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ASSESSMENT OF MEDIA CAMPAIGNS IN POLITICS: A STUDY OF 92.3FM
ABSTRACT
Elections in democratic states across the world have become standard and acceptable procedures for democratic leadership and constitutional governance. During the election period, candidates mobilize the electorate to be elected into public offices. Mass media is widely used by politicians during this period to gain support from the electorate and be elected into political office. While television has received much attention, radio use during campaigns is an area that has not been extensively studied especially in developing countries. This study, therefore, sought to investigate radio as a tool of political mobilization during Nigeria’s 4th March 2013 general election, with a keen focus on Rivers State. This was an analytical study aimed at establishing how the radio influenced voting for various presidential candidates during the election period. The study was conducted in Rivers State because the county is reached by all national radio stations in Nigeria especially those that use national languages. The study found that the majority of respondents (76%) who listened to the radio during the 4th March 2013 general election, were exposed to political content through news, political talk shows, and advertisements. Further, the findings indicated that the categories of radio (private or public) determined the way radio was used in political mobilization. The majority also agreed that radio was effective in mobilizing the masses to vote.
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