IMPACT OF RADIO POLITICAL ADVERTISING ON THE VOTING BEHAVIOUR OF THE RURALITES DURING ELECTIONS

IMPACT OF RADIO POLITICAL ADVERTISING ON THE VOTING BEHAVIOUR OF THE RURALITES DURING ELECTIONS

Abstract

The study assessed the effect of radio political advertising and the participation of the rural electorate in election in Rivers State, Nigeria. The study was motivated by the tense political atmosphere that pervaded the political landscape in the state prior to the gubernatorial and the senatorial election due to the incumbent governor’s defection to an opposition party and the resolve of other candidates in that election to take over the reins of power from the incumbent governor. To solicit votes or win the support of the electorate, candidates used political advertising among other strategies to sell their personality and party manifestoes.