A COMPARATIVE ANALYSIS OF NEWSPAPER

READERSHIP ATTITUDES

AMONG MALE AND FEMALES STUDENTS IMT, ENUGU

ABSTRACT

In recent years, editors, newspaper owners and managers had been faced with the problem of determining the choice preference to their newspaper content by undergraduate of higher institutions of learning.

This research, study which compare and analyses the newspaper readership attitude among male and female undergraduates of higher institutions of higher learning.

This research used the sample survey method of social science research to validate its assumptions and research question. And for obvious reasons and constraints, students of institute of Management and technology (IMT) Enugu, in Enugu state were administered questionnaires. Therefore, it is the case study of this research.

This research, however, aims at comparing, identifying and analyzing the newspaper readership attitude among male and female students of higher institutions with the ultimate result of finding out the choice preference as regards to content.

Also, this research will in no small way help the editors and newspaper manger and publishers in the determination and prominence given to some items in order to promote wider readership among students.

This study will also increase student’s awareness and contributions to both national and international issues. Also it will enhance and encourage greater patronage among the student’s profit to the publisher’s.

Finally, the expected results due to the past studies on this topic will be that male student’s read both information on national and international news more than female student’s read more of entertainment than male student’s.

CHAPTER ONE

Introduction

• Background of the study 1 – 3
• Statement of the research problem 4
• Objectives of the study                                    4 – 5
• Significance of the study 6
• Research Question 6
• Research Hypothesis (including Null)                             7
• Definition of Terms 8
• Assumptions 9

Viii

 

• Limitations of the study 9 – 10

 

CHAPTER TWO

Review of the literature

• Literature review 11
• Literature review               11 – 20
• Summary of the Literature review 21

Reference                                                                         22 – 24

 

CHAPTER THREE

Methodology

• Research method                                              25
• Research design 26
• Research sample 26 – 27
• Measuring instrument                                            28 – 29
• Data Collection 29

ix

 

3.6   Data Analysis                                                                            29

3.7    Expected Results                                                               29 – 30

 

CHAPTER FOUR

Data analysis and results

• Data analysis 31
• Results                                                                      31 – 41
• Discussions 41 – 44

Sample Questionnaire                                                             45

Questionnaire                                                                  46 – 47

 

CHAPTER FIVE

• Summary and conclusion 48 – 50
• Recommendations                                 50 – 53

Notes                                                                                54 – 56

Bibliography                                                                    57 – 6

1

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Since the introduction of first newspaper in Nigeria, “Iwe Illinois” by a missionary Rev. Henry Townsend in 1959, several of newspaper, both weekly and daily have spring up.

The growth of Nigeria press from later 50’s till now has become more tedious and immense because of the social, political and economic revolution that this country is undergoing. It contributed immensely to the present situation, with increased tasks on the newspaper in order to maintain its role as role as the watchdog of the society.

With many newspapers in circulation, readership attitude have changed considerably. Also the interest in newspaper contents changed variably with the content. Some people like to read about politics, economy, foreign news sport (information), while others are interested in reading cartoons, fashion trends, feminine fancies, human-interest stories or news, crime and accident reports.

2

Many newspaper organizations abroad are constantly carrying out readership attitude researchers to know their reader interest and preferences so that they can adjust the contents of their newspaper in order to sustain and increase their numerous readers.

In Nigeria, however the case is not so similar as editors and newspaper managers are able to carry out readership attitude researches or studies on their newspaper organization to know the need of their readers and be able to maintain them increase total turnover and maximize profits.

Readership studies in newspapers also enable the newspaper organization to identify their female readers and strive to maintain and sustain interest. It is believed that the young female readers in the Nigeria society have negative response to the mass media especially the newspaper. It is also believed that this negative attitude of the female gender stems from fact that they are always engulfed in the activities. This in their immediate environment, other countries and the global world at large? Will they depend on their male counterparts? Are some of the questions that need answers?

However, several studies have proved that males are more likely to be newspaper readers than females. In a study done by Larry .I. Weber and

3

 

Dan. K. Fleming, it was discovered that “boys read local nation and international news and also read daily newspaper more than the girls”.

