Zambian media freedom advocates say the country’s democratic progress will be tested by how journalists can report during the campaign period.
While media rights groups acknowledge reforms since President Hakainde Hichilema took office in 2021, they say structural, legal and economic pressures are endangering independent journalism ahead of what is expected to be a highly competitive vote.
Concerns about impartial political coverage in Zambia
Opposition parties and media freedom groups say unequal access to public media remains one of the biggest concerns ahead of the election.
“To some extent it’s always been like this; it’s even worse now,” Saboi Imboela, leader of the opposition National Democratic Party, told DW. He argues that state-owned media give greater coverage to the ruling party, while opposition voices are largely dependent on private outlets.
Media analysts have warned that unequal visibility during elections could undermine public trust and democratic participation.
Zambia’s media “more open, but still fragile”
The Media Institute of Southern Africa (MISA) in Zambia says the media environment has improved compared to previous years, but remains insecure.
“It’s more open than before, but still fragile,” Kennedy Mbulo, vice president of Misa Zambia, told DW. “Financial challenges, reliance on advertising, and political influence and pressure continue to impact editorial independence.”
According to media analysts, election times often increase the pressure on journalists, especially those covering corruption, governance and political campaigns.
Journalists face legal and economic pressure
Zambian media rights advocates and stakeholders say that despite reforms initiated by the government, many existing laws still instill fear among journalists.
“We still have a number of punitive laws that negatively impact journalism, including sedition provisions in the Penal Code, the State Security Act and cyber laws,” said Joan Chirwa, executive director of the Free Press Initiative.
At the same time, economic struggles within the media industry are making newsrooms more precarious.
“Financial weakness makes media institutions more vulnerable, especially to the influence of advertisers and political actors,” Costa Mwansa, president of the Media Owners Association of Zambia, said in a recent media statement.
Journalists also cite low wages, job insecurity and difficulties accessing public information, despite the implementation of Zambia’s access to information law by 2024.
Digital media is reshaping election coverage
As operations increasingly move online, Zambia’s growing digital space is creating both opportunities and risks.
Citizen journalism and online platforms are increasing participation and allowing young voters to engage politically. But media observers warned that misinformation, online harassment and political propaganda could intensify during the election period.
Even legislation introduced to protect citizens from malicious online activity, such as Zambia’s cyber laws, has been criticized for violating individual rights.
Trade unionist and media analyst Fletcher Mushimbwa says Zambia has made progress but institutions need to be strengthened to protect those gains.
“The main issue now is to consolidate these gains through stronger institutions and reforms,” Mushimbwa told DW.
Government defends record on media freedom
The government says it is committed to democratic freedom and professional journalism.
“We have consistently demonstrated our commitment to media independence and professionalism,” Information and Media Minister Cornelius Mwetwa told reporters at a recent news briefing in Lusaka. He said that journalists are free to work, but they must do so “responsibly and ethically”.
Mwetwa also cited the Access to Information Act as a key reform aimed at broadening the democratic space.
Elections seen as crucial test for Zambia’s press freedom
Media experts say the upcoming elections will be an important measure of Zambia’s democratic maturity and commitment to press freedom.
“Press freedom is not just about laws,” Chirwa said. “This is about creating an environment where journalists can work safely and sustainably.”
As Zambia approaches election day, journalists and rights groups say ensuring impartial coverage, protecting independent reporting and tackling misinformation will be key to maintaining public confidence in the electoral process.
Edited by Cai Nebe