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
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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
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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.
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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.
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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.
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