Radio Political Advertising in Nigeria: Influence on Electorates Acceptance of Political Parties Candidates

Abstract

This study explores the influence of radio advertising on the electorates’ choice of political parties’ candidates in selected states of South East Nigeria. All registered voters in the states formed the study population. The sample size of 400 respondents was obtained from a population of 3,232,251registered voters. Structured questionnaire was used for data collection. Tables and percentages were used in the presentation and analysis of data. Findings from the study showed that; radio campaign advertising significantly influences the electorates exposure of political parties candidates in the selected states in South Eastern Nigeria, that exposure to radio campaign advertising influences the electorates’ opinion of political parties’ candidates and that the radio campaign advertising significantly serves as a mobilization tool on the electorates about political parties’ candidates. The study concluded that advertising plays significance role on electorates acceptance of political parties candidates and recommended that political parties should continue with the use of improved radio campaign advertising to seek and gain acceptance by the electorates.

Keywords: Radio political advertising, effects, electorates acceptance, political candidates, mobilization, choice.

DOI: 10.7176/JMCR/81-05

Publication date:August 31^st 2021