Influence Of Mass Media On Voting Pattern Of Electorates

1.0 INTRODUCTION
1.1BACKGROUND OF THE STUDY
Looking at the past history of Nigeria, one must surely observe the concert efforts Nigerians had made to install and maintain a lasting but genuine democracy.
In many countries of the world, the trend towards democratization of political regions has been forced upon the powers that be. Third world countries have not be left or his global democratic evolution blowing around and engulfing the entire world. Instance about for reference purposes where automatic regime have been dismantled for its unrepresented refusal to democratic consciousness.
The present global democratic evolution trend was captured succiently by Martin Crawl (1993), when he predicted that “these will be a disappearance of the East west divide and the natural antagonisms between libertarianism and communism as political ideologies.
Most third world countries, Nigerian inclusive have had to content with intolerates suffering under the servere straight hold of oppressive and undemocratic regimes like the military dictators.
This is as a result of a little mistake from the political class. And to this end, the media through the journalists has being using mass communication in its remarked and critical campaign to create awareness and an unique acceptance of liberalism as a ideal from government in Nigeria.
Infact, out of the forty-four years of Nigeria independence the policy has only witnessed civilian rule that lasted only but fifteen(15) years and leaving the bulk of the years to military rule. The role of Nigerian journalist in enhancing achieving and maintaining democracy and the protection of human might from abuser has been challenging but refreshing.
The social responsibility theory of the mass media as propounded by Siebat, Peterson and Schramm (1963) provided a function model for the analysis of the function model for the analysis of the jourtnalist rle in political evolution and maintenance of a genuine democracy. They are as follows.
a. Making sure that the democratic system is served by creating the rightful, avenues necessary for political growths. For instance, discussion and debate.
b. Enlightening the people on the need and importance of democracy.
c. Creating an enabling condition or environment for the economy to grow strong especially through advertising.
d. Adhering strictly to the code, ethnics and conduct laid down by the press council of Nigeria as this will boost the journalist self sufficiently in order to be free from the pressure of government interest (special interest).
e. Entertaining the public with information and other well- packaged programmes.
The above clearly stated the functions of journalist in the democractic dispensation we are in. This is because “democracy is the right of the peole to participated in the constitutional right to choose, the right to demand accountability from those entrusted with leadership and governance.
Through some bottlenecks are encountered from the angle of which this task are encounter from the angle of which this task should be achieved, but there should not be any lapse on the part of the journalist, because human rights should be protected and defented through the media that mirrors what the society should be or look like. Also the media should make sure that they work hand in hand with the government as fart as sustaining democracy in Nigeria is concerned.
Similarly it is a result of the background of the scenario pointed above that, John Tuss (1992) stated that “ a free press is the sign of or a mark of a confident nation, an accurate press is a sign of a mature people”. He further stated that a press is which criticize temperately and a government which reacts rationally to such criticism, are evident of a civilized state.
The above statement still illustrates the necessary functions, which journalist must maintain in order to make sure that the ideals that facilitates the availability of democracy is not compromised in any from or manner.

1.2 STATEMENT OF THE RESEARCH PROBLEM
This research work has communication flow as the most important aspect of the challenge. This is because if has to do with democractic sustenance and the mass media ability to assist the democratic government in promoting the proper use of power, human right, free and egalitarian society which will in turn enhance national development.
In addition to these challenge, constraint and problems, illiteracy could be said to be another major problem confronting the greater number of the Nigeria populace. As a result of this, the influence of mass media on voting pattern of the Nigeria electorate does not easily manifest or come to limelight, because, mass media message sometimes means little or nothing to these illiterate Nigerians.

1.3 OBJECTIVE OF THE STUDY
The purpose of this research work is to examine and pronounce the challenge of the journalists in making a better Nigeria by sustaining democracy after (44) forty four years of which the majority of the stated years was characterized by military dictorship.
Base on this facts the following factor were considered as the major objective of the study.
1. To recommend ways by which the journalist lists can surmount the many constraints facing them and play a very importance role in democratic dispensation of Nigeria.
2. To critically look into the reason who democracy had continued to elude the people of Nigeria.
3. To encounter the need for more uncourageous and daring escapades on the point of the journalists in o performing their duties.\
4. To determine the extent in which bad governance ruined Nigeria’s democracy in the past.
5. To examine and determine the contribution of journalists in the sustenance of Nigeria social political economy.

