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INFLUENCE OF MASS MEDIA ON THE CHOICE OF 2011PRESIDENTIAL
CANDIDATES IN NIGERIA.
OPENE, NKIRUKA FAVOUR
REG.NO: PG/MA/09/50998
A Research Project Submitted to the Department of Mass Communication,
University of Nigeria, Nsukka in Partial Fulfillment of the Requirement
for the award of Masters of Arts Degree in Mass Communication.
Department of Mass Communication
University of Nigeria, Nsukka
JANUARY 2012.
TITLE PAGE
Influence of Mass Media on the Choice of 2011 Presidential Candidates in Nigeria.
A Project Submitted to the Department of Mass Communication, University of
Nigeria Nsukka in Partial Fulfillment of the Requirement for the Award of Master of
Arts Degree in Mass Communication.
Opene, Nkiruka Favour
PG/MA/09/50998
CERTIFICATION
This project is an original work of Opene, Nkiruka Favour PG/MA/09/50998. It
satisfies the requirement for the presentation of research report in the Department of
Mass Communication, University of Nigeria, Nsukka.
------------------ ----------- ----------------- ----------
Dr. Ray Udeajah Date Prof. Ike. S. Ndolo Date
Project Supervisor Head of Department
--------------------- -------------
External Examiner Date
DEDICATION
This work is dedicated to God Almighty.
ACKNOWLEDGEMENTS
I could never have achieved this feat all by myself. I owe my journey thus far to a
lot of people on whose oars I have paddled to success.
First and foremost, all glory must go to Almighty God for His grace, protection,
guidance, strength and blessing which enabled me to undertake this journey.
Special thanks go to my parents Mr. and Mrs G.O Ezeuli for their financial and
moral support. To my siblings, Nadis, N.G. Emma, Nekky, Osy, Nony Boy and my
sister-in-law, thanks for being there.
I am also grateful to all my Lecturers, especially Mr. L.I Anorue, Dr. Okoro, Prof.
Ndolo and Mr. Ugwuanyi, you all were a constant source of inspiration. I thank in a
special way, my thesis supervisor, Dr. Ray Udeajah whose patience, understanding
and encouragement ensured the quick completion of this work. I cannot thank you
enough.
To my dear friends, Oge, Solomon, Amaka, Ngozi, Ifeanyi, Ogbonna, KayKay and
to every member of 2010 M.A Mass Communication class, you are all wonderful, I
love you all.
My sincere gratitude also goes to every person, who in one way or the other,
positively affected my study in UNN and even all the authors whose work(s) provided
the literary background for this study. God bless you all.
TABLE OF CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgements iv
Table of Contents v
List of Figures vi
Abstract vii
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of Problem 6
1.3 Objectives of Study 6
1.4 Research Questions 7
1.5 Significance of Study 7
1.6 Scope of Study 7
1.7 Definition of Terms 8
Reference 9
CHAPTER TWO: LITERATURE REVIEW
2.1 Focus of the Review 10
2.2 The Review itself 10
2.3 Theoretical Framework 49
Reference 51
CHAPTER THREE: RESEARCH METHODOLGY
3.1 Research Design 55
3.2 Population of the Study 55
3.3 Sample Size 56
3.4 Sampling Technique 57
3.5 Measuring Instrument 58
3.6 Validity and Reliability 59
3.7 Method of Data Analysis 59
3.8 Limitations of Methodology 60
Reference 61
CHAPTER FOUR: PRESENTATION AND INTERPRETATION OF DATA
4.1 Data Presentation and Analysis 62
4.2 Discussion of Findings 69
Reference 71
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 72
5.2 Conclusion 73
5.3 Recommendations 74
Bibliography
Appendix
List of Figures
Figure Page
1. Sample selection. 62
2. Age distribution of respondents. 63
3. Respondents‟ means of getting information. 64
4. Respondents‟ views on prominence given to 2011 presidential
candidates in the media and public‟s reaction. 65
5. Influence of media messages on public perception of candidates 66
6. Description of the kind of influence. 66
7. Other factors that influenced the election. 67
Abstract
The mass media have been used as veritable sources of information during elections.
They have been used to propagate ideas often known as propaganda and as
instrument of political mobilization. The information projected by the different media
of mass communication alongside other societal factors influence voters’ choice(s)
during elections. It is on this note that this research work tried to ascertain the
influence of the mass media on the choice of 2011 presidential candidate in Nigeria,
focusing on adults in Awka metropolis. Using the survey research method, the study
found that the mass media contributed immensely to the emergence of Goodluck
Jonathan as the president because 74.4% of the sampled population revealed that
Goodluck Jonathan received more media exposure than other presidential candidates
and thus influenced their liking for him. The study therefore recommends that media
practitioners should be careful while packaging media messages because they can
make or mar an individual.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Communication is very essential to man because, it is the only means through
which he understands his environment. This is done through the exchange of
information or ideas concerning the environment, which causes a change for better
and improved ways of living in the society. The mass media have the capabilities of
convincing people through the provision of relevant information at an appropriate
time and season and thus channeling the people‟s mind towards the direction the
voice(s) behind the media want(s) them to go.
Arguments and debates on the power and effect of the mass media have been
nipped to the bud. However, back to the era of the hypodermic needle theory, where
the media were recorded to be so powerful that they could turn a large number of
people into zombies or a mass of divot robotic followers to the present era of uses and
gratifications and individual differences through selective exposure, selective
perception and selective retentions, myriad of research have been carried out by
scholars in the field of communication and related discipline to test the truthfulness of
this assumption.
Mass media in the context of this work are understood as constituting social
institution created to perform, as required by the society, identifiable tasks of
information, interpretation, education and entertainment. In performance of these
roles, they employ technologies of communication such as radio, television, internet,
films, telegraphs, newspaper, and magazines to communicate messages to a large,
heterogeneous, anonymous, scattered and transitory audience.
Pioneers of the means of mass communication would be amazed at the great
height their modest efforts have reached. Media messages are replete with pointing,
dramatizing, showing and leading. The mass media can cage the mind or sub-
consciousness of the people through carefully selected audio\ visual signals repeated
over a period of time.
The society depends greatly on services of the mass media as decisive factors for
its continual existence, development and governance. Supporting this view,
Umechukwu (2001:21) notes that “beyond being socializing agent, the mass media
with their incalculable potentials, derived fundamentally from their traditional roles of
education, entertainment…..are great political and social forces‟‟ .
During political elections, the mass media are perceived to wield enormous
influence on the people, especially on their participation in the electoral process.
Research findings on the agenda-setting function of the mass media reveal that the
media have the ability to tell us what to think. Little wonder Ndolo (2006:10) posits
that communication has not only remained a critical component of the society but the
pivot on which the society revolves. It therefore follows that virtually all we know
about our external environment is the product of information communicated through
the media.
The mass media undoubtedly have been used in various societies at different
circumstances to change or reinforce voter‟s attitudes during and after elections.
McComb and Shaw in Ochonogo and Ukaegbu (2000:165) note that the mass media
wield enormous influence on voter‟s perception of salient issues during elections, as
they expose the important fact that is likely to influence the decision of the electorate.
Taking cognizance of the above, Yeich and Levine in Diri (2000:59) advice media
practitioners to present issues surrounding the entire election process in a manner that
will help them form opinions and subsequently make an informed decision. Rogers
(1986:237) authenticates the above assertion when he writes, “citizens having access
to useful political information will lead to significantly improved interaction between
citizen and government”.
As an element of increasing importance in the political life of every civil society,
especially with the increasing democratization of nation‟s polity, there is multiplicity
of linkage between the mass media, the society and their politics. Their activities and
influence taken from the pre and post world war periods, the mass media have proven
to be veritable instrument for political mobilization and awareness creation.
Udeajah (2004:7) aptly captures the place of mass media in politics in the
following passage although he was particular about the broadcast media.
The fact that both radio and television regularly present
politically crucial information in modern politics,
governments everywhere are keenly aware of the media.
Practical experience indicates that broadcasting and politics
are inseparable. It will be horrendous to have politics without
broadcast media…..effective broadcasting are vital to the
rational management of political activities in our complex,
fast- paced world.
Going by the above view, we can say that broadcasting and politics are like Siamese
twins, none can exist without the other. Interestingly, the mass media have been
described as “consciousness industry”. This according to Oso (2002:39) is due to their
role of creating awareness of both the immediate environment they operate in and the
outside world. It therefore follows that the media should use whatever means they
deem fit to let the people know the character and subsequently the ideology of
candidates contesting for the 2011 presidential election in the county.
The public are to be informed about the goals and aspirations of the prospective
number one citizen in the country to enable them make an informed decision. It is
only the media that will make such information available, through the print or the
electronic media.
According to Hall (1986) in Umechukwu (2004:15), what we know of our society
depends on how things are represented to us and that knowledge in turn informs what
we do and what polices we are prepared to accept. Thus, by extension, the mass media
as a socially responsible entity are expected to illuminate the implications of voting
for a particular presidential candidate seeing that doing so would enable apt actions
and reactions or responses from the populace. In line with the above view, Schmidt et
al. (1995:360) note that the media play role of making the public know the leaders in
order to make right voting decisions.
The media by their agenda-setting role structure our perception of the society.
Many scholars have observed that the media define and construct social reality by
their ability to direct our attention to certain issues and shape our opinion about them.
They provide us with frames that structure our perceptual reality with which we
develop our opinion about issue around us.
The way the mass media report events, issues and personality in the society have
many implications for that society and its people as individuals and social groups.
Harping further on the power of the mass media to alter not only the individual
purview, but the entire society, Todd (1980:1) emphasizes that
Since the advent of broadcasting (mass media), social
movement have organized, campaigned and formed their
social identities on a good social terrain. This is based on
the observation that economic concentration of the media
genre with amazing speed and efficiency in spreading
news and telling stories have combined to provide a new
situation for movement seeking to change the order of the
society.
The synthesis of Todd‟s assertion is that the mass media possess the magic power
to change our thinking, perception and everyday consciousness in a fashionable way
that we look up to them for direction.
It is in the light of this assumed strength of the media to influence people‟s
thinking that effort is made in this work to examine how portrayal in the media
influenced the public‟s choice of a presidential candidate for the 2011 general election
in Nigeria examining the content of some selected Nigerian dailies.
1.2 Statement of Problem
Many factors affect voting behaviour during elections. Some of these factors are
opinion leaders‟ influence, information from the mass media, religion and family.
Outside these, there are other considerations like tribalism, ethnicity, corruption,
sentiments and the power of incumbency and these factors go a long way in
influencing voting pattern during elections.
However, there is uncertainty about the influence of media on the choice of a
presidential candidate for the 2011 general election. It is against this backdrop that the
researcher viewed it as a worthwhile project to ascertain the role played by the mass
media played in determining choice of presidential candidates for 2011 general
elections in Nigeria.