Decision therefore to research into this subject was prompted by the observation made by some Nigeria that young woman hardly read newspaper, that men also read newspaper more often than woman and that woman readers are more interested in entertainment news like fashion and human interest stories, according to researcher carry by scholars on the impact of region and urbanization on newspaper readership done by Tillinghast (1981) Rural and Urbanization factors has nothing to do with the readership of newspaper. This was discovered by the work done by Amuzie Akpata, carried out on newspaper readership in 1982. A comparative study was made on newspaper readership habit of student from two secondary school, one in a rural environment and the other in an urban setting. It was also observed by this scholar that men tend to read more material that give serious information than woman.

 

4

 

• STATEMENT OF THE RESEARCH PROBLEM

It is speculated that male students of higher institution of learning (institute of management and technology as a case study) tend to read newspaper more                                                                                                      than their female counterparts. Due to these speculations, this normally, disturbs the researcher’s mind because it is expected that both sexes should be showing equal or comparative concern towards newspaper reading. This research, aims at finding the major cause of the stated problem after establishing it existence.

 

• OBJECTIVE OF THE STUDY

The objective of this study is generally to identify, define, explain scrutinize and analyze newspaper readership attitude among male and female student’s of the Institute of Management and Technology, Enugu, Enugu State. This study, among other things will find out the content of newspaper performance among female undergraduate as well as the male readership attitude or performance.

5

 

          This study will try to find out the reason for the non-challant attitude exhibited by female students toward newspaper reading. The study will in addition establish if woman prefer other social activities to reading newspaper and if at all, the read newspaper, what they like to read increase they do?

In addition male readership attitude will be compared to that of the females. The aim of the study therefore, is to find out the readership

behaviour of the female student’s of institute of management and technology (if any) vis-à-vis the readership behaviour of the male students of the same institutions.

Efforts will also made in this study to find out if the readership attitude among the students is a result of time, cost preference for other mass medium, circulation and poor distribution networks. Lack of interest, contents and I – don’t like – to read attitude often exhibited by youths.

 

 

 

6

• SIGNIFICANCE OF THE STUDY

Newspaper functions are to inform, educate, enlighten, mobilize, sensitize and entertain its numerous, dynamic and divers readers that are demographic and psychographics in composition. Therefore, because it will enable us to establish the extent to which the content of the media affects the male and female relationship and readership.

 

• RESEARCH QUESTUION

1. To what extent do male students read newspaper more than their female counterparts?
2. To what extent do male students read hard news, national and international issues more than female counterparts?
3. To what extend do female students concentrated on soft and human interest news and stories more than male students

 

 

 

 

 

7

 

• RESEARCH HYPOTHESIS

Hi:     Male students are more likely to read newspaper more than female students

Ho:    Female students are more likely read less newspaper than male   students.

He:     Female students are more likely to seek information on national and international events (hard news) than female students.

Ho:    Female students are more like to read seek less information on national and international events (hard news) than male students.

H3:    Female students are more likely to read entertainment materials than male students.

Ho:    Male students are more likely to read entertainment material than female students.

 

 

8

• DEFINITION OF TERMS
  • CONCEPTUAL DEFINITION

Readership:  The position or quality of being a readers.

Readership could also means the number of persons

Who read particular material newspaper?

Content:       Different material (e.g. news) etc carried in newspaper.

• OPERATIONAL DEFINITION

Readership:  Persons that reads newspaper whether male or female.

Newspaper contents:  Materials that are carried by a newspaper

e.g. editorial, news features, adverts, obituary etc.

• IDENTIFITION OF VARIABLE

The independent variable here is sex, while dependent variable are readership attitude or behaviour and newspaper content.

 

9

• ASSUMPTION

The research work makes three assumptions.

1. That male studies are more likely to be newspaper read than female students.
2. That male student is more likely to read information on national and international news than female students.
3. That female student is more likely to read entertainment material than male students.

