This study examines impact of news media in political advertising in Edo state governorship election. The study was anchored on the uses and gratifications theory. The survey research method was used. The work recommends urgent review of the various media laws to address the peculiar technicalities involved in monitoring and moderating the use of different social media platforms. Findings show that whereas many used the technology to make vital input in the political discourse, others used them to attack opponents, spread false rumours, hate and inciting messages which were believed to have contributed in the violence and tensions witnessed before, during and after the elections in many parts of the country.
The following research questions have been drawn to guide the study: What is the impact of news media in political advertising in Edo state governorship election? Do political parties in Nigeria recognise and make use of the new media in their political campaigns? What are the factors that hinder the use of the new media for political campaigns in Edo State?
The new media have become veritable tools for political campaigns, because they break boundaries and frontiers, reaching every part of the world. The new media have consequences upon the social, political and economic values of people. New media hold out a possibility of on-demand access to content anytime, anywhere, on any digital device, as well as, interactive user feedback, creative participation and community formation around the media content. What distinguishes new media from traditional media is not the digitising of media content into bits, but the dynamic life of the new media content and its interactive relationship with the media consumer. This dynamic life, moves, breathes and flows with pulsing excitement in real time. It is against this backdrop therefore, that we investigate the impact of news media in political advertising: a study of 2020 governorship election in Edo state.
Table of Contents
1. CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Research questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope and Limitations of the Study
1.8 Operational Definition of Terms
2. CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
2.2 Concept of News Media
2.3 Concept of Political Advertising
2.4 Theoretical Framework
2.5 Empirical Review
3. CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design/Technique
3.2 Research Population
3.3 Sampling and Sampling Technique
3.4 Sample size
3.5 Methods of data collection
3.6 Method of data analysis
3.7 Validity of Research Instrument
3.8 Reliability of Research Instrument
4. CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
5. CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 SUMMARY
5.2 CONCLUSION
5.3 RECOMMENDATIONS
Research Objectives and Focus Areas
This study aims to investigate the role of modern media platforms in political advertising by analyzing the impact, adoption, and challenges of new media during the 2020 Edo State governorship election, specifically focusing on how these digital tools influence voter behavior and campaign strategies.
- Impact of news and social media on political election outcomes.
- Recognition and utilization of new media by political parties for campaigning.
- Identification of barriers and challenges hindering the effective use of digital media in local political contexts.
- Analysis of the relationship between digital media usage and political engagement among the youth.
- Assessment of the role of social media in promoting participatory democracy versus its misuse for misinformation.
Excerpt from the Book
2.3.1 Social media and politics
The arrival of social media has greatly enhanced all aspects of human communication. The new technology due to the participatory, interactive and cost-effective nature has barely made everyone who can use it a mass communicator. This brings to fruition the prediction of Marshal McLuhan in 1964 that the world would someday become a “global village” where what happens in one part of the world would be known instantly and simultaneously worldwide. Today, one can stay right in his bedroom and access information, entertainment, events and enjoy full interaction with the world just by processing a button. Writing on this development, Adibe and Odoemelam (2010) observe that the new media of communication have in no small measure helped human society to be aware of each other. This agrees with the submissions of Baran (1998) that: … as the media shrink the world, people will become increasingly involved in one another’s lives, and as people come to know more about others who were hitherto separated from them by distance, they will form new beneficial relationships.
Baran’s argument is relevant to this discourse as it draws attention to what social media is doing in the area of human communication today, especially as it concerns the fostering of relations and interaction among people. In many parts of the world today, individuals, groups, organisations and even nations are taking advantage of the opportunities provided by social media and other e-media platforms to mobilise millions of people to support and advance their course. In the political sphere it has become a veritable tool for interacting and mobilising citizens towards active participation in the political process and democratic projects. This agrees with the submissions of Okoro and Dirim (2009) that it is through the media that people are able to participate freely in discussions relevant to public good.
Summary of Chapters
CHAPTER ONE: INTRODUCTION: This chapter provides the background to the study, identifies the research problem, objectives, and questions, and defines key terms related to political advertising and new media.
CHAPTER TWO: LITERATURE REVIEW: This chapter explores existing theories and empirical evidence concerning news media, political advertising, political participation, and engagement in the context of digital technology.
CHAPTER THREE: RESEARCH METHODOLOGY: This chapter outlines the survey research design, population, sampling techniques, and data collection methods utilized to conduct the study on Edo youths.
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS: This chapter presents the findings derived from the survey data, including demographic distributions and respondents' usage of social media during the election.
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION: This chapter synthesizes the main findings, offers final conclusions regarding the study, and provides recommendations for stakeholders and policymakers.
Keywords
Political Advertising, News Media, Social Media, Edo State, Governorship Election, Political Participation, New Media, Political Campaigns, Digital Communication, Youth Engagement, Political Mobilization, Participatory Democracy, Information Technology, Electoral Process, Media Dependency.
Frequently Asked Questions
What is the core focus of this research study?
The study primarily investigates the impact of news and social media on political advertising and the overall political landscape during the 2020 Edo State governorship election.
Which thematic areas are covered by the research?
The themes include the evolution of media in political communication, the shift from traditional to new media, political participation, the use of social media for voter mobilization, and the challenges of digital political propaganda.
What is the primary research objective?
The primary goal is to assess the impact of new media on the governorship election in Edo State and to determine if political parties recognize and effectively utilize these platforms for their campaigns.
Which scientific methodology does the author employ?
The author uses a survey research design, gathering primary data from a sample of 200 respondents across four cities in Edo State, supplemented by a qualitative analysis of their experiences.
What topics are discussed in the main body of the work?
The main body covers the theoretical frameworks of media dependency and gratification, an empirical review of global and local media trends, and a detailed statistical presentation of how youths used social media during the 2020 elections.
Which keywords best describe the essence of the work?
Key terms include political advertising, social media, political participation, digital mobilization, Edo State election, and media dependency theory.
How did respondents perceive the role of social media in the 2020 Edo election?
The respondents largely viewed social media as a tool that promotes participatory democracy and transparency, although many also noted its misuse for spreading false rumors and hate speech.
What does the study conclude regarding the use of new media in politics?
The study concludes that while social media serves as a vital tool for interactive, fast, and cost-effective political communication, it is also highly susceptible to exploitation, requiring better regulation and public enlightenment.
Are there specific recommendations made by the researcher?
Yes, the author recommends periodic public enlightenment on proper social media usage, the potential for new legislation to curb dysfunctional messaging, and urgent reviews of media laws to align them with modern technology.
- Quote paper
- Ugboja Onuche Gideon (Author), 2020, Impact of news and media on political advertising. A study of 2020 governorship election in Edo State, Munich, GRIN Verlag, https://www.grin.com/document/980536
