Abstract
This paper examines the role of the media in electoral outcomes in Nigeria. The methodology used was the examination of secondary data. The paper established that the Nigerian media had come a long way from its colonial past the media was also buffeted by other negative factors that affected its professionalism like the military dictatorships which tried but were unsuccessful in muzzling the media. The media in Nigeria though vibrant is limited in its professional and ethical reportage and broadcast due to issues considered primordial like ethnicity, religion, ownership among others. While it can be said that the media does indeed affect the electoral outcomes because of political advertisement, coverage etc they are not the sole determinants of electoral outcomes in Nigeria.
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