However, the data generated and collected to uphold the assumptions did not invalidate any of the three assumptions.

 

• LIMITATIONS OF THE STUDY

This study is a comparative analysis of newspaper readership attitude among male and female students higher institution of learning. However, only the students of institute of Management and

10

 

Technology, Enugu, Enugu State were sampled for obvious reasons. This is as a result of financial constraints and time back.

Also depleted stock of relevant books in the libraries also hampered the comprehensive outlook of the literature review.

Again, apathy displayed by some students towards filling the answer in the questionnaires and trying to dodge the scheduled interviews also hampered the overall study.

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THE IMPACT OF NEWS COMMERCIALISATION MANAGEMENT OF BROADCAST MEDIA IN NIGERIA CASE STUDY OF NIGERIA TELEVISION AUTHORITY (NTA) ENUGU

ABSTRACT

This research project examines the implications of news commercialization on management of broadcast media in Nigeria with emphasis on NTA Enugu.

This issue at state on this topic is to find out what impact does news commercialization has on the mass audiences even when media claims to be the watch dog of the society.

Therefore, media should be ready to accept the dangers posed by news commercialization and such dangers include media questions on objectivity, professionalism and fairness now being undermined by limited access to news airtime.

The educationist, sociologist, politicians, the Businessmen and even the religious minded are all interested in this debate.

In this research I decided to use survey research method ascertain the validity of various hypothesis formulated.

The result of this research will useful to students of mass communication media experts, government and the society at large.

CHAPTER ONE

INTRODUCTION                                                                              1

1.1 BACKEROUND TO STUDY                                                         1

1.2 STATEMENT OF PROBLEMS                                                      4

1.3 OBJEECTIVES OF STUDY                                                           6

1.4 SIONFICANCE OF STUDY                                                          7

1.5 RESEARCH QUESTIONS                                                             8

1.6 RESEARCH HYPOTHESIS                                                           9

1.7 CONCEPTUAL AND OPERATIONAL DEFINITION                  11

1.8 OPERATIONAL DEFINFTION                                                     12

1.9 LIMITATIONS OF STUDY                                                           14

 

CHAPTER TWO

LITERTURE REVIEW                                                                       15

2.1 RESEARCH METHOD                                                                   15

2.2 ORIGIN OF COMMERCIALZATIO                                              15

2.3 SUMMARY OF LITERATURE REVIEW                                      26

 

CHAPTER THREE

3.1 RESEARCH METHOD                                                                   27

3.2 RESEARCH DESIGN                                                                     28

3.3 RESEARCH SAMPLE                                                                    28

3.4 MEASURINE INSTRUMENT                                                        29

3.5 DATA COLLEC TION                                                                   30

3.6 METHOD OF DATA ANALSIS                                                    31

3.7 EXPECTED RESULT                                                                     32

 

CHAPTER FOUR

DATA ANALYSIS AND RESULTS                                                    34

4.1DATA ANALYSIS                                                                          34

4.2 RESULT FINDING                                                                        51

4.3 DISCUSSION                                                                                           51

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS FOR FUTHER STUDY.

5.1 SUMMARY                                                                                    57

5.2 RECOMMENDATION FOR FUTHER STUDIES                          60

5.3 CONCLUSION                                                                               61

BIBLOGRAPHY                                                                                   63

APPENDIX (APPLICATION)                                                              65

QUESTIONAIRE AND INTERUEW GIDE                                         66

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY.

The advert of broad casting in Nigeria was ushered in, in 1932 with   the empire services transmitted from the British Broadcasting co-operation, (BBC) in Deviltry, England, to entertain and inform the colonial masters.

Also Stella-Joan Ebo (1994:43-44). Further stated that Nigeria stations began to experiment with rediffusion sets then the Nigeria posts and telegraphs department was authorized to work out plans for the distribution of programme to subscribers in Lagos, Kano and Ibadan.

This brought the establishment of broadcast media outfit both Radio and television in Nigeria.