1.3 Objectives of the study
For convenience and simplicity, the objectives of this study are itemized as
follows:
1. To find out the different means through which public got information about the
2011 presidential candidates.
2. Establish the relationship between the prominence given to a political
candidate in the media and the public‟s attitude towards such person(s)
3. To determine the extent of this influence on the public.
4. Discover other factors that influenced the choice of 2011 presidential
candidate.
1.4 Research Questions
The following research questions were proposed to guide this study.
1. What were the various means through which the media projected the 2011
presidential candidate?
2. What was the relationship between the prominence given to a political
candidate in the media and the public‟s attitude towards such persons?
3. To what extent did the mass media influence public choice of 2011 presidential
candidates?
4. What were the other factors that influenced the choice of 2011 presidential
candidate?
1.5 Significance of Study
The issue of media influence on audience has always attracted the interest of
researchers. While some scholars believe that the mass media are so powerful that
they have more impact on their audience, others believe that there are other mediating
influences beyond the mass media, like opinion leaders. This study, may establish
empirically the extent of media influence on the choice of candidates in the General
Elections of 2011. Indeed it may give indications of media influence generally.
1.6 Scope of Study
The scope of this study is restricted to the broadcast media with particular
emphasis on those who expose themselves to radio messages in Awka metropolis.
1.7 Definition of Terms
The key terms of this study will be defined according to their conceptual
relevance to this discourse.
Influence: This means the power to affect somebody‟s actions, character or belief
especially by providing them an example to follow. West and Tunner (2010:268)
describe influence as a legitimate and an expert power.
Mass media: Are the various channels through which mass communication takes
place. They are all about news and information sources such as newspapers,
magazines, radio, television, internet e.t.c that reach a large number of people
simultaneously.
Election: This refers to a formal decision-making process whereby a population
chooses an individual to hold public office.
Presidential candidate: Is that person who is eligible to be voted into the office of the
president of a particular country.
REFERENCES
Diri, C.T. (2000). Media as platform for political debate, discussion and participations
in elections: A Blueprint for Nigeria In Okon, G.B & Udoudo, A (Eds.),
Political communication and Nigerian democracy: A book of reading. (pp 58-
77). Port Harcourt: Amethyst & Colleague Publishers.
Ndolo, I. (2006). Mass media and society. Enugu: Rhyce Kerex Publishers.
Ochonogor, C.I. &Ukaegbu, E.C. (2000). Communication with rural dwellers for
political elections in Nigeria In Okon, G.B. & Udoudo, A. (Eds.), Political
communication and Nigerian democracy: A book of reading. (pp 161-173).
Port Harcourt: Amethyst & Colleague Publishers.
Oso, L. (2002). The structure of media ownership and labour reporting. The Nigerian
journal of communication. New York: Harper & Row Publishers.
Okoro, N. (2001). Mass communication research: Issues and methodologies. Nsukka:
AP Express Publishers.
Rogers, E.M.(1986). Communication technology: The new media in society. New
York: Free Press.
Schmidt, S.N et al. (1996). American government and politics today. USA: West
Publishing Company.
Todd, G. (1980). The world is watching: Mass media in the making and unmaking of
the new left. California: University of California Press Ltd.
Udeajah, R.A (2004). Broadcasting and politics in Nigeria: 1963- 2003. Enugu:
Snaap Press.
Umechukwu, P O J (2001). Mass media and Nigeria society (Developmental issues
and problems) Enugu: Thompson printing and publishing company.
------------ (2004). The press and 2003 general elections in Nigeria, Owerri: Africa-
Link Books.
West, R & Tunner L.H (2010). Introducing communication theory. Analysis and
application. (Int‟l ed.) New York: McGraw-Hill.
CHAPTER TWO
LITERATURE REVIEW
2.1 Focus of the review
This chapter reviewed the related literature connected to mass media and
elections. This was approached under the following sub-headings:
Elections: An overview
Election: The Nigerian experience
Issues in 2011 general elections in Nigeria
Media and elections in Nigeria
Social media and 2011 election in Nigeria
Influence of mass media in the society
Theoretical framework
2.2 The Review Itself
2.2.1 Election: An Overview
An election is a formal decision – making process whereby a population
chooses an individual to hold public office. Ezirim and Mbah (2011:1) see elections as
key pillars of democracies and thus note that “elections have become the commonly
accepted means of legitimizing governance institutions in Africa and world over”.
Elections are part and parcel of a nation politics. Politics nonetheless
was derived from a Greek word “polis” meaning citizen or a wise person. Election so
to say is an aspect of political life of the society. It has been the usual mechanism
through which modern representative democracy operates since the 17th
century.
Through elections offices in the legislature, in the executive, judiciary, regional and
local governments are filled.
Politics according to Quincy 1960 in Udeajah (2004:5) is the art of influencing
manipulating or controlling major groups in the environment so as to advance the
purpose of some persons against the opposition of others with conflicting desires.
This control and influence is done by representatives who were chosen through
elections in a democratic society. On a broad term, they are known as electoral
process. Elections so to say are a celebration of fundamental human right. A genuine
election is a political competition that takes place in an environment characterized by
confidence, transparency and accountability and that provides voters with an informed
choice between distinct political alternatives. A genuine democratic election process
presupposes respect for freedom of expression and free media; freedom of association,
assembly and movements adherence to the rule of law; the right to establish political
parties and compete for public office; non – discrimination and equal rights for all
citizens; freedom from intimidation; and a range of other fundamental rights and
freedoms (OSCE/ODIHR, 2001:11).
Nwabueze (1993) in Adagba (2007:44) explains that electoral process include
the suffrage, the registration of voters, delimitation of constituencies, the right to
contest elections, electoral competition between rival political parties, the body
charged with the conduct and supervision of election; the method of voting, the actual
conduct of election, the determination of results, trials and determination of election
disputes, electoral malpractices and the consequences.
According to Nnoli (1983) in Umechukwu (2001:17) politics refers to “all
those activities which are directly or in directly associated with the seizure of state
power, the consolidation of state power, and the use of state power”.
Elections are to any democracy what blood is to the human body system.
Democracy thrives on the principles that power belongs to the people, the people
exercise powers through their elected representatives whose mandates must be subject
to periodic renewal on terms directed by the laws of the land in conformity with
conventional democratic principles and practice. Ekweremadu (2010:8).
In the contemporary world of today, elections have become the most acceptable
means of changing leadership on any given political system. Elections ordinarily, in
most democratic state are usually conducted by an institution set up law. In Nigeria
Independent National Electoral Commission (INEC) is the main agent of democracy.
INEC is a permanent body created by constitution of the Federal Republic of Nigeria
to organize federal and state elections in Nigeria. In other words, the officials of INEC
are charged with the responsibility of conducting elections in Nigeria. In Zambia, the
Electoral Commission of Zambia (ECZ) is the only body constitutionally assigned
powers to conduct elections. In Taiwan, Central Election Commission (CEC) is a
constitutional body which acts to supervise the conducts of elections.
A genuine election so to say is a political competition that takes place in an
environment characterized by confidence, transparency and accountability and that
provides voters with informed choices between distinct political alternatives. Ezirim
and Mbah (2010) argue that elections have the potentials to confer legitimacy,
moderate dissent, engender compliance, heighten citizen efficiency, and deepen the
course of democracy.
Some countries of the world claim to be under the democratic system of
government where we have a high degree of citizen participation but in practice, they
do not allow the people to make a choice of who their leaders are. This must have
propelled Ezirim (2010:157) to say that Nigeria is not left out in the bid to follow the
trend which ensured that elections did not hold in the country or even when held, the
votes of the citizen did not count. Following are some of the problems that prevent an
election from being free and fair according to a cyber source:
1. Lack of Open Political Debate or an Informed Electorate
2. Unfair rules
3. Interference with campaigns
4. Tampering with the election mechanism
International standards for free and fair elections have their foundations and
political rights within various international conventions such as the 1948 universal
declaration of human rights and the 1966 International Convention on civil and
political rights. The legal framework is the basis for the regulation of the election
process. It comprises the electoral law regarding voter registration, political parties
and candidates and the media. The framework for election should be transparent and
understandable and approach all the issues of an electoral process necessary to create
democratic elections.
The most important element of a free and fair election lies in the independence
and impartiality of a country‟s electoral watching or election commission to monitor
the efficiency, effectiveness, professionalism and transparency of the electoral
processes.
As regards rights to elect and be elected. The standards made it clear that
there should be no discrimination on account of colour, race, sex, language, religion,
political views, ethnic minority status, property or birth that could eliminate an
eligible citizen‟s right to vote or right to contest the elections. All eligible citizens
should be guaranteed the right to contest the elections without any discrimination.
Voters‟ registers should be maintained with transparency and accuracy. The right of
an eligible voter to register should be protected and prevention of unlawful,
fraudulent registration or removal of voters evaded inclusive, accurate and up to date
and the process fully transparent.
All political parties and candidates should be treated equally while competing
in elections. The legal framework of a democratic election should clearly provide
notification of the dates for beginning and end of registration for political parties.
The requirements and procedures for the party and candidate registration should be
based on reasonable, relevant and objective criteria.
Political observers maintain that the development has significantly affected
the world order, as democracy is fast becoming a global phenomenon. The emerging
global democratic order has also made military rule unfashionable in all parts of the
world, Africa inclusive (Pilot April 28, 2011).
The democratic space had also been widened in other African countries like
Tanzania, Uganda, Malawi, Benin Republic and Zambia, which hitherto practiced
one – party system of government. Political Scientists nonetheless, insist that the
fulfillment of any democracy particularly hinges on its ability to hold reliable
elections and the involvement of all the stakeholders in the electoral process.
2:2:2 Elections: The Nigerian Experience
Elections in Nigeria are democratic forms of choosing representatives to the
Nigeria federal government and the various states in the country. Nigeria elects on
federal level a head of state (President) and a legislature (National Assembly). The
National Assembly has two chambers. The House of Representatives has 360
members, elected for a four year term in single-seat constituencies. The senate has 106
members elected for a four year term: each of the 36 states is divided into 3 senatorial
districts, each of which is represented by one senator; the federal capital territory is
represented by only the senate in Nigeria. People that fill these seats are elected by the
people in a democratic system of government which Nigeria is currently operating on.
Ekweremadu (2010:11) posits “democracy thrives on the principles that power
belongs to the people. The people exercise powers through their elected representative
whose mandates must be subject to periodic renewal on terms dictated by the law of
the land in conformity with conventional democratic principles and practice”. But
then, when election is mentioned in Nigeria, many people grow goose principles, not
because they detest election but because the results of virtually all the elections carried
out in the country are far from being the truth. Put differently, the reason is not
unconnected with the irregularities ranging from election rigging, victimization of
voters, missing ballot boxes to denial of franchise. Ezirim and Mbah (2004:4) may
have been enthused when they write that elections in Nigeria instead of being an
incoming administration turn out to become a potent source of instability and violent
conflict. However, crisis associated with election in Nigeria stem from issues like the
structure of the state, the structure of the electoral system, political culture, political
intolerance and repression, undemocratic practices by political parties and failure to
recognize the legitimacy of the opposition, corruption and election rigging, clash of
political ideologies or cultural values, media bias, and misinformation.
