Abstract
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. This study found out that many factors come into play when voters make voting decisions. It also found out that the effectiveness of mass media electioneering campaigns during the 2011 General elections in Uyo–Akwa Ibom State, Nigeria was moderated by many factors such as: monetary and material inducement, geo-ethnic consideration, perception of fairness and balance exhibited by the mass media in their coverage as well as the persuasiveness of the campaign messages. The study therefore recommends that for the mass media to exert influence on voters’ decision, they should exhibit fairness, balance, equal opportunity and access in their coverage of electioneering campaigns of all political parties and candidates.
Highlights
The mass media have always remained a key factor in the political sphere in democracy
It found out that the effectiveness of mass media electioneering campaigns during the 2011 General elections in Uyo–Akwa Ibom State, Nigeria was moderated by many factors such as: monetary and material inducement, geo-ethnic consideration, perception of fairness and balance exhibited by the mass media in their coverage as well as the persuasiveness of the campaign messages
Seventy (70) respondents (31.8%) said they voted during the 2011 General elections because of their “belief that votes would count” during the 2011 General elections, 90 respondents (41%) said they voted because they considered it their civic responsibility to do so, 44 respondents (20%) said they voted for a change in government, 8 respondents (3.6%) voted due to their loyalty to their political party, while another 8 respondents (3.6%) voted as a result of the “persuasiveness of the public enlightenment messages in the mass media.”
Summary
The mass media have always remained a key factor in the political sphere in democracy. 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. This paper would be discussed under the following sub-headings:. Keywords (ii) Theoretical framework (iii) Methodology/Research Questions (iv) Mass media as Key players in the Democratic Processes (v) Mass media and electioneering campaign coverage (vi) Mass media electioneering campaign and voters’ decision during 2011 General election (vii) Conclusion /recommendations
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