CHAPTER ONE
1.0 INTRODUCTION
Political advertising has become part of the political culture of most democracies and Nigeria as a democratic nation is not left out. Political advertising is one of the specialized areas of human communication and business. More specifically, it is an aspect of newspaper advertising, which is part of social marketing. The component of newspaper advertising is political advertising, social-cause advertising, philanthropic organisation advertising and private non-profit advertising and news. However, political advertising is a marketing function similar in intent and purpose to product marketing (Nwosu, 1992, p.23). Gana (1992, p, 42) notes that political campaigns involve canvassing for votes, which is a kind of political salesmanship. Political parties and candidates now use different media to reach their audiences, including the new media. New media is a broad term that emerged in the later part of the 20th century to encompass the amalgamation of traditional media such as film, images, music, spoken and written words, with the interactive power of computer and communications technology, computer-enabled consumer devices and most importantly, the Internet.
1.1 Background to the Study
The 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.
The case of the 2014 election in Ekiti exemplifies a situation that different political parties in the race for political power made extensive use of advertising to sell their different political parties and candidates to the electorate. The implication of the above statement is that political parties may have had their chances enhanced through advertising messages persuading the electorate to vote for their parties or failed in realizing their goal because they ignored this or did not do it the right way. However, the process of this message delivery is a complex one. During the 2014 governorship election in Ekiti State, political parties made use of advertising to sell their parties and the candidates on their platforms. That advertising was delivered does not necessarily mean that it was not received, nor does it imply that it was understood and accepted as truthful, such that it actually influenced the behaviour of the electorate in Ekiti State during the governorship election. It is in the light of the above that the study examined the level of Newspaper Adverts effectiveness in the 2014 gubernatorial election campaign in Ekiti State.
1.1.1 Historical Background of Ekiti State
Ekiti State, located in South West Nigeria, was created on October 1, 1996 from the old Ondo State by the military government of late General Sani Abacha. It is bounded in the South by Ondo State, on the North by Kwara State, on the East by Kogi State and on the West by Osun State. The state has 3 senatorial districts, 6 federal constituencies, 26 State House of Assembly Seats and 16 Local Government Areas. Ekiti Central and Ekiti North Senatorial Districts both have five local governments each, while Ekiti South Senatorial District has six local government areas. The culturally homogenous people of Ekiti speak the same dialect of the Yoruba language known as Ekiti. However, there are slight variations of the dialect in some areas based on their proximity to Ekiti’s borders with neighbouring States. Agriculture is the main occupation of the people of Ekiti. It provides income and employment for more than 75% of the population of Ekiti State. The state is also blessed with mineral resources which remained mostly untapped. With a population estimate of 2,737,186 and total land mass of 6,353 km2 (2,453 sq mi), Ekiti State is also reputed for the academic prowess of the citizens and holds the record of producing the highest number of professors in Nigeria (Cohen, 1998, p.15). For the 2014 gubernatorial election, Ekiti has 732, 166 registered voters, 2,195 polling units, 2,803 voting points, 117 collation centres and 16 local government collation centres (Cohen, 1998, p.15).
1.2 Statement of the Problem
Citizen participation in elections can be influenced by the quality of information available to them. Political socialization and communication are avenues of sharing some political information. We are living in a media world: a world saturated by the mass media. During election periods, television and other media outlets literally immerse viewers with information about the various contestants, the voting procedures, the actual dates for voting and similar issues.
Newspaper Adverts can direct public attention to particular issues because of the pictures it paints. Newspapers reports lead to public talks and actions. Newspaper Advert literally influences the pictures in the minds of the voting public. Voters‟ participation or apathy has resulted from information shared during electioneering times on Newspapers. Thus, information can affect behaviour either positively or negatively.
The newspaper has become veritable tools for political campaigns, because they break boundaries and frontiers, reaching every part of the world. The newspaper has consequences upon the social, political and economic values of people. The newspaper hold out a possibility of on-demand access to content anytime, anywhere, on any digital device, as well as, interactive user feedback, creative participation and community formation around the newspaper content.