Ever since the inception of broadcast media in the country, ownership pattern shows that investment in to the establishment of the industry was the exclusive preserve of the Nigeria. This is the reason why NTA is owned both at federal level and state level. That is to say that prior to decree 38 of 1992, no private ownership media was allowed in Nigeria. Before then the down turn in economy of this great nation brought with it certain changes which includes lack of money to prosecute their programmers to the public.

Electronic media organizations which NTA Enugu is one of them are not excerpted from the area government was finding difficult to spend the limited resources available to it.

Than, the government of General lbrahim Babangida through the amended Decree no 25 of 1988 empowered the media organization to engage in commercial broadcasting. This allows them to do partial commercial broadcasting through which they would be augmenting the meager subvention that would subsequently be coming from government this leads to the reduction of subvention from the federal government to the media organization, the broadcast media organization now embark on various ways of generating funds to enable them run their stations.

As planning and execution continued in most of the broadcast stations, they discovered that before they can supplement their meager subvention, they would have to market almost all their were not left out, rather they were also commercialized.

Therefore, with news commercialization media organizations stated to charge money for coverage and writing of some news items. The media management now sees news as a commodity that can generate money for their stations.

 

1.2 STATEMENT OF RESEARCH PROBLEM

Broadcast media managers are well aware of their essential roles in society. The managers of media house lack the problem of finance which will help them to maintain their equipment and which they use in source of news. They avoided writing stories that is news wording. As the guidance perceived use news stories put out by Nigeria Television authority (NTA) Enugu with implicit confidence, the channel enjoyed high credibility rating from them.

However, some serious question readily comes to mind at this juncture. With the introduction of news commercialization as a measure of improving the financial standing of the organization have news produces remained objective?

The channel of the broadcast media should allow enjoying the confidence of its audience. The most important problem is that does working in the media horse are not professionals. They should allow the media professional to be uncharged of the media to produce a good news packaging to the publics. The information give to the public must b e a humanitarian interest.

News commercialization has affected the principles of news packages as a humanitarian service, this has led the sponsors of news stories having some measures of control over the station.

This they do through the understanding that their news stories take precedence over unpaid ones.

As stated by Raph Efiong (1999:70) the implication of commercializing news in the Nigeria media has effect on the media credibility and consequences on the citizens participatory rights in the communication, Media.

 

1.3 OBJECTIVES OF THE STUDY

It is pertinent to find out that news commercialization is unethical. It has caused out news producers to package material that are news worthy. Also it has affected adversely the way and manner in which reporters go in search of news stories.

Their manner of searching for news has been constrained by the fact that, their stories should have commercial value should be given out to the publics. They should always have a story that will hold the interest of the public audience when it will be given out to them.

 

 

1.4 SIGNIFICANCE OF THE STUDY

The aim of this study is to bring to the notice of the management the impact of their decision to engage in news commercialization. They will realize that their news packages are not enjoying the confidence of their audience.

Also they will have to know that they have not been disseminating on adequate information to their audience members are expecting through their news packages.

The management will later understand that this condition has adversely affected their credibility rating.

The journalist will realize the importance of maintaining their professional standard in news coverage and writing of news stories.

While on the other hand, the audience will start to receive the type of news stories they have been expecting from Nigeria Television Authority (NTA) Enugu.

 

1.5 RESEARCH QUESTION

1. Does news commercialization affect negatively the level of confidence audience have in Nigeria Television Authority (NTA) Enugu news packages.
2. Does news commercialization affect negatively the standard of writing news stories in Nigeria Television Authority (NTA) Enugu.
3. What is the attitude of news producers to the idea of news commercialization. Is Nigeria Television Authority (NTA) Enugu enjoying low level of audience viewer ship as a result of the news commercialization.
4. Does the preparation of news commercials lead the news producers in to engaging in unellical practice.

 

1.6 RESEARCH HYPOTHESIS

H0: The policy of commercialization of news in Nigeria Television Authority (NTA) Enugu, as a means of enhancing finances, has not in any way adversely affected the objective of news producer in news writing.

