THE INFLUENCE OF POLITICAL ADVERTISING ON THE

POLITICAL BEHAVIOUR OF NIGERIANS

(A CASE STUDY OF 2011 PRESIDENTIAL ELECTION)

ABSTRACT

This research study was designed to find out how political advertising influence the political behaviour of Nigerians.

The research study was carried out in Enugu. Enugu North Local Government and HND ll Mass Communication department were given self-administered questionnaires; this area was selected because of the availability of sophisticated infrastructure facilities and because of the high educational level of the people in that area.

Survey research techniques were the method of research employed in this study. The analysis of collected data led to the following findings.

It was discovered that political advertising could influence the political behaviour of Nigerians. That the influence of political advertising was noticeable in the 2011 presidential election held in the country

CHAPTER ONE

• Background of the study………………………………              1 – 5
• Statement of problem…………………………………          5
• Objective of the study…………………………………          6
• Significance of the study………………………………              6 – 7
• Research questions…………………………………….               7 – 8
• Research hypothesis…………………………………..          8
• Conceptual & Operational definition…………………               8 – 9
• Assumptions……………………………………………              9 – 10
• Limitations of the study………………………………..        10

 

CHAPTER TWO

• Sources of literatures…………………………………       11
• Literature review……………………………………              11 – 27
• Theoretical framework……………………………….              27 – 32
• Summary of literature review………………………..              32 – 33

 

CHAPTER THREE

• Research method……………………………………..              34 – 35
• Research design………………………………………..      35
• Research population/Sample size……………………..             35 – 37
• Measuring Instrument………………………………..              37 – 38
• Method of data analysis………………………………              38 – 39

 

 

 

CHAPTER FOUR

• Data analysis and Result……………………………              40 – 43
• Test of hypothesis…………………………………….              44 – 45
• Discussion…………………………………………….              45 – 46

 

CHAPTER FIVE

SUMMARY AND RECOMMENDATION

• Summary……………………………………………              47 – 48
• Recommendation and Conclusion………………….              48 – 52

Reference……………………………………………                   53 – 54

Bibliography…………………………………………                  55 – 56

Questionnaire………………………………………..                   57 – 59

 

 

 

CHAPTER ONE

 

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The political parties managed political party organization in the first republic. The immediate post independence period brought about coalition politics as the NPC joined hands with the National Council of Nigerian Cameroon (NCNC), while the Action group (AG) formed the opposition at the center. In the regions each of these major parties exercised control. Thus, the Nigerian people congress (NPC) controlled the east and West respectively.

Ikenna Nzimiro notes that corruption flourished and the party’s shows inclinations with their members enjoying privileged status and authority within the existing social order. With the regional focus of these parties came ethnic politics. The expectation that the elites would be immune to ethnicity was dealt a fatal blow as both the educated and literate members of the parties resorted to the massing of ethnic feelings.

 

 

Chris Doghudji in his view about Nigerian politics opines that politics in Nigeria is a do-or-die affair. It is full of bitterness, hatred, intimidation and violence. People vote mainly for members of their tribe or religion. According to him, in the first Republic, Hausas voted for Hausa, Ibos for Ibos and Yoruba’s for Yoruba. This was also repeated during the second Republic. He noted that inspired of the powerful promises of the Yoruba presidential candidates, chief Obafemi Awolowo he still failed. His party united party of Nigeria (UPN) promised free education at all level, free health service, full employment and integrated rural development. These are exactly what the average Nigeria needs, yet the promises meant something only to the Yoruba’s as they voted for him enmass, while the Ibos voted for Zik and the Hausas voted for Shagari.

The experiment pf parties of the second republic failed was not in doubt for the political scene was still the same and the actors had not really changed. The political sins committed during elections in the first republic were repeated in greater dimension, but all this was soon to

 

 

change through political advertising as the nation awaited the birth of the third republic.

As a pride to the third republic the Babangida administration on 7^th October 1989 created two political parties. The social democratic party (SDP) and the national Republican Convention (NRC) The first Local Government election was held in 1989/90. During this period, political advertising operated at a subliminal level.

The concept later gained momentum during the states house of Assembly election and the Governorship election that came up on the 14^th December 1991. Prior to the day of election, the two parties went shopping for the best advertising agencies to help package their candidates and party programs. It was a period when Nigerian were daily bombarded with catchy and persuasion ladder politics slogans.

The slogans range from SDP-progress, SDP-the better choice for change and progress, SDP-the better choice for progress “free” has a price: Beware! There’s a trap somewhere NRC, Beware! The Trojan horse NRC, NRC-the party that will guarantee you the good life. Virtually all the means of communication in the country from radio, television, newspaper, magazines and even billboards were exhaustively used by the two political parties to reach the electorate.

