Equality vital, in their civic forum, the free press can strengthen the public sphere, by mediating between citizens and the state, facilitating debate about the major issues of the day, and informing the public about their leaders. If the channels of communication reflect the social and cultural pluralism within each society, in a fair and impartial balance, then multiple interests and voices are heard in public deliberation.  This role is particularly important during election campaigns, as fair access to the  airwaves by opposition parties, candidates and groups is critical  for competitive, free and fair multiparty elections.

During  campaigns, a free media provides citizens with information to compare and evaluate the retrospective record, prospective policies and leadership characteristics of parties and candidates, providing the essential conditions for informed choice.

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