INFLUENCE OF POLITICAL ADVERTISING ON VOTING BEHAVIOUR OF RESIDENTS OF RURAL COMMUNITY

The research examined the influence of political advertising on voting behaviour of residents of rural community (A case study of Iree Community). Political advertising campaigns are made easier and possible to reach wider electorate through the mass media- radio, TV, newspaper, magazine, social media, email and so on. This research was anchored on Technological Determinism, Democratic Participant Theory and Source Credibility. The research also used survey research method coupled with 250 copies of questionnaires that were administered to respondents within Iree from which 220 copies were correctly filled and analyzed using frequency and percentage table method. Findings show that substantial numbers of the respondents (77.8%) were mainly participants in 2018 governorship election. Political parties’ manifestoes and party candidates were known to the people in Osun state via radio, television, billboard and internet. Most of the respondents stresses that their choice of candidate and voting pattern was partially influenced by the exposure to political advertising campaigns. It is therefore recommended that political advertising should be strategically placed in such a way that it will not destruct the environment Also, social media can be improved to enhance better public mobilization, sensitization and true democracy in Nigeria. 

 

 

 

 

 

 

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