A look at the 1999 and 2007 elections in Nigeria would provide clear picture of
how the election was conducted and the overall activities of the organizers, electorates
and the aspirants.
The 1999 General Elections in Nigeria:
May 29th
1999 is a remarkable date in the history of Nigeria politics because it
ushered in the fourth republic. Following the death of military dictator and de facto
ruler of Nigeria, General Sani Abacha in 1998, his successor General Abdusalami
Abubakar initiated the transition which heralded Nigeria‟s return to democratic rule in
1999 (Nigerian Tribune, Feb 7, 1999). Subsequently, the ban on political activities
was lifted, and political prisoners were released from detention. The constitution was
styled after the ill-fated Second Republic which saw the West minister system of
government jettisoned for an American Presidential System. Political parties were
formed and elections were set for April, 1999. In that election, Olusegun Obasanjo
from prison confinement was through electoral process declared the winner of the
1999 presidential election and was sworn in as the civilian president of Nigeria for
four year tenure (Nwanonue, 2004:57). Also, sworn in on that date were all the elected
civilian governors. Presidential elections were held in Nigeria on 27 February 1999,
making it the first time in 15 years, the country will be ruled by a civilian government.
Like any other elections in the country, the 1999 general elections were
criticized on the grounds of irregularities and massive vote rigging.
The 2007 General Election
On May 29, 2007 a milestone was reached in Nigeria‟s history when outgoing
President Obasanjo handed over power to Umaru Musa Yar‟Adua marking the first
time that civilian head of state had been succeeded by another civilian.
The presidential election took place on April 21, a week after the gubernatorial
and state assembly elections. The Independent National Electoral Commission (INEC)
declared Yar‟ Adua; flag bearer of the ruling People‟s Democratic Party (PDP), the
victorious candidate with a landslide of 24.6 million vote. (BBC News, 22 December
2007).
Unfortunately, these elections fell below the standard of democratic practice.
Shortly, before the state elections, the federal army killed at least 25 suspect Islamic
militants in Kano. A few hours before voting began on April 21, there was an attempt
in Bayalsa State to assassinate Goodluck Jonathan; the PDP Vice presidential
candidate as well as an unsuccessful attempt to bomb INEC‟s Abuja headquarters. (Al
Jazera, 21 April 2007)
On election day, fraud occurred on a massive scale: some polling stations never
opened; many opened late; there was shortage of ballots boxes, voters were often
intimidated; and in some precincts the total vote exceeded the number of registered
voters. A low turnout reflected popular skepticism of the political process. Observers
from multiple international and national watchdog organizations criticized the
election. Election observers from the European Union described the election as “the
worst they had ever seen anywhere in the world.” with “rampant vote rigging,
violence, theft of ballot boxes and intimidation.” (CNN, 4th
March, 2011).
Moreover, an Al Jazeera news reported one group of observers who said that one
polling station in Yenagoa, in the oil-rich south, where 500 people were registered to
vote, more than 2, 000 votes were counted.(24 April 2007)
However, different political parties projected their candidates for the 2007 general
elections. The PDP projected Umaru Musa Yar‟ Adua, ANPP; Muhammadu Buhari
while the Action Congress project Atiku Abubakar, the then Vice president.
The PDP controlled 28 of the 36 states but the largest city, Lagos was then in
the hands of the Alliance for Democracy (AD).
As regards the result of the gubernatorial and state House of Assembly results,
the ruling PDP won 26 of the 36 states according to INEC including Kaduna state and
Katsina state where the results were condemned by the local population As the case
may be, PDP had won 29 of 36 states with Human Rights watch describing the vote-
rigging as “shameless”. (The Economist, April 19th
, 2007)
Following the gubernatorial and state assembly elections on 14 April, 18
parties, including those of Abubarkar and Buhari demanded on 17 April that the
presidential elections be postponed that INEC be disbanded, and that the earlier
elections be annulled, otherwise they said that they would consider boycotting the
presidential election. On April 19, however, both Buhari‟s ANPP and Abubakar‟s
Action Congress said that they would not boycott the election. (Al Jazeera, 19 April,
2007).
The 60 million presidential election ballot papers were kept in South Africa to
prevent tampering. However, last minute changes to add Abubakar to the list caused
problems in distribution of ballots as papers did not arrive from South Africa until
Friday evening. (BBC News, 21 April 2007)
The reprinted papers were not serially numbered and what is the justification.
ThisDay 22 April 2007 reported that it was intentional.
Number of votes per candidate official figures on voter turnout were not
released but the turnout was estimated at 57.5 percent of 61.5 million registered
voters.
2.2:3 Issues in 2011 Presidential Election in Nigeria
The 2011 general elections in Nigeria was the 11th
election for the country
since national elections started. The common streak in all the electoral experiences is
that none could be called a transparent election. Each has been mired in controversy
and one had laid the foundation for a civil war.
Consequently, the issues being debated in the 2011 general elections are in two
folds. One is the possibilities of the Independent National Electoral Commission
(INEC) under the auspices of Attahiru Jega to organize a free, fair and credible
elections which went with the slogan One Man; One Vote, One Youth, One Vote, One
Woman; One Vote while the other was the issue of zoning or rotation of the
presidential candidate. Zoning was the raging debate on which of the geo-political
zones of the country to produce the nation‟s next President. (Punch editorial, 2010).
This issue tore the nation apart as explained by various viewpoints concerning
the issue on the pages of newspaper and in broadcast stations. The debate became
heated when it was obvious that the Late President, Umaru Musa Yar‟Adua could no
longer perform his functions due to his failing health. Immediately the Vice–President
GoodLuck Jonathan was empowered to become Acting President and Commander –
in – Chief of the Nigerian Armed Forces in line with Section 145 of the 1999
Constitution of the Federal Republic of Nigeria, the PDP National Chairman Vincent
Ogbulafor declared on air that the presidency “must remain in the North till 2015, for
equity purposes since the South held the forth for eight years” (NTA News). Put
differently, the 2011 Presidential election held in Nigeria on the 9th
of April 2011,
followed controversy as to whether a Muslim or Christian should be allowed to
become President following the death of Umaru Yar‟ Adua and GoodLuck Jonathan
assuming the Interim Presidency. Another strident opposition voice is that of Northern
Political Leaders Forum (NPLF) led by Mallam Adamu Ciroma. This group called for
the retention of the nation‟s presidency in the northern part of the country. They also
called attention to what some tagged “gentleman‟s agreement for power to rotate in
equal number of years between the North and the South. The desire of some to ensure
that the 2011 President emerged from the North made the like of former vice president
Atiku Abubakar to return to People‟s Democratic Party (Vanguard March 21, 2011).
Supporting this view, Benjamin Apugu, the founding father of PDP and elder
statesman from Abia State notes that zoning is an arrangement enshrined in the party
constitution. He pointed out that zoning is the best and only way Igbo people
“Ndigbo” would actualize the ambition of producing a Nigerian President in 2015.
This is based on the believe that the party arrangement would ensure that Igbo people
remained relevant in the socio – political affairs of the country. The aim he argues was
to give equal opportunity to all section of the country to become President as years go
by. (Vanguard March 14, 2011).
On the contrary, the idea of leadership by zoning was not fully embraced in the
country as many critics both locally and internationally said that if the country
continue to be strangulated by introducing elements that could limit the choice or
emergence of leaders based on where they come from or the religion they profess, it
then means we are sacrificing the emergence of good leadership that can transform the
nation. Some say it is undemocratic because of the well known fact that democracy
allows you among other things freedom of choice and freedom of association.
A good example of such voices was that of Waziri, the Erstwhile Chief
Executive Officer of the Petroleum Technology Development Fund (PTDF) and the
convener of the 3G (Good Governance Group) who in an interview with the Vanguard
notes that it was the advent of this 4th
Republic that brought out institutionalized
rotation or zoning stressing that Shagari was not elected on the basis of rotation or
zoning “he was elected as the candidate of National Party of Nigeria (NPN). It was
the choice of NPN that somebody from the North could be its Presidential candidate,
it was not an Institutionalized arranged”. (Vanguard May 21, 2011).
By implication, Waziri is of the view that of zoning or rotation are all political
tools to able to manage the various tendencies that come together to make Nigeria. So
they are conveniences and peculiarities of territory called Nigeria because we are
heterogeneous in so many ways.
A Guardian columnist writes that the highest political office in the land has
been dominated by the country‟s citizens of Northern extraction. This was made
possible by subsequent military regimes whose brands of leadership had no space for
democratic contraction. The zoning formula he argued was therefore envisaged to
enable the Northern and Southern regions of Nigeria to have an equal change of
producing the president during the eight year presidential cycle. The zoning formula
was first adopted by the second civilian administration of Alhaji Shehu Shagari and
Dr. Alexander Ekwumene in 1979. During the first quarter of president Shagari‟s
second term, the military led by Retired General Buhari truncated the regime, thereby
making it impossible for southern Nigeria to experience the plan. During the
consecutive 15 years of Northern dominated military governance, the zoning formula
was forgotten.
For the past ten years, beginning with Olusegun Obasanjo‟s civilian regime
1999-2007, and the present administration of Musa Yar‟ Adua and President
Goodluck Jonathan to present the (PDP) People‟s Democratic Party had started
dangling the carrot of the presidential zoning between Southern and Northern sections
of the country.
On the account of a Vanguard website, Late K. O. Mbadiwe a politician with
graduate degrees in political science from the American Ivy – league Columbia
University, New York described the zoning agreements of the National Party of
Nigeria, NPN in 1982 as a pragmatic and necessary policy: “we have zoned to
unzone” was his words to reporters after the NPN party conference in Calabar in
reaction to questions about the limitations of this formular. Zoning to unzone was
Mbadiwe‟s inimitable way of describing a formular of accommodation for the
distribution of power in the country.
It was a transitory measure towards “nature unity”. It was of course, an internal
party policy, not a national policy and was no doubt, subject no consideration. In other
words, it was not considered a permanent policy; it was a transitional arrangement
aimed at rapprochement, particularly in the post– war democratic dispensation, when
“national unity” was necessary for the fabric, and the strategy, of the ruling party in its
claims as a Nigerian meeting pot. (www.vanguard.com)
However, in that arrangement with NPN, the Igbo people of the East were set
to produce the presidential candidate for the party in 1987 at the expiration of the full
term of the incumbent, President Shehu Shagari, from the North. As records would
have it that was not so, that agreement with NPN, the incumbent party in power at the
centre was scuttled by the military coup of December 31, 1983 that overthrew the
Shagari presidency and the governments of the federation. (www.history.com)
Subsequently, one of the key issues for the military boys in 1983 was the
insurgent return of the Igbo, former Biafrans to the epicenter of Nigeria politics; and
the seriousness for many of them of a possible president from the east in 1987 given
the NPN arrangement.
