ABSTRACT
It has become more fashionable to use political
messages to create awareness during political campaigns. Indeed political
advertising is becoming very popular since it aids the candidate to create
awareness and persuade the people to buy into his views. Political campaign
materials can come through different media: print (including billboards and
flayers) or broadcast (Tv and Radio).This study examined the influence of
political Advertising on the Behaviour of Anambra state Electorate: A study of
2017 Gubernatorial Election in Awka North.
The study sought to determine the extent the people were exposed to the
media, also to ascertain the medium through which they were exposed to
political messages as well as if the people were influenced by the political
messages. The study was designed as a survey. Findings revealed that the
electorate in Awka North LGA were not always exposed to the media messages, the
people of Awka North watched and listened more to television political messages
and the people of Awka North were influenced by the political messages. The
study concluded that indeed Political Advertising served as an effective
political communication strategy through which political candidates market
themselves and send information to the voters. The study therefore recommended
that the media especially television should strategize message delivery to
engender confidence in its listener to retain their trust, that candidates
should enlarge and strengthen their political messages in both newspaper and
radio and politicians and political parties should make efforts to give
credible messages since most electorate are influenced at voting by political
messages.
TABLE OF
CONTENTS
Title
Table of
contents
List of figures
List of tables
Abstract
CHAPTER ONE: INTRODUCTION
Background of
the study
Statement of
Research Problem
Objectives of
the study
Research
Questions
Hypothesis
Scope of the
study
Significance of
the study
Definition of
Terms
References
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
2.2 Review of concepts
2.3 Theoretical
Framework
2.4 references
CHAPTER THREE: RESEARCH DESIGN AND METHODOLGY
3.2Research
Design
3.3Population of
Study
Sample/Sampling
Techniques
3.5 Description
of Research Instrument
Validity/Reliability
of Data Gathering Instrument
Method
of Data Collection
Method
of Data Analysis
References
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction
4.2 Data
Presentation and Analysis
4.3 Discussion
of Findings
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATION
5.1 Introduction
5.2 Summary of
Findings
5.3 Conclusion
5.4
Recommendations
5.5 Suggestions
for Further Studies
References
Questionnaire
CHAPTER
ONE
BACKGROUND OF THE STUDY
Political Advertising is the medium
through which political candidates provide their electorates with adequate
information on party policies, clear-cut vision as well as their political
agendas to enable electorates actively choose their candidates based on full
information. To achieve a political aim by the politician, political parties
use the media in campaigns.
The
media assists voters to make an informed choice at election time (Currance
2005, 129). This is done in form of paid political advertising, social media
campaigns, commentaries and news stories.
Infact,
political parties and their candidates are becoming aware of the importance of
advertising and its role in getting the electorates choose a particular
candidate or party over the other by way of informing them. The use of
political advertising has become more important and popular in electoral
process because it bridges the communication gap between political parties,
political candidates and electorates.
Scholars
and Communication experts argue that, when the politician crafts his campaign
messages as being the fight to improve voters’ lives or something similar and
come with some good measure of integrity, the voter are more likely to believe
him (Feyipitan, 2015). More so, the electorates believe more on the candidate
that proposes something to offer than the candidate that based his campaign on
his achievement only.
Political
advertising is the skillful or flexible deployment of information, facts,
figures, images and imagery often exaggerated in proportions to persuade the
electorates including opponents believe in his ability. This practice is not
strange to Nigerian political environment. However, over the year, the use of
advertising in politics has become tense and problematic.
This
study examines political advertising in Nigeria as it relates to the behavior
of voters during electioneering, particularly in the 2017 Gubernatorial
election of Anambra State with a view to determine its productivity for promoting,
pertinent national, regional,social,economic and cultural issues it will also
try to find out if there is tendency towards personal attacks, ethnicslurs or
promotion of hate messages.
Advertising
comes in various forms and media. As such, it is classified based on the type
of media and the purpose for which it is used, hence, advertising types such as
print advertising, broadcast advertising, public service announcements,
advocacy advertising, product advertising, political advertising and so on exists.
Political advertisements are one of the various forms of advertising;
(Okwechime2006, 198) traced the
origin of political advertising to 1952 when President Eisenhowerwon elections
through the placement of many spot commercials during his political campaign.
Political advertising can also be used to promote political parties and
candidates canvassing for political office.
Usually Political advertisers use jingles or commercials musicals to set
the tone or agenda. Advertising effects are so notable that they cannot be
ignored. Advertising will reflect the level of the organization’s commitment to
quality, excellence and relationships with its various constituents including
governing bodies and the general public.