As it is a common phenomenon in the Nigeria politics that an incumbent governor always win a re-run election but it was surprising that Fayose won Ekiti State Gubernatorial election Held on June 21, 2014 beating the incumbent Governor John Kayode Fayemi. However, Before the Ekiti State 2014 Election, it seems like the whole citizens of the state would Vote for John Kayode Fayemi (incumbent Governor) considering the mass coverage of his development activities in state by the media and peoples perceived good perception towards him while engaging in political discussions. The study therefore seeks to know the extent of Newspapers advertising influence on the Ekiti Residence towards voting for Ayo Fayose.
1.3 Research Questions
1. To what extent does advertising in newspapers influence Ekiti State electorates in the 2014 election?
2. What are the perceptions of Ekiti State Electorates about political advertising on newspapers?
3. To what extent do political parties used the political advertising in newspapers to influence the electorates?
1.4 Objectives of the Study
1. To determine the level at which newspapers political advertising influence the electorates in Ekiti State
2. To know the perception of newspapers political advertising by Ekiti State Electorates
3. To know the extent at which political parties used newspapers to influence the electorates
1.6 Significance of Study
The work will be of immense benefit to politicians, government agencies and other stakeholders who will appreciate the need to embark on sustained and an enduring enlightenment political campaigns rather than their periodic ritual which is only embarked on during elections as it is customary in Nigeria.
To media professionals who offer consultancy services to politicians as well as package their campaigns, they will see the need to re-engineer their tactics and strategies for optimal result.
It will also contribute greatly to the academic community by providing insight into the changing voting pattern of Nigerian electorate. Interested scholars can thus, build on findings of the study.
1.7 Scope of the Study
This research work focus on the Electorate of the 2014 Gubernatorial Election in Ekiti State
1.8 Operational Definition of Terms
1. Electioneering Campaign: This refers to the act or process of soliciting for support or votes for a given political party or candidate during election.
2. Media All channels, through which the students of the institution get their guide to what to wear and how to wear it.
3. Newspaper: a paper that is printed and distributed usually daily or weekly and that contains news, articles of opinion, features, and advertising
4. Population: This refers to the populace of Ekiti State who reside or are residence of Ekiti State
5. Programme: A television broadcast content that is aired for the viewing pleasure of the audience e.g. News and entertainment programmes.
6. Voter Decision: This refers to process or act of demonstrating support for a given political party or candidate through actual casting of vote for such party or candidate in an election.
1.0 INTRODUCTION
Political advertising has become part of the political culture of most democracies and Nigeria as a democratic nation is not left out. Political advertising is one of the specialized areas of human communication and business. More specifically, it is an aspect of newspaper advertising, which is part of social marketing. The component of newspaper advertising is political advertising, social-cause advertising, philanthropic organisation advertising and private non-profit advertising and news. However, political advertising is a marketing function similar in intent and purpose to product marketing (Nwosu, 1992, p.23). Gana (1992, p, 42) notes that political campaigns involve canvassing for votes, which is a kind of political salesmanship. Political parties and candidates now use different media to reach their audiences, including the new media. New media is a broad term that emerged in the later part of the 20th century to encompass the amalgamation of traditional media such as film, images, music, spoken and written words, with the interactive power of computer and communications technology, computer-enabled consumer devices and most importantly, the Internet.
1.1 Background to the Study
The 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.
The case of the 2014 election in Ekiti exemplifies a situation that different political parties in the race for political power made extensive use of advertising to sell their different political parties and candidates to the electorate. The implication of the above statement is that political parties may have had their chances enhanced through advertising messages persuading the electorate to vote for their parties or failed in realizing their goal because they ignored this or did not do it the right way. However, the process of this message delivery is a complex one. During the 2014 governorship election in Ekiti State, political parties made use of advertising to sell their parties and the candidates on their platforms. That advertising was delivered does not necessarily mean that it was not received, nor does it imply that it was understood and accepted as truthful, such that it actually influenced the behaviour of the electorate in Ekiti State during the governorship election. It is in the light of the above that the study examined the level of Newspaper Adverts effectiveness in the 2014 gubernatorial election campaign in Ekiti State.
