An Investigation of Political Campaign Narratives and Their Effects on Voter Behavior: A Study of Yola South Local Government, Adamawa State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study
Political campaigns are central to democratic processes, with campaign narratives often shaping voter perceptions and influencing voting decisions. In Nigeria, political campaigns in local governments like Yola South are characterized by specific messages tailored to resonate with local issues, values, and concerns (Abubakar & Usman, 2024). These narratives can significantly impact voter behavior, as they frame the political discourse and affect how candidates are perceived by the electorate (Sulaiman & Nuhu, 2023). In the context of Yola South Local Government, political campaigns have increasingly used emotional and persuasive messages to sway voters, but the effectiveness of these narratives in influencing voter behavior remains underexplored. This study investigates how campaign narratives in Yola South shape voter behavior, focusing on the ways in which political parties craft and deliver their messages to appeal to the electorate.
1.2 Statement of the Problem
Political campaigns often play a decisive role in shaping electoral outcomes, yet there is limited research on how specific campaign narratives influence voter behavior in local elections. In Yola South, political campaigns are frequently characterized by divisive messages or promises that resonate with particular voter segments (Dikko & Usman, 2023). The challenge lies in understanding how these narratives affect voter decisions and whether they promote informed voting or merely manipulate the electorate. This study aims to explore the impact of political campaign narratives on voter behavior in Yola South, identifying the strategies used by political parties and their effect on the electorate’s choices.
1.3 Objectives of the Study
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To examine the role of political campaign narratives in shaping voter behavior in Yola South Local Government.
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To identify the most influential types of campaign narratives used by political parties in Yola South.
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To assess the effectiveness of campaign narratives in influencing voter decisions and participation in local elections.
1.4 Research Questions
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How do political campaign narratives influence voter behavior in Yola South Local Government?
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What types of campaign narratives are most effective in swaying voters in Yola South?
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How do voters perceive political campaign narratives in terms of their impact on decision-making?
1.5 Research Hypotheses
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Political campaign narratives significantly influence voter behavior and electoral choices in Yola South Local Government.
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Emotional and issue-based narratives have a stronger effect on voter behavior than other types of messages.
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Voters in Yola South respond positively to campaign narratives that reflect local concerns and issues.
1.6 Significance of the Study
This study will contribute to the broader understanding of the role of political campaign narratives in shaping voter behavior, specifically in the context of local elections. Its findings will be useful for political candidates, parties, and campaign strategists, offering insights into how to effectively communicate with voters. Moreover, the study will contribute to the academic discourse on political communication and voter behavior, particularly in northern Nigeria.
1.7 Scope and Limitations of the Study
The study focuses on political campaign narratives in Yola South Local Government, specifically during the most recent elections. It examines the messages used by political parties and their impact on voter decisions. The study is limited to this region, and the findings may not be applicable to other areas with different political and cultural dynamics.
1.8 Operational Definition of Terms
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Political Campaign Narratives: The structured messages, stories, and rhetoric used by political candidates or parties to appeal to voters during an election campaign.
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Voter Behavior: The actions, decisions, and preferences exhibited by voters during the electoral process.
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Campaign Strategy: The techniques and methods used by political parties to communicate their messages to the electorate and influence voting outcomes.
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