A group consisting of former chairman, presidential committee on the review
of the 1999 constitution, Yusuf Mamman, Saidu Dansadou and Former FCT minister
of state Solomon Ewuga were of the opinion that zoning is not a constitutional matter
and so should not be binding on the nation. They favoured Jonathan‟s emergence only
if he would guarantee the Northerns development in their states. (ThisDay, July 7,
2010.)
The proponents of the zoning theory said it was an intra-party agreement within
the PDP in 1999 to rotate the presidency of the country between the north and south.
They agreed that the south should be the first beneficiary of their zoning arrangement,
which was why they handpicked Olusegun Obassnjo, a southerner and more so, a
Yoruba man as a way of placating the Yorubas on the injustice that arouse from the
criminal annulment of the June 12, 1993 presidential election won by the Late M.K.O
Abiola.
The advocates of this zoning were of the opinion that since power rotated back
to the North in 2007 with the Late Umaru Yar‟ Adua as the president, his death should
not deny the North its own right of two-term presidency. They believe therefore that it
is a matter of must for a Northerner to emerge as president in 2011 so that the
presidency can remain in the North till 2015 when the zone would have completed its
own eight years. For this reason, they said, Goodluck should not contest.
Kola Odepeju Daily Independent reporter writes that:
Zoning though undemocratic, would have been okay for the
country if only the motive behind it was altruistic. If the motive was
to truly give every ethnic group or geo-political zone that
constitutes pseudo federation a sense of belonging in terms of
giving each of them the opportunity to product the President at
intervals. Rather than being altruistic however, the motive was
egocentric and unpatriotic. It was abinitio designed to serve the
interest of that section of the counting that has been dominating
the leadership of this country since Independence. I say this
much because I cannot see any rational basis for rotating the
presidency to the North again after Obasanjo’s eight years given
the fact that the region has ruled the country for a sustain period
since independence at the expense of other geopolitical zones
(Daily Independent, July 7, 2010).
The argument is that if the zoning arrangement meant with a clear mind, other
geo-political zones in the country like Ijaws, Igbos, the Urhobos, Ibibios or the Efiks
should have been given the opportunity to contest seeing that these zones have not
received due consideration since the political history of the country.
Now back to the other issue, which is the possibility of conducting a free, fair
credible and transparent election in the 2011 general election.
It is common knowledge that the country‟s political scene over the years was
replete with elections that were perceived to be marred by irregularities, absence of
voting materials, distribution of elections results at collation centres etc. this is against
the spirit of free and fair election. The power to conduct and organize a very credible
free and fair election is firstly vested on the president of the country and the ruling
body in appointing a very credible candidate with positive mind to head the
electioneering process as the electoral chairman. Regrettably, credibility of election
seems to be out of place in Nigeria. The 2007 general elections in Nigeria has been
adjudged to be the worst election ever and this informed why two years after the 2007
election, some Nigerians, especially politicians or their foot soldiers are still up in
arms against Maurice Iwu, the former Chairman of Independent National Electoral
Commission (INEC). They accused him of fouling the polls and therefore want him
sacked by the then President Umaru Musa Yar‟ Adua (Vanguard April 16, 2009).
In addition to the above, when the U. S. – Nigeria Binational Commission was
formally inaugurated to improve co-operation between the two countries in such areas
as trade, good governance and food security in 2011, the US secretary of state for
African Affairs Johnnie Carson said Mr. Iwu was incapable of organizing a credible
election and thereby advocated for his replacement (BBC News).
On this note, the ruling body in Nigeria based on his records as the president of
Academic Staff Union of Nigerian Universities appointed Attahiru Jega to be the
INEC Chairman to oversee the electioneering process in Nigerian 2011 general
election. Jega‟s track record showed that he is reliable, faultless, forward looking and
the best man for the job. His appointment was based on the believe that he will ensure
credible election, the country having noted that only credible election can bring about
changes in fulfilling electioneering promises.
The clamour for free and fair elections has been so strong since 2007 that no
government dare ignore it. It is as strong as the cry for reliable source of electricity.
The future of the country, the international image of the country, responsibility of
Nigeria and when they leave the country‟s so much tied with that.
Acknowledging the indispensability of credibility on election to any democratic
government, Mr. Adebayo Oladimji says it is only credible elections that can set the
country on the corrective path. “Conducting believable election will ensure that those
elected are answerable to the electorate and must do what the people elected them to
do, the present lukewarm attitude of Nigerians to the conduct of those in power was
because they know they did not elect them”. (Daily trust August 17, 2010)
However, given the preponderance of credible election to Nigeria‟ democracy
and in fact the people who over the years have suffered under the trapping of
imposition and discountenance of their votes and voices by politicians, the INEC
chairman and the president of the country promised to bring it about was not only a
succor to many but also a reason to believe in Nigeria again.
At the 45th
anniversary of the faculty of Arts, University of Lagos, Dr.
Emmanuel Uduaghan; Governor of Delta State said a credible election should be an
election conducted following due process, accepted by the people as representing their
free choice, respected by political contestants as valid representation of their true
strength and resistant to obnoxious interferences. (Vanguard June 30, 2010)
According to him, the most important feature of a democracy is holding credible
periodic elections. There can be no government of the people by the people and for the
people if elections are not credible.
Recognizing the importance of a free and fair election, President Goodluck
Jonathan according to News Agency of Nigeria (NAN), said that he is determined to
conduct free and fair election in 2011 to stem the tide of election petition that
followed the conclusion of past polls. He was determined on putting an end to the
trend of endless litigations that usually follow elections in Nigeria through credible
polls. The president also assured the people of his commitment to conduct credible
election that would give no room for losers to go to court, which means that at the
end of the election, nobody will go to court because there is no room for him to do
so. He puts it succinctly thus:
It is worrisome that an elected governor of a
state still goes to court two years after the conduct of an
election, losing concentrating on government”. He
assured that whosoever emerge as a winner in the 2011
poll would not suffer credibility problem within and
outside the country (The Punch July, 2010 p.8)
. The newspaper also reported that one out of the two appointed INEC Commissioners,
Dr. Christopher Iyimoga said it was the responsibility of every Nigerian and
institution in the country to ensure free, fair and credible election in 2011. He also
said that indigenous music and the media should be used as powerful weapons to
effectively enlighten Nigerians especially those at the grass roots on the need to vote
according to their conscience (Punch July 28, 2010 p.8).
Responding to the demands of INEC, Senator Ayogu Eze said that “We are
very willing to ensure that we cooperate with INEC to ensure that this election
becomes something that will glorify rather that impinge the integrity of Nigeria in
international community”. This statement underscores to importance of credibility
in 2011 general election to the house of senate. They were willing to provide the
N84 billion demanded by INEC in other to ensure free, fair and credible election for
the first time in the history of Nigeria and also not to be a laughing stock before the
world at large.
Harping further on the importance of free and fair election, the National
Youth Political Congress called INEC Chairman Attahiru Jega to sanitize the
electoral system by allowing only credible persons to contest the 2011 general
elections. According to the National President of the group, Mr. George Okughere,
“The destiny of the country lies on the electorate supporting a reliable and credible
candidate in the 2011 elections”. He added that Nigeria will make history if 2011
elections are free and fair (Vanguard July 28, 2010, p.9).
Concerning the conduct of the 2011 general elections, INEC Chairman
assured Nigerians that he would do everything to bring quality and value to the
country‟s electoral process. On voter‟s apathy, he promised that the Commission
would embark on an enlightenment campaign to assure the people that their votes
would count in the forthcoming national polls (Business Day, July 29, 2010 p.8).
The question asked by Scolt Baker, a professor at Champlain College in U. S.
City of Burlington Vermont after 2007 elections in Nigeria. “How can Nigeria sit at
the meetings of the African Union Peer Review or ECOWAS and talk about other
people‟s elections” (Reuters, 24 April, 2007). This question amongst all other
questions made the present government to pay more attention on anything that could
mar the 2011 general election.
2:3:4 Media and Elections in Nigeria
Over the years, mass media have proven to be veritable sources of
information during elections in Nigeria. The mass media have been used to
propagate political ideas often known as propaganda, and also used an instrument of
political mobilization by different political parties in the country. The Nigerian mass
media is always alive to its duty before, during and after election given its prime
position as the vital source of information about elections in democracies and
societies in transition around the world. In the view of Graber (2001) media
coverage is the very lifeblood of politics because it shapes the perception that form
the reality on which political action is based. Media do more than depict the political
environment they are the political environment.
It is on record that the press played a vital role in stimulating constitutional
development and nationalistic series of agitation in Nigeria, as well as other parts of
West Africa. It was after the end of the First World War that nationalist newspaper
came in circulation in Nigeria. There were a number of newspapers that helped to
spread the nationalist cause during that period stretching from the end of First World
War to the Second World War (Nigerian Triune, March 28, 2011).
The realization of the invaluable roles of the media in nations building
Nigeria Pilot Newspaper reporter writes propelled the Nigerian Union of Journalists
(NUJ) Abuja to organize a capacity – building workshop for journalists on elections‟
coverage titled “Workshop on election reporting” (Pilot, April 2011).
Media are the prime source of information we have about political activities.
This is due to the media‟s commitment in fulfilling their obligation as spelt out in
chapter 2, section 22 of the 1999 constitutions. According to the section, the “press,
radio, television and other agencies of the mass media shall at all times, be free to
uphold the fundamental objectives contained in this Chapter and uphold the
responsibility and accountability of the government to the people”.
Essentially, as historical documents or the operations of the media have shown,
the media‟s contribution to the electoral process is anchored on the “Agenda setting”
function that is integral to the informing, educating, mobilizing and crusading roles
of the media. Also, the media‟s participation in the electoral process find reasonable
explanation and justification in the Universal Declaration of Human Rights which
stipulates in Articles 21 (3) that “the will of the people shall be the basis of the
authority of government; thus shall be expressed in periodic and genuine elections
which shall be held by secret vote or by equivalent free voting procedures.” The
declaration gives a filling to the public service responsibility of the media which
include mobilizing the people for political action. Since the establishment of the first
newspaper Iwe Irohin in Nigeria in 1859, the nation‟s mass media was in the
forefront of national politics. The mass media have featured prominently in the anti-
colonial struggle and when independence came, they turned their attention to the
promotion of good governance of the rights of the people as contained in the
constitution of the country. One of the rights was the right to vote.
