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

Abstract

This study analyses how media ownership influenced COVID-19 coverage in Zambia through a comparative analysis of the Times of Zambia and The Mast. The study utilized a convergent mixed-methods design and integrated quantitative content analysis (n=170) and qualitative critical discourse analysis (n=30). Drawing on framing theory, critical discourse analysis, and political economy perspectives, the study analyzes differences in framing, sourcing patterns, tone, and discursive construction of authority. The findings indicate that state-owned media prioritized government response frames and institutional authority, while privately owned media portrayed a relatively higher emphasis on accountability and socio-economic impacts. However, both the Times of Zambia and The Mast demonstrated a high dependence on government sources. The study contributes to African media scholarship by showing how ownership structures shape not only framing patterns but also the discursive construction of crisis narratives. It recommends increased source diversity and strengthened editorial independence to enhance media accountability during public health crises.