The December 14^th election can be described as the era of “unparallel media politics” in Nigeria. A time when political advertising became the vogue in our electioneering and political process. In the history of Nigeria, no era of our political development and growth has witnessed massive use of political communication that is to advertise like it occurred in the Governor ship election of 1991.

This trend later continued when in the build-up to the June 12 1993 presidential election political advertising appeared to gain greater momentum. And with Abiola’s “Trust, confidence, Hope campaign slogan and Toja’s “for a better tomorrow”.

The 1991 election came with three political parties people Democratic party (PDP), the All peoples party (APP), and Alliance for Democracy (AD) they intensified their advertised during the presidential election like it has never been done before. The 2011 election was similar in almost every way it came with the 2^nd tenure advert.

 

The stage might have been eventually set for a grand political battle in the country via political advertising.

 

• PROBLEM STATEMENT

There is crucial point that promoted the researchers to investigate the unique role of political advertising in the 2011 presidential election in Nigeria, advertising experts and academicians have been ruminating over these issues since the June 1993 election. There is urgent need to know how political advertising influence the political behaviour of Nigerians.

Every society that is conscious of its future, tries to exercise control over the background of their country hence the researcher also investigated the degree of influence of such factors as ethnicity, tribal affiliation, religious inclination, financial inducement on the political behavior of Nigeria’s in the election. These are the problems, which the researcher is out to address.

 

 

 

 

• OBJECTIVES OF THE STUDY

One purpose of this study is to find out whether political advertising influenced the political behavior of Nigerians in the 2011 presidential election or not.

 

• SIGNIFICANCE OF THE STUDY

The political behavior of the people of a country is a central factor in analyzing the direction of the political situation of that particular country. As a result of this, the study of political behaviour of a people has always been an interesting one. Especially when it has to do with such factors as ethnicity, tribalism and religion influencing it at any point in time.

However, it becomes more interesting when the political behavior of the people of country like Nigeria may have been influenced by a unique factor such as political advertising. This cannot certainly be ignored. It is in this light that a study of this nature is necessary. It is imperative the role of political advertising in the political process of any country is emphasized to show its significance.

 

Apart from this, it would be intellectually bad to ignore the phenomenal contribution of political advertising to the 2011 2^nd tenure presidential election campaign in Nigeria. More so, it would amount to shear academic negligence if this observes phenomenon in the polity is not documented into a theoretical framework for future reference.

Above all, the uniqueness of the 2011 presidential election campaign calls for an appraisal of the importance of political advertising and its future role in the political development of any nation.

It is therefore expected that this study will provide a sound basis for acknowledgment of the persuasive power of political advertising in eroding the powerful influence of ethnic politics, religion and the rest of them.

 

 

• RESEARCH QUESTIONS

1. Can politics advertising influence the political behaviour of Nigerians?

 

2. Are there noticeable and systematic change in the way people reacts to political adverts?
3. How will political advertising help improve the peoples way of voting?

 

• RESEARCH HYPOYHESIS

H₁:     Political advertising influences political behaviors of Nigerians.

H_o:     Political advertising does not influence the political behavior of Nigerians.

H₂:     That the influence was noticeable in the 2011 presidential election in Nigeria.

 

• CONCEPTUAL AND OPERATIONAL DEFINITION

ELECTORATE: – People who constitute the voting population during an election.

Above the –line Agency term for advertising in traditional commission. Paying media: – Press, TV, Radio, Cinema and out door.

 

Below-the-line other kind of advertising not in traditional five media. Merchandising, point-of-sale, direct mail, exhibition, T-shirts, key holders etc containing the logo of a product or its company.

Advertising Agency Team of specialist who plans, prepare and place advertising.

Below-the –line all other kind of advertising not in traditional five media. Merchandising, point – of – sale, direct mail, exhibition, T-shirts, key holders etc containing the logo of a product or its company.

Advertising Agency Team of specialist who plans, prepare and place advertising.

Account: – Client of advertising agency.

 

• ASSUMPTIONS

This study is based on the following assumptions.

1. That political advertising can affect the political behaviours of people.
2. That political advertising message also receives individualized perception and interpretation.

 

3. That political advertising pattern is similar to political advertising pattern all over the world.
4. That political advertising influence was noticeable in the 2011 presidential election in Nigeria.

 

• LIMITATION OF THE STUDY

The limitation of this study lies in finance but was believed that the findings and recommendations will hold strong ground among the people of the nation.

Another limitation is time. The researcher had to spend time in the library and there was fear to give out information as some mistook the researcher as an assessment officer and were afraid for the safety of their job.

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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