Influence of Political Advertising on Electorates’ Voting Decision in Nigeria

Patricia E. Chioma, Moses A. Akinsiku, Gift U. Ntiwunka and Michael I. Ogu

Studies in Social Sciences and Humanities, 2015, vol. 3, issue 1, 45-51

Abstract: World over, political aspirants adopt the use of diverse campaign strategies such as political advertising in order to sensitize the electorates to vote in their favor. These advertisements often present an exaggeration of what the society stand to gain by voting for the aspirant, as well as antagonize the opposition party. In view of the 2015 elections in Nigeria, the mass media has been flooded with advertising messages from numerous political parties. It is based on this that this study sought to investigate the influence of political advertising on the voting decision of electorates’ in Nigerian through a survey of 270 respondents from Agege Local Government Area (LGA) of Lagos State. The Findings reveal that 60% of the electorates perceive political advertising to be deceptive; however, 25.2% of the electorates affirm that it informs their voting decision, while the ethnicity and political party to which political aspirants belong determine the voting decision of majority(47.8%) of the electorates. Therefore, it is concluded that political advertising has a positive influence on the voting decision of a fraction of Nigerian electorates, but the ethnicity and political party to which these aspirants belong are of higher influence.

Keywords: Political Advertising; Electorates; Political Aspirants; Campaign; Voting Decision (search for similar items in EconPapers)
Date: 2015
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