Home » Project Material » Impact Of Television Broadcasting On Electioneering Campaigns

Impact Of Television Broadcasting On Electioneering Campaigns

5 Chapters
|
36 Pages
|
4,426 Words

Television broadcasting exerts a profound influence on the landscape of electioneering campaigns, shaping the narrative and fostering direct connections between political candidates and the electorate. The visual medium’s potency lies in its ability to disseminate information, sway public opinion, and cultivate a vivid portrayal of candidates’ personas. Candidates strategically harness the power of televised debates, interviews, and advertisements to articulate their policy positions, engage in discourse, and present their visions for governance. The visual and auditory dimensions of television amplify the charisma and oratorical skills of candidates, impacting voters’ perceptions and decision-making processes. Additionally, the reach and accessibility of television make it a formidable tool for political communication, enabling candidates to connect with diverse demographics and demographics and disseminate their messages widely. As television remains a primary source of political information for a substantial portion of the population, its role in electioneering campaigns continues to be instrumental, profoundly influencing the democratic process.

TABLE OF CONTENT

CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the Study
1.2 Statement of Research Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the study
1.6 Scope of the Study
1.7 Limitations of the Study
1.8 Operational Definition of Terms

CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 INTRODUCTION
2.2 Conceptual Studies
2.2.1 Election Election
2.2.2 Mass Media And Electoral Process
2.2.3 Historical Perspectives of Mass Media Coverage of Political Issues in Nigeria
2.2.4. Empirical Studies Mass media and Electoral Process::2007 and 2011 Elections
2.2.5 Mass Media as a Key Players in the Democratic Process
2.2.6 The Roles of Mass Media In Presidential Elections In Nigeria
2.2.7 Theoretical Framework
2.3 Summary of Literature Review

CHAPTER THREE
RESEARCH METHODOLOGY
3.0 INTRODUCTION
3.1 Research Design
3.2 Population of the Study
3.3. Sample Size
3.4 Sampling Procedure
3.5 Method of data Collection
3.6 Validity of Data Instrument
3.7 Reliability of data instrument
3.8 Method of Analysis

CHAPTER FOUR
4.0 DATA PRESENTATION AND ANALYSIS
4.1 INTRODUCTION
4.2 Data Analysis and Interpretation

CHAPTER FIVE
5.0 SUMMARY, RECOMMENDATIONS AND CONCLUSION
5.1 Summary
5.2 Conclusion
5.3 Recommendations
REFERENCES
APPENDIX A
APPENDIX B
QUESTIONNAIRE

