CHAPTER ONE

INTRODUCTION
1.1

BACKGROUND OF THE STUDY

The mass media have always remained a key factor in the political sphere in democracy. During
election, the mass media, especially the broadcast media, provide a link between the political party,
candidate and the electorate. The mass media serve as a platform for political parties/candidates to
campaign for votes. Through coverage of electioneering campaigns and airing of political
advertisements, the electronic media help in influencing voters decision either in favour or against a
given political party or candidate.
Electioneering advertisement refers to the act or process of soliciting for support or votes for a given
political party or candidate during elections.
Mass media are indispensable avenues for political parties/candidates to reach a large percentage of the
electorate who would otherwise have been unreached by political campaign messages delivered at
rallies. The mass media through their coverage of electioneering campaigns and airing of political
advertisements have the potential of influencing voting decisions of the electorate.
That the mass media plays a vital role in the development process of a country is not again saying. The
mass media generally regarded as a channel of communication that are capable of reaching
heterogeneous audience simultaneously with uniform message. They regularly cover all sorts of issues
such as health, music, fine art, crime, sport, entertainment, political events among others (Meyer, 2002,
Soela 2004). The mass media transmits ideas and new information to target audience in the society.
Tosanisunmi (2004) has observed that the mass media educate, inform and entertain beyond these
functions as they also persuade and catalyze for social mobilization. In other words, the mass media
can be regarded as powerful service of information because they have the capability to penetrate every
segment of society. They have the ability to disseminate messages about issue, ideas and product.
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Furthermore, the mass media has that capability to create awareness and knowledge about issues of
national interest. The traditional mass media usually consist of radio, television, newspaper and
magazine while the news media involves the internet technologies. Contextually, these media have the
responsibility to mobilize for national development. In other words, social mobilization for
development largely depends on the media for success. Crusade for change and dissemination of useful
information against corruption, bad governance and terrorism depend on the mass media. Ogwezzy
(2010) states that it is a common knowledge that the media is the engine of mass communication and
the avenue through which the public could be reached.
This study will help find out the many factors that come into play when voters make voting decisions
and also find out the effectiveness of mass media electioneering campaigns. A political campaign is an
organized effort which seeks to influence the decision making process within a specific group. In
democracies, political campaigns often refer to electoral campaigns, wherein representatives are chosen
or referendums are decided. In modern politics, the most high profile political campaigns are focused
on candidates for head of state or head of government, often a president or prime minister.
In politics, mass communication is one of the most strategic means of winning the hearts and minds of
the electorate who are the determinant factor and King makers in any democratic, free, fair and
transparently credible election. The background is the recognition of the central role of the media in
political and social affairs as a natural outcome of its unlimited communicative strength and outreach.
Electioneering advertisement is advertising used during the period beginning 60 days before a
campaign period and ending at the end of the campaign period to promote or oppose, directly or
indirectly, a registered political party or the election of a candidate, including an advertising message
that takes a position on an issue with which a registered political party or candidate is associated.

1.1.1 ROLE OF MASS MEDIA IN ELECTIONS

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Election is an important element of democracy; elections enable the individual to express a sense of
belonging to a political system. Elections provide forum for the discussion of public opinion on
important issue. Elections allow an exchange of influence between leaders and the electorate
(Nwaozuzu, 1999). This statement captures the relevant functions of the broadcast media in elections
which serves as a mobilizing of all the different people in society and at the same time to co-ordinate
the activities as they are made to express their views about candidates who are contesting for political
position. The broadcast media through their programmes create avenue through which the people
express their views about candidates. There may be phone calls in programmes like radio link, state of
the Nation, or debate programmer responsible or otherwise and has made people pass on topical
political issues. Also the broadcast media (Radio and Television) provide platforms through which
individuals or member of society contribute on issues of public interest. They may be based on
stewardship of political offices holders wishing to recontest for elections or it may have to do with
electoral law that are perceived to be capable of fermenting violence. Ebo (1997) maintain that: the
broadcast media play decisive roles in the lives of the citizens no matter where they are located and
whatever their stage of development. The broadcast media are the most potent and sensitive sector of
the communication industry considering the reach and influence they have on their viewers and
listeners.
This statement succinctly explains which relevance the broadcast media is to all the components of the
society, a power it acquired from its inception and not only during political campaigns. It is this power
that grants it the ability to mobilize people and make them participate in mass in political processes. To
further explain the power of the broadcast media in mobilizing the citizens towards conforming to
expected behavior and participation in electoral processes. The media force attends to certain issues,
they build up images of political figures, they are constantly presenting objects, suggesting what
individuals should think about, know about, having feelings about. Clang an Lang 1959:103- 112).
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This means the dominant thought that the people carry about, is influenced by the media s constant
projection of what they should be thinking especially concerning the electoral process. This comment
conforms to the agenda setting thereby which provides explanation to what or how the media can sway
the behavior of the people in the society. Given this power therefore, it will not be out of place to say
that, the failure of success of any electoral process lies largely in the hands of the mass media, to which
the broadcast media is a strong component. Innis (2003:298) in support of this state that; while an
unbiased and responsible system can contribute to the success of the electoral process, a bias and
irresponsible media contributes to the failure of elections.
On the same power of the media, Orheweres (2003:140) argues; the Nigerian media in the past did not
show enough commitment to professional ethic there by contributing to electoral crisis in Western
Nigerian in 1965 and subsequent elections. The relevance of Orheweres comment is that not only does
the Nigerian Broadcast media posses enormous powers, but its role as an instrument of mobilization
dates back to as far as 1965. In other words, the media has been a very active instrument in democratic
processes in Nigeria over a stretch of time, until the military dictatorship took the shine from it.
However, with the re-entry of civilian rule in 1999, the media viz the broadcast media have resumed its
active role of mobilizing the populace for elections. The media or broadcast media played very
important role in elections written 1999 and 2003, Therefore, to print out that, the roles the media often
plays is either responsible or otherwise and has made people pass judgment or often ascribed to failed
outcome of elections ascribed to failed outcome of elections to it. That is the success or failure of
elections are often judged by the role of the media for instance, Chinua Achebe (1993:78) allege that;
the two previous at conducting election under civilian rule generated crisis, which culminated to the
collapse of the republics due to several electoral frauds some of which allegedly were aided and abetted
by the media. Chinua Achebes comment however begs for serious questions at to, how does a watch
dog become a conspirator. In other words, how does a media aid and abet fraud, perhaps they will form
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another basis for a study. However, it is important to note that, indeed the broadcast media has very
strong roles to play in elections. To this Burns (1977:45) state that; The media in a civilized society
occupy a very important and powerful position with capacity that can easily influence the opinion of
the masses. While Rivers (1971) state that, it is expected to be the condolence of the people where
divergent views are expressed in order to serve as a check against autocratic and totalitarian rule
1.2

