Comparative Analysis of COVID-19 Media Coverage in Zambia: Ownership, Framing, and Discourse in the Times of Zambia and The Mast

Nalishebo Saapi
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Nalishebo Saapi: University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 2

Abstract: This study analyzes how media ownership influenced COVID-19 coverage in Zambia through a comparative assessment of the Times of Zambia and The Mast. The study employed a convergent mixed-methods design integrating quantitative content analysis (n=170) and qualitative critical discourse analysis (n=30). Guided by framing theory, critical discourse analysis, and political economy perspectives, the research examined differences in framing, sourcing patterns, tone, and the discursive construction of authority. The findings indicate that state-owned media emphasized government response frames and institutional authority, while privately owned media placed relatively greater emphasis on accountability and socio-economic impacts. However, both media outlets demonstrated a strong reliance on government sources. The study contributes to African media scholarship by illustrating how ownership structures influence not only framing patterns but also the broader construction of crisis narratives. It recommends increased diversity of information sources and strengthened editorial independence to enhance media accountability during public health emergencies.

Keywords: Comparative Analysis; COVID-19; Media Coverage; Ownership; Framing; Discourse; Zambia; The Mast (search for similar items in EconPapers)
JEL-codes: D83 L82 Z13 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-30

DOI: 10.59413/ajocs/v7.i2.11

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