The Media Council of Kenya (MCK) has noted the importance of conducting poll literacy among journalists to improve reporting of research and science.
MCK Manager, Research, Planning and Strategy Mr Leo Mutisya said that this will enhance journalists’ skills to accurately interpret data in their reporting.
“Ignorance of polling research is major issue among politicians, journalists and the electorate. This presents the need for poll literacy to enhance capacities on the interpretation of opinion polls” said Mr Mutisya at the World Association for Public Opinion Research Sub-Saharan Africa (WARPO-SSA) conference taking place at the Sarova Whitesands Hotel in Mombasa County.
Mr Mutisya mentioned the lack of a research policy and called for collaboration in developing the document.
“As researchers, we have to interrogate the context in which we operate in. Time is ripe for the country to develop a research policy”, he emphasised.
Additionally, Mr Mutisya highlighted the role played by the media monitoring department in conducting media research.
He mentioned that through research, department has been able to produce daily and weekly reports based on media content shared across all platforms.
“Research is a major component at the Council. We employ it to develop our daily and weekly reports based on content shared by media houses on all platforms. This also builds into our weekly observer publication”, he said.
Mombasa Governor Abdullswamad Sheriff Nassir encouraged organisations and individuals to leverage opinion polls to gauge their performance amongst their audiences.
“Numbers don’t lie. We need to tell our own narratives that are acceptable and favourable backed by data”, he stressed.
The governor also urged media houses to employ the usage of polls saying that media buyers consume information based on the research.
He lauded the Council for its role in enhancing compliance among media houses in the country.
WAPOR-SSA President Ms Angela Ambitho gave a brief overview of the organisation stating its mission in Africa.
“We strive to foster an environment where researchers, policymakers and the media come together to create a more informed and inclusive public discourse”, she said.
She further spoke on the need for diversity research in Africa to harness its demographic dividends.
“The African population represents a dynamic and critical component of the global society. We need tools that accurately reflect and respect our diverse voices”, she added.
Aga Khan University, Graduate School of Media and Communication Dean, Prof Nancy Booker emphasised on the significance of training journalists on data interpretation.
“Academia has to ensure that journalists are appropriately taught how to interpret data to enhance accurate reporting and ethical considerations that come with it”, she noted.
She reiterated the need for evidence reporting saying that opinion polls have the ability to promote informed and intelligent debate.
Kenya is the first African country to host the WARPO-SSA conference since its establishment in 2022. The three-day event will run under the theme Shaping a Sustainable Future: The Lessons and Legacies from Opinion Polling in Africa