ABSTRACT: The study is on the thrust to examine the impact of billboard political campaigns on electorate voting behaviour in the general election in Osun State. Billboard as one of the outdoor media was extensively used in the just concluded 2015 presidential election in Osun state with direct communication, persuasion, mobilization and influence on voters. Electorates have direct knowledge of contested candidates aspiring for elective positions, party and manifestoes. Critical reviews to related literature were made. Relevant theories were used to gratify the study. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. One hundred and fifty (150) respondents were drawn from the three senatorial districts of the state. One hundred (100) respondents were selected each from Osun Central, Osun West and Osun East Senatorial Districts respectively using non-probability sampling technique (accidental sampling method) in selecting respondents. However, one hundred and fifty (130) copies of questionnaires were returned out of the 150 copies that were administered which were analyzed and interpreted using frequency and percentage table. It was inferred that billboard cached and arrested voters’ attentions easily due to its permanency and interpersonal nature. Finally, it was recommended that political billboard should be strategically located in such as manner that it will not destruct environment while the billboard should be well erected to withstand winds and other environmental factor that can put it down untimely.
Political Campaigns
CHAPTER ONE: Introduction
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitation of the Study
1.8 Operational Definition of the Terms
CHAPTER TWO: SOURCES OF LITERATURE
2.1 Conceptual Review
2.2 Empirical Studies
2.3 Theoretical Framework
CHAPTER THREE: Research Methodology
3.1 Research Design
3.2 Study Population
3.3 Sample Size
3.4 Sampling Technique
3.5 Data Collection Instrument
3.6 Validity and Reliability of Research Instrument
3.7 Data Collection Procedure
3.8 Data Analysis Procedure
References
CHAPTER FOUR: Data Analysis and Discussion of Findings
4.1 Introduction
4.2 Data Analysis and Presentation
4.3 Discussion of the Findings
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendations
5.1 Summary
5.2 Conclusion
5.3 Recommendations
References
Appendix
CHAPTER ONE
Introduction
1.1 Background to the Study
As people drive and walk along the streets of Osun West to the East and Central, major political parties, All Progressive Congress, Peoples Democratic Party, and other can be seen and felt trying to convince and persuade voters who are calculated to be 1,407,107 registered voters and 1,012,678 PVC collectors using various media available including billboard to get them.
On the other hand, Billboard is a branch of outdoor media usually targeted at passers-by, drivers, those in moving vehicle and pedestrian traffic. They are characterized by attractive models images and catchy slogans that attract attention. Duncan (2013) posits that billboards take two forms. The most common definition of a billboard is an outdoor sign or poster usually seen on freeways, highways and streets. Wise Geek, (2013). Describes billboard advertising as the use of large signs along roadways to advertise a wide range of products, services and causes.
Ariyibi –Oke (2007) cited in Leo, E., et. al. (2013) aptly captures the importance of billboard advertising when he asserts “another great benefit of billboard advertising is that it does not interrupt consumers in any way. There is no obnoxious sound, smell or any type of negative attention grabber. Billboard got noticed because of their messages, bright bold colour and creative graphics”. Also, Princewill, (2015) writes that advertising spend on political campaigns has been estimated to have cost political parties, friends and well wishers of those seeking elective offices a princely N4.9 billion so far.
According to data gathered from different advert agencies and reports from advert regulatory bodies, the print media have so far raked in about N1.382 billion of the advert spend, with the All Progressives Congress, APC spending N332.503 million on its presidential candidate, while its Peoples Democratic Party, PDP counterpart spent N1.049 billion, which is 65.5 per cent higher than the amount spent by APC. Field reports further put other expenses on campaign rallies for PDP and APC at N1.057 billion and N595.082 million respectively. Both parties also spent N224.36 million on outdoor campaigns. Princewill, (2015)
The broadcast campaign coverage for the presidential candidates were put at N508.35 million and N391.05 million for PDP and APC. Electronic media adverts were N733.9million for PDP and N555.6 million for APC respectively, bringing the total amount to N2.5 billion. In summary, a total of N4.973 billion has been spent on campaign expenses, with PDP and APC spending N3.549 billion and N1.424 billion respectively.
Last year, the Advertising Agencies Association of Nigeria, AAAN had projected that the 2015 general elections will contribute billions of naira to the advert industry, an amount it said will form major part of the advertising spend for the 2015 advertising year. But from recent development and the run of political campaigns so far, the projection has been surpassed in terms of ad spend. However, advert practitioners feel the estimate is much less than what has been spent, going by the inability of heads of sectoral bodies in the advert industry to track the amount spent by politicians, as a result of the haphazard nature the adverts were given out.
It would be recalled that in 2014, former president of AAAN and Chief Operating Officer of 141 Worldwide, Bunmi Oke, predicted a bright future for any ad agency that puts its act together to tap into the windfall expected from the election year and the huge budget politicians would earmark for the 2015 political campaigns. Worried by the bulk of political campaign materials, Financial Vanguard sampled the opinions of stakeholders who were particularly disappointed at the manner unapproved political materials litter advertising spaces in the country.