1.1.1 Historical Background of Ekiti State
Ekiti State, located in South West Nigeria, was created on October 1, 1996 from the old Ondo State by the military government of late General Sani Abacha. It is bounded in the South by Ondo State, on the North by Kwara State, on the East by Kogi State and on the West by Osun State. The state has 3 senatorial districts, 6 federal constituencies, 26 State House of Assembly Seats and 16 Local Government Areas. Ekiti Central and Ekiti North Senatorial Districts both have five local governments each, while Ekiti South Senatorial District has six local government areas. The culturally homogenous people of Ekiti speak the same dialect of the Yoruba language known as Ekiti. However, there are slight variations of the dialect in some areas based on their proximity to Ekiti’s borders with neighbouring States. Agriculture is the main occupation of the people of Ekiti. It provides income and employment for more than 75% of the population of Ekiti State. The state is also blessed with mineral resources which remained mostly untapped. With a population estimate of 2,737,186 and total land mass of 6,353 km2 (2,453 sq mi), Ekiti State is also reputed for the academic prowess of the citizens and holds the record of producing the highest number of professors in Nigeria (Cohen, 1998, p.15). For the 2014 gubernatorial election, Ekiti has 732, 166 registered voters, 2,195 polling units, 2,803 voting points, 117 collation centres and 16 local government collation centres (Cohen, 1998, p.15).
1.2 Statement of the Problem
Citizen participation in elections can be influenced by the quality of information available to them. Political socialization and communication are avenues of sharing some political information. We are living in a media world: a world saturated by the mass media. During election periods, television and other media outlets literally immerse viewers with information about the various contestants, the voting procedures, the actual dates for voting and similar issues.
Newspaper Adverts can direct public attention to particular issues because of the pictures it paints. Newspapers reports lead to public talks and actions. Newspaper Advert literally influences the pictures in the minds of the voting public. Voters‟ participation or apathy has resulted from information shared during electioneering times on Newspapers. Thus, information can affect behaviour either positively or negatively.
The newspaper has become veritable tools for political campaigns, because they break boundaries and frontiers, reaching every part of the world. The newspaper has consequences upon the social, political and economic values of people. The newspaper hold out a possibility of on-demand access to content anytime, anywhere, on any digital device, as well as, interactive user feedback, creative participation and community formation around the newspaper content.
As it is a common phenomenon in the Nigeria politics that an incumbent governor always win a re-run election but it was surprising that Fayose won Ekiti State Gubernatorial election Held on June 21, 2014 beating the incumbent Governor John Kayode Fayemi. However, Before the Ekiti State 2014 Election, it seems like the whole citizens of the state would Vote for John Kayode Fayemi (incumbent Governor) considering the mass coverage of his development activities in state by the media and peoples perceived good perception towards him while engaging in political discussions. The study therefore seeks to know the extent of Newspapers advertising influence on the Ekiti Residence towards voting for Ayo Fayose.
1.3 Research Questions
1. To what extent does advertising in newspapers influence Ekiti State electorates in the 2014 election?
2. What are the perceptions of Ekiti State Electorates about political advertising on newspapers?
3. To what extent do political parties used the political advertising in newspapers to influence the electorates?
1.4 Objectives of the Study
1. To determine the level at which newspapers political advertising influence the electorates in Ekiti State
2. To know the perception of newspapers political advertising by Ekiti State Electorates
3. To know the extent at which political parties used newspapers to influence the electorates
1.6 Significance of Study
The work will be of immense benefit to politicians, government agencies and other stakeholders who will appreciate the need to embark on sustained and an enduring enlightenment political campaigns rather than their periodic ritual which is only embarked on during elections as it is customary in Nigeria.
To media professionals who offer consultancy services to politicians as well as package their campaigns, they will see the need to re-engineer their tactics and strategies for optimal result.
It will also contribute greatly to the academic community by providing insight into the changing voting pattern of Nigerian electorate. Interested scholars can thus, build on findings of the study.
1.7 Scope of the Study
This research work focus on the Electorate of the 2014 Gubernatorial Election in Ekiti State
1.8 Operational Definition of Terms
1. Electioneering Campaign: This refers to the act or process of soliciting for support or votes for a given political party or candidate during election.
2. Media All channels, through which the students of the institution get their guide to what to wear and how to wear it.
3. Newspaper: a paper that is printed and distributed usually daily or weekly and that contains news, articles of opinion, features, and advertising
4. Population: This refers to the populace of Ekiti State who reside or are residence of Ekiti State
5. Programme: A television broadcast content that is aired for the viewing pleasure of the audience e.g. News and entertainment programmes.
6. Voter Decision: This refers to process or act of demonstrating support for a given political party or candidate through actual casting of vote for such party or candidate in an election.
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