STATEMENT OF PROBLEM

The project is meant to bring out the problem associated with broadcast media coverage of
electioneering advertisement and answering relevant questions on when and how broadcast media carry
election advertising; what should broadcast media, parties and candidates be aware of when
negotiating, placing and accepting broadcast election advertising bookings; who has final responsibility
for the content and running of an advertisement.
Politicians, broadcast media and advertising practitioners have shown concern over problems
associated with political advertising. These problems include allocated time to political advertising in
the broadcast media, content of political advertising and cost of political advertising through the
broadcast media. these problems has focused on one or two problem areas with limited discussion of
proposed solutions. This article integrates positions on these problem areas and provides an overview
of proposed solutions.
1.3

OBJECTIVE OF THE STUDY

The overall objective of this study is to focus generally on the role of the broadcast media in in the
Nigerian electoral process as it pertains to overall development of Nigeria. The specific objectives of
this research work is
i.

To ascertain the level of equal media coverage given to political parties to candidates.

ii.

To ascertain the significant relationship between mass media & electioneering campaign.

iii.

To ascertain the significant level of mobilization of mass media towards elections.

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iv.

1.4

To determine the significant level of agenda setting programme of mass media town elections.

RESEARCH QUESTIONS

The following research questions were considered:

i.

What is the significant level of equal media coverage given to political parties?

ii.

What is the significant relationship between media coverage and a free & fair election?

iii.

What is the significant level of media expose of electoral misconduct?

iv.

How does the media play the role of agenda-setting during election?

v.

What is the significant level of media mobilization during electoral process?

1.5

SIGNIFICANCE OF STUDY

This research work would update knowledge within the framework of the study. The study would
readdress media practice in Nigeria to its fundamental ethical journalistic foundation as basis for
positive contribution to national integration. It would examine both external (official) and internal
obstacles that hinder the realization of the goal.

And also provide information to examine the

performances of the broadcast media in the Nigerian electoral process with regard to its fundamental
roles to inform, educate, entertain and monitor election advertisements released for public
consumption.
On the completion of this project the end result will benefit academics, students of communication studies
and other researchers that may want to carry out further research on this study.

1.6

SCOPE OF THE STUDY

The study will dwell on how the Television and Radio broadcasting media carry advertisements on
electioneering, highlighting the pro's and con's involved. It will also look at a major area where

political actors spend money to disseminate their messages to their consumers (electorate) in the area
of political advertising.
According to Mc Nair (2002) political advertising refers to the purchase and use of advertising, in
order to transmit political messages to a mass audience. The media used for this purpose may include
cinema, billboards, the press, radio and television... Contemporary political advertising can be seen as
an important means of informing citizens about who is standing, and what they are offering the
citizenry in policy terms.
Since true democracy involves the participation of an informed and rational electorate, all legitimate
measures and strategies should be exploited to make it possible for the citizenry to have the required
information or alternatives to act on.
There has been a tendency for political parties to decrease their investments in neighbor canvassing,
rallies and other direct contact activities, and devote more attention to campaigning through the media.
The growth of electronic media, especially television has tended to diminish the role of the party.
The broadcast media also make it easier to communicate events and issues through personalities.
Television provides an aesthetic platform for the presentation (airing) of political advertising and
electioneering campaign messages.
1.7

DEFINITION OF TERMS

IMPACT: This refers to a significant or strong influence on mass media towards election.
BROADCASTING: This can be defined as the dissemination of information, idea, opinion, before,
among others through the use of broadcast medium.
ELECTIONEERING CAMPAIGN: This refers to the act or process of soliciting for support or votes
for a given political party or candidate during election.
PRESIDENTIAL CAMPAIGN: the campaign of a candidate to be elected as a president

POLITICS: Politics is the practice and theory of influencing other people. More narrowly, it refers to
achieving and exercising positions of governance organized control over a human community,
particularly a state
ELECTION: An election is a formal decision-making process by which a population chooses an
individual to hold public office.

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