CHAPTER ONEINTRODUCTION1.1 BACKGROUND OF THE STUDYThe mass media have always remained a key factor in the political sphere in democracy. During election, the mass media, especially the broadcast media, provide a link between the political party, candidate and the electorate. The mass media serve as a platform for political parties/candidates to campaign for votes. Through coverage of electioneering campaigns and airing of political advertisements, the electronic media help in influencing voters decision either in favour or against a given political party or candidate.Electioneering advertisement refers to the act or process of soliciting for support or votes for a given political party or candidate during elections.Mass media are indispensable avenues for political parties/candidates to reach a large percentage of the electorate who would otherwise have been unreached by political campaign messages delivered at rallies. The mass media through their coverage of electioneering campaigns and airing of political advertisements have the potential of influencing voting decisions of the electorate.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.This study will help find out the many factors that come into play when voters make voting decisions and also find out the effectiveness of mass media electioneering campaigns. A political campaign is an organized effort which seeks to influence the decision making process within a specific group. In democracies, political campaigns often refer to electoral campaigns, wherein representatives are chosen or referendums are decided. In modern politics, the most high profile political campaigns are focused on candidates for head of state or head of government, often a president or prime minister.In politics, mass communication is one of the most strategic means of winning the hearts and minds of the electorate who are the determinant factor and King makers in any democratic, free, fair and transparently credible election. The background is the recognition of the central role of the media in political and social affairs as a natural outcome of its unlimited communicative strength and outreach. Electioneering advertisement is advertising used during the period beginning 60 days before a campaign period and ending at the end of the campaign period to promote or oppose, directly or indirectly, a registered political party or the election of a candidate, including an advertising message that takes a position on an issue with which a registered political party or candidate is associated.

1.1.1ROLE OF MASS MEDIA IN ELECTIONSElection 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). 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) 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 medias 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, Orheweres (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 Orheweres 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 Achebes 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 rule1.2 STATEMENT OF PROBLEMThe project is meant to bring out the problem associated with broadcast media coverage of electioneering advertisement and answering relevant questions on when and how broadcast media carry election advertising; what should broadcast media, parties and candidates be aware of when negotiating, placing and accepting broadcast election advertising bookings; who has final responsibility for the content and running of an advertisement.Politicians, broadcast media and advertising practitioners have shown concern over problems associated with political advertising. These problems include allocated time to political advertising in the broadcast media, content of political advertising and cost of political advertising through the broadcast media. these problems has focused on one or two problem areas with limited discussion of proposed solutions. This article integrates positions on these problem areas and provides an overview of proposed solutions.1.3OBJECTIVE OF THE STUDYThe overall objective of this study is to focus generally on the role of the broadcast media in in the Nigerian electoral process as it pertains to overall development of Nigeria. The specific objectives of this research work is i. To ascertain the level of equal media coverage given to political parties to candidates.ii. To ascertain the significant relationship between mass media & electioneering campaign.iii. To ascertain the significant level of mobilization of mass media towards elections.iv. To determine the significant level of agenda setting programme of mass media town elections.

1.4RESEARCH QUESTIONSThe 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?1.5SIGNIFICANCE OF STUDYThis research work would update knowledge within the framework of the study. The study would readdress media practice in Nigeria to its fundamental ethical journalistic foundation as basis for positive contribution to national integration. It would examine both external (official) and internal obstacles that hinder the realization of the goal. And also provide information to examine the performances of the broadcast media in the Nigerian electoral process with regard to its fundamental roles to inform, educate, entertain and monitor election advertisements released for public consumption.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.1.6SCOPE OF THE STUDYThe study will dwell on how the Television and Radio broadcasting media carry advertisements on electioneering, highlighting the pro's and con's involved. It will also look at a major area where political actors spend money to disseminate their messages to their consumers (electorate) in the area of political advertising.According to Mc Nair (2002) political advertising refers to the purchase and use of advertising, in order to transmit political messages to a mass audience. The media used for this purpose may include cinema, billboards, the press, radio and television... Contemporary political advertising can be seen as an important means of informing citizens about who is standing, and what they are offering the citizenry in policy terms.Since true democracy involves the participation of an informed and rational electorate, all legitimate measures and strategies should be exploited to make it possible for the citizenry to have the required information or alternatives to act on.There has been a tendency for political parties to decrease their investments in neighbor canvassing, rallies and other direct contact activities, and devote more attention to campaigning through the media. The growth of electronic media, especially television has tended to diminish the role of the party.The broadcast media also make it easier to communicate events and issues through personalities. Television provides an aesthetic platform for the presentation (airing) of political advertising and electioneering campaign messages.1.7DEFINITION OF TERMSIMPACT: This refers to a significant or strong influence on mass media towards election.BROADCASTING: This can be defined as the dissemination of information, idea, opinion, before, among others through the use of broadcast medium.ELECTIONEERING CAMPAIGN: This refers to the act or process of soliciting for support or votes for a given political party or candidate during election.PRESIDENTIAL CAMPAIGN: the campaign of a candidate to be elected as a presidentPOLITICS: Politics is the practice and theory of influencing other people. More narrowly, it refers to achieving and exercising positions of governance organized control over a human community, particularly a stateELECTION: An election is a formal decision-making process by which a population chooses an individual to hold public office.

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