individual or organisation commissioned and paid for the parallel vote tabulation, the purposes of the parallel vote tabulation and the methodology used. 9. SMS surveys, phone-ins and talk shows a) Radio/Television instant SMS audience surveys With the increase in the use of mobile phones, radio and television broadcasters conduct so called ‘opinion polls’ during news bulletins, using text messages (SMS) sent by the audience, and giving immediate results of the ‘poll’ at the end of the programme. Such a practice can be misleading as it contravenes the basic rules of scientific methodology and analysis. Results from ‘SMS polls’ should not be treated as representative scientific results. If a broadcaster uses them nonetheless, they should at least make the audience aware of the lack of scientific methodology and indicate the number of respondents. ‘SMS polls’ can be reported as a reflection of some people’s opinions and provide a snapshot of feelings and changes of views during an election. However, media must be alert and make their audiences aware of possible manipulation of SMS surveys by individual politicians and political or other interested parties. b) Guidelines for Phone-ins and talk shows Phone-ins and talk shows provide the viewer or listener with an opportunity to be heard, to participate, and sometimes to create content. Unlike newspaper copy or pre-recorded programmes, live radio and television can pose a challenge though. Presenters must become their own editors and be acutely aware of the sort of content that should not be aired. This includes hate speech, ethnic baiting, lies and propaganda, crude and vulgar language, incitement 124 So This is Democracy? 2014 to violence, and unverified information. Journalistic principles must apply during the programme. ii. The presenter should be alert and prepared to challenge a caller who says something that is problematic. iii. Time-delay technology or other mechanisms to filter out offensive content or calls prior to broadcast should be installed. iv. Viewers, listeners and callers should be treated with respect, honesty and fairness. v. The privacy of callers should be respected and their personal information safeguarded (e.g. the telephone numbers of callers should not be revealed to third parties). i. 10. Implementation and monitoring of media and election guidelines To implement these guidelines effectively media houses need to do the following: a) Initiate a process of domestication at national level allowing for amendments of the guidelines and aiming to create ownership and commitment by the media. b) Develop in-house editorial codes and policies based on these guidelines. c) Publish these guidelines and any internal codes that they develop to promote awareness and to help the public monitor media performance d) Establish their own internal mechanism to monitor their performance and, where resources are available, to contract external parties who have expertise in media monitoring e) Be prepared to take corrective measures to address problems of performance identified through media monitoring. References 1. Guidelines for Election Coverage, Media Council Kenya 2. Principles for Election Management, Monitoring and Observation in the SADC Region, Electoral Commissions Forum and