CHAPTER ONE

INTRODUCTION
1.1 Background of the Study

That the mass media plays a vital role in the development process of a country is not again saying. The mass media generally regarded as a channel of communication that are capable of reaching heterogeneous audience simultaneously with uniform message. They regularly cover all sorts of issues such as health, music, fine art, crime, sport, entertainment, political events among others (Meyer, 2002, Soela 2004). The mass media transmits ideas and new information to target audience in the society. Tosanisunmi (2004) has observed that the mass media educate, inform and entertain beyond these functions as they also persuade and catalyze for social mobilization. In other words, the mass media can be regarded as powerful service of information because they have the capability to penetrate every segment of society. They have the ability to disseminate messages about issue, ideas and product.
Furthermore, the mass media has that capability to create awareness and knowledge about issues of national interest. The traditional mass media usually consist of radio, television, newspaper and magazine while the news media involves the internet technologies. Contextually, these media have the responsibility to mobilize for national development. In other words, social mobilization for development largely depends on the media for success. Crusade for change and dissemination of useful information against corruption, bad governance and terrorism depend on the mass media. Ogwezzy (2010) states that it is a common knowledge that the media is the engine of mass communication and the avenue through which the public could be reached.
In the other hand, election is an important element of democracy; elections enable the individual to express a sense of belonging to a political system. Elections provide forum for the discussion of public opinion on important issue. Elections allow an exchange of influence between leaders and the electorate (Nwaozuzu 1999:18-22). This statement captures the relevant functions of the broadcast media in elections which serves as a mobilizing of all the different people in society and at the same time to co-ordinate the activities as they are made to express their views about candidates who are contesting for political position. The broadcast media through their programmes create avenue through which the people express their views about candidates. There may be phone calls in programmes like radio link, state of the Nation, or debate programmer responsible or
otherwise and has made people pass on topical political issues. Also the broadcast media (Radio and Television) provide platforms through which individuals or member of society contribute on issues of public interest. They may be based on stewardship of political offices holders wishing to recontest for elections or it may have to do with electoral law that are perceived to be capable of fermenting violence. Ebo (1997:132) maintain that: the broadcast media play decisive roles in the lives of the citizens no matter where they are located and whatever their stage of development. The broadcast media are the most potent and sensitive sector of the communication industry considering the reach and influence they have on their viewers and listeners.
This statement succinctly explains which relevance the broadcast media is to all the components of the society, a power it acquired from its inception and not only during political campaigns. It is this power that grants it the ability to mobilize people and make them participate in mass in political processes. To further explain the power of the broadcast media in mobilizing the citizens towards conforming to expected behavior and participation in electoral processes. The media force attends to certain issues, they build up images of political figures, they are constantly presenting objects, suggesting what individuals should think about, know about, having feelings about. Clang an Lang 1959:103- 112).
This means the dominant thought that the people carry about, is influenced by the media‟s constant projection of what they should be thinking especially concerning the electoral process. This comment conforms to the agenda setting thereby which provides explanation to what or how the media can sway the behavior of the people in the society. Given this power therefore, it will not be out of place to say that, the failure of success of any electoral process lies largely in the hands of the mass media, to which the broadcast media is a strong component. Innis (2003:298) in support of this state that; while an unbiased and responsible system can contribute to the success of the electoral process, a bias and irresponsible media contributes to the failure of elections.
On the same power of the media, Orhewere‟s (2003:140) argues; the Nigerian media in the past did not show enough commitment to professional ethic there by contributing to electoral crisis in Western Nigerian in 1965 and subsequent elections. The relevance of Orhewere‟s comment is that not only does the Nigerian Broadcast media posses‟ enormous powers, but its role as an instrument of mobilization dates back to as far as 1965. In other words, the media has been a very active instrument in democratic processes in Nigeria over a stretch of time, until the military dictatorship took the shine from it. However, with the re-entry of civilian rule in 1999, the media viz the broadcast media have resumed its active role of mobilizing the populace for elections. The media or
broadcast media played very important role in elections written 1999 and 2003, Therefore, to print out that, the roles the media often plays is either responsible or otherwise and has made people pass judgment or often ascribed to failed outcome of elections ascribed to failed outcome of elections to it. That is the success or failure of elections are often judged by the role of the media for instance, Chinua Achebe (1993:78) allege that; the two previous at conducting election under civilian rule generated crisis, which culminated to the collapse of the republics due to several electoral frauds some of which allegedly were aided and abetted by the media. Chinua Achebe‟s comment however begs for serious questions at to, how does a watch dog become a conspirator. In other words, how does a media aid and abet fraud, perhaps they will form another basis for a study. However, it is important to note that, indeed the broadcast media has very strong roles to play in elections. To this Burns (1977:45) state that; The media in a civilized society occupy a very important and powerful position with capacity that can easily influence the opinion of the masses. While Rivers (1971) state that, it is expected to be the condolence of the people where divergent views are expressed in order to serve as a check against autocratic and totalitarian rule
Therefore, it is against the above background that this project seeks to examine the impact of television broadcasting on electioneering campaigns using 2011 presidential campaigns on NTA Abeokuta.

1.2 Statement of Research Problem
The role of media in every society is often to educate, inform and enlighten. It is assumed that, where those roles are adequately carried out, elections are bound to be free and fair. However, in Nigeria, several elections have been marred the question is how the mass media has mobilized the Nigerian populace. How come electoral processes have not been successful? Is the broadcast media system not commensurate to other media systems elsewhere? These and many others are questions that this study hopes to identify.

1.3 Objectives of the Study
1. To ascertain the level of equal media coverage given to political parties to candidates.
2. To ascertain the significant relationship between mass media & electioneering campaign.
3. To ascertain the significant level of mobilization of mass media towards elections.
4. To determine the significant level of agenda setting programme of mass media town elections.

