EVALUATION OF A BROADCAST MEDIA AS AN INSTRUMENT FOR ELECTIONEERING CAMPAIGN, A STUDY OF RADIO NIGERIA
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: Available
- Recommended for : Student Researchers
- NGN 5000
Background of the study
The role of broadcast media in shaping political discourse and influencing voter behavior is significant worldwide. In Nigeria, a country with a complex political landscape and diverse population, the impact of broadcast media on electioneering campaigns is particularly pronounced. This research explores how broadcast media serve as an instrument for electioneering campaigns in Nigeria, examining their historical development, regulatory framework, and effectiveness in reaching and persuading voters. Broadcast media in Nigeria have evolved considerably since the colonial era. The first radio broadcast in Nigeria dates back to 1932, under British colonial rule, primarily as a tool for disseminating information from the colonial government (Uche, 1989). Post-independence, the Nigerian Broadcasting Corporation (NBC) was established in 1956, marking the beginning of an era where radio and later television became integral to the socio-political fabric of the country (Okigbo, 1990). Television broadcasting began in 1959 with the establishment of the Western Nigerian Television (WNTV), the first of its kind in Africa (Larkin, 2008). Since then, the broadcast media landscape in Nigeria has expanded with numerous radio and television stations, both public and private, playing pivotal roles in information dissemination, entertainment, and education. The regulatory framework governing broadcast media in Nigeria is crucial in understanding its role in electioneering campaigns. The National Broadcasting Commission (NBC), established by Decree 38 of 1992, is tasked with regulating and monitoring the broadcast industry to ensure it operates within the legal and ethical standards set forth by the government (Omenugha & Oji, 2008). The NBC’s guidelines are particularly stringent during election periods to ensure fair coverage and prevent the dissemination of misinformation. Despite these regulations, there have been concerns about the extent to which broadcast media can remain impartial, given the political affiliations of some media owners and the influence of government policies on public broadcasters (Ogwezzy-Ndisika, 2011). These dynamics can affect the coverage of election campaigns and the representation of different political parties and candidates. Broadcast media are primary sources of information for many Nigerians, especially in rural areas where literacy rates are lower and access to print media is limited. Through news programs, debates, and political advertisements, broadcast media provide essential information about candidates, their manifestos, and the electoral process (Asemah, 2011). While broadcast media have significantly impacted electioneering campaigns in Nigeria, they face several challenges which are, the ownership structure of media houses in Nigeria often influences content and editorial policies. Privately-owned media may exhibit bias towards their owners' political affiliations, while state-owned media may be subject to government control (Akinwale, 2010). Nigeria's ethnic and regional diversity can lead to polarized media coverage. Broadcast media often cater to specific ethnic or regional audiences, which can exacerbate divisions and affect the objectivity of election coverage (Adesoji, 2010). Financial limitations can affect the quality and independence of broadcast media. Media organizations often rely on advertising revenue, including from political adverts, which can compromise their impartiality (Ogbuoshi, 2011). Despite the growth in the broadcast sector, technological and infrastructural challenges persist. Limited access to electricity and broadcasting equipment, particularly in rural areas, hinders the reach and effectiveness of broadcast media (Arogundade, 2010). Broadcast media have undeniably become a powerful tool for electioneering campaigns in Nigeria. Their ability to reach a wide audience, influence public discourse, and mobilize voters underscores their importance in the democratic process. However, challenges such as media ownership, ethnic divisions, economic constraints, and infrastructural limitations must be addressed to ensure that broadcast media can serve as a truly impartial and effective instrument for electioneering campaigns in Nigeria. Therefore, the study evaluate broadcast media as an instrument for electioneering campaign, a study of radio Nigeria.
1.2 Statement of the problem
The role of broadcast media in electioneering campaigns has evolved significantly over the years, transforming from traditional platforms like radio and television to incorporating digital and social media elements. Despite the pervasive influence of these media channels, there remains a substantial debate about their effectiveness, impact, and the ethical implications of their use in political campaigns. This research aims to investigate the multifaceted role of broadcast media as an instrument for electioneering campaigns, focusing on its influence on voter behavior, information dissemination, and the overall democratic process.
1.3 Objective of the study
Generally, the study evaluate broadcast media as an instrument for electioneering campaign, a study of radio Nigeria. The specific objectives is as follows
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Examine the extent at which broadcast media contribute to an informed electorate
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Investigate the broadcast media mostly used for electioneering campaign
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Identify the challenges faced by broadcast media in covering election campaigns
1.4 Research Questions
The following questions have been prepared to guide the study
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To what extent does broadcast media contribute to an informed electorate?
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What are the broadcast media mostly used for electioneering campaign?
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What are the challenges faced by broadcast media in covering election campaigns?
1.5 Research hypotheses
The hypotheses have been formulated to further guide the study
H0: Broadcast media is not an effective instrument for electioneering campaign
Ha: Broadcast media is an effective instrument for electioneering campaign
1.6 Significance of the study
Media House: The study also has significant implications for the general public, particularly in terms of media literacy. By shedding light on how broadcast media influence electioneering campaigns, the study helps the public understand the role of media in shaping political discourse. This awareness can foster critical thinking among voters, enabling them to discern between biased and impartial reporting and make more informed electoral choices.
Academic Contribution: Academically, this study contributes to the body of knowledge on media studies, political communication, and democratic processes in Nigeria. It provides a detailed analysis of the intersection between media and politics, offering a valuable resource for researchers, scholars, and students. The study's findings can inspire further research and exploration into related areas, fostering a deeper understanding of the media's role in democracy.
1.7 Scope of the study
The study focuses on broadcast media as an instrument for electioneering campaign, a study of radio Nigeria. Hence, the study will examine the extent at which broadcast media contribute to an informed electorate, investigate the broadcast media mostly used for electioneering campaign and identify the challenges faced by broadcast media in covering election campaigns. Therefore, the study is delimited to radio Nigeria.
1.8 Limitation of the study
Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint are:
Time: The researcher encountered time constraint as the researcher had to carry out this research along side other academic activities such as attending lectures and other educational activities required of her.
Finance: The researcher incurred more financial expenses in carrying out this study such as typesetting, printing, sourcing for relevant materials, literature, or information and in the data collection process.
Availability of Materials: The researcher encountered challenges in sourcing for literature in this study. The scarcity of literature on the subject due to the nature of the discourse was a limitation to this study.
1.9 Definition of terms
Broadcast Media: A form of communication that transmits audio and visual content to the public via radio and television. In this study, it includes both public and private radio and television stations operating in Nigeria.
Electioneering Campaign: A series of activities and strategies used by political candidates and parties to influence voters and secure electoral victory. This includes advertising, public speeches, debates, and other forms of voter outreach.
National Broadcasting Commission (NBC): The regulatory body responsible for licensing, monitoring, and regulating the broadcast industry in Nigeria. It ensures that broadcasters comply with national laws and ethical standards.
Information Dissemination: The process of distributing information to the public. In the context of this study, it refers to how broadcast media provide electoral information to voters.
Agenda Setting: The ability of the media to influence the importance placed on topics of the public agenda. Through selective coverage, media can shape which issues are considered significant by the public and political actors.
Political Mobilization: Activities aimed at rallying and encouraging people to participate in the political process, particularly voting. Broadcast media play a crucial role in mobilizing the electorate during elections.
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