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The reinforcement effects of television broadcasts on partisans in Nigeria

Aririguzoh, Stella A. (2013) The reinforcement effects of television broadcasts on partisans in Nigeria. In: Political Communication in Nigeria: Issues in Electoral Campaigns in the Democratic Process. NA. (In Press)

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ABSTRACT Television broadcasts improve the voters’ knowledge base; increase their level of political participation and possibly influence their choices of candidates and the parties they vote for. Voting is the core of political participation. Voters’ behaviour indicate their reactions to the information that television gives to them on the presidential election. These reactions may either reinforce or crystallize their voting decisions. The reinforcement effect occurs when television broadcasts strengthen voters’ decisions to vote for a particular candidate or party. This study sought to find out if the reinforcement effect affected the decisions of partisans to vote simply for the political parties where they are members and those candidates that these same parties presented in the Nigerian 2007 presidential election. The survey method was used to study 1337 party members who were residents in Ado Odo/Ota local council of Ogun State, Nigeria. This study found out that television broadcasts reinforced the opinion of registered party members to vote in their parties and the candidates that these parties presented. Their partisanship provided them a shortcut to determine who they voted for. However, the tie of partisanship is weakening and appears no longer to be very strong as the indices are low. KEY TERMS: Television, influence, voting, behaviour, reinforcement effect, presidential election.

Item Type: Book Section
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
J Political Science > JA Political science (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Date Deposited: 24 Apr 2014 12:03
Last Modified: 24 Apr 2014 12:03

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