Media Coverage of Rwanda's 2024 Presidential and Parliamentary Elections: A Content Analysis of Kigali Today Newspaper

Elections are one of the key mechanisms for shaping a country’s future. Media plays a vital role in this process by informing the public, influencing opinion, and acting as a watchdog to support democratic participation. This study examined Kigali Today’s coverage of Rwanda’s July 2024 presidential and parliamentary elections, focusing on its online platform. According to agenda-setting theory, as proposed by McCombs and Shaw (1972), the media’s capacity to shape voters’ perceptions during elections is highlighted. This study draws on a content analysis approach to examine stories published by Kigali Today during the official campaign period (June 20–July 13, 2024). A sample size of 99 articles were analysed, selected through a systematic sampling method from 133 articles. The results indicate that the ruling party, RPF.[1], and its candidate, Paul Kagame, dominated Kigali Today’s coverage, accounting for 76% of the election-related content, far surpassing the coverage of other candidates and campaign themes. These findings highlight the imbalance in media coverage and the need for more equitable media practices to support democratic values, particularly during election rallies.