H1: News commercialization as a mean of enhancing the financial standing of Nigeria Television Authority (NTA) Enugu has adversely affected the objectivity of news producers in news writing.

H0: News commercialization in NTA Enugu has not contributed to the low credibility rating they enjoy.

H1: The credibility rating of NTA Enugu has reached an all time low such as a result of the news commercialization.

H0: Commercial news stories in NTA Enugu, do not usually displace humanitarian service news stores.

H1: NTA Enugu, commercial news stories usually displace news stories that are humanitarian interest.

H0: Finances that come into the channel uia news commercialization justly the continued maintenance of news commercialization policy there.

H1: Incomes that accrue to the station through news commercials are not substantial enough to justify the maintenance of commercialization of news.

 

1.7 DEFINITION OF TERMS

CONEPTUAL AND OPERATIONAL DEFINITION

It is very important that the meanings of the topic are resisted in use mind of the readers that is why decided to simplify for better comprehension clarity.

News: News or fresh information is reports of what has recently happened.

COMMERCIALIZATION: Is a process by which information is given out to the public through the process of media.

IMPACT: A powerful effect that something has on a situation on person.

MANAGEMENT: The action or manner of managing or control of things or persons.

MEDIA: It is something acting as an intermediate in sound between the aspirates and the tenures.

BROADCASTING: This is electronic transmission of radio and television signals designed for public consumption.

 

1.8 OPERATIONAL DEFINITION:

          COMMERCIALIZATION: In this context it means running or managing of mass media with a view of malign profit through information dissemination.

MANAGEMENT: This is the act of planning organizing, staffing, directing & controlling of something or person for instance in media organisation such as Nigeria Television Authority (NTA) Enugu.

IMPACT: This is the effect which hit on a thing has for that. This, it is the effect which commercialization of news has on this audience.

NEWS: This is timely report, facts and opinion that has interest or importance or both on a considerable number of people.

ASSUMPTIONS

It is assumed that news commercialization will make the media to be class oriented. Because only those who can afford to pay will be heard while majority who are poor will not, there by making it a case of he who pays the piper dictates the tune.

The last majority of people in the rural area are left blind because they cannot attered the price been paid in media house.

Commercial news stories normally displace humanitarian news stories. It is equally assumed that the reason while the NTA Enugu decided to involve in commercialization of news policy is because of financial problem facing it.

LIMITATION OF STUDY:

This research work is limited to NTA Enugu due to financial / constraints. However, conscious effort will be made to carry out this study to the required slandered that will make it a reliable and dependable one. This is because intend to base this study on data correctly supplied by the respondents.

REFERENCE

1. Uto Oliuia (1999:70). Commercialization of news in Nigeria Broadcast media by Effiong R, issues in broadcasting.
2. Also Stella- Joan Ebo (1994:43-44)

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THE INFLUENCE OF POLITICAL ADVERTISING ON THE

POLITICAL BEHAVIOUR OF NIGERIANS

(A CASE STUDY OF 2011 PRESIDENTIAL ELECTION)

ABSTRACT

This research study was designed to find out how political advertising influence the political behaviour of Nigerians.

The research study was carried out in Enugu. Enugu North Local Government and HND ll Mass Communication department were given self-administered questionnaires; this area was selected because of the availability of sophisticated infrastructure facilities and because of the high educational level of the people in that area.

Survey research techniques were the method of research employed in this study. The analysis of collected data led to the following findings.

It was discovered that political advertising could influence the political behaviour of Nigerians. That the influence of political advertising was noticeable in the 2011 presidential election held in the country

CHAPTER ONE

• Background of the study………………………………              1 – 5
• Statement of problem…………………………………          5
• Objective of the study…………………………………          6
• Significance of the study………………………………              6 – 7
• Research questions…………………………………….               7 – 8
• Research hypothesis…………………………………..          8
• Conceptual & Operational definition…………………               8 – 9
• Assumptions……………………………………………              9 – 10
• Limitations of the study………………………………..        10

 

CHAPTER TWO

• Sources of literatures…………………………………       11
• Literature review……………………………………              11 – 27
• Theoretical framework……………………………….              27 – 32
• Summary of literature review………………………..              32 – 33

