IMPACT OF RADIO POLITICAL ADVERTISING ON THE VOTING BEHAVIOUR OF THE RURALITES DURING ELECTIONS

Abstract

It is obvious that the last half of the twenty-first century witnessed a rival of radical political change that has swept across the frontiers of most modern nations of the world.  A result of this change is the emergence of socio-cultural variety and political pluralism. This study examined the impact of radio advertising on the voting behaviour of the ruralites during elections. Survey research methodology was adopted coupled with the distribution of questionnaires to respondents.  The results of the study clearly indicated that radio political advertising has a great influence on the voters’ voting behaviour by setting political agenda for them and making both political candidates and their political parties preferable to voters. It is therefore recommended that future researchers on this study should further examine the contrasting influence of negative and positive media advertising on the political behaviour of urban voters.

 

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