Over the years, the Nigeria masses have demonstrated apathy toward the
political process. This feeling, of course, cannot be divorced from the political
intrigues rigging, politically motivated killings, „election without election‟ that
characterize the electoral process in Nigeria. It is widely believed that elections are
concluded in Nigeria before the real elections ever take place. Many people hardly
participate in the political process due probably to apathy which results from
inadequate mobilization of the populace by the government and its agencies
(Ochonogor & Ukaegbu, 2010). It is truism that information is power; an informed
population is a powerful population because it is only when the people are well
informed that they can actively participating in any political process.
In Nigeria, the media and election coverage are like Siamese twins. The media much
more than any institution in society are one of the best instruments for mobilizing the
people during election as well as informing them on the latest development as regards
electoral activities in the country. Mass media and elections in Nigeria can be clearly
seen under the following aspect:
Uses of propaganda during elections.
The press and political mobilization during elections.
The press at the scene of elections.
The press after elections.
Uses of propaganda during elections: The word propaganda has been defined in
many ways by different scholars; Eboh (1997:81) defined it as the means of
highlighting, increasing, disseminating or spreading some ideas, beliefs, convictions
or opinion, creed or belief. Propaganda so to say is an efficient tool employed in
disseminating information but its usages by politicians makes it bad. The elements of
deliberateness and manipulations employed in propaganda makes it different from
more causal / communication or the free exchange of ideas.
Election Propaganda is the method by which candidates inform the public of
their positions on various issues relevant to the elections and persuade the public to
support them. People who engage in propaganda have ways of packaging their
messages in order to convince their subjects. Bird and Merwin (1942) in Umechukwu
(2004:5) classified them under seven sub-headings namely: name-calling, glittering
generalities, testimonial, transfer, plain folks, card-stacking and the band wagon.
Interestingly, we see propaganda at work in messages sent through the radio,
television, internet, billboards and so on. Arts used as propaganda can be seen
anywhere. A look at any billboard while driving through town during election
campaigns will drive the above point home. Some of the most famous pieces of art
used as propaganda came to us during the just included general elections. We read
propaganda on billboards, Newspaper and even commercial vehicles. For example “a
breath of fresh air” posted on most of the commercial vehicles.
We saw virtually all the politicians identifying with the people trying to make
them accept them through well detailed information about their goals, aspiration and
what they intend to do for the people once they are voted in. Dr. Olusola Saraki used
name – calling as a propaganda device to win people over to his side. (Umechukwu
2004:8-9)
Another use of propaganda during the election manifested in the Sun
Newspaper, Saturday May 10, 2003 p. 38, when a Chieftain of the Northern Socio-
cultural group, the Arewa Unity Committee, Mohammed Abdulrahman cautioned the
nation against Buhari presidency. He says: “ Buhari presidency, a repeat of Abacha
Orgy”. However, to many Nigerians, Abacha remains the worst head of state Nigeria
has ever had. Alhaji Mohammed either because of party deference or personal hatred
wanted to condemn Buhari presidency by comparing him to Abacha just for people to
have deep hatred of Buhari.
Press and political mobilization during elections
Mobilization simply means the act of fostering social cohesion and awareness that
permit active involvement in public life. It provides common pool of knowledge that
enables individuals to operate as effective members of the society in which they live.
Nettle (1976) in Ochonogor and Ukaegbu (2010:163) sees mobilization as the process
by which people in society are made aware of what they have in common and what
ways they are different from others. Social mobilization basically aims at increasing
the people‟s awareness, knowledge and ability to organize them for self-reliance or to
participate in an election. Political mobilization can be appreciated from
Umechukwu‟s (2004:18) account of the role of the mass media in electoral process.
He puts it succinctly thus:
Political mobilization means the role played by mass
media in creating awareness, interpretation of issues,
personalities, programmes and educating the people
purposely to ginger, encourage and motivate them to
exercise their political rights and take informed
political decisions. Such decisions will basically
include participating in elections.
This underscores the central position of communication at the centre of human
existence. It is a truism that the mass media when properly planned and utilized can be
veritable contributors to accelerated and integrated national development. Supporting
this view Udoakah (1998) observes that the rate of access to and consumption of mass
media products have come to be used as an index of a nation‟s development. The mass
media are looked upon by the masses as suppliers of information. The press during
elections has the responsibility to give people the true and undistorted facts that will
make them to make responsible choices about their communities, state and the nation
at large.
Consequently, the ability to discern facts from fiction, truth from falsehood in
the multitude of promises from politicians may elude the people. The press long
before elections are seen at the forefront interpreting, interviewing politicians and as
well giving the people information that could help them make informed choices at the
pooling centres.
In addition to the above, the responsibility of the mass media to the public in
the electoral process is described as that of fostering public enlightenment and
accountability by giving the public a critical analysis of public events and policies to
promote effective popular participation in government by keeping the people
informed. They also inform the electorates about the people that are vying for political
positions and expose the people to key issues bothering the society. A good example
is the 2011 presidential debate organized by NTA. In this debate, some of the
presidential candidates of different political parties were interviewed on their motive
for contesting for the position of number citizen of Nigeria. And this debate was
replayed many times on our television and radio stations.
It was through the mass media that the electorate got to know the mind of
candidates and also narrow down the voters‟ wide range of choice before the voting.
The mass media provides avenue for letting the people know what trends are, in terms
of election periods, and what it means to exercise their franchise, civic rights, to vote
and voted for.
The mass media during the 2011 general elections were able to let the
electorates know that their votes will count. The followed the voters‟ registration
exercise and through their writings and talks told the people the how, where and why
to get registered.
The Press at the scene / after election
The press are ever present and vibrant at the scene of election. The former
National Electoral Commission (NEC) chairman professor Humphrey Nwosu was
right to have described the role of the press in electoral process as that of linesman,
gatekeepers, commentators, interpreters and disseminators of the rules, news and
views. (Umechukwu, 2004:33). This was evident from the reports filled in by
reporters at the pooling booths.
During the 2003 and 2007 general elections, the sordid acts of rigging were exposed
by the media in their live coverage of the pools, on the spot reporting that the
authorities would have liked to prevent. Non – availability of ballot papers at many
centres across the nation; the late arrival of election materials at polling station, the
employment of thugs to scare away voters, and the open display of partiality by INEC
in favour of the government, subverted the electoral process to the chagrin and shock
of the electorate and the election monitoring teams-local and international.
However, newspaper editorials and columnists did not spay corrupt politicians
over the manner in which the elections were rigged. The Guardian editorial of May
16, 2007 attacked the INEC chairman Maurice Iwu on his display of partiality as
regards the conduct of the 2007 election. The editorial argues that INEC acted as if it
was a partisan in the contest, disobeying court orders and deliberately orchestrating a
process that favoured the ruling People‟s Democratic Party. In the end, the election
Tribunal said the local media saw the rigging live and direct, the independent monitors
and observers from outside the country saw it all, the helpless voters all the polling
booth also said it. But the most scathing remarks on the fraud called „Election 2007‟
come from the American Chicago Herald Tribune Newspaper, in the Humanity
Newspaper of May 14, 2007 p.9 and it reads, thus:
…..Reports of stuffed ballot boxes, padlocked polling places and other Shenanigans in the election led to clashes that left 200 people dead. And now a chaotic election has undermined the legitimacy of the incoming administration. President elects Yar’ Adua will try to persuade the world that his power is legitimate. But it seems chance at redemption; support the call for a new, honest election, otherwise Nigeria’s future looks black….
Foreign observers of elections equally condemned the polls in unflattering
terms. As reported by the Daily Times of Abuja, the European Union (EU) and
Economic Community of West African States (ECOWAS) teams discussed the whole
election exercise as not credible
.
2:2:5 Social media and 2011 election in Nigeria
As the political climate in the country became charged as a result of the
preparation for the 2011 general election, George (2010) observes that many
politicians joined different social media as means of reaching out to the masses
directly. The term social media refers to the use of web-based and mobile technologies
to turn communication interactive dialogue. To Kaplan and Haenlein, social media is a
group of internet-based applications that build on the ideological and technological
foundations of web 2.0 and that allow that allow the creation and exchange of user-
generated content. In the vein Daniel (2011) defined social media as an interactive
website that gives people information. Internet material reveals that facebook, twitter,
2go, myspace e.t.c are examples of social media.
As the election date approached, the nation witnessed very impressive
comments about the election on the social media. Most notable were facebook, twitter
and 2go. One comment worthy of examination here is that posted by Gentilviso
(2010) which reads “for months, Nigeria‟s president had held off n announcing his
candidacy for the 2011 election. When it was time to shed speculations, he went
directly to the public – via facebook‟‟.
On the use of social media as a platform for political campaign, Akin (2010)
avers that Goodluck Jonathan on the 15th
of September declared his intention to run
the first time on facebook entitled „„ Declaration of Intent for the 2011 Presidential
Race‟‟ and before the end of the he got over 4000 supporters. Social media George
(2010) submits is becoming increasingly in politics as many politicians are using them
to gain recognition and acceptance.
2:2:6 Influence of Mass Media in the Society
Over the past 30 years, a substantial amount of research has been conducted to
determine the effect of mass media messages on the audience. These studies
concluded that the media‟s power to influence public perception and the degree to
which people are exposed to media representations combine to make the mass media
one of the most significant influences in developed societies.
Exploring the cultural importance of mass communication Carey (1975) in
Baran (2010:360) avers that the media is not only a means of transmitting messages in
space but are central to the maintenance of society in time. Similarly, the cultivation
analysis projects the idea that the masses‟ ideas of themselves, their world and their
place in the society are shaped and maintained primarily through their exposure to the
mass media.
The mass media no doubt exert a powerful influence on individual‟s behaviour,
culture and society. This powerful influence according to Ndolo (2005:30) is not
harsh but subtle and subliminal. Powerful images are placed in the sub -conscious
level and at the appropriate time tend to guide human behaviour. American media
content he explains further especially films are changing out youths into imitation
Americans in speech, comportment, dressing, walk and crime. In the same view;
Okunna (2002:21) quotes Bittner (1989) to have said that someone who engages in
heavy television viewing may see the world as a very dangerous place than it really is.
Initial approaches to the study of mass communication effects attributed strong
power to the mass media to bring about change in viewers attitude and behaviour. One
of such approaches is referred to as the hypodermic approach. This approach held it
that the media were able to inject their messages unhindered into the minds of the
listeners, achieving whatever affect they wanted. Kabir Alaba Garba, Assistant Arts
Editor of the Guardian Newspaper writes that for UNESCO to choose “Media,
Development and Poverty Eradication” as its theme for 2007 press freedom day, it
means that the organization believe that there is a relation between media freedom and
poverty eradication. The justification for this is the realization of the multi-level
impact and the central dynamic of the media‟s assistance in fostering sustainable
human development and alleviating extreme poverty. (Guardian May 17, 2007).
