IMPACT OF RADIO POLITICAL ADVERTISING ON THE VOTINGS BEHAVIOUR OF THE RURALITES DURING ELECTIONS IN NIGERIA
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.
It is undeniable that the second half of the twenty-first century witnessed a rival of radical political change that swept across the borders of the majority of modern nations around the world. As a result of this shift, socio-cultural diversity and political pluralism have emerged.
This study looked at the effect of radio advertising on rural voters’ voting behavior during elections. The survey research methodology was used, as well as the distribution of questionnaires to respondents. The study’s findings clearly
demonstrated that radio political advertising has a significant impact on voters’ voting behavior by setting political agendas for them and making both political candidates and their political parties more appealing to voters. As a result, it is suggested that future researchers on this study investigate the contrasting influence of negative and positive media advertising on the political behavior of urban voters.
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IMPACT OF RADIO POLITICAL ADVERTISING ON THE VOTINGS BEHAVIOUR OF THE RURALITES DURING ELECTIONS IN NIGERIA
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