THE IMPACT OF TELEVISION ADVERTISING ON POST 2015 GENERAL ELECTIONS SENTIMENT AMONG RESIDENTS OF NASARAWA LOCAL GOVERNMENT AREA OF NASARAWA STATE

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THE IMPACT OF TELEVISION ADVERTISING ON POST 2015 GENERAL ELECTIONS SENTIMENT AMONG RESIDENTS OF NASARAWA LOCAL GOVERNMENT AREA OF NASARAWA STATE

ABSTRACT

The study focused on the Impact of Television Advertising on Post 2015 General Elections Sentiments Among Residents of Nasarawa Local Government Area of Nasarawa State. The main objective of the study was to determine how effective AIT was in the coverage of the 2015 General Elections. Adopting the survey method, the study found that television broadcasting/advertising plays vital role in electioneering processes. The study concluded that political advertising contributes positively to effective political communication. And it recommended that, politicians should use television effectively as a medium of communication with the electorates during electioneering campaigns.

CHAPTER ONE

INTRODUCTION

1.1     Background to the study            

A close look at old pictures of buses in the 19th century London quickly brings to mind the influence of advertising of products that are still famous today. As a proof of the effectiveness of advertising, some 19th century advertisements are still with us today. Pictures of products such as Coca-cola, Guinness, Beecham, Cadbury and Lever Brothers reveal that these companies constantly made use of advertising campaigns to bring these products to the consumers, and these campaigns worked greatly to boost the sale of these products. Even today, producers and distributors depend on advertising to sell their products. Without advertisements, buyers would not know about the existence of products and services and continue to remember them. Consequently, the modern industrialized world may collapse (Jefkin 2006).

The Mass Media remain one of the most potent weapons in influencing time. This is why it has been observed that no event is considered significant if it failed to attract the attention of the media.

McQuail (1982) notes that “the media take the particular colouration of the environment they operate.”

Media Organizations in Nigeria (both print and electronic) have tended to show sentiment as the motivating factor for the members of a particular place or area of the country to propagate their ideas, and at the same time protect their interests: political, economic or social. Sentiment means an exhibition of hostility to people outside one’s regional group within a state as well as prejudicial judgment of issues concerning sentiment groups. These phenomena among others have polarized the country’s media into two major groups, South and North.

The press is best with the social responsibility of uniting, informing and entertaining without bias, Muhammad (2000) explains that “The role of the press in modern day society where the world has become a global village” cannot be overemphasized. The press educates, informs and entertains the people so much that it influences public opinion on a number of issues.

1.2     Statement of the problem

Media are established to protect and promote certain interest or ideologies. Therefore, reporting other groups than the owners could reflect some of the reasons for which the media were established. It could also be to support or oppose particular sectional point of view.

Such interest may sometimes coincide with that of the wider national interests, such as integration, unity, cooperation and progress of all groups. At times however, the objectives of establishing may be at variance with the interest of other competing components of the society, such as regional, religion or ethnic groups. In such situation, the media assume the function of serving mainly the parochial interest of the owners. If the media are found to resort to such parochial role, their potential in educating, entertaining and informing the general public are greatly curtailed. This is particularly so in a plural society such as Nigeria where the media are expected to serve as the chief agents of national integration.

The research focuses on the sentimental role of AIT’s coverage of the post 2015 election violence. Where there is manifestation of sentiments in the Nigerian media with view to understand how such sentiment in the media may impact on the polity.

1.3     Objectives of the study

Nigeria as a nation with a heterogeneous population of over 394 dialects need careful and fair treatment to each section in terms of news coverage.

Media men as watchdogs of the society are expected to remain objective in their reports. Therefore, the research aimed at looking in depth, the presence of sentiment in the attitude of AIT and examine the extent of manifestation in reporting others.

However, this work will go to a large extent in making us understand whether sentiments and other related inclinations have really influenced post 2015 election sentiment among residents of Nasarawa. It will also suggest the practice of journalism and its standard ethics.

1.4     Research questions

This study was based on the following research questions:

1. To what extent are the electorates in Nasarawa Local Government Area aware of the existence of AIT as a TV station?
2. Does mass media play any role in electoral coverage?
3. To what extent has mass media promoted election coverage in Nigeria?
4. Through which media are the electorates in Nasarawa State exposed to political advertising?
5. To what extent are the electorates influenced by political advertising in their voting decisions?

1.5     Hypothesis

Ho₁: Mass media as channels of mass communication promotes peaceful election. 

Ho₂: Mass media as channels of mass communication do not promote peaceful election.

H₁: There is significant relationship between mass media as channels of mass communication and conduct of peaceful elections.

H₂: There is no significant relationship between mass media as channels of mass communication and conduct of peaceful elections.  

1.6     Significance of the study

          One major significance of this work is that it will contribute to existing knowledge about the coverage of electioneering campaigns.

It is expected that the study will be kind of a blue print for other mass media that would like to establish a documentary. Also, the work will be significance to people who are tasked with news coverage.

It is hoped that the study will be of immeasurable benefit to the following people via. libraries, mass media, universities, polytechnics or colleges of education, planners, administrators, resource persons and pursuers of knowledge and learning.

This study will also serve as a literature to new projects and to those wishing to write on coverage of electioneering campaigns by media houses.

1.7     Scope of the study

The scope of this study is the Nigerian mass media. However, the study focused on the influence of AIT coverage on post 2015 general elections sentiment among residents of Nasarawa local government area and election advertisement.

1.8     Area of the study

The study area for this research work is Nasarawa Local Government Area of Nasarawa State.

1.9     Definition of terms

For the purposes of clarity, the following terms in the study are defined.

(1) Political Advertising: Any paid form of non-personal political communication about a political party, its products, services, ideas and political candidates, sometimes in the form of political campaigns in an attempt to persuade or influence the behaviour of the electorate during elections.

(2)     Voting Pattern: The way the electorates vote during elections.

(3)     Advertising Campaign: A comprehensive advertising plan that consists of a series of messages in a variety of media centering on a single idea or theme.

(4)     Advertising Messages: Messages sent out in the form of advertising campaigns through the media with the aim of influencing voting behaviour.

(5)     Electorates: A body of those who are eligible to vote during elections.

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