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THE INFLUENCE OF POLITICAL ADVERTISING ON THE

POLITICAL BEHAVIOUR OF NIGERIAS

(A CASE STUDY OF 2003 PRESIDENTIAL ELECTION)

 

ABSRACT

 

         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 2003 presidential election held in the country

 

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.