INFLUENCE OF NEWSPAPER POLITICAL REPORT IN VOTING BEHAVIOUR
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INFLUENCE OF NEWSPAPER POLITICAL REPORT IN VOTING BEHAVIOUR
Chapter one
Introduction
1.1 Background of the Study
Mass media is widely believed to perform unquantifiable roles in matters of public interest, public opinion, and attitude formation. According to James Curran et al. (1977), “pioneer investigators accepted popular impressions of the media as omnipotent and capable of being employed for manipulative purposes”.
Thus, Edwin Emery et al. (1974) stated that “newspapers everywhere are available channels through which political leaders express their views and seek public support for their policies.”
Many studies have been undertaken to examine the effects of mass media on the audience. Unfortunately, none of these studies have looked at the impact of political messages in newspapers on their audiences. This is especially important because newspapers precede all other forms of mass communication and have a significant impact on society.
The newspaper’s basic functions are to inform, entertain, educate, and serve the propagandist needs of society. In terms of the propaganda needs of society, the newspaper generally plays an important role in national development, particularly during political elections.
The great American leader, George Washington, has also emphasised the importance of the press in political institutions. He once said that if he had to choose between a government without the press and a press without the government, he would go with the latter.
According to Sunday Olagunju, a columnist for the Times International (September 23, 1985), “great leaders such as Lenin of Russia, Bismarck of Germany, Attorturk of Turkey, Napoleon Bonar parti of France and even Chamberlain of Britain, succeeded because of their unwavering recognition of the powerful role of the press.”
The huge political knowledge provided by newspaper stories has most likely had a significant impact on the growth, quality, and evolution of political activities in society.
This is supported by Frank Ugboaja, who stated in his “communication policies in Nigeria” (1980) that “Nigeria thus had its newspapers to fight the cold wars that eventually led to the lifting of the shackles of colonialism on October 1, 1960, after having been under British colonial tutelage for nearly half a country.
As a result, Nigeria acquired political independence through the formidable “wings” of the press.
Since Nigeria gained independence in 1960, the press in the country has been accused of veering from militant journalism to a simple tune-dancer of the drums banged by its masters.
In light of the foregoing, we deemed it necessary to investigate the influence of newspaper reports on electorate voting behaviour, taking into account the fact that, while studies on press coverage of political campaigns have been conducted, no adequate report on electorate voting behaviour has been provided.
Thus, the purpose of this study is to determine the extent to which newspaper political stories influenced the voting behaviour of Enugu electorates during the March 2003 Governorship election in Nigeria.
1.2 Statement of the Research Problem
Communication, without a question, is critical to the operation of governments. Some researchers refer to it as the political body’s nerve system, which transmits messages between its many sections.
An occurrence that is not communicated is analogous to the hypothetical tree that fell in the market and no one heard about it. The excommunication event is ineffective, just as the falling tree is not heard.
However, there have been questions about how much the newspaper, as a print medium of mass communication, has been able to contribute to one of its fundamental goals, inciting behaviour.
Elections are sociopolitical events that take place in order to change governments. Everyone has a civic responsibility to vote for political leaders.
To accomplish this, electorates require some level of orientation in political matters and electoral procedures. Newspapers are a primary medium for disseminating this political attitude.
Again, the content of such messages invariably influences how voters perceive them as positive, unfavourable, trustworthy, or incredible.
Those that utilise newspapers to disseminate political reports must have reasoned that it is valuable and therefore has some impact.
In light of these, our objective is to determine the amount to which newspaper political reporting influence the voting behaviour of Enugu electorates, at least from February to March 2003.
That period was marked by heated political fights, claims of election malpractices, and party campaigns with unquantifiable promises, all in an attempt to earn voters’ trust in the Governorship election.
The study was driven by the belief that newspapers have the ability to harm the reputation of any party or candidate, add their own interpretation to a political news article, take a stand in favour of a candidate or political party, and, most importantly, influence public opinion.
It is envisaged that the responses to our findings will aid in determining the impact of newspaper political coverage on the voting behaviour of Enugu electorates.
This study took some of its parameters from the work of Bernard R. Berelson, Paul F. Lazarsfield, and H. Gandet, among other scholars.
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