It is a fact that Nigeria has a history of not coming out with election spending figures, and data are equally unavailable on the actual spending of politicians on campaigns. But going by the volume of materials churned out through the different media of communication for political parties, it is no longer in doubt that billions of naira were spent in the 2015 election campaigns. To this end, the research examines the impact of billboard political campaigns on the electorates voting behaviour in 2015 general election in Osun state with the view to know the extent at which they were mobilized and influenced.
1.2 Statement of the Problem
There are problems of apathy, indifference or alienated on the people towards participating in politics. Most citizens show no interest and do not contribute their quota to political issues due to violence, assassination, rigging, e.t.c that is rocking the political system in Nigeria. In fact many refer to Nigeria political arena is immature compared to the developed nations in the world. Other factors that daunt participation is unfulfilled and deceit in political promises and manifestoes. However, outdoor advertising campaign stands out as a powerful option for people, being one of the few medium with potential to capture the attention of everyone based on its design, appeal and its location.
Human wants, gratifications and choice are insatiable; this underscores the importance of billboard campaign in showcasing party’s manifestoes, candidate agenda among other. The problem that remain unsolved is to what extent is billboard campaign entice and influence the voting habit of electorates. Other problem is the durability of billboard advertising campaign as wind and other environmental factors such as during political crisis it is very easy for the opposition and rival members or parties to destroy or pull it down untimely thereby making it seems a waste of resources. It is against this background that the research examine the impact of billboard political campaigns on the electorates voting behaviour in 2015 general election in Osun state.
1.3 Objectives of the Study
Below are some of the objectives of this research:
- To examine the influence of billboard campaign on Osun state electorates’ voting behaviour in 2015 General Elections.
- To ascertain whether billboard campaign influence electorate preference for particular political party and/or candidate(s).
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1.4 Research Questions
In this study, an attempt was sufficiently made to answer the following questions.
- What are/is the influence of billboard campaign on electorates’ voting behaviour in 2015 General Elections?
- Does billboard campaign influence electorate preference for political party and candidate(s)?
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1.5 Significance of the Study
The significance of this research aims at revealing to advertising practitioners, advertisers, corporate organizations, advertising agencies, political parties, aspirant, electoral body, NOA, Security operatives and other stakeholders at large on the influence of billboard on political campaigns and mobilization.
- The research will therefore have significance on the way the various groups and party views this tool and help them understand whether to keep investing in this or device other strategy to go about the advertisement.
- It will assist students of mass communication, advertising, marketing and other related fields to understand the concept of advertising and particularly the potential of billboard and outdoor media as a prominent advertising channel to reach millions of people especially in the cities and rural areas.
- However, the study will also be relevant to researcher, academician and those who want to engage in similar research in the future. This will invariably allow such researchers to pin-point the weak area(s) of the work and at the same time make correction(s) for the purpose of future research.
- Media organisation, advertising agency and others will know what is expected of them by their clients and how to design, strategise and tactical in showcasing billboard.
1.6 Scope of the Study
The study revolves on the impact of billboard political campaigns on the electorates voting behaviour in 2015 general election in Osun state. The work has been narrowed in scope to Osun state due of the time, geographical locations, fund and other logistics. This cannot be effectively discussed without considering the demographic factor of residence in Osun state, such demography include but not limited to age, sex, education, marital status, occupation among others.
1.7 Limitation of the Study
It is not an overstatement that a work of this nature cannot be carried out without some hard experiences, however below are some of the constraints that were faced in the course of this research.
There are many limitations ranging from not knowing where to start, not knowing who to consult or approach for materials not knowing what next to write in various segment of this study and not actually knowing who to put me through in achieving my work and others are:
- Stress from other academic activities is one of the limitations to the research work.
- Financial constraint to travel to different places.
- Duration for the research work is relatively short
- Material that is available on this topic is relatively small as the concept is new or people are not written from that angle.
1.8 Operational Definition of the Terms
There are some outstanding terms in this work with their appropriate definitions given.
Impact: It is the influence or contribution of billboard to political campaign and awareness.
Outdoor: This is a form of political advert happening or located outside, rather than inside usually in a placed in a strategic places.
Billboard: This is a form of public placement of political advert content usually in a strategically located wall or board designed for that purpose in Osun state.
Political campaign: It refers to the means through which voters and supporters are mobilized, sensitized and informed about party or candidate.
Electorate: it simply refers to as voters who participate in the 2015 general election.
Voting behaviour: This means electorate mind set to chose political representative.
General election: It is the type of election which involves political participation in voting representatives such as governor, president, lawmakers etc.
Political Mobilization: It refers the billboard design to encourage group of people to participate in political exercise in order to achieve needed development in the community and to vote elective leaders.
Participation: This is the act of taking part or being involved in political activities or events by the people of Osun state in order to get their leaders into power.