The mass media have the potentials of creating awareness, interpreting
issues and educating the populace on matters from the different facet of life. This must
have informed why Ndolo (2006) describes the mass media as the pivot on which the
society revolves. Supporting this view Dominick (2002:487) notes that the media
more often than not supply the people with information and view points, with which
the people can make informed comments during politics.
Udoakah (2004:25) in advancing the role of the media in societal development
suggests:
the press should demonstrate their surveillance capability
during elections to ensure that only suitable candidates are
selected into political offices…. To achieve this, they should
publish profiles of candidates contesting in any election…. In
this way, the electorate shall be in a good position to
compare the candidate and come to a better choice.
If the mass media were not powerful, they won‟t be regarded as conscious industry.
Udoakah contends that information relayed through the media will definitely help the
people to make informed choices during election.
However, during the all-powerful media era, it was assumed that the media was
an effectively mind-controlling machine stressing that it could control the emotions
and reactions of the audience, without the latter doing any rational thinking. This
assumption was because of the vicious propaganda used through the media during the
Third Reich to sway the minds of the people about the World War (Folarin, 2005)
In line with this view, Dominick (2002:487) says that it is difficult to pinpoint
when the media is indirect. He says this occurs in situation where the media operate
simultaneously with other agencies of socialization and where interpersonal channels
outweigh media channels in forming attitudes and opinions.
Writing in line with the historical political antecedents of the Nigerian media
Dennis (2002:80) argues that the media are powerful not because they necessarily
control behaviour or even change attitude and opinions, but because of the choices
voters have by emphasizing some candidate over others. In this way, Dennis says that
the media set political agenda or what the political scientist, Bernard Cohen (1963)
said was “not telling us what to think, but telling us what to think about”. He
illustrates further with the year 2000 American primaries when he says that An
attractive insurgent candidate will often get the kind of positive uplifting coverage a
challenger gets in any field. In the Nigerian situation, Goodluck Jonathan got lively
and large positive publicity during the 2011 general election in Nigeria.
Moreover, candidates according to Dennis use ads to get out their essential
message of values, platforms ideas and so forth. The amount of advertising tells how
well a candidate is funded and the likelihood they can go in electoral Campaign. He
therefore argues that the media pay considerable attention to elections not for
impartial or neutral reasons, but because they believe that political power achieved
through election is ultimately a vital important news story. The interview with Prof.
Pat Utomi, the presidential aspirant and leader of restoration Group, by the Vanguard
editors is an opportunity effectively utilized by media practitioners for the aspirant to
exchange ideas and reiterate some of the major points of his vision for the country. He
pointed out that the whole issue of the social responsibility of the press is noted in a
sense of mission, why? Because the media can indeed help shape at least the
agenda…. The media can force an issue based on political culture. How are we going
to solve problem, if we cannot talk about them. The point we are now in history is one
in which the biggest threat to Nigeria‟s future is that there is no freedom of expression
in Nigeria.
Communication theorists believe that the flow of information about public life
and the interplay of opinions are the media‟s most basic and vital functions. This is a
cognitive effect and influences what voters (people) think about and how they make
their choices at the polls. The media decide who and what issues will get the most
coverage and which candidate will win endorsements. The candidates, political
operators and especially the general public believe that media have a strong influence
on elections and thus play a significant role in electing public officials from the town
hall to the government house.
Merrill and Dennis aver that in a sense, the media spotlight the candidates
focusing on them, their ideas and rhetoric as well as on their personalities. In fact, they
present a multi-faceted image of the candidate, providing too much information and
revealing blemishes beyond their real importance. This was seen in most our radio,
TV and even print media. We saw how the profiles of the 2011 presidential candidates
were constantly relayed through the Nigeria Decides studio of the Nigerian Television
Authority. Issues about the 2011 general election, the past and present affairs of the
most of the political aspirant were railed out through the media. The MBI Obosi had a
programme termed “Towards 2011 general election” and “Political Diary” where
issues about the political parties, the candidates and their motives were brought to a
platform where viewers and listeners can air their views concerning any matter that
could lead to the success of the election. In the newspaper, editorials were written,
comments and opinion of the masses were welcomed. These to a reasonable extent
influenced the success of the 2011 general elections.
Interestingly, the mass media being a powerful organ and agent of social
change market information, spread knowledge for empowerment and enlightenment
which shape and re-shape societies. They can also spread dissention and instability to
the extent that tears down government, structures of government and sovereigns. This
perhaps explains why the great Napoleon Bonaparte, despite his exploits on the many
battlefields of Europe declared that “the pen is mightier than the sword”. The media
can also rubbish the best intentions to the extent that the formulations of such policy
frameworks would never wish to focus it even with a long pole. The media have the
power to make or mar. This is in line with the view of Ndolo (2006:198) who sees the
media as a tool for creating not only awareness but also destabilizing effects which
could be adverse or destructive to national development.
If the media were not so powerful campaigns on HIV/AID would not be
stressing the role of the media in the fight against the disease as can be seen from the
words of the Chief Executive of Hope Initiative, Musa Pumta who stated at Maiduguri
during a workshop organized for media executives by the Borno State Action
Committee on AIDS (BOSACA). According to her:
Our state stands on the brinks of an explosive AIDS epidemic,
unless the media come in to make the public knowledgeable
about the virus, so that there can be a change of behaviour,
and also to mobilize, protect and give care/support to their
loved one infected and affected.
Medium portrayals can affect a person‟s repertoire of available behaviour in
two basic ways. That is, by silencing a particular act within the repertoire and by the
addition of new salient alternatives. Several other studies revealed that media
programmes could be effective in stimulating peoples to consider a subject and to
modify their attitude towards it. For example, the research conducted by Akpoghariam
Patrick examining UNN students on the use of media entertainment for mood
management in 2008 reveals that the respondents enjoy watching TV entertainment
programmes because they create positive impact on the mood. He further observed
that there is a preconceived motive for exposing themselves to certain media
programmes which could be attributed the power of such programme in making them
relaxed, happy and a means of reducing tension or boredom. Bittner (1989:381)
supported this view when he avers that watching media entertainment reduces tension
on viewers, and help viewers to relax and escape from boredom or problem.
Akpogharian in (2008:432) submits that exposure to media programme not only
change perception about life, people and society as some respondents revealed but it
makes them to understand people better.
Other ways of influence are with polls and trends, especially in political
campaigns, the candidate that can pay for more TV and media exposure have more
influence in public opinion and they can receive more votes. It was observer that
Goodluck Jonathan appeared relatively often on NTA news during the president
election than the rest of the candidate. Coincidentally Barack Obama appeared
relatively more on Fox News during America‟s presidential election than the rest of
the candidate. (www.history.com). A cyber source has it that it was a deal will Rupert
Murdoch; the editor-in-chief of Fox News. Similarly President George Bush was
extremely lucky to have Rupert Murdoch as his fan. He practically „appointed‟
George Bush as the president defending his stand and praised the attack on Iraq.
While many could argue that people who generally have already developed their
perception and views would practice selective hearing, the media actually played a
major role in the decision of the undecided voter especially if it is aired the night
before the election.
We could well discuss the long list of negative impacts the media has brought
to the world. Rise in child violence in school, homes, and problems with obesity, poor
math and reading skills as was as anorexia problems with women. Conversely, the
positive impacts equally justify the existence and importance of the media.
The capacity of media programme to influence individual is so immense that in
the United State, protests against the portrayal of excessive violence on media
(Western crime and adventure series) led to a public inquiry by the American Senate
sub-committee on juvenile delinquency.
Many sociologists reported on studies indicating the ways in which media contents
portray violence sometimes affect the behaviour pattern of young persons. (Microsoft
Encarth, 2008).
The mass media no doubt is used as a teacher in the society to pass on the
social heritage and/or, the cultural heritage. Media messages make for stability, since
they always lend to purvey the values and beliefs of the society in which they operate.
Innis in Dramola (2007:116) lays credence to this assertion when he writes that
communication systems are forces for bringing about social change. Supporting this
view, Owuamalam (2006:228) notes that the impact of media portrayal of Sosoliso air
crash in 2005 on the viewers was enormous and vivid. He went further to explains that
television can produce a pro-social cultivation of opinions, beliefs, attitudes and
behaviour. The evidence which is easily brought to the media makes anti- social
behaviours, inimical to societal values. The case of the HIV/AIDS scourge campaign
shows the fate of people who suffer from the ailments as “living ghost” with frail
skeleton and devastating psychological trauma. The picture on the screen deters
persons from such health hazards by desisting from the causes of the ailments.
The strongest selling point of media has been its ubiquity, visual/audio power
and popularity. Baran (2004: 233) avers that “No one is neutral about media. We
either love it or hate it. Many of us do both”. Baran (2004, p. 235) pointed out that
after the printing press, the most important invention in communication technology to
date has been media. Media has changed the way teachers teach, governments govern,
religious leaders preach and the way we organize the furniture in our homes.
Talking about this power, Brain Wenham (a former BBC Director of
Programmes) said though he laid more emphasis on the Television:
Television is credited-----with almost superhuman
powers. It can – they say, start wars, and it can sap the
will to continue those wars. It can prevent the society,
and it can prevent society talking sensing to itself. it
can cause trouble to the streets. (Boyd 1997:167).
The influence media programmes extent on human minds is perhaps hardly,
completely quantifiable. Marshall McLuhan states that most observers agree that
communication media and technologies have contributed immensely to shaping
society that is changing very rapidly. Following this thread of perception, one can
observe that media or movie stars provide the human focus for the identification
projection of the audience. Hence, any well established star on television instantly
becomes a sub-cultural hero or heroine. The consequence of audience – star
relationship extends to embrace a wide range of aspect of the star‟s life.
Report from the Annual Review of psychology (1981:308) reveals that the
1970‟s “witnessed a revival of the view that the mass media exert powerful influences
on the way people perceive, think about and ultimately act in the world”.
Recognizing the influence of mass media in politics Udeajah (2004:28) quotes
Okoro (1994) to have said that a world without communication channels and politics
or public affairs without mass media reports would be a nightmare. In such situation
he argues many government activities might never be known or understood by the
people, and government might never know how the people feel about social and
political policies. This submission goes a long way in telling us that the media is
second to none if there must be development in a given area. How media in
conjunction with the Nigerian public employed various means of communication to
end the third term gambit of obasanjo in the year 2007 is still fresh in our memories.
Journalist throughout the country influenced the death of third term bid through
messages presented as news, editor and so on.
In the same way, writings from the mass media have made people in Nigerian
and the world at large to either get or lose jobs. Agbo (2010) writes that as a result of
the overwhelming media backlash that followed a senator called Sarumi after an ugly
encounter in 2007, Obasanjo was forced to drop him in a minor cabinet reshuffle that
took place a few weeks later, even though he was an ally of the president.