1.4 SIGNIFICANCE OF THE STUDY
Since communication is require in every society, journalism remains a vital tool for good political involvement national development economic improvement and good administration. Although, it is an effective way of communication, journalism still, faces numerous problem both on the part of the people in its quest for sound and sustained democracy. For instance =, promulgation of detrimental decrees, censorship and arbitrary arrest on the part of the government while the problem of poverty, illiteracy and apathy have been the recurring problem from the people go of this country.
Infact, by giving out favorable law not decree, if will be easy to promote the work of journalist in every society. In Nigeria for instance, only very few are practicing journalism and this is as a result of practicing journalism and this as a result of pressure being mounted by different administrators as regards politicizes.
Also the people must be given a very good opportunity to be literate and to relieved of the object poverty. This will awaken them in their slumber as well as make them participate actively in any project which will sustain and stabilizer any democratic rule that is in place.
Finally, the study carefully examine some of the problems, which will include manpower need in management information gathering and discrimination, as well as adequate finding of project and programme by the government. These needs will include the following.
a. Government assistance in providing equipment in improving the challenges and constraints of journalists in mobilizing the general public.
b. The need for the journalist to boost their crusade for national unity because this is the only way of maintaining peace and sanity in the society.
c. Appreciating the efforts and contribution of various journalists in building the present Nigeria. This is very important because heroes or pioneers importance work have contributed immensely or tremendously in sustaining Nigeria nascent democracy.
That is why researcher is highly emphatic about her claims. It is also to enable those of them who will benefit from this study to be well informed. Such people include politicians, administrators, lawyers, teachers and student as well as present democratic rule.

1.5 RESEARCH QUESTION
This study would attempt to address the following question as they relate to the influence of mass media on voting pattern of Nigeria electorates.
1. Do journalist encounter problems in sustaining democracy.
2. Are Nigeria journalist making concerted effort to sustain Nigeria democracy?.
3. Does poor management affect the performanance of journalists in Nigeria?
4. Does poor communication affect national growth?

1.6 RESEARCH HYPOTHESIS
H1: Journalists encounter problem in sustaining democracy.
H0: Journalist do not encounter problem in sustaining democracy.
H2: Journalist makes concerted efforts sustain Nigeria’s democracy.
H0: Journalist do not make concerted effort to sustain Nigeria’s democracy.
H3: Poor management affect the performance of journalists in Nigeria.
H0: Poor management does not affect the performance of journalist in Nigeria.
H4: Poor communication affects national growth.
H0: Poor communication does not affect national growth.

1.7 DEFINITION OF TERMS
In this area of the research work, certain key concepts are conceptually and operationally defined includes
1. Journalist: Conceptual meaning: A person engaged in journalists operational earring: Embodiment of journalist making on different areas or different media houses such as radios, television media houses.
2. Democratic: Conceptual meaning: supporting democracy. Operational meaning: It is the process way of allowing everybody equal chance to exercise their franchiese.

3. 5 DISPENSATION: conceptual meaning the apparent arrangement of events by providence. Operational meaning problems, constraints and impediments, which journalists will have to contend with.
4. CHALLENGES: Conceptual meaning: Demanding or stimulating task. Operational meaning problems, constraints and impediments which journalists will have to contend with.
5. Communication: conceptual meaning: the pact of interacting among. This is the main tool a journalist utilizes. Operational meaning: to interact with the masses and act between then and the government.

1.8 ASSUMPTIONS
In this study, it is obviously seen that journalists will continuously be at their peak in sustaining democracy in Nigeria through their ability to keep records and make further enquires into the existing system of government.
This I must say, will certainly promote democracy in Nigeria. It is also believed that journalists in Nigeria will contribute immensely to Nigeria economy though their unrelenting efforts in sustaining democracy.
This will help to count the nation (Nigeria) among other comtrise with economic, political social and other forms national development that encourage democracy and units.

1.9 LIMITATIONS OF THE STUDY
During the time of the research work, the were many impediments encountered by method the researcher such impediments include.
a. TIME: this is a major factor encountered by the especially in areas of data collection and other relevant information I would have performed better than this, had it been I had enough time to carry out my research deeply.
b. FINANCE: due to hack of money or inadequate finance, I was unable to acquire the necessary information (data) meeded in complete this research work on time. I could not travel far and wide to exhaust the work of may Nigerian journalists who could have made this work erasing.
c. HUMAN RESOURCES: Because of hack of human interest made this research work more difficult. Some people interviewed were sometimes would have facilitated this research work.