1.4 Research Questions
The following research questions were considered:
i. What is the significant level of equal media coverage given to political parties?
ii. What is the significant relationship between media coverage and a free & fair election?
iii. What is the significant level of media expose of electoral misconduct?
iv. How does the media play the role of agenda-setting during election?
v. What is the significant level of media mobilization during electoral process?

1.5 Significance of the study
On the completion of this project the end result will benefit academics, students of communication studies and other researchers that may want to carry out further research on this study.

1.6 Scope of the Study
The scope of this research work will only cover the people within Abeokuta metropolis. This focus will be on the people living around Oke-Ilewo, Post- Office and Panseke axis of the city.

1.7 Limitations of the Study
The research work may be faced with time & fund constraints being an academic based research. The time allocated for this study is not enough as in combining the work on this study with daily academics routine. Also, the study will be limited to some areas due to the problems of funds,, shortage of texts, journals and information relevant to the study.

1.8 Operational Definition of Terms
1. Impact: This refers to a significant or strong influence on massmedia towards election.
2. Television broadcasting: This can be defined as the dissemination of information, idea, opinion, before, among others through the use of television medium.
3. Electioneering Campaign: This refers to the act or process of soliciting for support or votes for a given political party or candidate during election.

SIMILAR PROJECT TOPICS:
Save/Share This On Social Media:
MORE DESCRIPTION:

Impact Of Television Broadcasting On Electioneering Campaigns:

Television broadcasting has had a significant impact on electioneering campaigns around the world. It has become one of the most influential mediums for political communication and has transformed the way candidates engage with voters. Here are some key ways in which television broadcasting has impacted electioneering campaigns:

  1. Wider Reach: Television allows candidates to reach a vast and diverse audience. It enables them to communicate their messages to millions of people simultaneously, making it a powerful tool for mass communication.
  2. Visual Impact: Television is a visual medium, and it allows candidates to convey their messages not only through words but also through images, body language, and non-verbal cues. This visual impact can significantly influence how voters perceive candidates.
  3. Debates: Televised debates have become a staple of election campaigns. These debates provide candidates with an opportunity to directly engage with each other and with voters. They can be decisive in shaping public opinion and can highlight a candidate’s strengths and weaknesses.
  4. Advertising: Political advertising on television is a major component of electioneering campaigns. Candidates use TV ads to promote their platforms, attack opponents, and define their image. Television advertising requires significant financial resources, but it can have a substantial impact on voter sentiment.
  5. 24/7 News Coverage: Television news networks provide continuous coverage of election campaigns. This constant media attention keeps the election in the public eye and can influence the news cycle, setting the agenda for public discussion.
  6. Targeted Advertising: Television allows for targeted advertising, which enables campaigns to reach specific demographics and geographic regions. This micro-targeting can be crucial in reaching swing voters or key demographics.
  7. Negative Campaigning: Television broadcasting has made it easier for candidates to engage in negative campaigning by airing attack ads against opponents. These ads can be potent tools for swaying public opinion and are often used strategically in the final weeks of a campaign.
  8. Fundraising: Television appearances, especially during high-profile events like debates or interviews, can boost a candidate’s fundraising efforts. A strong performance on TV can lead to an influx of campaign donations.
  9. Image Building: Candidates use television to build and manage their public image. They can use carefully crafted appearances, interviews, and advertisements to shape how voters perceive their character, values, and leadership qualities.
  10. Instant Feedback: Television provides candidates with instant feedback on their performances through polls, focus groups, and social media. This feedback loop can help campaigns adjust their strategies in real-time.
  11. Voter Education: Television can be a valuable tool for voter education. It allows candidates to explain their policy positions, share their vision for the future, and discuss important issues in depth.
  12. Voter Mobilization: Television can be used to mobilize voters by broadcasting campaign rallies, events, and calls to action. It can help energize a candidate’s supporters and encourage voter turnout.

It’s important to note that while television broadcasting offers numerous advantages for electioneering campaigns, it also has its drawbacks. Television time can be expensive, and there are concerns about media bias, the impact of negative advertising, and the potential for superficial coverage of complex issues. Nevertheless, television remains a central and influential platform for political communication in modern election campaigns.