Nevertheless, when eyewitness accounts started filtering in that Sarumi actually
stopped and ordered a car in his convoy to convey the couple to the hospital, the harm
had already been down and the political career of Sarumi practically ended.
These and other related cases worldwide go on to show the awesome power of
the media in any society.
2:3 Theoretical Framework
This work was based on the Agenda Setting Theory of the mass media.
According to Ndolo (2006), Lippman (1922) originated this idea when he said that
the media help put “pictures in our head”. McCombs and Shaw (1976) reinforced and
polished the idea by adding that “audience not only learn about public issues and
other matters through the media they also learn how much importance to attach to an
issue or topic from the emphasis the mass media place upon it” (2006:32).
Similarly, McQuail (2008:512) observes that the term agenda setting was
coined by McCombs and Shaw to describe a phenomenon which had long been
noticed and studied in the context of election campaigns. The common factor in this
theory is that the mass media indicate to the public what the main issues of the day are
and this is reflected in what the public perceives as the main issues. Udeajah
(2004:28) avers the question of agenda setting stems from the various assumptions
that the mass media direct public attention to issues and thereby choose and
emphasize selected items. He went further to explain that the media place some
emphasis on news item by size, placement and the frequency of media stories. From
the foregoing we can clearly see that the common streak in all these submissions is
that the media has a measure of force to direct the attention of the public to which it
considers important and also it can influence the way the masses view such issue.
This is in line with the view of Folarin (1998:68) who writes that the mass
media predetermine what issues are regarded as important at a given time in a given
society.
In the light of this study, we can therefore say that the media are responsible for
raising issues concerning electoral processes they consider vital, to the platform of
public discourse and draw public attention to it. They did this successfully through the
quantity and frequency of reporting, prominence given to the reports through headline
displays, pictures and adverts in newspapers, magazines, graphics or prime timing on
radio or television. Those issues or events receiving a greater degree of media
attention become the issue and events that are uppermost in the minds of citizens.
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Baran, S. J. (2004). The introduction to mass communication: media literacy and
culture (3rd
ed). New York, NY: McGraw – Hill.
BBC News (April 6, 2010).
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Cable News Network (CNN) (2011). “Nigerian election pushed back
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24, 2011 through http://webtrends.about.com
Dennis, E. E. & Merrill, J. C. (2006). Media debates: great issues for the digital age
(4th
ed). Australia:Wadsworth publication Co.
Diri, C.T. (2000). Media as platform for political debate, discussion and participations
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Political communication and Nigerian democracy: A book of reading.(pp 58-
77). Port Harcourt: Amethyst & Colleague Publishers.
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Folarin, B. (1998). Theories of mass communication: An introductory text. Ibadan:
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CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design
This is a survey on the influence of the mass media in the choice of presidential
candidate for the 2011 general elections in Nigeria.
The researcher used survey research method because of its applicability in the
selection of subsets of the population: these subsets are called samples and they
represent the entire population.
3.2 Population of the Study
The population of this study consists of all the people who expose themselves
to the mass media in Awka metropolis. Awka metropolis can be described as an
urban area: Awka is the capital city of Anambra state with an estimated population of
301,657 (three hundred thousand, six hundred and fifty seven) people from different
parts of the state and other states in the country. (National Population Commission,
2006).
At present, Awka is divided into two local government areas viz Awka North
and Awka South with Local representatives. Many of the residents are literate. In
addition to its position as State Capital, Awka is also a University town, home to
many civil servants, with people from all most all the various community, state, ethnic
groups and religion in Nigeria.
In addition to this, a reasonable number of the total population is made up of
literate audience i.e students, civil servants, private entrepreneurs and so on. These
academic elite will easily provide the needed data required for the analysis as they can
fill the questionnaire without hassles.
Finally being an elite community, respondents drawn from this population are
likely to expose themselves to the media of mass communication. They do not usually
depend on opinion leaders who might confuse them rather than confiding in them.
3.3 Sample Size
The sample for this study was four hundred (400) respondents drawn from the
two local governments that made up the city. Putting the above into consideration, the
sample size was determined through the Taro Yamane formula for determining the
sample size of a population. To determine a sample from a population, the Yamane
formula is :
n =N
1+N (e2)
Where n = Sample Size
N = Total number of population
e2 = error expected. (0.05/0.08) 0.010 etc depending on size.
Using this method to get the sample size for this study. It therefore follows
that:
n = 301657___
1+301657 X0.052
301, 657 is the total number of residents in Awka metropolis from the 2007 census.
n = 301657
301658 X 0.0025
n = 301657 =399.9
754.145
400
3.4 Sampling Technique
The sampling technique used in this research was the stratified cluster sampling
technique. This is because the area and population of study is vast and cluster
sampling will be the ideal and suitable way for selecting a representative sample.
Chukwuemeka (2002: 111) opines that, “efficiency of cluster sampling is attained
when the data in the sample clusters are recorded by elements and it is possible to
estimate from the sample itself, efficiency of the cluster as a sampling unit.” The
sampling technique adopted here is in semblance of a purposive sampling due to the
nature of the research. Ohaja (2003:82) writes that “purposive sampling is used when
a researcher seeks a certain characteristics in his sampling elements and he wants to
ensure that those chosen have those characteristics. He therefore, eliminates other
members of the population and works with those that meet his requirements”.
Given the above, the sampling takes this form. There are two local government
in Awka viz Awka North and Awka South. Two Hundred (200) copies of
questionnaire would be distributed to respondents from each of the two local
governments. One Hundred (100) males and One Hundred (100) females each.
To make the sample selection more representative of the entire population they
would be further categorized under.
a) Students
b) Civil Servants c) Private entrepreneurs i.e traders, artisans and industrialists. See table I
Table 1: Sample description
S/NO
L.G.A
Category of respondents
Male
Female
Total
1.
Awka
North
Students
Civil Servants
Private Entrepreneurs
30
35
35
30
35
35
60
70
70
200
2.
Awka
South
Student
Civil Servants
Private Entrepreneurs
30
35
35
30
35
35
60
70
70
200
Total 400
3.5 Measuring Instrument
Self-administered questionnaire was the major instrument for data collection in
this work. Okoro (2001:56) notes that copies questionnaire are vital instruments for
gathering information from people about their opinions, attitudes, behaviour and
perceptions on a given phenomenon.
The questionnaire comprises three major parts. Part one contains the instruction
section, which gave guidelines to respondents on how to fill the questionnaire. Part
Two contains question on the psychographic and demographic characteristics of the
respondents and part three is the body of the questionnaire.
A total of twenty- six (26) questions were asked. The questions were logically
and sequentially asked to elicit relevant information that enabled the researcher to
answer the research questions appropriately.
3.6 Validity and Reliability
The measuring instrument for this study was submitted to the project
Supervisor (Dr. Ray Udeajah) who ensured the validity of the instrument.
To test the reliability of this study, a pilot study of 20 respondents was
conducted. Responses fielded by the respondents were measured against the question
raised.
3.7 Method of Data Analysis
The quantitative method of data analysis was used in this study because it
helped to reduce the bulk of data to simple percentages. It would be presented in
tabular forms. Tabulation according to Oluka (2004:25) “helps not only to present
data in a concise but comprehensive form and also reflects the essence of research”.
The reduced data were illustrated on frequency tables, bar charts and pie charts
believing they made the results comprehensive and comparable.
The researcher finally showed findings; after using questions in the
questionnaire to answer the formulated research questions.
3.8 Limitations of the Methodology
The survey method was chosen for this study because of the need to ascertain
the attitudinal and behavoural trends of the respondents as regards the influence of the
mass media on the choice of a presidential candidate for the 2011 general election.
In this kind of research, the obvious limitation is that the researcher does not
actually observe the respondents‟ behaviour nor read their minds to know their
attitudes towards the subject under study. He wholly depends on their responses to
make his inference. It therefore means that he should frame the questions so as to
elicit specific and reliable information on the respondents‟ disposition and practice
concerning the subject of interest.
Again, the case study for this research although representative of the Nigerian
population has its own peculiarities. This may render the findings unreliable.
Finally, financial constraints accruing from the production of questionnaire and
transportation to the research location was very tasking for the researcher.
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CHAPTER FOUR
PRESENTATION AND INTERPRETATION OF DATA
This chapter presents and analyzes the data collected by the researcher in the
course of the study. It shows the computation and analysis of data using frequency
tables, and charts
Three hundred and eighty six (386) out of the 400 copies of questionnaire
distributed were returned
4.1 Findings and Discussion
Figure1. Sample selection
S/No Sample
Area
category of
respondents
Number
distributed
Number
returned
Percentage
٪
1. Awka
North
Students
Civil servants
Private Ent.
60
70
70
54
70
68
14
18
18
2. Awka
South
Students
Civil
servants
Private Ent
60
70
70
58
66
70
15
17
18
Total 400 386 100
The above table shows that 386 out of the 400 copies of questionnaire
distributed were returned. Students constituted 29%, civil servants constituted 35%
while private entrepreneurs constituted 36% of the total respondents.
Figure 2. Age distribution of respondents
18-27 28 – 37 38-47 48 and above AGE RANGE
The sample population as shown in the chart above cuts across people of
different age bracket, 91(24%) of the respondents were between the ages of 28-37;
130 (34%) were between the ages of 28-37; 124 (32%) were between the ages of 38-
47 while 48 and above were 41 years and above.
Research Question One: What were the various means through which the mass
media projected the 2011 presidential candidates?
This research question was answered by questions 8, 9, 10 and 11 in the questionnaire.
41
124
91
30
0
20
40
60
80
100
120
140
Figure 3: Respondents means of getting information
The chart about shows the 170 (44%) got information about the 2011
presidential candidate through advertisement, 86 (24.7%) through News, 58 (15%)
through interview; 40 (10.9%) through public opinion and 20(5.1%) through
documentary.
Research Question Two: What is the relationship between the prominence given to a
political candidate in the media and the public‟s attitude towards such persons?
This question was answered by question 13, 14, 15,16 and 17 in the questionnaire.
News 24.7
Interview 15
Figure 4: Respondents’ views on the prominence given to 2011 presidential
candidates in the media and public’s reaction.
S/no Response Frequency Percentage
%
1. Made candidates popular 30 7.7
2. Made candidates acceptable 10 2.5
3. Made people understood candidates
more
25 6.4
4. All of the above 276 71.5
5. Other views 45 11.6
Total 386 100
The above table shows that 276 (71.5%) of the total respondents were of the
view that media projection of the presidential election candidates made them popular,
acceptable and also facilitated people‟s ability to understand them more. 30 (7.7%)
said media projection only made the candidates popular, 10 (2.5%) said media
projection made them acceptable while 45 (11.6%) said it provided a platform for
them to reiterate their ideals and objectives as the election date approached.