 

CHAPTER THREE

• Research method……………………………………..              34 – 35
• Research design………………………………………..      35
• Research population/Sample size……………………..             35 – 37
• Measuring Instrument………………………………..              37 – 38
• Method of data analysis………………………………              38 – 39

 

 

 

CHAPTER FOUR

• Data analysis and Result……………………………              40 – 43
• Test of hypothesis…………………………………….              44 – 45
• Discussion…………………………………………….              45 – 46

 

CHAPTER FIVE

SUMMARY AND RECOMMENDATION

• Summary……………………………………………              47 – 48
• Recommendation and Conclusion………………….              48 – 52

Reference……………………………………………                   53 – 54

Bibliography…………………………………………                  55 – 56

Questionnaire………………………………………..                   57 – 59

 

 

 

CHAPTER ONE

 

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The political parties managed political party organization in the first republic. The immediate post independence period brought about coalition politics as the NPC joined hands with the National Council of Nigerian Cameroon (NCNC), while the Action group (AG) formed the opposition at the center. In the regions each of these major parties exercised control. Thus, the Nigerian people congress (NPC) controlled the east and West respectively.

Ikenna Nzimiro notes that corruption flourished and the party’s shows inclinations with their members enjoying privileged status and authority within the existing social order. With the regional focus of these parties came ethnic politics. The expectation that the elites would be immune to ethnicity was dealt a fatal blow as both the educated and literate members of the parties resorted to the massing of ethnic feelings.

 

 

Chris Doghudji in his view about Nigerian politics opines that politics in Nigeria is a do-or-die affair. It is full of bitterness, hatred, intimidation and violence. People vote mainly for members of their tribe or religion. According to him, in the first Republic, Hausas voted for Hausa, Ibos for Ibos and Yoruba’s for Yoruba. This was also repeated during the second Republic. He noted that inspired of the powerful promises of the Yoruba presidential candidates, chief Obafemi Awolowo he still failed. His party united party of Nigeria (UPN) promised free education at all level, free health service, full employment and integrated rural development. These are exactly what the average Nigeria needs, yet the promises meant something only to the Yoruba’s as they voted for him enmass, while the Ibos voted for Zik and the Hausas voted for Shagari.

The experiment pf parties of the second republic failed was not in doubt for the political scene was still the same and the actors had not really changed. The political sins committed during elections in the first republic were repeated in greater dimension, but all this was soon to

 

 

change through political advertising as the nation awaited the birth of the third republic.

As a pride to the third republic the Babangida administration on 7^th October 1989 created two political parties. The social democratic party (SDP) and the national Republican Convention (NRC) The first Local Government election was held in 1989/90. During this period, political advertising operated at a subliminal level.

The concept later gained momentum during the states house of Assembly election and the Governorship election that came up on the 14^th December 1991. Prior to the day of election, the two parties went shopping for the best advertising agencies to help package their candidates and party programs. It was a period when Nigerian were daily bombarded with catchy and persuasion ladder politics slogans.

The slogans range from SDP-progress, SDP-the better choice for change and progress, SDP-the better choice for progress “free” has a price: Beware! There’s a trap somewhere NRC, Beware! The Trojan horse NRC, NRC-the party that will guarantee you the good life. Virtually all the means of communication in the country from radio, television, newspaper, magazines and even billboards were exhaustively used by the two political parties to reach the electorate.

The December 14^th election can be described as the era of “unparallel media politics” in Nigeria. A time when political advertising became the vogue in our electioneering and political process. In the history of Nigeria, no era of our political development and growth has witnessed massive use of political communication that is to advertise like it occurred in the Governor ship election of 1991.

This trend later continued when in the build-up to the June 12 1993 presidential election political advertising appeared to gain greater momentum. And with Abiola’s “Trust, confidence, Hope campaign slogan and Toja’s “for a better tomorrow”.

