PERCEPTION OF NEWSPAPER READERS OF NEWSPAPER POLITICAL ADVERTISEMENT
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PERCEPTION OF NEWSPAPER READERS OF NEWSPAPER POLITICAL ADVERTISEMENT
Abstract
The study investigates readers’ perceptions of newspaper political advertisements. Political campaigns involve projecting ideas, canvassing support, and displaying candidates and manifestos in public. Rallies and campaigns can be publicised via posters, pamphlets, banners, radio, television, and newspapers.
Campaign media coverage is vital because it spreads information about the events. The study used the agenda framing theory of mass communication. The survey design was used to carry out this research. A total sample size of 46, 000 was picked from the complete population using the basic random procedure.
According to the statistics, pointer and guardian newspaper readers of political advertisements read these publications on a daily basis to learn about how political parties and politicians canvass voters. According to the study’s findings, quarter-page adverts in black and white appear more frequently during election campaigns.
When comparing the two newspapers included in this study, the Guardian newspaper runs more political advertisements than the Pointer newspaper. Newspaper organisations should increase the picture quality of political adverts in order to attract more advertisers during elections.
The study advised that Nigerian newspapers avoid partisan politics when advertising for politicians and political parties. The doctrine of objectivity in mass communication cannot be superimposed with the quest for advertisement revenue, because media credibility is paramount, government-owned newspapers like the pointer should distinguish the newspaper from the government of the day, as such will make the newspaper to be more objective in carrying out political advertisements, be it the ruling government or the opposition party, and newspaper organisations should always tailor their advertisements to suit the
Chapter one
INTRODUCTION
1.1 Background for the Study
According to Umechukwu (2004:14), “politics is all those activities which are directly or indirectly associated with the acquisition of state power, the consolidation of state power, and the use of state”; this simply means that politicians are concerned with acquiring and exercising political power within a state.
The Cambridge Dictionaries describes politics as “the activities of the government, members of law-making organisations, or people who try to influence the way a country is governed.” To govern translates the use of authority in politics. Power continues to play a significant role in a country’s political evolution.
If power is at the centre of politics, then follows that power is the source of political conflict. Ezeukwu (1998:272) defines power as “control over behaviour.”
Power politics must be visible in any political circle, with the activities of such person or people centred on how to wield power to affect the behaviour of others. According to Ezeukwu (1998:278), “legitimate power is authority, and its wielding is morally and legally justified”.
Authority is lawful power, and power is legitimate when the people who wield it have been given the required authority. The authority to exert power must emanate from the people and is typically found in written documents such as a constitution.
The constitution determines political growth since all parts, including the government and the press, play vital roles that are consistent with Nigeria’s national identity.
In political landscape, the people are considered as kings since they have the power to enthrone or dethrone any government.
The people’s authority is typically exerted during general elections. Before an election, political parties and their candidates use all available campaign channels to woo voters.
According to Olalekan (2003:232), rallies and campaigns in politics are held to mobilise and enlighten people to support a cause, accept a principle, take a step, and so on.
Political campaigns involve projecting ideas, canvassing support, and displaying candidates and manifestos in public. Rallies and campaigns can be publicised via posters, pamphlets, banners, radio, television, and newspapers.
Campaign media coverage is vital because it spreads information about the events. Political advertising is a method of communicating with the general population.
According to Omotunde, Babtunde, and John-Dewole (2013), advertising was derived from the Latin term towards.” Advertising is a major tool in the idea is to sell products, services, or ideas to consumers”.
It is a type of mass communication that is used to convince or manipulate the minds of potential customers for a specific product, service, or idea.
Because advertising focuses on gaining people’s minds through persuasive communication, political advertising is a political tool for convincing voters to support and vote for a specific politician who is advertising. Olalekan (2003) describes political advertising as “synchronised methods of promotion and publicity.”
Websites, posters, a party flag march, the use of electronics and static billboards, the distribution of free party stickers and pamphlets, radio and TV jingles, street carnivals, a sponsored radio and television phone-in audience engagement programme, solidarity visits, and rallies are some of the techniques.
According to Sunny and Uwem (2013:50), political advertising has been an effective strategy for selling political candidates during election campaigns.
John-Kamen (2006:93) contended that political advertising is here to stay. Some detractors overestimate its significance, yet it certainly help candidates project their personality to a huge number of people.
Finally, this study will examine how voter perception of political advertisements at the government campaign level in Nigeria influences election success or failure.
According to Aduradolar, Remi, and Chris (2013), language is a powerful tool for communication in politics since it can convey many distinct meanings.
It is a weapon for political discourse.” According to Pfestch (2001), as cited by Galadima (2007:21), constant exchange between occupants of boundary roles of two social systems (politics and media) leads to political communication in which political and media roles transcend purely sectional interest.
This comes to mind the press as the fourth estate of the realm in a political atmosphere. Olalekan (2003:217) defines politics as “the art and science of government,” which is a body of people having the ability to control a country and hence vested with legislative, executive, and judicial powers. Thus, the result of politics is a manifestation of the state’s will.
According to a quotation by political scientist O.B.C Nwolise, political leaders are individuals or groups who hold a political position and shape the course of the group by constant voluntary contact with other members.
In electoral engineering, the politician provides an umbrella to help her contender win the election. Most party loyalists and devoted see the party as “supreme”.
The political party’s target audience includes party members, the electoral body, law enforcement agencies, professional associations, schools and colleges, human rights organisations, women’s associations and groups, local opinion leaders, international regulatory agencies, prospective party members, non-governmental organisations, labour unions, traditional rulers and chiefs, town unions and regional associations, ethnic associations, eligible voters, and the mass media.
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