Research Question 3: To what extent did the mass media influence public choice of
2011 presidential candidates? This question was answered by question 18, 19 and 20
in the questionnaire.
Strong
53.8
Very
strong
36.5
No influence
2.59
Not
strong
6.99
Figure 5: Influence of mass media on public perception of political candidates
S/NO Response Frequency Percentage %
1 Yes 363 94
2. No - -
3. Rarely 23 6
Total 386 100
The above table shows that political messages go a long way in influencing
voting decisions as 363 (94%) of the total respondents agreed political messages
influence public perception about a candidate while 23(6%) said political messages
rarely influence public perception about a political candidates. This invalidates the
opinion of Schmidt et al. (1996: 366) where he notes that mass media help the public
to make voting decision.
Figure 6: Description of the kind of influence
From the above chart 208 (53.8%) of the total respondents described media
influence on political behaviour as a strong one, 141 (36.5%) said they were very
strong, 27 (6.99%) said they were not so strong while 10(2.59%) said they had no
influence at all.
Research Question Four: What were the other factors that influenced the choice
of 2011 presidential candidate?
This question was answered by research question 22,23,24,25 and 26 in the
questionnaire.
Figure 7: Other factors that influence the election
S/NO Response Frequency Percentage%
1. Power of
Incumbency
130 33.6
2. Religion 110 28.4
3. Ethnicity 84 21.7
4. Rigging 11 2.8
Total 335 100
From the table above, 130 (33.6%) respondents said power of incumbency
influenced the election, 110(28.4%) said it was religious inclination, 84(21.7%) said it
was ethnicity while 11 (2.8%) said the election was rigged. This result supports the
writings of Klapper (1960) in Ndolo (2005:31) who argued that mass media exert a lot
of pressure but societal factors also exert considerable influence.
Findings
From the foregoing, it is obvious that all the respondents at one point or the
other exposed his/herself to certain media platforms where the ideals and aspirations
of the 2011 presidential candidate were relayed. They got information about these
presidential candidates through advertisement, opinion article, documentary cartoon,
news and interviews as were relayed by the different media of mass communication in
Nigeria.
Furthermore the data presented above show that public really reacted in
accordance to media portrayals. A good number of the sample population take media
messages seriously and thus do or abstain from doing something as directed in the
mass media.
Judging from the demographic data, we can say that the younger generation
favoured Goodluck Jonathan more than the older generation.
In addition to the above, we discovered that aside the mass media, other factors
like ethnicity, religious inclination, power of incumbency and so on influence the
choice of the 2011 presidential candidate
Discussion of Findings
The data presented and analyzed in this study reveal that the mass media
projected the 2011 presidential candidate through advertising, editorial, feature, news,
documentaries, cartoons and so on. It was also gathered that social media played a
significant part to the success of the election as it provided an interactive platform
where many people gathered and made the views on the presidential polls heard.
As regards the extent at which media content influenced the election, the study
revealed that Nigerian media in their daily reportage actually influenced the public
choice during 2011 presidential election. This was achieved largely due to the
influence and powerful role the media played which sensitized and mobilized the
masses as the election date drew closer. Umechukwu (1997:2) captures this when he
avers:
The mass media play inestimable role in the development of society.
Through the use of editorial, feature articles or stories, news
analysis/ commentaries and documentaries, the media delivers their
message to the wider society. In fact, modern society is almost to a
large degree unimaginable without the newspaper, magazines,
television and film.
On the extent at which the public reacted in accordance with media
portrayals during the election period, the result indicated that a good number of the
public have great regard for media messages and thus reacted positively towards
media messages.
Finally, the result indicated that other societal factors influenced the
election but the influence of mass media in Jonathan‟s victory can never be
quantified. This affirms the position of Steinberg (1970) quoted in Oluka
(2004: 14) who concludes that media are part of a dynamic functional process
which reflect society and at the same time influence that society.
REFERENCES
Ndolo, I. (2006). Mass media and society. Enugu: Rhyce Kerex Publishers.
Oluka, E. (2004). The Impact of Domestic Satellite Television on Nigerian Mass
Media Audience: A case study of Abakaliki metropolis. M.A project report
submitted to Department of Mass Communication, UNN.
Schmidt, S.N et al. (1996). American government and politics today. USA: West
Publishing Company
Umechukwu, P.O.J. (1997). The mass media as a powerful instrument of local
government in Emezie (ed.). Nigerian journal of public administration
and local government. Vol. 8 No 1.
\
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
The objective of this study is to ascertain the level of influence the mass media
had on the choice of the 2011 presidential candidate in Nigeria.
To achieve this, a statement of problem was formulated from the background of the
topic under study. Four research questions were proposed to guide this study.
To make this work unique, respondents in Awka metropolis were selected to form the
sampling size using Taro Yamani‟s formula of determining sampling size while
conducting a survey research, the opinion of 400 respondents in Awka metropolis
were sampled to help provide answers to the research questions.
In order to lend credence to the claims of this study, relevant literature on mass
media and elections were reviewed.
The result showed, among other things that the writings from the mass media
influenced the choice of 2011 presidential candidate. The study also revealed that
most government media houses were biased in their reporting and thus people
preferred listening to messages from private media houses.
However judging from the established fact in the study, the researcher
recommends that media practitioners should be very careful in the manner media
messages are being seeing that media messages can make or mar an individual and
also professionals in government owned media houses should be more factual and
objective in their daily reportage.
5.2 Conclusion
From the findings of this study, we can say that: one, the mass media projected
the 2011 presidential candidates. This was done through information presented in
form of advertisement, editorial, opinion article, news, documentary and so on. This
infers that the mass media during the 2011 presidential elections lived up to
expectation as they covered political campaigns and provided unbiased information
which made people to interpret the campaign and outline available political choices.
Two, the media actually influenced the choice of 2011 presidential candidate.
During the 2011 presidential elections, the print, broadcast and the social media were
filled with news, views, feature articles concerning the 2011 polls. In various ways
and languages, the masses were informed on their right to exercise their franchise.
Three, the masses have great regard for media messages and thus react in
accordance to a reflection of the mass media.
Four, being a social institution, the mass media worked alongside other social
factors to influence the emergence of Goodluck Jonathan as the president of the
Federal Republic of Nigeria.
5.3 Recommendations
Having gathered that media messages exert powerful influence on
the society, the researcher recommends the following:
Media programmers and producers should make optimum use of their right
sense of judgment in packaging their products. Programmes should be packaged in
such a way that if followed by the masses would not be harmful to any individual or
the society. Journalist should not promote any form of immorality in their news
reports, features or programmes or by their own non – coverage of such issues.
Government should give subsidies for the procurement of certain materials
needed in media houses and also try not to infringe on the freedom of the press to
make Journalist stand firm in producing captivating programmes.
The use of social media as a platform for political campaign should be checked
as many politicians go online to deceive the masses.
Broadcast media should be more creative in designing political programmes.
Government should assist them to meet up with the trend in the 21st century global
politics.
The Nigerian Television Authority „s (NTA) Nigeria Decides Studio should be
more objective and practical in their coverage and reports. Elements of bias should be
minimized.
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Department of Mass Communication,
University of Nigeria, Nsukka.
March 2011.
Dear Respondent,
My name is Opene, Nkiruka Favour; a post-graduate student of the above
named department. I am conducting a research on “the influence of the mass media on
the choice of 2011 presidential candidate for the 2011 general elections in Nigeria.”
Please assist me by answering the questions below according to specification. I
want to assure you that there is no right or wrong answer, as your sincere answer
would be treated with utmost confidentiality and used for the research purpose only.
Thanks for your anticipated cooperation.
Yours sincerely,
Opene Nkiruka Favour
( The Researcher)
Section A
Respondent‟s demographic data.
Instruction: Please tick (√ ) against your chosen option(s) in the space(s) provided but
write out your view where there are no options.
1. Your sex? (a) Male (b) Female
2. Indicate your age bracket (a) 18 – 27 (b) 28- 37 (c) 38- 47
(d) 48 and above
3. Indicate your present educational qualification (a) WASSCE/GCE (b)
OND/NCE (c) Degree/HND (d) Masters (e) Ph.D
4. Marital status? (a) Single (b) OND/NCE (c)Divorced
(d)Widow/Widower
5. Your occupation? (a) Civil Servant (b) Businessman/woman
(c)Students (d) Others specify .
Section B
Research Information
6. Do you expose your to political messages from the radio? (a) Yes (b) No
7. How often? (a) Always (b)Sometimes (c)Rarely (d)
Occasionally
8. Do you know any radio programme where the views and aspirations of the
2011 presidential candidate were projected? (a) Yes (b) No
9. Mention some of the means through which information about 2011
presidential candidates were relayed? --------------------------------------------------
--------------------------------------------------------------------------------------------
10. Which party‟s political candidate received much exposure? (a) PDP
(b)CAN (c) CPC (d)ANPP
11. What was the slant of the packaged information? (a) Favourable
(b) Unfavourable (c) Neutral
12. What can you say on the disseminated radio content of the 2011 presidential
candidates? (a) Sometimes true ( b) True (c)Mere propaganda
(d)Lies
13. Did you agree with the content of their messages?(a) Sometimes (b)Yes
(c) No
14. What can you say about the prominence given to the candidates who contested
for the 2011 presidential election?
(a) Made the candidate popular
(b) Made the candidate acceptable
(c) Made people to understand the candidate more
(d) All of the above
(e) Any other view -----------------------------------------
15. What was the extent at which the radio messages projected these candidates?
(a) Barely moderate (b) Moderate (c) Excessive
16. How would you regard the rate at which media presented information about the
2011 presidential candidates? (a) High (b) Moderate (c) Low
(d)Very
18. How serious did you take the 2011 presidential candidates‟ messages presented
in the radio? (a) Very serious (b) Serious (c) Less serious
19. Do political messages from the radio influence public perception about
political candidate? (a)Yes (b) No (c)Rarely
20. How would you describe this kind of influence? (a)Strong (b)Not
strong (c) Very strong
21. The radio through the agenda setting potentials made or marred some of the
2011 presidential candidates in Nigeria? (a) True (b) False
(c) Cannot say
22. During the 2011 presidential election, electorates voted along religious cum
ethnic lines? (a) To an extent (b) True (c) Cannot say (d)
Not sure (e) False
23. The mass media alone influenced the choice of 2011 presidential candidate?
(a) True (b) False
24. If “false” is your answer in question 24, mention some other factors that
influenced the election? ------------------------------------------------------------------
----------------------------------------------------------------------------------------------
25. Do you attach meaning to the medium through which candidates messages
were disseminated? (a) Yes (b) No
26. Do you think candidates often projected through government owned media are
tools in the hands of the government? (a) Yes (b)
