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Did Television Make You Change Your Choice of Candidate?

Aririguzoh, Stella A. (2011) Did Television Make You Change Your Choice of Candidate? International Journal of Communication (13). pp. 100-121. ISSN 1597-4324

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Abstract

Television is a very potent medium that can be used to reach millions of viewers at the same time. Because it combines sound and pictures together, its power seems multiplied. Due to these, many have chosen it as the choice medium to use to pass across messages to different people. Politicians have characteristically routed their messages through the channel that carries their messages to the largest number of people. In Nigeria, television has been enthusiastically used by politicians to reach members of the electorate. Their main reason is to capture the votes of these citizens through convincing messages and spots. Most of the voters may not know those contesting on a one-to-one basis. However, television broadcasts bring unending images and messages from the contestants to the voters .in their different homes. Some of the voters may have made up their minds on the particular contestant that they wanted to vote for before or even after exposure to television broadcasts. Focussing on voters in Ado Odo/Ota communities, this paper sought to establish if television broadcasts influenced these voters into changing their minds from their initial candidates of preference to another because of what they watched on television during the 2007 Nigerian presidential election. It was found that indeed television caused voters' shiftfrom one candidate to another. Importantly, this shift was more pronounced in the urban than in the rural areas. Most of the voters that changed their minds were the undecided voters who were still wavering between opinions on whom to vote for. Nevertheless, most of the voters, especially the older ones remained resolute in their decisions to vote for their candidates of choice.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User: Mr Solomon Bayoko
Date Deposited: 17 Apr 2014 12:12
Last Modified: 17 Apr 2014 12:12
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/2413

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