Advertising
has grown rapidly with the improvement in technology: it has gone from the
stage of the use of planks (which is still in use) to fliers. Today, there are
electronic advertiser like on the television (here it is audio-visual), radio
(audio), internet (social media) electronic billboard e.t.c. Advertising plays
significant role in shaping public perception on various important issues,
through information, persuasion which is the key role of advertising. The
advertisements shape modern culture by selecting and portraying a particular set
of beliefs, values and traditions as reality.
Advertising
has its primary function which is to persuade people or the decision taken most
of the times derived from the amount of information obtained from the
advertising messages. The importance of advertising in the development of the
society has attained a greater level. The role is to collect, select, certify
and repackage information. Advertising is a persuasive mechanism; it can
reshape the view of the members of the society for or against the sponsors. An
individual may consciously or unconsciously select the thoughts and impressions
upon which an image is based. Thus, advertising function becomes the bridge
between the people and the sponsor in testing of dissemination and feedback
process. Advertising becomes fundamental to the success of corporate or
government programmers and projects.
1.2
STATEMENT OF THE RESEARCH PROBLEM
Advertising
in general terms is used to persuade people into agreeing with the sponsors’
intention.
There is no disputing fact that the media play a key
role or central role in the behavior of the voters during electioneering. This
role may be in the form of informing, educating, entertaining, persuading,
promoting culture e.t.c. Advertisement was delivered don’t mean that it was
received, nor it indicate that it was understood and accepted as true. This
background has provided the basis for understanding the role of advertising on
the behavior of voters during electioneering campaign. Okoro (1988) remarks
that political advertising is a special type of advertising which calls for
high strategic thinking and action initiative.
1.3
OBJECTIVE OF THE STUDY
The
objective of this research is to find out:
1) To
determine if the political messages in the media were used during the 2017
gubernatorial election in Anambra state.
2) To
determine which media were the electorate exposed to political Advertisement.
3) To
determine if the political Advertisement influenced the behavior of residences
of Awka North during their election..
1.4
RESEARCH QUESTIONS
In order to establish and determine the influence of
political advertising in the behavior of voters during electioneering campaign
these questions were viewed as relevant to this study.
1) Were
the people of Anambra state exposed to the political messages?
2) Which
media/medium were the people exposed to?
3) Were
the people influenced by the political messages?
HYPOTHESIS
H1: the people of Anambra were exposed to media
message
H0: the people of Anambra were not exposed to media
message
H2: the people of Anambra were exposed to media
channel
Ho: the people of Anambra were not exposed to media
channel
H3: the people of Anambra were influenced by the
political messages
H0: the people of Anambra were not influenced by the
political messages
SCOPE
OF THE STUDY
The
scope of this research work was limited to the behavior of the people of Awka
North during electioneering campaign and on how they used the media and the
effect of messages they were exposed to. This is to enable the researcher carry
out the study effectively since studying and comparing the whole country would
create some difficulties to the researcher. The researcher limited the work to
the use of advertising as tool for running the government of Anambra State
during election.
SIGNIFICANCE
OF THE STUDY
The significance of this study is to measure the use
of mass media in political communication and the success of the users.
Certainly, good political messages on the media are good PR stuff designed to
sell the capacity and capability of political aspirants.
Further, this study will assist in bringing into
focus what images they portrayed during 2017Governorship election in Anambra
State. It will also serve as a document for Mass Communication scholars in
further studies.
OPERATIONAL
DEFINITION OF TERMS
POLITICAL ADVERTISEMENT: information conveying
candidates ofgubernatorial election in Anambra messages to acquaint voters with
his accomplishments and personalities.
ADVERTISING; it is a form of mass communication
through which the candidates of Anambra state gubernatorial election designed
his ideas to promote his political office ambition.
CAMPAIGNit is the way candidates of Anambra state
election created awareness of their political ambition with the aim to persuade
people to vote for them.
ELECTORATE: They are the Anambra people persuaded by
the candidates to vote for them.
BEHAVIOR: It is the response illicit by the people
of Anambra through the political messages.
ELECTIONEERING: It is how the candidatesparticipated
during the campaign toearn voters votes.
CONCEPTUAL DEFINITION
POLITICAL ADVERTISEMENT: his can be defined as the
political candidates, aspirants, political parties’ manifestoes, programmers
and ideas, electoral body activities and political messages and programmers
through advertisement placement in the media (Osho S.A (2008).
ADVERTISING: It is a form of communication through
the media to persuade people accept their products, services and ideas usually
paid for by an identified sponsor.
CAMPAIGN: Creating awareness by a candidate on his
political office ambition.
ELECTORATE: People who are entitled to vote in an
election.
BEHAVIOR: It is an observable response produced by
an organism.
ELECTIONEERING:
Campaigning for elective office on behalf of oneself or another
candidate.
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