Developing market-oriented politics in Nigeria: a review of the 2019 presidential election

Abstract

ABSTRACT The dynamic features of the 2015 presidential elections in Nigeria in which the opposition party candidate unseated the incumbent for the first time with little or no rigorous, expensive post-election litigations reveal the potential emergence and influence of political marketing in Nigerian politics. This paper argued that the market-oriented approach, the purposeful, coordinated, and strategic use of marketing communication media and tools contributed to the success of All Progressive Congress (APC) at the 2015 presidential polls. The evolution of voter-centric election campaigns indicates that marketing and communication professionals and strategies, rather than violence and electoral fraud, have dominated and will continue to dictate the outcomes of political elections in Nigeria. This study, therefore, reviewed the 2019 presidential election (the next election after the 2015 general election in Nigeria) to establish if the anticipated voter-centric election is evident. With experts interviews, direct observations, and secondary materials, we found that the 2019 presidential election was extremely monetised, violent, and fraught with all manners of electoral misconducts that are antithetical to the principles and practice of political marketing. We aver that electioneering in Nigeria is not market-driven and voter-centric.