The 1991 election came with three political parties people Democratic party (PDP), the All peoples party (APP), and Alliance for Democracy (AD) they intensified their advertised during the presidential election like it has never been done before. The 2011 election was similar in almost every way it came with the 2^nd tenure advert.

 

The stage might have been eventually set for a grand political battle in the country via political advertising.

 

• PROBLEM STATEMENT

There is crucial point that promoted the researchers to investigate the unique role of political advertising in the 2011 presidential election in Nigeria, advertising experts and academicians have been ruminating over these issues since the June 1993 election. There is urgent need to know how political advertising influence the political behaviour of Nigerians.

Every society that is conscious of its future, tries to exercise control over the background of their country hence the researcher also investigated the degree of influence of such factors as ethnicity, tribal affiliation, religious inclination, financial inducement on the political behavior of Nigeria’s in the election. These are the problems, which the researcher is out to address.

 

 

 

 

• OBJECTIVES OF THE STUDY

One purpose of this study is to find out whether political advertising influenced the political behavior of Nigerians in the 2011 presidential election or not.

 

• SIGNIFICANCE OF THE STUDY

The political behavior of the people of a country is a central factor in analyzing the direction of the political situation of that particular country. As a result of this, the study of political behaviour of a people has always been an interesting one. Especially when it has to do with such factors as ethnicity, tribalism and religion influencing it at any point in time.

However, it becomes more interesting when the political behavior of the people of country like Nigeria may have been influenced by a unique factor such as political advertising. This cannot certainly be ignored. It is in this light that a study of this nature is necessary. It is imperative the role of political advertising in the political process of any country is emphasized to show its significance.

 

Apart from this, it would be intellectually bad to ignore the phenomenal contribution of political advertising to the 2011 2^nd tenure presidential election campaign in Nigeria. More so, it would amount to shear academic negligence if this observes phenomenon in the polity is not documented into a theoretical framework for future reference.

Above all, the uniqueness of the 2011 presidential election campaign calls for an appraisal of the importance of political advertising and its future role in the political development of any nation.

It is therefore expected that this study will provide a sound basis for acknowledgment of the persuasive power of political advertising in eroding the powerful influence of ethnic politics, religion and the rest of them.

 

 

• RESEARCH QUESTIONS

1. Can politics advertising influence the political behaviour of Nigerians?

 

2. Are there noticeable and systematic change in the way people reacts to political adverts?
3. How will political advertising help improve the peoples way of voting?

 

• RESEARCH HYPOYHESIS

H₁:     Political advertising influences political behaviors of Nigerians.

H_o:     Political advertising does not influence the political behavior of Nigerians.

H₂:     That the influence was noticeable in the 2011 presidential election in Nigeria.

 

• CONCEPTUAL AND OPERATIONAL DEFINITION

ELECTORATE: – People who constitute the voting population during an election.

Above the –line Agency term for advertising in traditional commission. Paying media: – Press, TV, Radio, Cinema and out door.

 

Below-the-line other kind of advertising not in traditional five media. Merchandising, point-of-sale, direct mail, exhibition, T-shirts, key holders etc containing the logo of a product or its company.

Advertising Agency Team of specialist who plans, prepare and place advertising.

Below-the –line all other kind of advertising not in traditional five media. Merchandising, point – of – sale, direct mail, exhibition, T-shirts, key holders etc containing the logo of a product or its company.

Advertising Agency Team of specialist who plans, prepare and place advertising.

Account: – Client of advertising agency.

 

• ASSUMPTIONS

This study is based on the following assumptions.

1. That political advertising can affect the political behaviours of people.
2. That political advertising message also receives individualized perception and interpretation.

 

3. That political advertising pattern is similar to political advertising pattern all over the world.
4. That political advertising influence was noticeable in the 2011 presidential election in Nigeria.

 

• LIMITATION OF THE STUDY

The limitation of this study lies in finance but was believed that the findings and recommendations will hold strong ground among the people of the nation.

Another limitation is time. The researcher had to spend time in the library and there was fear to give out information as some mistook the researcher as an assessment officer and were afraid for the safety of their job.

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