The Role of Nigerian Mass Media in Electioneering Campaigns
Chapter One
OBJECTIVES OF STUDY
The aim of the study is to find out the impact played by mass media in the 2019 general election outcome. Hence the specific objectives are as follow:
- To find out the extent in which mass media was used as a political tool during the 2019 election.
- To identify the online campaign strategies used by candidates and political parties in the 2019 general election.
- To find out the correlation between mass media campaigns and election outcomes
CHAPTER TWO
LITERATURE REVIEW AND THEORETICAL FRAMEWORK
CONCEPTUAL REVIEW
Concept of mass media
The term Mass media‘ has been defined in different ways by its users, ICT experts, and authors. Kaplan and Haenlein (2010) define mass media as a group of internet based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content‖. It includes web-based and mobile based technologies that are used to turn communication into interactive dialogue among individuals, organizations, and communities. Typical examples of social media platforms include websites such as Facebook, Twitter, Flickr, Youtube and the interactive options on these websites, such as the re tweeting option on Twitter. These instruments are referred to as media because they are tools which can also be used for the storage and dissemination of information, however unlike the traditional media like Television and Radio, most of the mass media tools allow their users to interact as re twitting‖ on Twitter and comment options on Facebook illustrate.
Looking at mass media from a more practical point of view, (Sweetser and Lariscy 2008) define social media as a read write Web, where the online audience moves beyond passive viewing of Web content to actually contributing to the content‖. One thing that is common in most definitions of mass media is the point that it is based on user-generated participation. The opportunity to enjoy user-to-user interaction distinguishes mass media from the traditional media which is characterized by top- down news dissemination arrangement (Clark and Aufderheide 2009). Another attribute of the mass media which distinguishes it from the traditional media is the choice it accords to its users. Choice enables people to access the information they like to learn about through the mass media, eliminating the gatekeeper role of traditional media. On one hand, the choice offered by mass media reduces the shared experience that viewers of particular traditional media channels usually have; on the other hand, it creates a network of individuals with like interests and similar preferences.
Two primary tools that have enabled people to socialize and connect with each other online are social networking sites and electronic messaging. More than half of America‘s teens and young adults send electronic messages and use social networking sites, and more than one third of all internet users engage in these activities (Jones and Fox 2009). In Nigeria, over 3 million people have Facebook accounts, while about 60,000 people are on Twitter (Asuni and Farris 2011). Most people who use mass media tools access them mainly through computers and mobile devices such as phones and Tablet PCs. Analysts suggest that majority of phone purchases in the coming years will be more for using online networks rather than making phone calls (Baekdal 2008). Thus, phone communication is now tending toward oneto-many sharing rather than the usual one-to-one conversation.
Mass media technologies take on different forms including magazines, internet forums, weblogs, social blogs, podcasts, pictures, and video. Considering that mass media come in diverse forms, Kaplan and Haenlein (2010) tried to classify mass media into six distinct categories:
Collaborative projects (e.g. Wikipedia)
Blogs and microblogs (e.g. Twitter)
Content communities (e.g. YouTube)
Social networking sites (e.g. Facebook)
Virtual game worlds (e.g. World of Warcraft)
Virtual social worlds (e.g. Second Life)
Out of these six categories of mass media tools, three categories (blogs and micro blogs, content communities, and social networking sites) are the ones that are most relevant to the application of mass media in the electoral process.
Chapter Three
RESEARCH METHODOLOGY
Research design
The method used in this study is mainly of doctrinal or library research in nature. The theory-based teaching methodology will allow the researcher to consult, address, examine, study and fill in the gaps in the authors’ work contained in textbooks, magazines and the Internet. The data collected through library research, which the researcher reads, writes and collects relevant information about this project. When seeking information from related documents, such as books, scientific journals and others that consider the main problem of this subject of study, the researcher tries to draw conclusions from examining various views.
Population of study
The target population for this study comprised of reports from INEC on the 2019 general elections, campaign posts on mass media from political parties and candidates.
Area of study
The study focused on the mass media space in Nigeria and 2019 national electioneering in Nigeria, located in West African.
CHAPTER FOUR
WHAT WAS THE EXTENT OF USE OF SOCIAL AS A POLITICAL TOOL DURING THE 2019 ELECTIONS
Three major issues underline the tremendous use of mass media tools during the 2019 general elections.
