO, 2020), however, it also accounts for a
significant population of the middle aged.

3.3 Study population

A study population is a well-defined set that has certain specific properties (Basavanthappa,
2017). In this study, the study population comprised of the editors at UNZA Radio.

3.4 Target population

A target population is the group of individuals that the intervention intends to conduct research
in and draw conclusions from (ibid). The target population was all the editors found at the radio
station.

3.5 Sample size

The sample size for the study was eight (8) editors at the radio station due to the low number of
editors that are put in charge.

3.6 Data collection

3.6.1 Data collection tool

In this study, data was collected using interviews, comprising of closed and open-ended
questions. The researchers from the reviewed literature developed the items in the interview.

3.6.2 Data collection technique

The researchers began by introducing themselves and then sought consent from the editors
meeting the inclusion criteria after explaining the essence of the study. They were requested to
answer the questions in the presence of the researchers in order to help in clarifying questions,
which the respondents would fail to understand and reduce the percentage of non-response.

3.7 Data analysis

According to Emory and Cooper (2003), raw data obtained from a research is useless, unless it is
transformed for the purpose of decision-making. Data analysis usually involves reducing the raw
data into a manageable size, developing summaries and applying statistical references. The
answers collected were coded for data entry.
 CHAPTER FOUR

PRESENTATION OF FINDINGS

4.4 Introduction

This chapter presents the findings on whether UNZA radio’s editorial policies are driven by
political propaganda.

The answers obtained showed that 50% of the stories being reported about are driven by political
propaganda and that is only in support of the current ruling party.

The 40% obtained showed that the station is not driven by political propaganda and the
remaining 10% was a non-respondent situation.
 CHAPTER FIVE

DISCUSSION OF FINDINGS

5.0 Introduction

This section discusses the outcome presented in the previous chapter referring and explaining the
outcome. The chapter discusses the outcome under the variables; public feedback, multiple
viewpoints, handling bias, source credibility, verification processes and editorial policies.

5.1 Multiple Viewpoints

From the findings, its shows that Unza radio includes multiple viewpoints on different matters in
its content and news stories.

5.2 Handling Bias

Referring to the results, most of the respondents show that they have a way of handling bias and
follow up on inaccurate information.

5.3 Verification Processes

Based on the interviews conducted, the results indicate that editors follow up on the sources that
the reporters get the information.

5.4 Public Feedback

There is little or no space for public feedback when it comes to public feedback on certain
stories.
5.5 Editorial Policies

The editorial policies are politically driven because the station would not want to be in conflict
with the ruling government.

CHAPTER SIX

SUMMARY, CONCLUSION AND RECOMMENDATIONS

6.0 Introduction

This final chapter presents the conclusion and recommendations of the study based on the
outcomes of the findings. This study undertook to study factors influencing political propaganda
on editorial policies at Unza Radio.

6.1 Summary

The study findings have shown that there are various factors that influence political propaganda
on editorial policies. These are; multiple viewpoints, verification processes, editorial policies,
public feedback and handling bias.

6.2 Conclusion

From the research findings, it shows that political propaganda has an influence on the editorial
policies at Unza Radio. Politics have an influence on the editorial policies that the radio station
uses in selection of which stories to publish or not. Hence, there is no transparency in the airing
of news stories even on the side of the opposition and trying not to be in conflict with the current
government.
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