Keyword : Advertising, Electorate, Mobilization, Outdoor, Elections
Author(s) : BASSEY Esuk Bassey, PhD
Abstract :
This study examined the influence of outdoor advertising on the political mobilization of the electorate in the 2019 general elections in the Akwa Ibom State of Nigeria. The study adopted the survey research design and a sample size of 400 electorate were purposively polled from the 1.94 million voters that collected their permanent voter's cards (PVCs) for the elections in the state. The objectives of the study included: To find out what extent were the electorate exposed to outdoor advertising during the 2019 general elections in the Akwa Ibom State of Nigeria; whether the electorate’s socio-economic and education status influenced their exposure to outdoor advertising during 2019 general elections and whether outdoor advertisements had influenced voting behavior and the outcome of the 2019 general elections in the Akwa Ibom State of Nigeria. Data analyzed showed that voters’ exposure to political advertising on billboards and other outdoor outlets recorded a positive high weighted mean score of 4.71 or 94%. The study found out that though exposure to outdoor advertising was high among the electorate, it could not influence the voting behavior of the electorate and the outcome of elections of 2019 in Akwa Ibom State. The study then concluded that exposure to outdoor advertisements by the electorate during the 2019 general elections in the Akwa Ibom State of Nigeria was very high (94%); and that the socio-economic and educational status of the electorate did not influence their exposure to outdoor advertising by politicians and political parties. It then recommended that given the popularity of the outdoor advertising media outlets, politicians and the political parties should use the medium extensively to advertise measures of making the electoral process credible in Nigeria.
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