IIARD International Institute of Academic Research and Development

RESEARCH JOURNAL OF MASS COMMUNICATION AND INFORMATION TECHNOLOGY (RJMCIT )

E-ISSN 2545-529X
P-ISSN 2695-2475
VOL. 10 NO. 2 2024
DOI: https://doi.org/10.56201/rjmcit.v10.no2.2024.pg64.85

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Political Parties’ Gubernatorial Broadcast Campaigns and Voters’ Choice in Delta State 2019 Elections

Osife-Kurex, Princess Onyeoma, Ochonogor, Christopher I., Sado, Austen

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Abstract

Owing to the strategic place of political campaign to the electoral process, this study examined how broadcast media messages influenced voters in their choice of governorship candidates of the different political parties in the 2019 general elections in Delta State. To guide the study, four research objectives were formulated, which include to: identify which political campaigns were publicised through the broadcast media for voters in the 2019 gubernatorial election in Delta; examine the frequency of political campaigns publicised through the broadcast media; determine the degree of persuasiveness of broadcast campaign to influence voters’ choice of candidates and assess the effect of broadcast campaign on non-partisan voters’ choice of candidates in the 2019 gubernatorial election in Delta State. The study was anchored on Social Judgment/Involvement theory. The population of the study was 1,188,784 drawn from the figure of registered voters in Delta State. The researcher used the Taro Yamane to determine the

keywords:

Political parties, Gubernatorial election, Broadcast campaign, Voters’ choice

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