Firstly, it reflects a global trend towards “internet elections” or “e-electioneering”. Around the world, rapidly expanding access to the internet, increased availability of internet ready smart phones and other communication devices, as well as the evolution of web-based new media personal websites, social networking sites, blogs, e-newsletters, have redefined methods of political communication, leading to a significant shift towards the use of mass media in the electoral process. Previously, network television and newspapers dominated coverage of electioneering and were the primary sites of election-related information. But today, the mass media has become a major election information sharing platform globally. Because of its ease of use, speed, and reach, mass media is revolutionizing the efficiency of election administration, coverage and reporting.
CHAPTER FIVE
SUMMARY CONCLUSION AND RECOMMENDATION
SUMMARY
The study tried to explain, describe and analyze the way and maneuver in which the mass media influences the 2019 Nigerian general election is the Facebook and twitter and to explain the extent to which the Facebook and twitter inform, educate, and enlighten people during the election period for the propose filing the knowledge gap to the researcher as well as exposes the result and findings to the body of knowledge and general public,
The study review the related works done by scholars from 2011 general election to the 2019 general election, also look to various angle of related topic across the globe from Barack Obama to the Middle East revolution.
Related theory were discuss that technological determinisms and user gratification theory was aim toward explain the study.
Finally, the study finds out the role of mass media in creating awareness during 2019 Nigeria general elections positive and encouraging.
CONCLUSION
Facebook and Twitter serve as tool of engaging and interacting with the public, organizing and mobilizing supporters, gathering voter, campaigns data, reaching the youth vote, how to vote, the use of card readers and others electoral devices.
While the use of new media in 2019 general elections clearly provides important advantages to candidates, citizens and the public sphere also benefit by having an easy method of acquiring diverse information on the election, a platform for organizing and gaining resources for meaningful participation in democracy, and a means to engage in public dialogue and interact with candidates. However, citizens should remain conscious of candidates‘ underlying motive for using Facebook and Twitter: to ultimately gain enough votes in order to win the presidential election.
Facebook and Twitter have impacted on political communication and has provided a whole effective means for political mobilization. This study was conducted to assess the extent to which Facebook and Twitter fared as a tool of creating awareness in 2019 General Election in Nigeria. The study was guided by five objectives. Findings showed that Facebook and twitter played a major role in mobilizing the support of the electorate. It was however found that mobilization by Facebook and Twitter was limited to the people who had internet access or smart phones with internet applications.
This study contends that the significant use of mass media during the 2019 general elections in Nigeria was a result of three key factors, namely:
The tendency of election stakeholders in Nigeria to follow the global trends in the use mass media as a political communication tool.
The tendency of Nigerian politicians and political parties to tap into the opportunities offered by mass media to reach and engage their constituents and voters, and
The tendency to use of mass media tools to improve the efficiency of election observation. The study argues that the four key stakeholders in the Nigerian electoral process (the Independent National Electoral Commission (INEC), politicians/political parties, the electorate, and Civil Society Organizations) made extensive use of mass media during the 2019 elections. Each of these stakeholders used the mass media to achieve a number of interrelated objectives. INEC used mass media basically to broadcast messages on the elections and receive feedbacks from the public on their experience with the process. Politicians/political parties used the mass media to reach out to the voters and canvass for support. The electorates used mass media to report their experiences and receive election related information, while the CSOs used the mass media to mobilize and educate the electorate as well as to cover and report their observation of the electoral process.
RECOMMENDATIONS
Based on the challenges and opportunities of the use of mass media particularly Facebook and Twitter in 2019 general elections, we recommend as follows:
The benefits of the use of mass media outweigh its risks, as such the civil society should plan to use and equally encourage other election stakeholders to use mass media in the subsequent elections in Nigeria.
INEC should establish guidelines for the use of mass media as a political communication tool in Nigeria. Modalities should be established to systematically verify information reported by citizen observers through the mass media.
INEC should establish a mass media tracking center to monitor, collate, and interpret trends and reports during elections.
Development partners should support domestic observer groups to utilize mass media as a means of improving election observation in Nigeria.
Credibility of mass media should be encouraged because presently, most political stories obtained on the web are mere gossips and rumors which most times are baseless. A little bit of caution should be exhibited by those who post comments on mass media sites. This is because; some of these comments are derogatory and appalling.
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