A Proposal on Influence of Political Advertising on the Voting Pattern of Electorates in the 2023 Elections in Akwa Ibom State
ABSTRACT
The study will investigate Influence Of Political Advertising On The Voting Pattern Of Electorates In The 2023 Elections In Akwa Ibom State. The following objectives will be ascertained: To evaluate the extent to which political advertising affects the awareness, perceptions, and preferences of voters in Akwa Ibom State leading up to the 2023 elections, to investigate how political advertising contributes to the creation and dissemination of candidate images and brands, and how these impact voter perceptions and attitudes towards candidates and analyze how political advertising frames key political issues in Akwa Ibom State and its influence on voters’ prioritization of issues and policy preferences. The data analysis method will deal with how the necessary data collected, through primary source will be properly processed and presented for meaningful analysis. The method that will be adopted to analyze data collected will be less of manual and more of computer aided method. The computer aided package known as statistical package for social sciences (SPSS) will be employed to analyze data in the form of frequency tables in knowing influence of political advertising on the voting pattern of electorates in the 2023 elections in Akwa Ibom State
INTRODUCTION
The influence of political advertising on the voting pattern of electorates in the 2023 elections in Nigeria is a complex and multifaceted issue. Political advertising plays a significant role in shaping voter perceptions, preferences, and ultimately, their voting decisions.
Political advertising, through various media channels such as television, radio, print, and increasingly social media, makes political candidates and parties more visible to the electorate. This visibility can help inform voters about candidates’ positions, policies, and campaigns.
Advertising allows candidates to create and promote a particular image or brand. Candidates can use advertising to highlight their qualifications, achievements, and character, which can influence how voters perceive them.
Political advertising can shape the public discourse by framing political issues in a way that benefits a particular candidate or party. How issues are framed can significantly influence how voters perceive and prioritize them.
Effective political advertising often appeals to voters’ emotions, aiming to create a connection or elicit an emotional response. This emotional connection can influence voting decisions.
Negative advertising, which focuses on attacking opponents rather than promoting the advertiser, can be influential. However, it can also have backlash effects if voters perceive it as overly negative or dishonest.
The choice of media for advertising can influence which demographics and regions are reached. Candidates may tailor their advertising strategy to target specific groups of voters or regions based on their campaign objectives. (Feyipitan 2015).
With the increasing use of social media, online advertising, and digital platforms, political campaigns have a new avenue to reach and engage with voters. These platforms allow for more targeted messaging and interactive engagement.
The extent to which political actors can invest in advertising can vary widely. Well-funded campaigns can saturate the media with their messaging, while underfunded campaigns may struggle to gain visibility.
Political advertising can also play a role in voter education. It can help inform voters about the electoral process, polling locations, and voter registration Lau and Rovner (2009)
Voters are not passive recipients of political advertising. They may be skeptical of messaging, especially if they perceive it as misleading or overly manipulative. A savvy electorate may seek out additional information and fact-check claims made in ads. (Okwechime, 2010).
In the context of Nigeria’s 2023 elections, the influence of political advertising will depend on the specific strategies and messaging employed by candidates and parties. It will also be shaped by the media landscape, the regulatory environment, the candidates’ appeal to different demographic groups, and the overall political climate.
Statement of the problem
The statement of the problem for a study on the influence of political advertising on the voting pattern of electorates in the 2023 elections in Akwa Ibom State should highlight the key issues and questions that the research aims to address. Here is a sample statement of the problem:
“In the run-up to the 2023 elections in Akwa Ibom State, the influence of political advertising on the voting behavior of electorates stands as a significant yet underexplored phenomenon. While political advertising has been recognized as a critical aspect of modern election campaigns globally, its specific impact on the voting patterns within the unique socio-political context of Akwa Ibom State remains unclear. This study seeks to address the following issues:
What role does political advertising play in shaping the awareness, perceptions, and preferences of voters in Akwa Ibom State in the lead-up to the 2023 elections?
To what extent does political advertising contribute to the creation and dissemination of specific candidate images and brands, and how does this influence voters’ perceptions of and attitudes towards candidates?
How does political advertising frame key political issues in Akwa Ibom State, and how does this framing affect voters’ priorities and policy preferences?
What emotional appeals and tactics are employed in political advertising, and how do these appeals impact the emotional engagement and decision-making processes of voters in Akwa Ibom State?
What is the prevalence and effect of negative advertising in the political landscape of Akwa Ibom State in the 2023 elections, and how does it affect voter behavior and candidate evaluations?
How do candidates and parties in Akwa Ibom State choose media channels and platforms for political advertising, and to what extent does this influence their ability to reach different demographic groups and geographic regions?
What role does digital and social media advertising play in the 2023 elections in Akwa Ibom State, and how does it interact with traditional advertising methods to shape voter behavior?
To what extent does campaign financing, and the resources available to different candidates and parties, affect the volume and impact of political advertising in Akwa Ibom State, and consequently, its influence on voter decision-making?
How does political advertising contribute to voter education regarding the electoral process, including voter registration, polling locations, and the importance of voting in Akwa Ibom State?
Objective of the study
The objectives of the study on the influence of political advertising on the voting pattern of electorates in the 2023 elections in Akwa Ibom State are as follows:
- To evaluate the extent to which political advertising affects the awareness, perceptions, and preferences of voters in Akwa Ibom State leading up to the 2023 elections.
- To investigate how political advertising contributes to the creation and dissemination of candidate images and brands, and how these impact voter perceptions and attitudes towards candidates.
- Analyze how political advertising frames key political issues in Akwa Ibom State and its influence on voters’ prioritization of issues and policy preferences.
Research Questions
The following research questions are formulated;
- What is the extent to which political advertising affects the awareness, perceptions, and preferences of voters in Akwa Ibom State leading up to the 2023 elections?
- How does political advertising contribute to the creation and dissemination of candidate images and brands, and how these impact voter perceptions and attitudes towards candidates?
- How does political advertising frames key political issues in Akwa Ibom State and its influence on voters’ prioritization of issues and policy preferences?
Research Hypotheses
The following research hypotheses are formulated:
H1: There is no extent to which political advertising affects the awareness, perceptions, and preferences of voters in Akwa Ibom State leading up to the 2023 elections
H2: political advertising does not contribute to the creation and dissemination of candidate images and brands, and how these impact voter perceptions and attitudes towards candidates?
H3: Political advertising does not frame key political issues in Akwa Ibom State and its influence on voters’ prioritization of issues and policy preferences.
Scope of the study
The scope of the study covers the influence of political advertising on the voting pattern of electorates in the 2023 elections in Akwa Ibom State. The study will be limited to residents in Uyo
REFERENCES
Olujide, J 2010. ‘Nigerian electorate’s perception of political advertising and election campaign.’ Journal of Social Sciences, vol. 1 no. 5, pp. 52-60.
Opeibi, B 2004. A discourse analysis of the use of English in the 1993 presidential election campaigns in Nigeria. Lagos: s.n.
Pelty R, Cacciappo J 1984. The elaboration likelihood model of persuasion. In: L Berkowitz (Ed.): Advances in Experimental Social Psychology. Sandiago: Academic Press.
Rossi, PH 1964. Landmarks in voting behavior. In F. Munger & D. Price, Readings in political parties and pressure groups. New York: Thomas Y. Crowell.
Wantenberg J, Brian S 2004. Media Now: Understanding Media Culture and Technology. Boston: Cengage Learning. Anon, Akinwunmi Ambode 2016. Available at: http://akinwunmiambode.com/ accessed 17 October 15.
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